Identifying Areas For Growth
Generative Research Goals
Increasing User Engagement
Cultivating a Sense of Belonging
View Prototype
Methods: Concept mapping, Screener survey, Business analysis (competitive feature analysis, etc), User interviews, Usability testing & more
Tools: Figma, Zeplin, Google spreadsheet/survey, Zoom, Notion, Otter
Timeline: 2 Week Sprint
Framework: Agile
My Role: Lead UXR & Designer
Identify Competitive Opportunities: analyze the competitive landscape to find areas with high opportunity for user engagement.
Targeted User Insights: Engage with relevant demographics to gather insights on diverse travel experiences & identify pain points the user journey.
Increase Engagement & Satisfaction: enhance metrics by addressing pain points and providing features to increase user interaction + time spent on Airbnb platform.
Address Pain Points: develop design solutions focused on resolving identified pain points & iterate prototype based on user feedback!
Iterative Testing: Create mid-fidelity prototypes for initial testing, progressing to high-fidelity versions to validate design improvements and ensure user satisfaction.
Potential Client Goals
Design Research Goals
This conceptual UX project, goes through the research and design process. My role on the team was to lead research and documentation. We focused on uncovering opportunities within the user journey that lead to market exploration and product design.
UXR Process & Design UXR
Generative Research, Product/ Strategy Design & Testing
@ AirBNB (a conceptual project)
Methods
Background & Goals
The Challenge
The Client
Airbnb is an online marketplace that connects people who want to rent out their property with potential renters, but more than that, they are “a community built for belonging”.
Please note that this is a conceptual project.
Our Goals
What did we want to solve for?
Design Impact
Research Impact
Potential Strategic Impact
Community Empowerment: potential to empower local communities by promoting cultural exchange & fostering community/tourism among residents and travelers.
Inclusivity Promotion: research supports ways to make Airbnb more accessible and inclusive for marginalized groups.
Product Development
Improved Accessibility to Cultural Norms: increased access to diverse norms across cultural backgrounds, including LGBT+ considerations, attire preferences, etc. (based on user interviews)
Increased Engagement: Airbnb would benefit most from expanding into the “travel” phase of their user’s journey, increasing the amount of time users spend in the app.
Focus on Safety: based on testing & interviews, we prioritized safety features catering to the needs of women and LGBT+ travelers.
Inspired Features: platform inspiration focuses on Airbnb’s user-friendly features, specifically around their navigation iconography, and drop shadows.
Diverse Traveler Focus: there’s a need to cater to travelers of diverse backgrounds.
Airbnb Inspiration Impact
What was the impact of the UXR/D Process?
Research Takeaways
The high level objective of the study is to increase engagement with AirBNB & to make sure we are designing the right thing before we design things right.
Disclaimer: This does not cover the full extent of my research but rather serves as an overview of key findings and main methodologies.
increased by 10.16%;
originally 4.23/5
4.66/5
Easiness
when it comes to finding information on travel
10% More Success
112.7 to 74.4 sec. across all tasks
33%
Faster
Market Exploration, Product Development & Testing
Uncovering New Audiences & Building Comprehensive User Flows.
Company: Pelican Invest
Research Methods: Interviews, Business Analysis + Usability Testing
Role: Lead UX Researcher (& Designer)
When: January 2023
See Project
I’d love to hear from you!
Welcoming potential collaborations & exchanging of ideas.
Resume
ux.biancaa@gmail.com
@bianca-asencio
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More On My Methods To Come Soon!
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