My Role
UX/UI Designer
Tasks
Research Wireframing Prototyping Usability Test
Tools
Figjam Figma Google Forms Dovetail Maze
Project
Memorisely Bootcamp
Problem statement
Group accommodation travelers need a better way to split Airbnb costs fairly, making each member accountable for their share. Currently, one person pays the full amount, manages payments, chases reimbursements, and handles cancellations—leading to frustration, a poor group experience, and potential revenue loss.
User segment
Hypothesis
Providing diverse split-cost methods and tools for managing cancellations can enhance user experience and reduce client loss, keeping users from switching to other platforms.
Design Thinking
I applied the Design Thinking process—discover, define, ideate, prototype, and test—to tackle this problem. Through user research, I identified pain points for bookers and travelers, defined the key challenges, and brainstormed solutions. After refining the best ideas into actionable features, I prototyped and tested them to ensure they were practical and intuitive. This iterative, user-focused approach helped me deliver a more seamless, frustration-free experience for group bookings.
Research Goals
How is the experience for both travelers and bookers throughout the booking journey?
Research methods
To gather data from twenty target users, I conducted a Google Forms survey to better understand and define the problem. I later synthesized the data on Dovetail to find patterns and trends.
Key Findings
User travel habits
I categorized the users based on their frequency of booking application usage into these three categories to investigate if this aspect influenced their experience.
25% are light users (once every 2-3 years)
60% are active users (once a year - 2-5 times per year)
10% are super users (+5 times per year)
The most common type of groups are family and friends in groups of 2 to 5 people.
There is a gap between bookers and travelers regarding financial responsibility and commitment.
While 70% of bookers face issues, the biggest challenge for 40% is collecting payments and handling last-minute cancellations, with 30% having to cover costs upfront.
Additionally, 40% of travelers face challenges with making punctual payments or managing cancellations, which directly affects the organizers' experience.
Three split methods that users prefer
by amount
per guest
per room
A positive perspective on the new feature
Only 10% of participants rate their cost-splitting experience as bad or very bad. However, reimbursement is just one aspect of the entire booking journey. When users are introduced to more flexible cost-splitting options and prompted to reflect on their pain points, the importance of this feature becomes much more apparent to them, highlighting a clear opportunity to enhance their overall experience.
60% of participants believe their experience would improve with the implementation of this feature.
If this feature were available, 55% of participants would be more motivated to book group accommodations.
Competitor Analysis
Tapping into an opportunity market
Booking.com was the most mentioned competitor to Airbnb in the survey, so I carried out a heuristic evaluation to review its strengths, weaknesses, design, and user experience. I did the same for Trusted Pet Sitters, which targets a more specific audience.
Patterns Benchmark
I analyzed the user flow of several cost-splitting apps to explore which features could be integrated into the Airbnb experience.
Unlike the straightforward full payment option, this feature involves additional steps. To maintain consistency and ease of use, I also explored the Airbnb app to see what kind of existing flows and UI elements I could re-use and integrate into this feature
Sitemap
I mapped Airbnb’s current information architecture to understand its structure, identify potential improvements to the hierarchy, and determine the best placement and access points for the new feature.
Location
The new feature will be placed in the “Choose how to pay” section, directly below the full payment and partial payment options, as it involves a single payment split among multiple users.
Access Point
Group booked trips will be accessible under the "Trips" tab on the navigation bar.
How Might We
Facilitating timely payments for bookers
Simplifying cost splitting for group travelers
Managing last-minute cancellations for group travelers
Optimizing features discoverability and user communication
Facilitating group communication and collaboration
Key Features
These are the final and specific solutions I aim to address for each aspect of the problem..
MVP
Facilitating Timely Payments for Bookers
Automated payment requests and reminders
Limited-time pre-bookings
Payment tracking and status
Simplifying Cost Splitting for Group Travelers
Pre-defined groups for families, friends, and colleagues
Three split methods
Managing Last-Minute Cancellations for Group Travelers
System notifications for cancellations
Recommend alternative accommodations that suit the adjusted group size
Design Principles
Before beginning the ideation phase, I outlined the key principles I wanted to incorporate into my solution.
Simplicity and Clarity
Make the interface intuitive and easy to use, ensuring the cost-splitting feature is straightforward, with clear steps for users to follow. Avoid clutter and complex navigation.
Consistency
Maintain a consistent design language and user experience across the platform, from selecting accommodations to splitting costs. This will make the feature feel integrated into the Airbnb environment and familiar to its users.
Retention through Seamlessness
Ensure that users remain within the app by offering solutions to common pain points, such as last-minute cancellations and server-side payment requests, without breaking the user journey. This improves user experience and helps prevent revenue loss by keeping the transaction cycle within the app.
User Control and Flexibility
Allow users to customize how they split costs, such as evenly, by room, or based on the number and type of guests. Flexibility ensures the feature works for different types of group dynamics.
Collaboration and Social Interaction
Since this feature is for groups, emphasize collaboration by making it easy for group members to communicate, and agree on payment terms and methods.
Crazy 8
I sketched the ideas gathered from the How Might We process using the Crazy 8 technique.
I concentrated on designing the initial layout for the Group Pay feature and Payment Status, exploring different formats such as list view, stepper view, button groups, text-based displays, charts, and both vertical and horizontal flows.
User flow
I ensured that the user flow closely mimicked the real-life journey, even when handling unexpected events, to guarantee familiarity and ease of use.
Wireframes
Here are my initial sketches of the feature. Compared to the final prototype, these early versions:
Provide more detail on each split-cost method.
Utilize client-side payment requests, involving third-party apps.
Demonstrate the process of creating a new group.
Conclude the flow once the user submits the pre-booking request.
After several iterations and given the project timeline, I opted for server-side solutions. I focused on showing only the most popular split method from the survey and extended the flow to account for last-minute cancellations—a significant pain point I aimed to address with actionable solutions.
Styles & Components
I used Chrome's developer tools to explore the Airbnb website, ensuring I matched their fonts and colors to maintain visual consistency throughout my design.
Solution
Booking accommodation with Group Pay feature
The user proceeds to reserve their chosen accommodation.
They choose between paying in full or using the Group Pay feature to split costs with their group.
The user then selects a pre-made group or creates a new one.
Next, they choose a split method: by amount, by room, or by guest.
If splitting by amount, the user can either assign specific amounts to each group member or divide the total equally.
In the final step, the user receives a booking summary.
Once submitted, the pre-booking is completed, and automated payment requests are sent to the group. They have 24 hours to complete the payments.
The user can either view the pre-booking details or return to the home screen.
Checking the status of payments
The user navigates to their group booking details under "Trips."
They click on the desired booking and select "Payment Status."
The user views who has completed their payments and receives notifications for any last-minute cancellations.
The user is then presented with four options to manage the situation and continue with the booking process.
Usability Testing
I conducted a moderated usability test of the prototype with seven participants—three men and four women—who have used the Airbnb app at least once. The test was facilitated using Maze.
Outcomes
The test received positive feedback, with most users describing the experience as straightforward.
Testers also shared valuable insights on how the feature could better address their needs and enhance their overall experience.
Learnings
Improve accessibility for users with visual impairments
Avoid closable windows for critical actions
Introduce scenarios to better manage last-minute cancellations
Improvements
I enhanced contrast in dark layers and radio buttons to improve accessibility
I changed the cancellation notification from a closable window to a fixed component
I added more options in case of last-minute cancellations
Next steps
Design the interface and user experience for each solution for handling cancellations, such as recalculating payments or changing the split method.
Add group communication and collaboration features like chat and notifications.
Enable proactive measures for potential delays or last-minute cancellations, such as scheduled automated reminders or automatic cost coverage by the booker if group payments are incomplete
What went well
Clear Identification of Pain Points
The data collected from surveys effectively highlighted critical pain points, such as last-minute cancellations, which were directly addressed in the proposed solutions. This alignment between user feedback and solution development ensured the relevance of the features.
Comprehensive Analysis of Competitors
Conducting heuristic evaluations of competitors like Booking.com and niche platforms added depth to the study by highlighting industry standards and potential areas for differentiation.
Cross-Functional-Thinking
By considering both financial management and user experience, the study successfully bridged gaps between functional needs and emotional user satisfaction, leading to well-rounded solutions.
Consideration of Business Perspective
By addressing key pain points like last-minute cancellations and financial management, the solutions aimed to keep users engaged within the app, helping to prevent revenue loss and reduce the likelihood of users turning to other platforms.
What didn't go so well
Lack of In-depth Qualitative Data
Conducting interviews could have provided more in-depth insights into the real-life experiences of users during group bookings to better understand the nuances of user behaviors and challenges in these situations.
Broader Participant Demographics
Conducting heuristic evaluations of competitors like Booking.com and niche platforms added depth to the study by highlighting industry standards and potential areas for differentiation.
Practicing Moderated Usability Testing
Some tests received low scores because some users forgot the instructions, which highlighted the need for clearer guidance. I realized the importance of providing instructions in both audio and text formats, as well as emphasizing key points, like not exploring the app freely or saving feedback after the test. I had therefore to run more tests which took longer time than planned.
Refining Focus in Later Stages
By addressing key pain points like last-minute cancellations and financial management, the solutions aimed to keep users engaged within the app, helping to prevent revenue loss and reduce the likelihood of users turning to other platforms.