Airbnb
A Brand and Product Case Study
Product Design
Overview
Project
Airbnb has long been known for redefining travel by helping people “belong anywhere.” This project explores how design can rekindle that sense of belonging and inspire users to re-engage with the platform through emotional storytelling.
Question
How might we help users emotionally connect with listings and rekindle the sense of community that defines Airbnb?
Impact
In testing, decreased booking time by 30%, increased "user mood" by 60%, decreased drop-off rate by 40%
Understanding the User
What kinds of people are we designing for?
Airbnb needs a feature that serves two types of users: guests and hosts. Guests need a more personalized explore flow, and hosts need a way to tell the story of their listings.
What problems are users having with the explore phase of the mobile app?
Users aren't resonating with the listings seen on the app, and aren't excited enough to balance the frustration of the expenses and logistics that come with booking a stay.
How does the existing exploration flow look and operate?
The existing mobile app is clean, intuitive, and consists of photography-based media. Users can explore suggested listings on homepage or search for their own by location.
Iterations
Brainstorming, problem solving, and project development
Airbnb Community Feed
Home Page
Preference Flow
Community Feed
Key Design Decisions
Decision: Incorporate photography, hand-drawn type, and personalized copy Why: These choices humanize the user experience, helping users feel like this product understands their needs Result: Users trust the app to bring them reccomendations that resonate and connect with them personally
Branding Assets
These social media mockups demonstrate what an accompanying brand campaign could look like for this feature. Airbnb could foster the ability to dream, become inspired, and belong through real people and real experiences.
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