shopaway
Onboarding Airbnb hosts to an e-commerce platform
Project Overview
In May 2022, I joined a team of 4 UX/UI designers on a freelance project for ShopAway, a platform bringing experiential shopping to the booming short-term rental space.
Our team conducted user research with Airbnb hosts and designed wireframes of their onboarding experience to the platform.
I served as the team lead and point person to the client. By advocating for user research and reframing initial assumptions, we provided "instrumental insights" into the product's design that went above and beyond the client's expectations.
Our team conducted user research with Airbnb hosts and designed wireframes of their onboarding experience to the platform.
I served as the team lead and point person to the client. By advocating for user research and reframing initial assumptions, we provided "instrumental insights" into the product's design that went above and beyond the client's expectations.
Role
I was the team lead and point person to the client, on a team with 3 other UX/UI Designers.
Methods
UX research
UX Design
Device
Bringing UX to ShopAway's vision
It started with a question: "Where did you get those spoons?"
When Alex launched his first Airbnb rental in upstate New York, he never expected to get so many questions about the items inside it.
This inspired ShopAway: a new marketing channel for brands, a furnishing resource for hosts, and an immersive shopping experience for guests. All matched perfectly by an algorithm, API data, and an excellent onboarding process we'd design.
ShopAway brought me and 3 other freelance UX/UI designers on board for the first steps of UX Design on this ambitious platform.
When Alex launched his first Airbnb rental in upstate New York, he never expected to get so many questions about the items inside it.
This inspired ShopAway: a new marketing channel for brands, a furnishing resource for hosts, and an immersive shopping experience for guests. All matched perfectly by an algorithm, API data, and an excellent onboarding process we'd design.
ShopAway brought me and 3 other freelance UX/UI designers on board for the first steps of UX Design on this ambitious platform.
Gearing up
Getting from ambiguity to synergy.
ShopAway was in its early stages. Our team hadn't met before, and received an open-ended brief for this product concept with 3 unique end-users (brands, hosts, and guests).
We had 4 weeks to deliver. We needed to align on a project plan fast, or we risked not delivering a substantial result.
Drawing on my project management experience, I leaned into a leadership role on the team. I organized a meeting with my co-designers to rip the brief, prioritize our questions for the client, and plan our approach.
Given the early-stage UX process and short timeframe, we saw two potential directions: (1) preliminary UX planning across the whole product, or (2) research or design focused on one user type. By the end of our meeting, we sent a suggested agenda for our kickoff meeting to the client.
We had 4 weeks to deliver. We needed to align on a project plan fast, or we risked not delivering a substantial result.
Drawing on my project management experience, I leaned into a leadership role on the team. I organized a meeting with my co-designers to rip the brief, prioritize our questions for the client, and plan our approach.
Given the early-stage UX process and short timeframe, we saw two potential directions: (1) preliminary UX planning across the whole product, or (2) research or design focused on one user type. By the end of our meeting, we sent a suggested agenda for our kickoff meeting to the client.
kickoff meeting
When in doubt, start with research.
In the kickoff meeting, the client demonstrated the business strategy and technical feasibility of the product concept. But the current flow didn't consider the user experience perspective.
We agreed to focus on the onboarding process for hosts. Getting hosts on board would be critical to getting this new marketplace off ground.
Our team proposed starting the user research. Initially, the client pushed back, wanting to get as much design work done as possible.
I shared that user research would de-risk their product's design. Without data, we'd be designing based only on assumptions, and risked building a house of cards. Data provides direction and confidence in design. This early in the UX process, wireframes were bound to change, but research insights would add value throughout their product's development.
The client agreed to 2 weeks of research, and we got to work.
We agreed to focus on the onboarding process for hosts. Getting hosts on board would be critical to getting this new marketplace off ground.
Our team proposed starting the user research. Initially, the client pushed back, wanting to get as much design work done as possible.
I shared that user research would de-risk their product's design. Without data, we'd be designing based only on assumptions, and risked building a house of cards. Data provides direction and confidence in design. This early in the UX process, wireframes were bound to change, but research insights would add value throughout their product's development.
The client agreed to 2 weeks of research, and we got to work.
user research
Our research plan to learn about hosts finding products for spaces.
Without pre-existing insights, we set out to explore STR hosts' attitudes, emotions, behaviors, and challenges around finding products for their spaces.
We recruited and scheduled interviews with five Airbnb hosts.
I facilitated a design team meeting to gather, evaluate, and prioritize user interview questions. From that input, I put together our interview script.
I followed the funnel technique to enable new, unanticipated insights. It started with broad, open-ended questions before introducing more narrow or closed questions. I also felt questions that encourage users to tell stories would help draw out unexpected details and emotions.
Broad, story-priming: Can you tell me about your most recent experience furnishing one of your properties?
Narrow, detail-focused: What qualities do you look for in potential furniture for your space?
With our script ready in Week Two, we conducted our interviews.
We recruited and scheduled interviews with five Airbnb hosts.
I facilitated a design team meeting to gather, evaluate, and prioritize user interview questions. From that input, I put together our interview script.
I followed the funnel technique to enable new, unanticipated insights. It started with broad, open-ended questions before introducing more narrow or closed questions. I also felt questions that encourage users to tell stories would help draw out unexpected details and emotions.
Broad, story-priming: Can you tell me about your most recent experience furnishing one of your properties?
Narrow, detail-focused: What qualities do you look for in potential furniture for your space?
With our script ready in Week Two, we conducted our interviews.
insights
It's personal. It's business.
When Airbnb launched, it blurred the line between the community-driven sentiment of hosting people in your home and a business opportunity for side income. This personal, entrepreneurial spirit came through in the five hosts we interviewed.
When finding products for spaces, they balanced a personal vision with business savvy, while navigating logistical challenges. This revealed both opportunities and challenges for ShopAway's product design to win over hosts.
When finding products for spaces, they balanced a personal vision with business savvy, while navigating logistical challenges. This revealed both opportunities and challenges for ShopAway's product design to win over hosts.
It's Personal
When it came to understanding hosts' choices of furniture, decor, and small items to fill their spaces, it was impossible to ignore the influence of personal factors. A few overarching themes stood out.
A Personal Investment
Hosts' personal motivations for hosting on Airbnb included starting their first business, designing a custom house, and reviving tourism in their hometown.
A Creative Vision
Hosts often had a vision for a space, and looked for products that fit their vision. The vision could be strategic, creative, or both. For 3/5 hosts, it started with one point of inspiration, like a name, room, or piece of furniture.
“I bought the table first, before the house was even finished, and I knew exactly where it would go.” - Ann
Self-Representation
Spaces are a reflection of hosts, and communicate culture to guests. Product choices can reflect a host's taste, interests, culture, or story. Some hosts add personal items. When a guest responds, there is a connection.
“I love to read, so there are lots of books around the house."
"I included traditional Indian and Chinese kitchen equipment, so I've been asked many times, what's this called or where can we get this."
"My mother passed away recently, and I have some of her brass elephants that I put in some of our properties.”
"I included traditional Indian and Chinese kitchen equipment, so I've been asked many times, what's this called or where can we get this."
"My mother passed away recently, and I have some of her brass elephants that I put in some of our properties.”
But Also, It's Business
While personal factors were influential, these were tempered with scrappy business pragmatism. Hosts tried to lower their bottom line and make their listing(s) competitive in the local market.
Cost
From an online sample of 294 Airbnb superhosts, 90% buy most of their furniture, decor, and small items either (1) used, or (2) at value superstores.
4/5 of our interviewees fit this trend. (The outlier spent $5000 on a pair of chairs.)
4/5 of our interviewees fit this trend. (The outlier spent $5000 on a pair of chairs.)
Speed
Hosts work against an unforgiving timeline: guest check-ins looming, or lost money with each unbooked night. This meant 2-day shipping and last-minute runs to clear the shelves of World Market were both common occurances.
Strategy
Hosts were strategic in their product choices. They tried to differentiate themselves from the market, or target a certain type of customer or price point. They invested more in items they believed would make the biggest impact on guest experience.
How do personal & business concerns inform product decisions?
Ten factors came up most when choosing product for their space. I wanted to create a matrix to show how the personal and pragmatic factors can both influence hosts' product decisions.
In terms of which factors were most important, it varied, and we didn't interview enough people to see a clear trend.
We did notice that the relative importance of factors could change greatly depending on the context. When a host had a guest arriving in 2 days, speed most influenced where they shopped and what they bought.
We did notice that the relative importance of factors could change greatly depending on the context. When a host had a guest arriving in 2 days, speed most influenced where they shopped and what they bought.
Emotions in the Process
We also noticed that hosts portrayed five emotions throughout the journey of finding products for their spaces. These presented opportunities for ShopAway to tap into positive emotions and reduce negative ones.
Pride
Hosts felt pride. Sources of pride included (1) seeing their vision come together, (2) creating a great experience for others, and (3) building a successful business. Participants beamed and blushed when they talked about their finished spaces or getting an amazing review.
To a degree, participants liked the challenge of finding a unique item or a good deal. If it was easy, anyone could do it.
These small wins created pride too.
To a degree, participants liked the challenge of finding a unique item or a good deal. If it was easy, anyone could do it.
These small wins created pride too.
Excitement
Hosts felt creative excitement while a project unfolded. The sense of creative possibility. The wheels turning. The rush of a great find. A mix of eager and anxious energy.
Fear
Host's fears included getting a negative review, not having the space ready in time for guests, damage to products in the space, and net financial loss.
Fatigue
Hosts grew tired searching through items online or in-person, looking for the right thing. There were so many items they needed to buy.
Frustration
Hosts got frustrated with hassle of moving, shipping, testing, and returning items. When an item didn't arrive as expected, or ended up not working in the space.
Simplifying to Building, Locale, and Style
The client appreciated the detailed insights on hosts, but were concerned that ShopAway wouldn't have enough brands to meet every hosts' unique vision. They encouraged our team to explore ways to streamline host's visions and needs into broader categories.
Reduced to the simplest components, I noticed that most visions that hosts shared were a combination of three factors: design style, building type, and locale (i.e. A mid-century modern cabin in the forest, a minimal-chic beach bungalow). These three factors were reflected in my ideation sketches the following week.
Reduced to the simplest components, I noticed that most visions that hosts shared were a combination of three factors: design style, building type, and locale (i.e. A mid-century modern cabin in the forest, a minimal-chic beach bungalow). These three factors were reflected in my ideation sketches the following week.
sketching
Through sketching, we explored unique design challenges and possibilities.
Because of the fast pace of the project, we jumped quickly from discussing research insights with the client on Friday to sketching on Monday.
From a business perspective, our goal for the host onboarding process was for the host to initiate a partnership with one or more brands.
Breaking this down:
1) The landing page needed to inspire a host to take the first step
2) The onboarding flow needed to gather the right information to match the host with brands and products that meet their needs and vision, while keeping the host engaged
3) The presentation of brand matches needed to inspire the host to connect with one or more brands
I started exploring these challenges through sketches.
From a business perspective, our goal for the host onboarding process was for the host to initiate a partnership with one or more brands.
Breaking this down:
1) The landing page needed to inspire a host to take the first step
2) The onboarding flow needed to gather the right information to match the host with brands and products that meet their needs and vision, while keeping the host engaged
3) The presentation of brand matches needed to inspire the host to connect with one or more brands
I started exploring these challenges through sketches.
Connect an Account
Pulling data from the rental listing API would be key to the ShopAway magic.
What Space?
Each space can have unique vision, needs, and target customer.
Determining hosts' needs & preferences
We simplified this down to 3 simple elements of a vision: locale, space, and style.
(Later, we removed local and building type too because these could be known from the rental listing API. We added product types (kitchen tools, bath, living room, wall art, etc)
(Later, we removed local and building type too because these could be known from the rental listing API. We added product types (kitchen tools, bath, living room, wall art, etc)
Matching with Brands
I explored different iterations of hosts seeing their brand matches. I wanted it to feel exciting, but also easy to navigate and understand.
Unlocking an Item
I explored tapping into the emotions of pride and excitement using an interaction that introduces a new discounted product that's been unlocked.
Point of Inspiration
I explored tapping into many hosts' behavior of drawing inspiration from a single item, with a feature to choose a "point of inspiration" and see items that match it.
Client Feedback
The client liked the simplified three elements of a host's vision (style, building, local), but noted that the locale and building type could be known through Airbnb's API, so we didn't need to ask.
We also realized that some hosts may want to share the specific vision and needs for each space, but this would time-consuming for a host with many properties.
We also realized that some hosts may want to share the specific vision and needs for each space, but this would time-consuming for a host with many properties.
wireframes
We refined our sketches into wireframes
With insights from our research, and robust discussion with the client around our sketches, we hopped into Figma to develop wireframes for the host onboarding experience, from the landing page to browsing matches.
If focused further on the onboarding flow.
If focused further on the onboarding flow.
Get started
A captivating image, and copy highlighting payoff and low time investment, encourages users to begin the process.
Connect account
ShopAway requires connecting a host account for business reasons -- to provide relevant consumer targeting to brands.
How could we frame this as a benefit to hosts? Matching them with brands and product that fit them uniquely.
How could we frame this as a benefit to hosts? Matching them with brands and product that fit them uniquely.
Sign In Modal
Hosts login to ShopAway through their short-term-rental host account.
Profile Preview
This screen was intended to inform hosts of what just happened, and what information was pulled from their rental host account. But it didn't feel quite right here.
Choose Spaces
Selecting spaces allowed hosts to tailor their needs for each spaces. It was also important for brand targeting, and auto-generating storefronts for guests staying at different locations.
Adding a conditional split
In our sketch review, we learned that selecting preferences for each property one-by-one would be really time-consuming for a host with many properties. So at this point, I added a conditional split.
If a host selected 1 - 2 spaces
The host inputs their preferences for each space, one at a time. Preferences are simplified to products and design styles, because ShopAway can determine the locale and building type from the rental website's API.
If a host selected 3 or more spaces
The host is given the faster option to input general preferences for all their properties, or to get more specific for each space.
Estimating price range
We iterated through several options for determining a host's price range.
A simple numerical range was too reductive. Hosts splurge on some items (i.e. a statement chair, luxury linens) and seek budget options for others, depending on their strategy. We didn't want to show irrelevant matches or box hosts in.
We landed on asking where they shop. From this input (combined API data on their rental pricing), the algorithm can create a more accurate model.
A simple numerical range was too reductive. Hosts splurge on some items (i.e. a statement chair, luxury linens) and seek budget options for others, depending on their strategy. We didn't want to show irrelevant matches or box hosts in.
We landed on asking where they shop. From this input (combined API data on their rental pricing), the algorithm can create a more accurate model.
project results
We delivered valuable user insights and foundational wireframes.
At the end of 4 weeks, we delivered our research findings, sketch ideations, and wireframes to the client. The client was extremely happy with the rigor and breadth of what we delivered. They commended the originality of our ideas and scope we delivered on.
The value we provided:
1) Shed light on the needs, motivations, behaviors, and challenges of hosts
2) Validated the desirability of the product for hosts
3) Improved product strategy for successfully meeting hosts' needs
3) Identified and solved key design challenges in onboarding hosts
While it is likely future designers will iterate on this work, we provided a valuable foundation in minimal time.
This project was a challenge because it was a new product concept, new team, fully remote, and a short timeline.
I appreciated the opportunity to structure the process, facilitated team and client meetings, and solve the interesting design challenges of a three-side platform. I look forward to seeing how future designers build on our work, and trying ShopAway when it launches.
The value we provided:
1) Shed light on the needs, motivations, behaviors, and challenges of hosts
2) Validated the desirability of the product for hosts
3) Improved product strategy for successfully meeting hosts' needs
3) Identified and solved key design challenges in onboarding hosts
While it is likely future designers will iterate on this work, we provided a valuable foundation in minimal time.
This project was a challenge because it was a new product concept, new team, fully remote, and a short timeline.
I appreciated the opportunity to structure the process, facilitated team and client meetings, and solve the interesting design challenges of a three-side platform. I look forward to seeing how future designers build on our work, and trying ShopAway when it launches.
Let's connect
I encourage you to reach out to me about a project, role, or just to say hi
