Academic ProjectApp Design

Airbnb: Increasing guest retention by designing rewards and loyalty program

Airbnb rewards and loyalty program app mockup
My Role
Product Strategist, UX Researcher, Visual Designer
Service
App Design
Timeline
6 Weeks
Team
Arunima Walimbe, Anurag Bhavsar

Background

Airbnb, a leading platform for unique travel experiences, lacks a reward and loyalty program to incentivize frequent use and enhance user engagement. The challenge was to create a program that would benefit both guests and hosts, encouraging loyalty and consistent high-quality experiences.

Airbnb rewards and loyalty program walk-through video thumbnail
How-might-we questions that shaped the rewards program
Guest and host interview process
Key insights synthesized from research
Introducing the Airbnb rewards and loyalty concept
What are Quests: the core loyalty mechanic explained
Quests for guests
A completed quest, from guest perspective
Air badges earned by guests
Upcoming quests screen
Browse quests screen
Digital badge rewards
Introducing Air Points
Quests designed for hosts
Host profile screen
Air badges earned by hosts
Superkeys for superhosts: gold, silver and bronze reward tiers
Air Memoirs: a LEGO x Airbnb collaboration rewarding long-tenured superhosts with physical miniatures of their properties
If we had more time: rate of user retention among loyalty members, and user satisfaction with the Quests feature
Learnings: interdependency in a multi-sided platform, and the power of incentives
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