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Airbnb Case Study

"Airbnb Case Study" is an academic project that uses Figma and Google Docs to incorporate research, users' needs, feedback, workflow, wireframing, and testing, which are central to developing my design process. My primary audience was frequent Airbnb users, who praised the app's intuitive interface and personalized filters but noted the lack of better communication and information-sharing features. Through interviews and user testing, I gained insights that led to the development of new social features, such as a "Reply" button for improved communication, a "Heart" feature for user satisfaction, and a "Profile" page where users can personalize and share their experiences. These enhancements aimed to create a more socially interactive platform, addressing key user pain points and improving overall engagement. This project taught me how to design social media features and interfaces and develop a proper case study to showcase my design process.

Case Study: Research Airbnb

ARTG2400 Interaction Design Principles

Giovanna M. Bruno

27 February 2024

Introduction

Background

Since 2007, Airbnb has continued transforming the process and experiences of traveling and discovering new destinations due to its many personalized and easy-to-use features that allow users to craft their ideal trip. It also enables users to connect and communicate information with each other by giving users access to view or write reviews on the Host's Airbnb pages about their past experiences staying at Airbnb. As a result, it dramatically impacts the final decision-making of whether a user wants to stay at Airbnb. This project will continue to deliver ways to encourage communication, engagement, and user satisfaction improvement. This will be achieved by incorporating various new features into the current Airbnb platform and transforming it into a more social platform where users can better engage and gather information from each other.

Problem statement

After completing the dissection and initial research of the Airbnb app, the most prominent challenge emerged while exploring all of Airbnb's communication, engagement, satisfaction, and social features. As a result, the only feature that represented these aspects was the Host review sections, where past Airbnb guests can write reviews about their stay at the Airbnb. With that, the primary objective of this project is to provide Airbnb users with new features that can improve communication, engagement, and satisfaction while using the platform to make the app more social-based overall. Doing this will make Airbnb a social community where Users can share information and interact.

Approach

Research Methods

After conducting a competitive usability analysis that resulted in the discovery of features that Airbnb possesses compared to the features of other prominent booking platforms such as Expedia and Vrbo, three preliminary interviews were conducted to identify different unmet needs, features, or obstacles within the Airbnb interface. Succeeding in a few aspects of the initial general research from the platform resulted in the discovery of repetitive themes and consistent patterns. This observation was then dissected and reinterpreted into essential data, which later helped construct the How Might We (HMW) questions to guide the design process. Furthermore, after reviewing the HMW questions created and submitted by my classmates and fellow project members, I selected one question that I found applied the most to a significant user pain point. Based on the HMW I choices, I began thinking of various wireframe concepts that I later sketched, shared with my project members, and then received feedback and discussed how to improve them. This led to the development of my low-fidelity wireframes and more user interviews; I guided the interviewees through the wireframes during these interviews, collecting identified problems and their proposed solutions. As a result of informative interviews, I implemented the proposed solutions and updated the wireframes to the final high-wireframe design.

User Personas

The General Personas were formulated during the initial interviews conducted on the Airbnb app. The Selected HMW Persona emerges from a thorough review of the HMW questions, pinpointing the most significant challenges, which were then identified and selected

Asked Questions:

  1. How is their website layout designed on a scale of 1 to 10? Is it easy to understand and use?

  2. What are your favorite features on the Airbnb platform?

  3. Regarding the filter section, what other factors could be added to create a more personalized user experience?

  4. How can we improve the connection section?

  5. How can we prove communication?

  6. What are your thoughts about the Airbnb Experience and Online Experience sections?

  7. What are your most minor favorite aspects of using the app?

  8. On average, how long would it take you to book a place while using this app?

  9. Would you use Airbnb for all your booking needs? If not, why and what other platform?

  10. Regarding the rating process, such as "Cleanliness, Accuracy... etc.," what other aspects can we add to rate user experience?

  11. To protect the host, what other safety provisions can Airbnb make in the host's choice to allow access to this wise guest?

  12. What are your thoughts about the Airbnb helpline?

  13. What other aspects can be added to improve Airbnb?

  14. Are there any aspects you believe are unnecessary to have on this platform?

  15. How can we improve satisfaction and engagement for users' experiences?

Group collected HMW:

  1. HMW Simplify?

  2. HMW provide more options for viewing the list?

  3. HMW stand out against other competitive traveling apps?

  4. HMW improve the process on finding a place to stay?

  5. HMW attract new Airbnb users?

  6. HMW create a social platform for each user?

  7. HMW improve the safety of both guests and hosts?

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 Insights

The following user personas provide detrimental information on not just the bright points but also the different pain points and desired needs of the Airbnb interface for users. At the same time, some Airbnb users expressed positive opinions on many of the platform's features, such as the easy-to-use and comprehended interfaces and personalized filter features. They have also expressed their issues and struggles related to lack of communication and gathering of information. Furthermore, the following chosen How We Might (HMW) Persona, Lilly Brooks, who expresses her values of wanting her training apps to have social qualities in the platform interfaces, makes her a positive and insightful source for the design process. Her desire for features that will make the traveling app more engaging, communicational, informative, and satisfying is vital to enhancing the Airbnb app's user experience.

Workflows

As a result of the previous research, the critical goal that we will be working towards is to create features that would ultimately make Airbnb's traveling and booking interface more socially friendly. This will be done by developing new features to increase user engagement, communication, connection, and satisfaction. The first (light blue) workflow emphasizes the critical importance of improving communications and engagement between users by simply incorporating a "Reply" button on the Host's Airbnb reviews; users will have access to the comment page, where users can write as many reply comments as desired to the user's review or other users' reply comments. If a user receives a reply comment from another user, that comment will present itself in the notification section of the interface. Overall, this feature will improve communication and engagement between users because it allows them to interact with each other further. The second (medium blue) workflow emphasizes the importance of user satisfaction and engagement between users. This is achieved by incorporating a "Heart" button on each user's comment and reply. By doing this, users can like or dislike the message. Each total number of likes is recorded underneath the heart. If the user wishes to see who "liked" the comment, all they will have to do is click on the number icon underneath, which gives them access to the list of users. If a user receives a "like" on a comment they wrote from another user, that "like" will be shared and posted in the interface's notification section. As a result, it will improve users' satisfaction when they receive a "Heart" on a comment they wrote and strengthen engagement between users by allowing them to like or dislike a comment.
The third and final (dark blue) workflow focuses on the importance of all desired aspects: user satisfaction, engagement, communication, and connection between users. This is done by developing and upgrading the "Profile" section of the Airbnb interface. This page provides users a personalized and easily accessible space to share blog posts about their Airbnb experiences, which other users can view and interact with. This space allows users to manage their information, preferences, and activities. To break it down, the first incorporated feature is the "Add Blog Post" icon, which provides access to a feature that lets users blog post styles to write and post their experiences, along with the optional "Add photo" feature. The next feature is the "Follower" icon, which records and displays who and how many users follow that profile. Along with a "Following" icon, which similarly records and displays who and how many users that profile follows. Furthermore, each posted blog post has a "Comment" and "Heart," which record and display the number of people who "liked" or "replied" to their post. If users receive a "Heart" or a "comment" on their post, they will be notified in the interface's notification section. Overall, adding these features will result in Airbnb's traveling and booking platform having more social media-based aspects, allowing users to connect and share information.

Workflow #1

Goal: Provide users with an engagement feature that increases communication and connection by allowing users to reply to other users' comments.

W1.png

Workflow #2

Goal: Provide users with a satisfaction feature that increases connection and engagement with other users, allowing them the choice to "like" other users' comments.

Workflow #3

Goal: Provide users with a personalized profile section to post blog posts about their traveling experiences using Airbnb that others can view, message, like, follow, share, and comment on.

Design Solutions and User Testing

Low-fi Wireframes

Low-fi Wireframe Before User Testing

Combination of Workflow 1 & 2

  Workflow 3:

Low-fi Wireframe User Testing

Low-fi User Testing #1

Low-fi User Testing #2

Low-fi User Testing #3

Hi-fi Wireframes

Combination of Workflow 1& 2

hi.jpg
hi2.png

Workflow 3:

hi3.jpg

Conclusion

Throughout the design process for the "Research Airbnb" project, the most critical element was the users' needs, feedback, and user testing. During my user testing, my primary audience consisted of participants who frequently used or used the Airbnb app at least once when organizing and planning their perspective trips. While interviewing each interviewee, they had similar positive opinions on the platform's features, such as the easy-to-use and comprehended interfaces and personalized filter features. However, they expressed the apps regarding their lack of features that give users better communication and information gathering. The persona of Lilly Brooks, a world traveler who heavily uses traveling apps to plan her frequent adventures, was a great representation of the primary audience. During my primary research, interviews, and user testing, I gained critical information on the most vital aspects of users' values and design styles regarding Airbnb's engaging, communicational, informative, and satisfying features. Based on their expressed insight, I experimented with various ideas to solve the problems that users faced regarding the already present communication, engagement, information, and satisfaction features that Airbnb had in their interface. As my research progressed, I aimed to give the app more social features and aspects to increase each user's experience. This concept led me to focus on providing users with a "Reply" feature, a "Heart" feature, and an updated profile page where users can personalize and share their Airbnb express by writing Blog posts that other users can view. Overall, these designs focus on improving users' engagement, communication, connection, and satisfaction while using the Airbnb interface. As a result of exploring Airbnb's design interface, I have learned the importance of creating a social community where users can share information and interact. The redesign of the interface, such as adding a "Reply" button to improve communication and engagement, a "Heart" button that improved users' satisfaction, and lastly, a personal "Profile" page where users can connect and share information serves the overall purpose of making the traveling and booking app Airbnb more socially interactive. Ultimately, it helps resolve several pain points from the interviews and user testing. Overall, when it comes to further refining the social aspect of the interface, the first possible feature would be creating a "Home" page, where users can showcase recent blog posts from other Airbnb users they follow or are following. By doing this, users will have easier access to connect and engage with other users due to them being able to see what other users have been up to while using the app or, in general, in their travel experiences. Another feature I could add to improve communication and connection between users would be designing a "DM" section where users can contact each other and have one-on-one or group conversations. Lastly, another aspect I would add to the interface would be adding a fraud detector to the blog post section. Doing this will ensure that no user creates blog posts about Airbnb experiences they did not have, which serves the overall purpose of protecting the host and preventing false information from spreading.

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