Airbnb
Ux Research
In response to the ever-growing demand for user-friendly online travel platforms, this UX research project for Airbnb aims to enhance the platform's overall user experience. The primary focus is on refining the design and functionality of filtered results and implementing a sorting option within the property listings. By addressing these aspects, the project seeks to empower users with greater control and customization, allowing them to fine-tune their property preferences with ease. The ultimate goal is to boost booking rates and elevate user satisfaction by providing a seamless and efficient experience on the Airbnb platform.
PROJECT OVERVIEW
TimeLine
4 months (Jan to April) 2023
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Tools
Zoom & Microsoft Teams, Google Forms.
Role
UX/UI Researcher and Designer
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EXECUTIVE SUMMARY
01
INTRODUCTION
Goals & Objectives
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Understand the current search behaviour and experience on the Airbnb website
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Identify the pain points and challenges that users face during the search process
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Gather insights on how the proper sorting and filtering can be improved to enhance user experience
02
Research Questions
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What are the pain points that Airbnb users are currently facing when searching for properties?
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How do users currently navigate the Airbnb platform and it’s search functions?
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What are the most important factors that Airbnb users look for when selecting a listing?
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How can we improve the search experience with the inclusion of better filtering and a sorting feature?
03
Hypothesis
Improving the design and functionality of filtered results and implementing a sorting option will equip users with more control over refining their property listing choices, resulting in more bookings and satisfactory user experience.
METHODOLOGY
1
Competitive Analysis
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Gaining a strong understanding of the market by learning about Airbnb’s position in the market and identifying the areas in which we can do better
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Identify where we fall behind and suggest improvements to remain competitive
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Establishing a threshold or standard for comparison
Why:
Competitive analysis provides us with a comprehensive overview of the market and its competitors.
2
User Interviews
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Gain an understanding of user experience, behaviours and goals through an open-ended discussion
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Qualitative insights on user needs, preferences and pain points in order to identify areas for improvement
Why:
Explore attitudes, perspectives & motivations regardings Airbnb’s current search functionalities in-depth.
3
Persona & Journey Map
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Adding a human touch allows us to create a voice or narrative which helps highlight all the users needs, goals and frustrations and help us empathise with our users
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Visualise process by mapping out the entire user journey and establishes a temporal understanding of where and when certain pain points occur along each user journey
Why​:
Provides a holistic view of the user’s experience
RECURITMENT
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My research team performed ten user interviews, upon which I have based our conclusions.
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In order to make sure that the participants are representative of our intended audience, they were chosen using a screener.
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My objective was to reach people who love to travel and have used booking services other than Airbnb.
Target Audience
PROCEDURE
In my research study, the following procedures are employed:
01
Competitive Analysis
Conduct research on the competition in the industry, including their strengths and weaknesses, target audience, and key differentiators.
03
Recruitment
Identify and recruit participants who fit the target audience for the research study.
05
User Interviews & Task Analysis
Conduct a 1:1 open discussion and have users draw out tasks to visually represent the user's experience and identify areas for improvement.
07
HMW
Use the "How Might We" technique to generate ideas and solutions based on the research findings.
02
Project Plan
Create a detailed plan that outlines the research goals, objectives, timelines, budget, and team roles and responsibilities.
04
Sample & Screener
Develop a sampling plan and screener survey to identify and select participants that match the target audience criteria.
06
Thick Data Analysis
Analyse the qualitative data collected from the user interviews to identify patterns, themes, and insights.
08
Reporting
Summarise the findings from the research study into a report that includes an executive summary, research objectives, methods, results, conclusions, and recommendations.
SESSION AGENDA
ASSUMPTION
In conducting this research and identifying key findings, I made a few assumptions:
01.
Data Accuracy: We assumed that all responses and data collected is accurate and honest
02.
Sample Size: We assume that our sample size of 10 participants would be sufficient to gather insights
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Representation: We assumed that the surmised findings are representative of the overall user experience
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Feasibility: We assumed that our proposed solutions and recommendations would be feasible and will enhance the user experience of the Airbnb platform
FINDINGS
CONCLUSION
Outcomes:
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Through a comprehensive research approach, including competitor analysis and user interviews, we gained an understanding of users' frustrations and needs while interacting with the platform.
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My key findings encompass issues relating to search efficiency and the organization of search results.
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I have analyzed and synthesized our data and offer solutions to implement a sorting function and display key filter options under listings.
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With these solutions in action, I expect to boost search efficiency, alleviate user fatigue and improve user satisfaction, ultimately leading to increased property bookings.
Next Steps:
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My next steps will be to create an information architecture, user flows, and low-fidelity prototypes based on key findings while working alongside the development team.