Business lessons from Airbnb's redesign
https://dandemello.medium.com/the-business-power-of-design-understanding-airbnbs-redesign-9f835d282bf9
Hi! I wrote an article for the UX Collective about how the Airbnb's redesign might impact the business.
In essence, I think it is valuable for all Indie Hackers to understand how design can be a lever for growth so I thought I'd share it here.
Hope you guys enjoy it!
This redesign also further shifted Airbnb from being the "affordable Hotel alternative" to a "luxury travel service". It takes an immense amount of money and privilege to be able to base your travel on the TYPE of place you want to stay in, as opposed to, you know, WHERE you want to go.
I don't personally mind the change, but it is a small bummer to see Airbnb shift so far from it's original, more affordable roots.
From a purely design perspective, it's great, as is everything Airbnb designs. Their work tends to be a benchmark for services at their scale.
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That's a good point, but two things come to mind:
What do you think?
My original draw to Airbnb (as was most people's), was that it was exponentially easier and cheaper than booking a hotel. Accommodations were usually better. That is no longer the case, and a push in this direction just reiterates that it's never going back to how it was.
Like I said, I don't mind the change. It would work well for me, but it is a pretty bold direction to put front and center considering the majority of people are thinking of a destination before anything else. I do think it does open up alternative travel ideas for people though.
Got it, makes sense. Curious to see how it goes mid/long term.
Ask your users what their job-to-be-done is! I know of a number of founders who designed their products for a specific user flow, only to find out that their users were using it in an entirely different way. They then learned what their users actually needed and pivoted successfully.
As far as Airbnb, though, it seems they're trying to tell users what their JTBD is, and I think they failed. When I use it, I'm looking for a place at a location on a date. And then I might add an 'experience' later. I've never once just searched by experience.
That's the pushback most people that didn't like it had. In truth, only the future will tell us if the decision was right, but I believe it was because of two things:
Airbnb is a reference in design. When I say design, it is not just UI/visuals, but the discipline of it. Finding user's needs, understanding problems deeply and so on. I'm sure this was deeply tested and thought through.
The change doesn't take away from people that still behaves in the "date/location -> stay" way. You can still use the platform that way, arguably even better than you can with Expedia.
The coolest part about what they did was that they moved their role closer to the beginning of the user's decision-making process.
If you make plans first, then look for a place to stay, you might book that place through Airbnb. But if you make plans via Airbnb, you're almost certain to book a place through Airbnb too.
They're effectively funneling people to their stays.
I heard Airbnb has exit the Chinese market which is really a pity. Their redesign are fantastic but Chinese people like me will never get a chance to see it.🤷♂️ For Airbnb that's probably the real biggest change in a decade lol
Great share! Thanks for dropping it here. And, personally, I really like the new design, mostly because I'm less aware that I'm using the app at all. The "before" design was beautiful. But the new design...feels so organic that Its like a walking on a really well-made trail that's so good at bringing you exactly where you want to go, you don't even notice the trail itself because you're too taken by the views and the palpable feeling of nearing your destination. ✨
Thanks for sharing this. Quite helpful