Content Strategy
This is a content strategy project focusing on Airbnb's website, including:
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Problem Definition
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Research Findings
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Opportunity Statement
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Goals and Metrics
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Hypothesis and Solutions
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Implementation Plan
An online travel platform that aims to provide authentic stays, experiences, and adventures.
CORE VALUES
Community Experience Uniqueness
what is the problem?
After users search for a stay, they enter the results page which lack a clear and descriptive page title.
When using a screen reader, it skips the filters by default and a customer would not be able to hear the dates, guest, etc.
Users could get lost and confused.
how do we know?
Site Impression
Adventurous, modern and simple
Features
High-quality and energetic images, clear information hierarchy, minimum text, clean design
Brand Advantages
Aesthetic photos, brand image, clean interface
Among all pages, we focus on the search results page because it is a crucial step within the user journey of travellers.
From content audit we found 6 modules, and also some issues that we found troubling, such as unclear order of information, lack of alt texts for those photos etc.
We decided to focus on lack of page titles...
...because it impacts nearly every user on the site, and the effort needed to improve it is not overwhelming.
Also, according to accessibility audit, if you use a screen reader on this page, it will read, “Toronto, middle-dot, stays”, which is very confusing and unhelpful for sight-disabled users. If those users want to know what dates and guests they’re searching for, they have to go into the filter section to find out, which takes a lot of time with a screen reader.
Is this problem worth solving?
Airbnb has a friendly brand image and emphasizes its effort on accessibility.
An accessible and user-friendly page title is consistent with its brand values.
A change to their site would benefit their customers and strengthen its brand image.
What does success look like?
Current State
“What’s on this page?”
“What was I searching for?”
Users get frustrated and confused when searching for stays, especially if they are using screen readers.
Impact
Users exit or restart their search.
Low conversion rate, high length of sessions, lack accessibility.
Desired State
Smooth user journey when searching for stays.
Increase conversion rate and strengthen Airbnb’s friendly, accessible brand image.
goals
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Make user’s booking process easier and smoother.
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Increase accessibility for sight-disabled users.
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Increase conversion rate - encourage users to continue to the specific result page.
Metrics
Conversion rate (primary)
Bounce rate
Screen reader usage
Number of clicks in the search box
Site traffic
Expectation
Increase
Decrease
Increase
Decrease
Increase
How to solve it?
hypothesis
If there is a separate page title outside the search box with a specific location,
then people can be sure what page they’re looking at,
because they don’t have to memorize a foreign location name or how they reached this page.
Desktop
A page title that includes:
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Exact number of results
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City name and country name
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Dates specified
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Descriptive
Mobile
A fixed search bar showing dates, city and country name when users scroll down.
How to implement it?
1
UX Writers
Articulate the best wordings for a descriptive title
2
Designers
Decide the place, size, and font of the title
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Engineers
Build a beta page with the new design
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Executives
Approve the A/B test plan
5
Analysts &
UX Researchers
Run the test, analyze results and conduct user interviews
6
Executives
Decide whether to implement the new design
Total: 20 days
Appendix
This content strategy proposal is created with classmates, taught by Katrina Schwieterman at University of Washington.