AIRBNB
Project: Mobile Web Redesign | Role: Product Content Strategist

What was it?
Back in 2018, a small group of designers, engineers, and a product manager came together to make Airbnb’s mobile web experience better, faster, and stronger.

UX Content Strategy:
Use clear copy to overhaul the information architecture of the guest facing navigation.

THE MENU
Challenge: The logged in and logged out menus lack hierarchy with key features that were buried or sandwiched between verticals like Airbnb for Work that would be better displayed elsewhere in the product.

Process: I worked closely with other product designers across various teams to identify and understand the differences between the platforms (mobile web, desktop, and native apps), what features were missing and needed in this progressive web app.

What resulted were two clear logged out and logged in states that highlighted the right things at the right time. When a user is logged out, we highlighted the sign in/sign up features heavily with users being able to browse other parts of the experience that didn’t need an account. The content in the logged in menu is separated into 3 different parts. The first one I like to describe as the place users can manage their own account. They can see their profile, edit their personal info, contact help & support and manage their account settings, which believe it or not was not available to users previously on mobile web. We actually had to redesign all of the screens within this flow for Payments, Notifications, Privacy, etc. It was a huge undertaking but something that I personally thought was key for users to have on the platform. The final two sections shows how users can participate in the community more by becoming a host, and ultimately how to earn more money.

Project: Booking Redesign — Confirmation Screen | Role: Lead Content Designer

What was it?
After overhauling the mobile web experience, most of the team spent their time and energy redesigning the entire booking flow. I was the lead content designer on the project and worked with over 10 different teams (and 10 different content designers) to oversee the project. The confirmation page was just a sliver of a 6-month design process.

UX Content Strategy: Inform the user of their reservation status with clear hierarchy and language.

Process: Before the initial redesign started, I had actually started looking at the confirmation page and exploring a redesign on my own. Above you can see how the reservation page had become a place where a bunch of teams with conflicting goals added their two cents. Also, some of my own explorations in how the page could be better constructed. This became the building block for what we would eventually produce.

At the end of the booking redesign, we decided to keep a lot of the same structure from my previous explorations, but pare it down even more. The major section highlights the most important thing to users — reservation status. Followed by listing details and payment information. We limited the amount of information and upsells on this screen, since a lot of what was previously on it could be done in the Trips portion of the app (which users could get to by tapping ‘Manage your trip’ CTA). On mobile web, we left the final section with an upsell to download the app, which was done to satisfy partners.