Airbnb Local Pass

Overview

Role

This was an academic project spanning the course of three weeks where teams were tasked with designing a new feature for an existing mobile app. This project required us to conduct interviews to have a detailed understanding of their existing and potential users, create wireflows, and create a final mockup.

UX Designer, UX Researcher, UI Designer

Team

Anne Duong, Laura Reyerse

Tools

Figma, Adobe Illustrator

Conducting Interviews + User tests

To be able to understand the primary users of the app, potential users, as well as the needs and frustrations of each, we had planned to facilitate a user test and an interview. The team worked together to plan questions and tasks, as well, I acted as the facilitator when it came to conducting the interviews and test. The process consisted of a pre-test interview, think-aloud user testing, and followed up by a post-test interview.

I would start with the pre-interview to find out more about the participant’s background and their goals within the context of the app, for what reasons do they use Airbnb and for what reasons do they not. For the user tests, I would paint a scenario which required them to go through the different features of the app to complete various tasks. Since the objective of the test was orientated towards the interface and its usability, participants were encouraged to voice their thoughts as they attempted to complete each task. Afterwards, I would conduct a follow up interview, focusing the questions about their experience and thoughts of the app.

Findings

Users tend to be drawn to Airbnb as they are attracted to the aspect of becoming a local, as well as the more affordable prices offered. However, some of their features and filter options were found to be problematic as they were hidden from plain view and required work to find.

Capturing Our Users

Taking the data we had collected from the interviews and user tests, I worked to create three personas of various stakeholders to help better my understanding of the user’s needs and frustrations.

Brainstorming

With the findings from our research giving us a better understanding of our users and their goals, we set to brainstorming ideas for possible new features. One common factor among all the research participants was that they all looked for or appreciated different recommendations as they might not be aware of local experiences within a foreign place. Once the team had decided on three ideas to move forward with, we created grey box wireflows to better illustrate how each concept would work. I had built up the wireflow for the outings concept in specific but assisted in structuring the flow of the other concepts as well.

Initial Ideas + Wireflows

Outings

A feature where Airbnb users are able to share a planned-out route to others, showcasing multiple areas to visit and recommended routes between destinations. Airbnb Outings is targeted towards users who may not already have a plan for the day, and those who are looking for recommendations on places to visit.

Local Pass

The Local Pass is a coupon booklet integrated into the app that provides discounts to local businesses. Taking into account the user’s goals of affordability and the feeling of a local, the Local Pass would not only offer discounts to the user, but incentivizes visiting local restaurants and shops over tourist destinations.

Airbnb Students

Catering towards students studying abroad, Airbnb Students is a feature that recommends and provides affordable accommodations located near schools. The feature would also adjust payment and stay duration to a monthly bases to ease students’ worries when finding a place to stay for their study abroad.

Local Pass + Refinements

After receiving feedback on each of the three concepts, we ultimately decided to move forward with the Local Pass. The Local Pass was the feature that provided the most unique experience in comparison to what Airbnb currently offers. As well, it was the feature that best aligned with the goals of Airbnb, pushing for a more local experience to evoke inclusion with the community. As well, the Local Pass was refined to offer multiple vouchers catering towards different experiences.

Final Mockups

The final stage of the project required us to create high fidelity mockups of our designed feature to present.

Reflection

Having only three weeks to break down and understand an entire app and then design a new feature was definitely a challenge, but a great learning experience. Working to design Airbnb Local Pass was my first introduction into various aspects of being a UX and UI designer such as planning and conducting interviews, creating personas, and building mockups. As well, breaking down the interface to observe Airbnb’s visual language, existing patterns, and workflows helped when having to design within their constraints for creating the mockups. With the short time constraint present, it taught me the importance of time management and the ability to deeply understand a product within a limited amount of time.