In May 2023, Airbnb launched a completely new flow for new hosts. This screen is a great example of the updated voice, tone, and UX throughout the flow, which is foundationally important to business goals.
From start to finish, I created content design reflecting Airbnb.org's distinct voice and tone while adhering to Airbnb's world-class standards. Every deviation from Airbnb's content required me to provide our engineers with solid reasoning for the changes.
SITUATION
For the May 2023 launch, Airbnb Inc completely overhauled the user flow to add a listing to Airbnb. Airbnb.org needed to match this flow but keep its unique content, voice, and tone.
TASK
I coordinated with product management, design, research, engineering, and legal to update the flow and widely socialize our trauma-informed content design reasoning.
ACTION
I defined the content design principles to guide content decisions for every step in the flow, ensuring we prioritized clarity and utility to reduce friction. I explained my reasoning in a roadshow our team presented to Airbnb Inc.
RESULT
We achieved a complete end-to-end redesign of one of our most important user flows, completing the work in time for Airbnb Inc's May 2023 launch.
STRATEGIC INSIGHT
Persuasive storytelling brings external partners on board and builds their confidence and trust in the power of content design. By explaining the impact of trauma-informed content design, our Airbnb Inc partners in engineering and design got excited about Airbnb.org goals and wanted to learn more.