We conducted this project with the design thinking process, a non-linear, iterative approach used by teams to tackle complex problems and create innovative solutions.
We initiated the project by conducting an in-depth research to understand the current system, our target audience and their needs.
1. Airbnb’s goal is to bring users into a real life and provide meaningful experience.
2. They especially take care of the customer service.
3. Focusing on only one of these aspects is not only for guests; it must be a relationship and balance of hosts and guests.
After researching potential competitors, we discovered that their offerings were primarily centered around visiting landmarks and traditional tourist activities, with little opportunity for interaction with locals.
They also placed more emphasis on booking accommodations and tours via customizable filters rather than offering meaningful IRL experiences.
A new navigation system considers the full scope of the user journey—from initial interaction to finding exactly what they’re looking for.
We transformed the experience by organizing content in a clear, logical way, and integrating relevant stories when appropriate. This gives products more context while seamlessly injecting the brand voice throughout the entire journey.
We vividly heard life experiences from Gen-Z interviewees with diverse backgrounds, allowing us to gain a deeper insight on how travelers think before, during, and after a trip, as well as how they use the social media to influence travel decisions.
After engaging them in insightful discussions to uncover the reasons behind their challenges in creating meaningful real-life experiences and understanding user needs, we organized the gathered data into interconnected categories using affinity mapping methodology.
We created Gen-Z personas to represent our diverse target audience, encompassing three different reasons for traveling: making new memories, seeing the world, and meeting new people.
We crafted journey maps to empathize with the daily challenges users might face, allowing us to pinpoint opportunities for potential solutions.
They get stressed when their planned schedule changes unexpectedly and feel unsure of what to do.They often find it difficult to enjoy the moment during the trip due to concerns such as budget, time constraints, and transportation.
After numerous brainstorming sessions, we've identified two key features that move Airbnb closer to being a user-friendly tool for creating memorable moments.
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