Beyond the Booking: A Complete Airbnb Experience

PROJECT OVERVIEW

Airbnb connects travelers to unique stays worldwide, but navigating unfamiliar destinations often requires using multiple apps. To streamline travel experiences, this solo project is aimed to create a holistic Airbnb experience by integrating comprehensive travel information, addressing safety concerns, attraction details, navigation challenges, and language barriers within the platform.

PROBLEM

Currently, Airbnb lacks a centralized platform, forcing users to rely on multiple apps for essential travel information. This fragmented experience is stressful, especially when navigating unfamiliar destinations due to limited in-app information and features.

ROLE

Product Designer

Duration

March 2024 - July 2024

Tools

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When Airbnb is booked, adventure awaits! However, one worry lingers: navigating a new city. Exploring hidden alleys is great, but dead ends, not so much.

TALKING TO REAL PEOPLE

To understand the challenges travelers face in unfamiliar destinations, I conducted one-on-one generative interviews with 6 participants who frequently travel or explore new places. These interviews focused on uncovering user needs, preferences, and challenges encountered while navigating unfamiliar destinations. Key areas of exploration included finding places of interest, overcoming travel difficulties, and identifying desired features for an enhanced travel experience.

Key Findings

Lack of communication
Lack of communicationSafety Concern
Language BarrierLanguage Barrier

SOCIAL INSIGHTS

Interviews weren't enough. They were great for details but limited in scope. To get a broader perspective, I used IdeaApe (an AI tool), which is a giant ear constantly tuned to Reddit posts. I also immersed myself in the Airbnb host community to gain insight into hosts' needs.
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 I got a broader range of user experiences outside of the interview room. It was like having a million mini-focus groups going on simultaneously!  This massive amount of social media data, combined with the interview insights, gave me a much clearer picture of the overall challenges users were facing.

Reddit User
A Reddit User Language
“This washing machine at the Airbnb I’m staying out. The owner is really nice but don’t speak english. Can anybody tell me what all those buttons are about? Also does it dry? I just need to do a cold wash (delicate) and a cool air dry. Thanks!”
Reddit User
A Reddit User Map
So I booked a apartment that seemed to be pretty close to downtown, and was getting ready to head to the Airbnb when I noticed that the "directions" link referred to a neighborhood that is an entirely different location, one that would require an additional 8.7 of driving away.
Reddit User
A Reddit User Weather
“ In Michigan, so prime winter weather. We booked a loft above the owner’s garage for two nights, but the place was freezing with only a gas space heater and no thermostat or carbon monoxide detector. The host dismissed our safety concerns and refused a refund.”
Reddit User
A Reddit User Language
“I found this card in my airbnb and using Google translate it seems like it's nonsense, can I have help translating and deducing what it's for?”
Reddit User
A Reddit User Map
Exact location information is provided after a booking is confirmed." Isn't that an invitation to scamming? What is the rationale behind this? How can someone book something without having this vital information?
Community center
Community Center Safety
“My guest left and has not returned yet.  His check out was yesterday.  Should I be concerned?  I messaged him through the platform and asked him if he is ok, was he returning, and perhaps did I need to make arrangements for his personal belongings. ”
Airhost Forum
Airhost Forum Map, Help
“Guests reported getting lost and blamed the app, saying ‘the app sent me there.’ Despite contacting Airbnb multiple times about the issue, they insisted my location was incorrect, even though it had been accurate for six years. The problem persisted, with more guests experiencing the same issue .”
Reddit User
A Reddit User Map
Is there a way to find the exact location of an AirBnB listing before booking if the host will not provide it until you reserve the space? I don't AirB&B that often, but I imagine there is some negative effect if I were to book and then cancel a number of times with different hosts, right?
Reddit User
A Reddit User Safety
Locked inside in my airbnb and cant get out. I have tried for hours to open x but the lock is jammed. The owner has not answered any of my messages or calls! need to get out obviously I have no food or water in here. Thinking about just calling the locksmith since I've waited long enough.

…and countless others

How can I enhance the overall experience of Airbnb by integrating comprehensive travel information to make it more helpful and holistic?

MAJOR UX PROBLEMS TO TACKLE

Safety Concerns
Safety Concerns

Unfamiliar territory can be daunting. Travelers often feel vulnerable without clear safety measures. Hidden emergency features and limited communication options within the app heighten these anxieties, leaving both guests and their loved ones feeling uncomfortable during their stays.

Planning and Navigation Challenges
Planning and Navigation Challenges

Planning and navigating unfamiliar destinations is challenging when key details are missing. Users often find themselves relying on multiple apps to plan their trip due to the lack of accurate property locations, directions, and weather information that creates stress and frustration.

Barriers to Discovering Local Experiences
Barriers to Discovering Local Experiences

Users are looking for authentic and budget-friendly experiences. The current focus on paid activities ]limits the discovery of free or lesser-known attractions, hindering the platform's ability to cater to diverse traveler preferences.

Communication Barriers
Communication Barriers

Language barriers, exacerbated by limited Internet access, pose significant challenges for travelers navigating unfamiliar destinations. Difficulties arise in communicating with locals and understanding essential information such as signage and transit directions.

OPPORTUNITIES: HOLISTIC TRAVEL EXPERIENCE

Increase User Confidence
Increase User Confidence
Provide a secure environment for travelers to explore with confidence.
Safety Enhancement
Safety Enhancement
Empowering users to effortlessly discover and navigate new destinations.
Language Bridge
Language Bridge
Break down communication barriers for a seamless global experience.
Comprehensive Planning
Comprehensive Planning
Providing comprehensive features to transform the app into a one-stop travel hub
Wouldn't it be amazing if Airbnb could be your one-stop for travel planning, especially in unfamiliar areas?

BRAIN STORMING

After identifying the core problems through user interviews and social insights, I conducted a focused brainstorming session. Using tools like mind mapping and crazy 8s, I explored multiple directions to address the challenges users faced, including security concerns, navigation issues, and language barriers. The goal was to generate as many solutions as possible that could then be refined.
I categorized the ideas around the core challenges:

Security Concerns

Brainstorming generated concepts such as emergency buttons, real-time location sharing, and safety alerts.

Navigation Issues

I focused on solutions that would improve maps, provide real-time weather updates, and offer seamless directions without the need for external apps.

Language Barriers

Solutions included an AI-powered translation tool that allows users to scan and translate local signs or menus in real time.

Prioritizing with the "How Might We" Framework

Once a broad set of ideas was generated, I used the "How Might We" (HMW) framework to reframe the problem areas into opportunity-driven questions. This helped refine the focus on the most impactful solutions:

- How might we give users peace of mind when navigating unfamiliar cities?
- How could we help travelers overcome language barriers without Internet access?
- How could we reduce the need for users to rely on multiple apps while traveling?

These questions led me to solutions that could provide the most value to users.

Dot Voting for Feasibility and Impact

Next, I used a dot voting technique to prioritize the solutions based on two key criteria:

Feasibility

How easy or realistic it would be to implement each solution within Airbnb's existing platform.‍

Impact

Each solution's potential to significantly improve the user experience.

The ideas that scored highest in both categories were:
• Real-time location sharing to address safety concerns.
• AI-powered language translation to solve communication barriers.
• Weather updates integrated into the navigation system to create a unique experience.

Sketching concepts (Crazy 8s)

Using the Crazy 8s technique, I quickly sketched eight variations of the most promising ideas in a short period of time. This helped me explore different approaches and layouts, and allowed me to visually assess which designs would work best in practice. Rough sketches materialized, each one a small burst of creativity. Forget masterpieces - these were raw explorations, a visual language I documented with a kind of excited focus.

For real-time location sharing, I sketched different placements for the "Share My Location" button on the map interface to ensure it would be accessible in critical situations.- For AI-powered translation, I explored how the user could interact with it in different contexts, such as scanning street signs or restaurant menus, and how the translation would be presented in a user-friendly format.

More Sketches
Then, of course, the sketches became solutions...

DESIGN SYSTEM

Detailed Design System

WIREFRAMES

SOLUTION

Real-Time Weather Updates

Navigating in unfamiliar places can be unpredictable, especially when faced with unexpected weather. By providing real-time weather updates right on the map, users can pack accordingly and avoid unpleasant surprises.

Bridging Language Gap

Multi-language support and advanced AI-powered translation empower users to confidently navigate unfamiliar areas. Users can effortlessly scan and translate essential information, from traffic signs to restaurant menus, even without an internet connection.

Balancing Transparency and Privacy

Approximate locations are displayed before booking, providing a general area to guide user choices while respecting host privacy. Interactive real-time navigation empowers exploration within this designated area.

Unveiling Hidden Gems

Empowering users to explore like locals, the app transforms into a personal treasure map. With enhanced icons, street view, detailed place information, and interactive navigation, users can confidently discover hidden gems and navigate smoothly, even without an internet connection.

Real-Time Location Sharing

Real-time location sharing gives travelers and their loved ones peace of mind. Allowing users to share their location with trusted contacts reduces the critical safety concern for those traveling to unfamiliar territory.

On-Map Emergency Support

A prominently placed emergency button on the map screen provides immediate access to help, eliminating the need to navigate complex menus. This design choice allows support teams to quickly pinpoint the location, facilitating timely intervention in critical situations.

Usability Testing: A DELICATE BALANCE

CONTEXT

Usability testing with five frequent Airbnb users including three from earlier user interviews showed positive results in terms of the prototype's design, layout and overall user experience. Participants found the features intuitive and liked the additional details provided during the booking process. While no major usability issues were identified in other parts of the platform, some challenges arose with the neighbourhood safety feature. In particular, participants expressed confusion about the clarity and functionality of the crime data and guest reviews. In particular, the safety map proved difficult to navigate and interpret. Despite these concerns, the prototype performed well in all other areas, demonstrating a promising foundation for an improved and user-friendly Airbnb experience.

Detailed Usability Testing Report

KEY FINDINGS

Subjective Safety Perceptions
Users demonstrated varying reactions to crime data, highlighting the subjective nature of safety perceptions.

‍Data Accuracy Concerns
‍Participants questioned the accuracy and timeliness of crime statistics, expressing concerns about potential misinterpretations.

Community Impact
‍Displaying crime data raised concerns about stigmatizing neighborhoods and deterring potential visitors.

THOUGHTS

Displaying neighborhood safety data, including crime rates and guest reviews, seemed like a logical step. But the more I got into it, the more I realized that this was not a straightforward solution.
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‍‍Pinpointing neighborhoods with higher crime rates risked unfairly stigmatizing entire communities. This could deter travelers, hurting local businesses and hosts. And let’s face it, safety is subjective. What one person finds alarming, another might dismiss. Plus, crime stats are fluid.
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‍How could Airbnb guarantee the accuracy of the information they are providing? Ultimately, I decided to prioritize user safety without compromising the platform or its communities. It was a tough call, but I believe it’s the right one.

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