Background

Airbnb has revolutionized the way people explore and experience new destinations by providing a platform for unique and personalized accommodations. However, the trip planning process remains a significant pain point for users. 

The current absence of a native itinerary creation tool within the app leads users to rely on external platforms for planning, causing a disjointed experience. The need for a centralized solution is evident, and integrating AI into the app can significantly enhance user satisfaction by simplifying and optimizing the trip planning process.

In this concept project, I explored ways to enhance the Airbnb platform by introducing a new feature that assists travelers in creating personalized, AI-powered itineraries. My aim is to alleviate the overwhelming nature of trip planning and streamline the process for users, making Airbnb a comprehensive one-stop solution for travel enthusiasts.

Research

Our objective is to gain insights into travelers’ trip planning habits and assess the potential value of an AI-powered itinerary tool. We aim to explore user behavior, previous Airbnb experiences, pain points, attitudes toward AI, and collect feedback on user preferences and needs.

Objectives

• Explore recent trip planning experiences, tools used, and challenges faced

• Investigate crucial considerations in travel decisions

• Understand current methods for organizing travel plans

• Gather insights from previous Airbnb usage

• Identify specific frustrations during trip planning

• Gauge comfort level with AI tools

• Discover prompt preferences for personalized itineraries

From the competitive analysis, I looked at Vrbo, iplan.ai, and ChatGPT. Here are some key insights from each:

• Vrbo

  • Pros: Vrbo specializes in vacation rentals, offering a vast and diverse selection of properties worldwide. This focus appeals to users seeking unique and private accommodations.

  • Cons: While Vrbo excels in vacation rentals, it may not offer the same breadth of travel services as Airbnb, such as experiences, guided tours, and integrated trip planning tools.

• iplan.ai

  • Pros: iplan.ai leverages artificial intelligence to create personalized travel itineraries for users based on their preferences, providing a tailored planning experience. The use of algorithms to recommend activities and attractions is also a unique feature that sets iPlan.ai apart, providing users with data-driven suggestions for their itineraries.

  • Cons: iplan.ai may have limitations in terms of accommodation options compared to comprehensive travel platforms like Airbnb or Vrbo, potentially requiring users to use multiple platforms for booking.

• ChatGPT

  • Pros: There’s nothing quite like ChatGPT on the AI scene when it comes to capabilities and customization of use.

  • Cons: Can’t be used offline, not as easy to edit/collaborate, and requires specific prompts to get the best responses.

From the interviews, I developed an affinity map which helped me pinpoint the recurring themes. Here are some examples and direct quotes pulled from this exercise:

• Varying Processes for Trip Planning

  • “I appreciate itineraries and find them super helpful, but I have a hard time creating one myself. It's too much work and a headache so I’d rather just wing it.”

  • “Big planner here -- I actually enjoy the process of creating an itinerary to an extent but also feel like if I don’t do it, who will? So I take on the responsibility even though it can be difficult.”

• Tools Used for Travel

  • “I use Google Maps to search for where to stay and heavily rely on friends’ recommendations.”

  • “Mostly Google search and spreadsheets.”

  • “Used AI on my most recent trip to Mexico City and Havana (ChatGPT) - this was a first for me and it was amazing…completely changed the game for travel planning.”

• Feelings [subcategorized]

  • Pain Points

    • Amount of time it takes to do real research of a city from top to bottom (where to stay, eat, sight-see, drink, etc.)

    • Paralysis of choice is a big pain point. So many options make planning overwhelming. Easy to just find somewhere to stay, then figure out the rest as I go.

  • Fears

    • Biggest fear would wasted time while traveling, especially since you only get so much PTO. So typically that means every day, from sunrise to sun set is pretty full.

  • Regrets

    • There were times where I’d wake up and have no idea what to do next. Or like when my phone was gonna die and I had no idea where I was because I had been aimlessy wandering. Which was stressful.

  • Overwhelm

    • Transportation, figuring out how to get from place to place. Like does it make sense to walk, Uber, or take a train. Figuring that out for every thing takes some time.

    • Selecting restaurants can be a bit overwhelming because there’s millions of results on Google. But relying on ratings and reviews really helps narrow it down

    • Overwhelmed with the amount of options out there during trip-planning. This is often the biggest deterrent. Also logistics is a HUGE pain point and why I just don’t even bother.

• Generally Good Past Customer Experiences with Airbnb

  • “Favorite thing about Airbnb is that it can be cool to stay in a unique house and being in more close proximity to friends/family -- feels more intimate which is nice.”

  • “I’m a frequent user of Airbnb. I find it very simple and easy to use. I love the experiences part of the app, and I heavily rely on it for planning stuff to do.”

• Conflicting Views on AI

  • “Very likely to use AI for trip planning -- excited about this idea”

  • “The idea of using it I'm fine with the idea of using it. I'm not very comfortable with like the practical application of actually being able to use it. But I'm comfortable with the idea of trying it...but have privacy concerns with it.”

  • “Highly likely to use an AI-powered itinerary tool. But doesn’t want to have to plug in all the details ChatGPT would need to know in order to create an itinerary.”

  • “Being overly reliant might make me lazy...and plagiarism. Also, relying on the info to be accurate might be a big problem.”

User Personas

Building upon the insights from my research, I proceeded to the next step: developing detailed user personas. These personas were crafted from the profiles of actual individuals I engaged with through interviews and surveys. This strategic approach enabled me to pinpoint and articulate the distinct characteristics that define each persona, which helped inform a clear purpose within the value-add.

User Flows

Next, it was time to craft the user flow, illustrating the navigational path a user might take within our Airbnb itinerary feature. This strategic mapping is instrumental in visualizing the user’s interaction, pinpointing potential friction points, and refining the interface to ensure a fluid and cognitively intuitive user experience that fit seamlessly within the app.

Low Fidelity Wireframes

Starting with basic wireframes is like sketching out the bones of a website. It’s all about laying down the simple shapes and placeholders that give us a clear picture of the layout and structure. I love this part because it lets us see the big picture without getting bogged down in details, making it easier to imagine all the possibilities.

For an added gut-check, I went ahead and conducted a quick user test with these lofi wireframes using an online tool called Lyssna. I was able to garner some interesting feedback that I applied into the next step of this process.

High Fidelity Prototype

As we neared the final stages, I kept in mind Airbnb’s well-established design ethos. The challenge lay in seamlessly integrating our new feature with Airbnb's existing brand style, and creating detailed wireframes that incorporate the brand’s signature elements, colors, and visuals. I aimed for a unified design that would capture Airbnb's familiar yet innovative spirit.

Usability Testing

Alright, it's time to roll up my sleeves and dive into a second testing phase. This progressive approach to user testing also allows me to iterate and refine the design at each stage before committing to the full visual and functional implementation. The primary objective of this usability test is to evaluate the effectiveness, efficiency, and user satisfaction of the high-fidelity mockups for the AI-powered itinerary feature within the Airbnb app. The specific task flow to be tested includes creating, reviewing, and saving an itinerary.

Task 1: Building an Itinerary

• Positive: 86% of users found the interface intuitive, easy to use, and familiar. The AI prompt categories were appreciated for their comprehensiveness.

• Challenges: Some users struggled to locate the itinerary tab at first glance. One user desired more nuanced AI prompts.

Task 2: Exploring the Itinerary

• Positive: 100% of users liked the organization of the itinerary, the ease of reorganization, and the detailed information provided for each line item. They appreciated the recommendations for transportation and the ability to book tickets directly.

• Challenges: One user desired more customization options for transportation, and another suggested improving the visibility of the day-to-day drop-down.

Overall Impression:

• Users were overwhelmingly positive about the itinerary builder, finding it valuable, time-saving, and easy to use.

• Key areas for improvement include enhancing the visibility of certain elements and providing more customization options for transportation.

The Final Product

Using the specific feedback, I returned to Figma to make some final design tweaks to my high-fidelity design.

Takeaways

While the itinerary feature was a valuable addition to Airbnb, there are areas where additional time and resources could have further elevated the product. Here's a glimpse into how I envision the future of this feature:

• Deepened AI Integration: Leveraging more advanced AI algorithms to provide even more personalized itinerary recommendations, considering factors such as user preferences, interests, and travel style.

• Expanded Customization Options: Allowing users to customize itineraries with greater flexibility, including the ability to choose different transportation options, activities, and accommodations.

• Social Features: Incorporating social elements to enable users to share their itineraries with friends and family, collaborate on group trips, and discover recommendations from other travelers.

• Integration with Local Experiences: Partnering with local businesses to offer exclusive deals, discounts, and unique experiences for Airbnb guests.

By investing in these enhancements, Airbnb could further solidify its position as the go-to platform for travelers seeking comprehensive and personalized experiences. Focused on adding an itinerary feature to a famously well-designed app, this experience helped me hone my UX design skills in a real-world context. In creating this feature, I learned the importance of empathetic design—putting myself in the shoes of the various types of travelers. It also taught me the importance of user-centric design in solving real user problems, where I learned to balance the latest AI tech with simplicity, ensuring the new feature was intuitive.