airbnb
airbnb
User Experience Design
User Experience Design
Project Overview
Project Overview
Airbnb Sustainable Stays
Airbnb is a travel platform that connects people looking to connect short-term rental owners with travelers seeking accommodations.
Airbnb has an opportunity to make an important advance in reducing travel emissions by incorporating a sustainability feature that would offer its users eco-friendly accommodation options.
Airbnb is a travel platform that connects people looking to connect short-term rental owners with travelers seeking accommodations.
Airbnb has an opportunity to make an important advance in reducing travel emissions by incorporating a sustainability feature that would offer its users eco-friendly accommodation options.
The Product
New feature for mobile app
My Role
UX research | Branding | Testing
Duration
3 weeks
View Prototype
The Product
New feature for
mobile app
My Role
UX research
Branding
Testing
Duration
3 weeks
Research and Problem Definition
Research and Problem Definition
Research and Problem Definition
Research Plan
Research Plan
I put together a research plan to get aligned with the Mom 360 team on the timeline and expectations for the discovery phase.
I put together a research plan to get aligned with the Mom 360 team on the timeline and expectations for the discovery phase.
Research Hypothesis
Research Hypothesis
Airbnb users want to reduce their eco footprint when booking accommodations.
Airbnb users want to reduce their eco footprint when booking accommodations.
Research Goal
Research Goal
Determine what aspects of sustainable travel are most important to airbnb users.
Determine what aspects of sustainable travel are most important to airbnb users.
Research Methods
Research Methods
Competitor Analysis
User Interviews
Research Implementation
01 Competitor Analysis
I performed a SWOT analysis of two Airbnb competitors - VRBO and booking.com. It quickly became clear that Airbnb would have a strong competitive edge over the competitors by offering a sustainability feature.
Strengths
Excellent UI
Unique stays
Comprehensive filtering options
Focus on family / group stays
Discovery features
Detailed listings
Wide range of property types
Price transparency
Frequent discounts
Weaknesses
Listings hard to compare
Filter is bulky
Higher price point
Limited unique listings
Little personalization
Cluttered UI
Opportunities
Unique filters to differentiate
Sustainability feature
Expand property offerings
Personalization
Improve search by adding filters
02 User Interviews
Affinity Map with Findings Grouped by Theme
Research Takeaways
Research Takeaways
When booking stays, participants:
When booking stays, participants:
Want sustainable options but struggle to identify them.
Want sustainable options but struggle to identify them.
Need clear indicators and information to help them make eco-friendly choices.
Need clear indicators and information to help them make eco-friendly choices.
Want to be able to compare environmental impact of their travel booking decisions.
Want to be able to compare environmental impact of their travel booking decisions.
Want to make small, actionable changes to travel sustainably.
Want to make small, actionable changes to travel sustainably.
Want to know how their choices affect the environment when booking stays.
Want to know how their choices affect the environment when booking stays.
Prioritize budget over sustainability and worry eco-friendly options would be pricey.
Prioritize budget over sustainability and worry eco-friendly options would be pricey.
Problem Definition
Problem Definition
I used point of view statements (POV’s) and how might we questions (HMW’s) to come up with ideas that I then translated to features. This process helped me hone in on the user’s challenges and motivations.
I used point of view statements (POV’s) and how might we questions (HMW’s) to come up with ideas that I then translated to features. This process helped me hone in on the user’s challenges and motivations.
POV Statement
POV Statement
I want to help Airbnb users make informed eco-conscious decisions because there is a lack of clear information about the environmental impact of travel accommodations
I want to help Airbnb users make informed eco-conscious decisions because there is a lack of clear information about the environmental impact of travel accommodations
How Might We...
How Might We...
Provide detailed and transparent information about sustainability practices at Airbnb stays?
Provide detailed and transparent information about sustainability practices at Airbnb stays?
Make it easier to compare the environmental impact of different accommodation options?
Make it easier to compare the environmental impact of different accommodation options?
Help users understand the environmental impact of their travel choices?
Help users understand the environmental impact of their travel choices?
Defining the MVP
Defining the MVP
Due to time constraints, I wasn’t able to design every feature that the web experience would offer. I collaborated with project stakeholders o prioritize key features for the MVP, and proceeded to map out the task flows.
Due to time constraints, I wasn’t able to design every feature that the web experience would offer. I collaborated with project stakeholders o prioritize key features for the MVP, and proceeded to map out the task flows.
Feature Prioritization
Feature Prioritization
I used a value matrix to prioritize features based on their value and the effort it would take to complete them.
To ensure the project fit within the timeline, I focused on designing P1 features for the MVP.
I used a value matrix to prioritize features based on their value and the effort it would take to complete them.
To ensure the project fit within the timeline, I focused on designing P1 features for the MVP.
P1: Must Have
P1: Must Have
Filter category for sustainable stays
Filter category for sustainable stays
Clear sustainability labels
Clear sustainability labels
Detailed information about sustainable stays
Detailed information about sustainable stays
P2: Nice to Have
P2: Nice to Have
Eco-labels for amenities
Eco-labels for amenities
Eco-labels for amenities
Host resources for sustainable stays
Host resources for sustainable stays
P3: Can Come Later
P3: Can Come Later
Green points reward system
Green points reward system
LEED Certification
LEED Certification
LEED is an existing certification that certifies commercial and residential buildings based on their compliance with sustainable practices in construction, maintenance, air quality, and other areas.
In this project, I used LEED certification as the requirement for an Airbnb Sustainable Stay label. Airbnb hosts would have to submit appropriate documentation to Airbnb to prove their stays are LEED-certified and receive the Sustainable Stay badge. This ensures a smooth process for creating and hosting Sustainable Stays.
LEED is an existing certification that certifies commercial and residential buildings based on their compliance with sustainable practices in construction, maintenance, air quality, and other areas.
In this project, I used LEED certification as the requirement for an Airbnb Sustainable Stay label. Airbnb hosts would have to submit appropriate documentation to Airbnb to prove their stays are LEED-certified and receive the Sustainable Stay badge. This ensures a smooth process for creating and hosting Sustainable Stays.
Design
Design
Sustainable Stay Label and Badge
Sustainable Stay Label and Badge
Since I decided to use LEED certification as a label for Sustainable Stays, I began by exploring the existing LEED logo. I then used Illustrator and Figma to redesign the logo and simplify the design to match Airbnb’s branding.
Since I decided to use LEED certification as a label for Sustainable Stays, I began by exploring the existing LEED logo. I then used Illustrator and Figma to redesign the logo and simplify the design to match Airbnb’s branding.
US GBC LEED Platinum Logo
Label Design for the Airbnb Sustainable Feature
Booking options
Instant book
Self check-in
Allows pets
Standout stays
Guest favorite
The most loved homes on Airbnb
Sustainable stay
This home is LEED certified
Property type
Accessibility features
Host language
Filters
9:41
Clear all
Show 1,000+ places
Rustic Cabin with a Stunning Lake View
Entire home in Hoodsport, Washington
2 guests
1 bedroom
1 bed
1 bath
4.96
Guest
favorite
10
Reviews
Sustainable stay
This home is LEED certified.
Stay with Heather
Superhost
2 years hosting
Self check-in
Check yourself in with the smartlock.
Free cancellation for 48 hours
Get a full refund if you change your mind.
About this place
Welcome to our stunning cabin, a serene retreat that offers breathtaking views of the Lake Cushman and surrounding mountains. This home is LEED certified. It offers energy-efficient appliances, solar panels, and water-saving fixtures. Large windows throughout...
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Where you’ll sleep
Bedroom
1 king bed
What this place offers
Mountain view
Lake view
Kitchen
Show all 68 amenities
Where you’ll be
Hoodsport, Washington, United States
We verified that this listing’s location is accurate.
Learn more
Meet your host
Heather
Superhost
I am Seattle born and bred - I love coffee backpacking, boating and wine. I’m so gla...
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Heather is a superhost
Superhosts are experienced, highly rated hosts who are committed to providing great stays for guests.
Host details
Response rate: 90%
Responds within a few hours
Message Host
Availability
Oct 13 - 18
Cancellation policy
Free cancellation before 4:00 PM on Sep 29. Cancel before Oct 6 for a partial refund.
Review this Host’s full policy for details.
House rules
Check in: 4:00 PM - 11:00 PM
Checkout before 11:00 AM
2 guests maximum
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Safety & property
Exterior security cameras on property
Nearby lake, river, other body of water
Carbon monoxide alarm
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Sustainable stays follow eco-friendly building and operation standards, ensuring a lower environmental impact.
Learn more
$1,665
Total before taxes
Oct 13 - 18
Reserve
9:41
Airbnb Sustainable Stay Badges
Prototyping and Testing
Prototyping and Testing
Mid-Fi Prototype and Testing
Mid-Fi Prototype and Testing
I began by sketching the designs on paper. Using Figma, I then put put together patchworks of screenshots and components I created to visualize what the experience would look like.
I began by sketching the designs on paper. Using Figma, I then put put together patchworks of screenshots and components I created to visualize what the experience would look like.
Mid-fi Prototype
Seven participants completed unmoderated mid-fi usability testing using Lyssna. The overall user feedback was positive, but the testing showed there was some confusion about what Sustainable Stays meant at Airbnb.
Seven participants completed unmoderated mid-fi usability testing using Lyssna. The overall user feedback was positive, but the testing showed there was some confusion about what Sustainable Stays meant at Airbnb.
I made the content and UI changes per user feedback and proceeded to bring the wireframes to high fidelity
I made the content and UI changes per user feedback and proceeded to bring the wireframes to high fidelity
Hi-Fi Usability Testing
Hi-Fi Usability Testing
Seven participants completed unmoderated usability testing using Lyssna.
Users were tested on 3 flows. They were asked to:
Navigate to a sustainable stay without using filters to test their recognition of a sustainable stay badge.
Navigate to a sustainable stay using the filter sheet.
Learn as much as possible about sustainable stays to test their understanding of what Sustainable Stays mean at Airbnb and ensure the information was clear and easy to understand.
Seven participants completed unmoderated usability testing using Lyssna.
Users were tested on 3 flows. They were asked to:
Navigate to a sustainable stay without using filters to test their recognition of a sustainable stay badge.
Navigate to a sustainable stay using the filter sheet.
Learn as much as possible about sustainable stays to test their understanding of what Sustainable Stays mean at Airbnb and ensure the information was clear and easy to understand.
Overall, the participants liked the feature and praised its seamless integration into the existing UI. They asked for minor changes to the badge and to explain what the acronym LEED stood for.
Overall, the participants liked the feature and praised its seamless integration into the existing UI. They asked for minor changes to the badge and to explain what the acronym LEED stood for.
Design Iterations
Design Iterations
01 Improving Recognition
01 Improving Recognition
The problem:
The problem:
Two users reported straining their eyes to see the Sustainable Stay label on the listings.
Two users reported straining their eyes to see the Sustainable Stay label on the listings.
Before: Low Contrast
Before: Low Contrast
The label had low contrast against the background due to the label background’s 80% transparency.
The label had low contrast against the background due to the label background’s 80% transparency.
After: Increased Contrast
After: Increased Contrast
I removed the transparency from the background of the label so it popped on the listing.
I removed the transparency from the background of the label so it popped on the listing.
02 Demystifying LEED
02 Demystifying LEED
The problem:
The problem:
Users reported wanting to know from the start what LEED stands for.
Users reported wanting to know from the start what LEED stands for.
Before: Acronym
Before: Acronym
The modal simply used the acronym, without its expansion.
The modal simply used the acronym, without its expansion.
After: Acronym + Expansion
After: Acronym + Expansion
Expansion added to make it clear what LEED stands for.
Expansion added to make it clear what LEED stands for.
Final Product
Final Product
Next Steps
Next Steps
Short Term
Short Term
In the short term, it would be most beneficial to the users to create eco-friendly appliance categories. This will allow users to quickly identify sustainable practices within stays increasing their confidence in eco-friendly accommodations on Airbnb.
In the short term, it would be most beneficial to the users to create eco-friendly appliance categories. This will allow users to quickly identify sustainable practices within stays increasing their confidence in eco-friendly accommodations on Airbnb.
Long Term
Long Term
In the long term, Airbnb could consider establishing a sustainability metric (e.g. green points) to quantify the environmental impact of stays making it easier for users to compare options. This could also encourage hosts to further improve their sustainability practices.
In the long term, Airbnb could consider establishing a sustainability metric (e.g. green points) to quantify the environmental impact of stays making it easier for users to compare options. This could also encourage hosts to further improve their sustainability practices.