Helping Airbnb reimagine their group booking process
Helping Airbnb reimagine their group booking process
The goal of this project was to enhance the user experience of booking accommodation as a group.
Currently, only selected individuals can book accommodation and encourage their friends or colleagues to pay them back after payment is made. We wanted to make it easier for groups of people to split the cost of an Airbnb when traveling together.
The goal of this project was to enhance the user experience of booking accommodation as a group.
Currently, only selected individuals can book accommodation and encourage their friends or colleagues to pay them back after payment is made. We wanted to make it easier for groups of people to split the cost of an Airbnb when traveling together.
Role
Role
User Research
User Research
Product Strategy
Product Strategy
UI Design
UI Design
Interaction Design
Interaction Design
Usability Testing
Usability Testing
Tools
Tools
Google Forms
Dovetail
Dovetail
Figjam
Figjam
Figma
Figma
Maze
Maze
Timeline
Timeline
10 weeks
10 weeks
Platform
Platform
iOS app
iOS app
The Problem
The Problem
The Problem
Group travelers need a simplified way to split the cost of the accommodation when booking, to share the responsibility among the group members.
Currently, the booking and payment process doesn’t feel like a shared experience. It rather puts the pressure and weight of responsibility on one person, making it a stressful process for all the participants.
Group travelers need a simplified way to split the cost of the accommodation when booking, to share the responsibility among the group members.
Currently, the booking and payment process doesn’t feel like a shared experience. It rather puts the pressure and weight of responsibility on one person, making it a stressful process for all the participants.
Group travelers need a simplified way to split the cost of the accommodation when booking, to share the responsibility among the group members.
Currently, the booking and payment process doesn’t feel like a shared experience. It rather puts the pressure and weight of responsibility on one person, making it a stressful process for all the participants.
The Process
The Process
The Process
DISCOVER
Quantitative Research
DISCOVER
Quantitative Research
DISCOVER
Quantitative Research
To understand users' pain points and perspectives on the group booking process, we conducted a quantitative survey via Google Forms.
To understand users' pain points and perspectives on the group booking process, we conducted a quantitative survey via Google Forms.
To understand users' pain points and perspectives on the group booking process, we conducted a quantitative survey via Google Forms.
DISCOVER
Business & User frustrations
DISCOVER
Business & User frustrations
DISCOVER
Business & User frustrations
During the research, we faced an extensive amount of User frustrations. Below, you can see the leading ones, according to the statistics above.
During the research, we faced an extensive amount of User frustrations. Below, you can see the leading ones, according to the statistics above.
During the research, we faced an extensive amount of User frustrations. Below, you can see the leading ones, according to the statistics above.
Primary Frustration
Primary Frustration
Primary Frustration
When booking accommodation for a group, only one user is allowed to execute the payment which results in increased pressure for the said individual.
When booking accommodation for a group, only one user is allowed to execute the payment which results in increased pressure for the said individual.
When booking accommodation for a group, only one user is allowed to execute the payment which results in increased pressure for the said individual.
Secondary Frustration
Secondary Frustration
Secondary Frustration
During the group accommodation process, users involved one too many different tools which results in confusion and mistakes in the outcome.
During the group accommodation process, users involved one too many different tools which results in confusion and mistakes in the outcome.
During the group accommodation process, users involved one too many different tools which results in confusion and mistakes in the outcome.
Business Frustrations
Business Frustrations
Business Frustrations
While reviewing the User frustrations one by one, we also had to keep in mind business frustrations that have a major impact on the product. However, for the sake of this case study project, we agreed to go with the 'ideal world' scenario, while outlining potential Business concerns below.
While reviewing the User frustrations one by one, we also had to keep in mind business frustrations that have a major impact on the product. However, for the sake of this case study project, we agreed to go with the 'ideal world' scenario, while outlining potential Business concerns below.
While reviewing the User frustrations one by one, we also had to keep in mind business frustrations that have a major impact on the product. However, for the sake of this case study project, we agreed to go with the 'ideal world' scenario, while outlining potential Business concerns below.
Host side
Security of the booking | What happens when canceled; what should be the fee size; how strict should the rules be?
Timely payments | How much time is appropriate to go through with the payment; how to work with the instant bookings; should there be specific terms & conditions?
Service/Airbnb side
The responsibility of the booking tracking | Would it fall under the host to follow up when the deadline is approaching; should it be automated; what should be the timeframe for the payment?
Payment tracking | The process of making sure it's not overpaid; who is responsible for refunds; what are the conditions for refunds; what is the useful view for both sides of the booking.
Host side
Security of the booking | What happens when canceled; what should be the fee size; how strict should the rules be?
Timely payments | How much time is appropriate to go through with the payment; how to work with the instant bookings; should there be specific terms & conditions?
Service/Airbnb side
The responsibility of the booking tracking | Would it fall under the host to follow up when the deadline is approaching; should it be automated; what should be the timeframe for the payment?
Payment tracking | The process of making sure it's not overpaid; who is responsible for refunds; what are the conditions for refunds; what is the useful view for both sides of the booking.
Host side
Security of the booking | What happens when canceled; what should be the fee size; how strict should the rules be?
Timely payments | How much time is appropriate to go through with the payment; how to work with the instant bookings; should there be specific terms & conditions?
Service/Airbnb side
The responsibility of the booking tracking | Would it fall under the host to follow up when the deadline is approaching; should it be automated; what should be the timeframe for the payment?
Payment tracking | The process of making sure it's not overpaid; who is responsible for refunds; what are the conditions for refunds; what is the useful view for both sides of the booking.
DISCOVER
Competitor Benchmarking
DISCOVER
Competitor Benchmarking
DISCOVER
Competitor Benchmarking
To get started with the definition of our problem, we decided to proceed with the competitor analysis, where we'd go for both direct and indirect competitors. Certainly, we chose Booking.com as our direct competitor, while taking into consideration Monzo, Revolut, and Splitwise as indirect competitors.
To get started with the definition of our problem, we decided to proceed with the competitor analysis, where we'd go for both direct and indirect competitors. Certainly, we chose Booking.com as our direct competitor, while taking into consideration Monzo, Revolut, and Splitwise as indirect competitors.
To get started with the definition of our problem, we decided to proceed with the competitor analysis, where we'd go for both direct and indirect competitors. Certainly, we chose Booking.com as our direct competitor, while taking into consideration Monzo, Revolut, and Splitwise as indirect competitors.
During our competitor analysis, we found the features directly correlate to the business & user frustrations. For example:
The Business frustration about the cancellation fees is managed by proper notifications on Booking.com;
The User frustration of individual payments is managed by split payments in Splitwise, as well as in Monzo;
The User frustration of not being able to resend the payment request is managed by the custom request feature in Revolut, etc.
During our competitor analysis, we found the features directly correlate to the business & user frustrations. For example:
The Business frustration about the cancellation fees is managed by proper notifications on Booking.com;
The User frustration of individual payments is managed by split payments in Splitwise, as well as in Monzo;
The User frustration of not being able to resend the payment request is managed by the custom request feature in Revolut, etc.
During our competitor analysis, we found the features directly correlate to the business & user frustrations. For example:
The Business frustration about the cancellation fees is managed by proper notifications on Booking.com;
The User frustration of individual payments is managed by split payments in Splitwise, as well as in Monzo;
The User frustration of not being able to resend the payment request is managed by the custom request feature in Revolut, etc.
DEFINE
Problem Space
DEFINE
Problem Space
DEFINE
Problem Space
The last step of our defining process was to state our problem space clearly. To approach the group accommodation booking process effectively, we decided to answer the question "How might we".
The last step of our defining process was to state our problem space clearly. To approach the group accommodation booking process effectively, we decided to answer the question "How might we".
The last step of our defining process was to state our problem space clearly. To approach the group accommodation booking process effectively, we decided to answer the question "How might we".
How Might We empower the lead booker to effortlessly split costs and secure ideal group accommodations on Airbnb?
How Might We empower the lead booker to effortlessly split costs and secure ideal group accommodations on Airbnb?
How Might We empower the lead booker to effortlessly split costs and secure ideal group accommodations on Airbnb?
The potential outcome came to us quite rapidly, and, the central problem sounds as follows:
Group travelers need a simplified method to split the accommodation costs so they can share the financial responsibility collectively.
Currently, the system only allows one person to book and pay for the entire group.
This creates a lot of stress and wasted time calculating, communicating and tracking the refunds for the person handling the booking and payment.
The potential outcome came to us quite rapidly, and, the central problem sounds as follows:
Group travelers need a simplified method to split the accommodation costs so they can share the financial responsibility collectively.
Currently, the system only allows one person to book and pay for the entire group.
This creates a lot of stress and wasted time calculating, communicating and tracking the refunds for the person handling the booking and payment.
The potential outcome came to us quite rapidly, and, the central problem sounds as follows:
Group travelers need a simplified method to split the accommodation costs so they can share the financial responsibility collectively.
Currently, the system only allows one person to book and pay for the entire group.
This creates a lot of stress and wasted time calculating, communicating and tracking the refunds for the person handling the booking and payment.
IDEATE
Story mapping
IDEATE
Story mapping
IDEATE
Story mapping
Prior to the ideation itself, we also outlined the existing Information Structure of Airbnb. It allowed us to see in advance, what are the current processes inside the app.
Prior to the ideation itself, we also outlined the existing Information Structure of Airbnb. It allowed us to see in advance, what are the current processes inside the app.
Prior to the ideation itself, we also outlined the existing Information Structure of Airbnb. It allowed us to see in advance, what are the current processes inside the app.
The highlighted part is what we explored
The highlighted part is what we explored
The highlighted part is what we explored
IDEATE 1
Mind Mapping method
IDEATE 1
Mind Mapping method
IDEATE 1
Mind Mapping method
After completing the Story Mapping outlining process, we moved on to the creation of the Mind Map, as one of our Ideation methods. With that, we took the core part of the process "Confirm and Pay", and ideated how we could potentially enhance the experience.
Below, is not the existing flow, but what we came up with, to solve the issue.
After completing the Story Mapping outlining process, we moved on to the creation of the Mind Map, as one of our Ideation methods. With that, we took the core part of the process "Confirm and Pay", and ideated how we could potentially enhance the experience.
Below, is not the existing flow, but what we came up with, to solve the issue.
After completing the Story Mapping outlining process, we moved on to the creation of the Mind Map, as one of our Ideation methods. With that, we took the core part of the process "Confirm and Pay", and ideated how we could potentially enhance the experience.
Below, is not the existing flow, but what we came up with, to solve the issue.
The highlighted part is what we explored
The highlighted part is what we explored
The highlighted part is what we explored
What can we improve ↑
What can we improve ↑
What can we improve ↑
Search filters for the group accommodation
Details of the room listing (i.e. group friendly badge, adjustable prices
Payment request inside the app.
Search filters for the group accommodation
Details of the room listing (i.e. group friendly badge, adjustable prices
Payment request inside the app.
Search filters for the group accommodation
Details of the room listing (i.e. group friendly badge, adjustable prices
Payment request inside the app.
What can we add ↑
What can we
add ↑
What can we add ↑
Group booking
Social profiles
Voting inside the app
Split payment option
Group chat pinned to the booking.
Group booking
Social profiles
Voting inside the app
Split payment option
Group chat pinned to the booking.
Group booking
Social profiles
Voting inside the app
Split payment option
Group chat pinned to the booking.
IDEATE 2
Crazy 8's method
IDEATE 2
Crazy 8's method
IDEATE 2
Crazy 8's method
Naturally, our creative side also leaned towards the method of Crazy 8's to ideate visuals for our solution. Below, you can notice our fast & furious sketches.
Naturally, our creative side also leaned towards the method of Crazy 8's to ideate visuals for our solution. Below, you can notice our fast & furious sketches.
Naturally, our creative side also leaned towards the method of Crazy 8's to ideate visuals for our solution. Below, you can notice our fast & furious sketches.
IDEATE 3
User Flows
IDEATE 3
User Flows
IDEATE 3
User Flows
The next logical step for us was to map out the user flows. Starting from outlining the existing flows, we moved on to drafting the improved version. Throughout the process, we were tirelessly reiterating small details and stepped inside our user flows. Just like that, we ended up with 6 different versions.
Below, you can see the Split Payment user flow, which was the solution we agreed to add to the existing function.
The next logical step for us was to map out the user flows. Starting from outlining the existing flows, we moved on to drafting the improved version. Throughout the process, we were tirelessly reiterating small details and stepped inside our user flows. Just like that, we ended up with 6 different versions.
Below, you can see the Split Payment user flow, which was the solution we agreed to add to the existing function.
The next logical step for us was to map out the user flows. Starting from outlining the existing flows, we moved on to drafting the improved version. Throughout the process, we were tirelessly reiterating small details and stepped inside our user flows. Just like that, we ended up with 6 different versions.
Below, you can see the Split Payment user flow, which was the solution we agreed to add to the existing function.
IDEATE
Solution
IDEATE
Solution
IDEATE
Solution
To pin down the solution that we would work on, we created the priority matrix (below). The leading solution, which was based on the deadline, as well as the impact and effort - was a split payment option for groups with several ways to execute it inside the app.
To pin down the solution that we would work on, we created the priority matrix (below). The leading solution, which was based on the deadline, as well as the impact and effort - was a split payment option for groups with several ways to execute it inside the app.
To pin down the solution that we would work on, we created the priority matrix (below). The leading solution, which was based on the deadline, as well as the impact and effort - was a split payment option for groups with several ways to execute it inside the app.
DESIGN
Rapid Wireframing
DESIGN
Rapid Wireframing
DESIGN
Rapid Wireframing
Having the base of our user flows, it was somewhat clear to us how to get started with the low-fidelity wireframes. Having to reiterate only three times due to time constraints, we ended up with the simple wireframe prototype which would fit several paths in our potential flow.
Having the base of our user flows, it was somewhat clear to us how to get started with the low-fidelity wireframes. Having to reiterate only three times due to time constraints, we ended up with the simple wireframe prototype which would fit several paths in our potential flow.
Having the base of our user flows, it was somewhat clear to us how to get started with the low-fidelity wireframes. Having to reiterate only three times due to time constraints, we ended up with the simple wireframe prototype which would fit several paths in our potential flow.
DESIGN
Styles & Components
DESIGN
Styles & Components
DESIGN
Styles & Components
Since we were working on the native iOS Airbnb app feature, we decided to fully follow their branding guidelines. For that, we not only found inspiration in their Design System article but, also, created supporting colors and text styles, in case of possible innovation from our side.
The components were initially gathered into a checklist for each of our screens and then created according to our set styles.
Since we were working on the native iOS Airbnb app feature, we decided to fully follow their branding guidelines. For that, we not only found inspiration in their Design System article but, also, created supporting colors and text styles, in case of possible innovation from our side.
The components were initially gathered into a checklist for each of our screens and then created according to our set styles.
Since we were working on the native iOS Airbnb app feature, we decided to fully follow their branding guidelines. For that, we not only found inspiration in their Design System article but, also, created supporting colors and text styles, in case of possible innovation from our side.
The components were initially gathered into a checklist for each of our screens and then created according to our set styles.
DESIGN
High - Fidelity Wireframes
DESIGN
High - Fidelity Wireframes
DESIGN
High - Fidelity Wireframes
All our rapid wireframes combined with the components came together as several high-fidelity wireframes which you can see below.
All our rapid wireframes combined with the components came together as several high-fidelity wireframes which you can see below.
All our rapid wireframes combined with the components came together as several high-fidelity wireframes which you can see below.
DESIGN
High-Fidelity Prototype
DESIGN
High-Fidelity Prototype
DESIGN
High-Fidelity Prototype
As a final design step, we put together all the high-fidelity wireframes and interactions for a fully functioning prototype which you can see below and even test yourself by clicking the link at the end of this page ↓
As a final design step, we put together all the high-fidelity wireframes and interactions for a fully functioning prototype which you can see below and even test yourself by clicking the link at the end of this page ↓
As a final design step, we put together all the high-fidelity wireframes and interactions for a fully functioning prototype which you can see below and even test yourself by clicking the link at the end of this page ↓
USABILITY TESTING
Testing
USABILITY TESTING
Testing
USABILITY TESTING
Testing
For the testing of our high-fidelity prototype, we used Maze, since we wanted to go for an unmoderated testing. For testing purposes, we didn't limit our prototype to one path, rather letting the users choose any of the possible outcomes (automatic split with the personal note; automatic split without the personal note; custom split with the personal note; custom split without the personal note).
For the testing of our high-fidelity prototype, we used Maze, since we wanted to go for an unmoderated testing. For testing purposes, we didn't limit our prototype to one path, rather letting the users choose any of the possible outcomes (automatic split with the personal note; automatic split without the personal note; custom split with the personal note; custom split without the personal note).
For the testing of our high-fidelity prototype, we used Maze, since we wanted to go for an unmoderated testing. For testing purposes, we didn't limit our prototype to one path, rather letting the users choose any of the possible outcomes (automatic split with the personal note; automatic split without the personal note; custom split with the personal note; custom split without the personal note).
USABILITY TESTING
Test outcomes
USABILITY TESTING
Test outcomes
USABILITY TESTING
Test outcomes
Having tested the prototype, we learned that the automatic payment split feature inside the Airbnb app made the process less stressful for the users and could potentially improve the retention of the users within one platform.
Having tested the prototype, we learned that the automatic payment split feature inside the Airbnb app made the process less stressful for the users and could potentially improve the retention of the users within one platform.
Having tested the prototype, we learned that the automatic payment split feature inside the Airbnb app made the process less stressful for the users and could potentially improve the retention of the users within one platform.
USABILITY TESTING
Three key learnings
USABILITY TESTING
Three key learnings
USABILITY TESTING
Three key learnings
1. The copy of a button with the CTA "split manually" sounded a bit odd to several users.
1. The copy of a button with the CTA "split manually" sounded a bit odd to several users.
1. The copy of a button with the CTA "split manually" sounded a bit odd to several users.
2. It could be beneficial to add a different option for sharing the link, other than the email.
2. It could be beneficial to add a different option for sharing the link, other than the email.
2. It could be beneficial to add a different option for sharing the link, other than the email.
3. Several users pointed out that the representation of the screen with two buttons with different payment flows could be represented more easily with the segmented control.
3. Several users pointed out that the representation of the screen with two buttons with different payment flows could be represented more easily with the segmented control.
3. Several users pointed out that the representation of the screen with two buttons with different payment flows could be represented more easily with the segmented control.
USABILITY TESTING
Next steps
USABILITY TESTING
Next steps
USABILITY TESTING
Next steps
We believe we could dedicate more time to checking the UX copy and double-testing it with the potential users, where we would have preferably native speakers.
We believe we could dedicate more time to checking the UX copy and double-testing it with the potential users, where we would have preferably native speakers.
We believe we could dedicate more time to checking the UX copy and double-testing it with the potential users, where we would have preferably native speakers.
Besides the email payment link, we would create other options like QR-code, message, etc.
Besides the email payment link, we would create other options like QR-code, message, etc.
Besides the email payment link, we would create other options like QR-code, message, etc.
For this, we would consider swapping the current process of manual payment flow from a completely new screen to the segmented control, which would simplify the process for the users and make it more intuitive.
For this, we would consider swapping the current process of manual payment flow from a completely new screen to the segmented control, which would simplify the process for the users and make it more intuitive.
For this, we would consider swapping the current process of manual payment flow from a completely new screen to the segmented control, which would simplify the process for the users and make it more intuitive.
Personally, it was definitely one of the projects that hit my passion for traveling.
So I will be coming back to it!💪🏻
Personally, it was definitely one of the projects that hit my passion for traveling.
So I will be coming back to it!💪🏻
Personally, it was definitely one of the projects that hit my passion for traveling.
So I will be coming back to it!💪🏻
Test the prototype live
This project was part of the Memorisely UX/UI Bootcamp which lasted for 4,5 months. Throughout the course, I worked with another student, Emilie Chatelas, and we had an amazing Design team of two!:)
This project was part of the Memorisely UX/UI Bootcamp which lasted for 4,5 months. Throughout the course, I worked with another student, Emilie Chatelas, and we had an amazing Design team of two!:)
This project was part of the Memorisely UX/UI Bootcamp which lasted for 4,5 months. Throughout the course, I worked with another student, Emilie Chatelas, and we had an amazing Design team of two!:)
Helping Airbnb reimagine their group booking process
The goal of this project was to enhance the user experience of booking accommodation as a group.
Currently, only selected individuals can book accommodation and encourage their friends or colleagues to pay them back after payment is made. We wanted to make it easier for groups of people to split the cost of an Airbnb when travelling together.
Role
User Research
Product Strategy
UI Design
Interaction Design
Usability Testing
Tools
Google Forms
Dovetail
Figjam
Figma
Maze
Timeline
10 weeks
Product
iOS app
© Val Anfinogenova 2024
© Val Anfinogenova 2024