Airbnb Redesign Project
Airbnb Redesign Project
Overview
Transforming the Airbnb Experience with User-Centric Design
Transforming the Airbnb Experience with User-Centric Design
This project set out to resolve Airbnb’s most pressing challenges, including low engagement with local activities, slow task completion times, and declining user trust. With over half of the traffic coming from desktops, I chose to focus on a desktop-first redesign. By deeply engaging in user research and iterative design, I crafted a solution that not only increased engagement by 75% but also halved task completion time, restoring the platform's alignment with its mission.
This project set out to resolve Airbnb’s most pressing challenges, including low engagement with local activities, slow task completion times, and declining user trust. With over half of the traffic coming from desktops, I chose to focus on a desktop-first redesign. By deeply engaging in user research and iterative design, I crafted a solution that not only increased engagement by 75% but also halved task completion time, restoring the platform's alignment with its mission.
My Role
My Role
UX Researcher
UX Researcher
UX Designer
UX Designer
UI Designer
UI Designer
Project Type
Project Type
Renewal & UX Design
Renewal & UX Design
Desktop Web Design
Desktop Web Design
Usability Testing
Usability Testing
Contribution
Contribution
100%
100%
Duration
Duration
09.2024 - 10.2024
09.2024 - 10.2024
Context
Context
Bridging the Gap Between Vision and Reality
Bridging the Gap Between Vision and Reality
Airbnb revolutionized short-term rentals by connecting travelers to unique local experiences. With millions of users, it became synonymous with authenticity and convenience. However, recent market data and user feedback revealed a growing disconnection between what Airbnb promises and delivers. Trustpilot reviews exposed recurring frustrations with usability, misleading listings, and lack of accountability, earning Airbnb a 1.3-star rating. These pain points emphasized the need for a redesign to regain user trust and strengthen its competitive edge in a rapidly evolving market.
Airbnb revolutionized short-term rentals by connecting travelers to unique local experiences. With millions of users, it became synonymous with authenticity and convenience. However, recent market data and user feedback revealed a growing disconnection between what Airbnb promises and delivers. Trustpilot reviews exposed recurring frustrations with usability, misleading listings, and lack of accountability, earning Airbnb a 1.3-star rating. These pain points emphasized the need for a redesign to regain user trust and strengthen its competitive edge in a rapidly evolving market.
Problem
Losing Ground in a Competitive Market
Losing Ground in a Competitive Market
Despite the global vacation rental market growing at 11.2% annually, Airbnb has seen a significant decline in booking rates, dropping by 64% between 2022 and 2024. This decline is largely attributed to users shifting to competitors that offer smoother booking experiences and more reliable listings. With poor usability and outdated content frustrating users, Airbnb needed to refocus its efforts on creating a streamlined, trustworthy platform.
Despite the global vacation rental market growing at 11.2% annually, Airbnb has seen a significant decline in booking rates, dropping by 64% between 2022 and 2024. This decline is largely attributed to users shifting to competitors that offer smoother booking experiences and more reliable listings. With poor usability and outdated content frustrating users, Airbnb needed to refocus its efforts on creating a streamlined, trustworthy platform.
Then…
Then…
How might we redesign Airbnb to rebuild trust and deliver a seamless experience that enhances usability and engagement?
How might we redesign Airbnb to rebuild trust and deliver a seamless experience that enhances usability and engagement?
Understanding the Current Users
Uncovering Real Pain Points Through Research
Uncovering Real Pain Points Through Research
I began by conducting surveys with 30 users and interviews with 3 frequent travelers. This revealed recurring frustrations with Airbnb’s interface. Navigation felt overwhelming and cluttered, leaving users stuck in irrelevant searches. First-time users, in particular, struggled to find trustworthy listings or explore local activities. These insights shaped my focus on simplifying navigation and creating a personalized, trustworthy experience for all users.
I began by conducting surveys with 30 users and interviews with 3 frequent travelers. This revealed recurring frustrations with Airbnb’s interface. Navigation felt overwhelming and cluttered, leaving users stuck in irrelevant searches. First-time users, in particular, struggled to find trustworthy listings or explore local activities. These insights shaped my focus on simplifying navigation and creating a personalized, trustworthy experience for all users.
From the research findings, it became clear that users are frustrated by
poor user interface, complex navigation, info overload, and many unaware of events.
Those factors are leading to low engagement and outdated content complaints.
User Persona
Designing for First-Time Users to Build Confidence
Designing for First-Time Users to Build Confidence
To ensure the redesign was grounded in user needs, I created a persona based on my research. John, a 27-year-old freelancer, represented the first-time user group. As someone unfamiliar with Airbnb, John needed a platform that was intuitive, reliable, and engaging. His frustrations with unclear filters, misleading descriptions, and lack of local activity suggestions directly influenced my design decisions. By focusing on John, I addressed the onboarding challenges that often discourage new users from returning.
To ensure the redesign was grounded in user needs, I created a persona based on my research. John, a 27-year-old freelancer, represented the first-time user group. As someone unfamiliar with Airbnb, John needed a platform that was intuitive, reliable, and engaging. His frustrations with unclear filters, misleading descriptions, and lack of local activity suggestions directly influenced my design decisions. By focusing on John, I addressed the onboarding challenges that often discourage new users from returning.
User Journey Map
Finding Friction Points to Drive Actionable Solutions
Finding Friction Points to Drive Actionable Solutions
Mapping the user journey helped me uncover specific pain points in the experience. Users spent too much time sorting through irrelevant listings, which made the search phase feel tedious. The booking process lacked engaging activity recommendations, and the resolution phase for complaints often left users frustrated due to slow responses. This journey map guided my redesign efforts to simplify workflows, highlight engaging content, and improve support responsiveness.
Mapping the user journey helped me uncover specific pain points in the experience. Users spent too much time sorting through irrelevant listings, which made the search phase feel tedious. The booking process lacked engaging activity recommendations, and the resolution phase for complaints often left users frustrated due to slow responses. This journey map guided my redesign efforts to simplify workflows, highlight engaging content, and improve support responsiveness.
Key UX Concepts
Defining the Framework for a User-Centered Solution
Defining the Framework for a User-Centered Solution
Main Page
A Page Just for You
A Page Just for You
Search Page
Never Lost Again
Details Page
Only Essential Information at a Glance
Pop-Up Page
Check Local Activities Before You Book
User Impacts
Transforming Insights into Measurable Outcomes
Transforming Insights into Measurable Outcomes
The iterative design process allowed me to address user frustrations and validate solutions through real-world feedback. By refining key features like personalized recommendations, simplified navigation, and contextual timing, the redesign achieved significant improvements across critical metrics. Engagement with local activities increased by 75%, while the average scroll time dropped to under one minute. Task completion time decreased by four minutes, and user satisfaction doubled, showcasing the effectiveness of a user-centric approach in delivering meaningful impact.
The iterative design process allowed me to address user frustrations and validate solutions through real-world feedback. By refining key features like personalized recommendations, simplified navigation, and contextual timing, the redesign achieved significant improvements across critical metrics. Engagement with local activities increased by 75%, while the average scroll time dropped to under one minute. Task completion time decreased by four minutes, and user satisfaction doubled, showcasing the effectiveness of a user-centric approach in delivering meaningful impact.
Reflections & Learnings
Adapting Design Through User-Centric Iterations
Adapting Design Through User-Centric Iterations
Throughout this project, I learned the importance of actively engaging with users during each stage of the design process. Initial assumptions about user behavior often shifted after analyzing real feedback, highlighting the need to remain flexible and iterative. The journey also emphasized the value of addressing accessibility and inclusivity, ensuring that the platform serves a diverse audience effectively. By focusing on actionable user insights, I was able to align the final solution with both user expectations and business goals, creating a platform that fosters trust and engagement.
Throughout this project, I learned the importance of actively engaging with users during each stage of the design process. Initial assumptions about user behavior often shifted after analyzing real feedback, highlighting the need to remain flexible and iterative. The journey also emphasized the value of addressing accessibility and inclusivity, ensuring that the platform serves a diverse audience effectively. By focusing on actionable user insights, I was able to align the final solution with both user expectations and business goals, creating a platform that fosters trust and engagement.
Key Takeaways
Lessons for Future User-Centered Design Projects
Lessons for Future User-Centered Design Projects
Start with Research, Not Assumptions: Conducting thorough research ensures the design process is rooted in real user needs.
Iterate Based on Feedback: Testing and refining prototypes are essential for creating meaningful user experiences.
Prioritize Accessibility: Inclusive design is not optional—it’s critical to serving diverse user groups.
Align User and Business Goals: The most impactful designs balance user satisfaction with measurable business outcomes.
These takeaways will continue to guide my approach to future projects, ensuring designs are impactful, inclusive, and user-driven.
Start with Research, Not Assumptions: Conducting thorough research ensures the design process is rooted in real user needs.
Iterate Based on Feedback: Testing and refining prototypes are essential for creating meaningful user experiences.
Prioritize Accessibility: Inclusive design is not optional—it’s critical to serving diverse user groups.
Align User and Business Goals: The most impactful designs balance user satisfaction with measurable business outcomes.
These takeaways will continue to guide my approach to future projects, ensuring designs are impactful, inclusive, and user-driven.