Before the redesign, our story wasn't clear. Who were we talking to? What could they do? Why would they want to?
After the redesign, we had a strong clear message appealing to distinct audiences. I partnered closely with design, research, marketing, and legal to greatly simplify the flow and tell a compelling story.
SITUATION
Airbnb.org's donation product needed a visual update, flow simplification, and greater clarity throughout.
TASK
I provided content design leadership for a complete end-to-end overhaul of Airbnb.org's donation product.
ACTION
I organized exploratory design sessions for key stakeholders in Figma, defined the content design principles, established the content hierarchy, provided research stimuli, and wrote everything from headlines to error messages.
RESULT
Because we delivered a completely overhauled world-class product on time, we were able to run a large scale Giving Tuesday campaign targeting millions of users. We doubled the number of high-value recurring donors.
STRATEGIC INSIGHT
Bringing a strong content perspective is how I collaborate efficiently with product management, design, research, payments, legal, and engineering to reimagine flows and to optimize the content and design strategy to meet new goals.