1. How the Airbnb site evolved with its expanded business scope
Airbnb is expanding its business from a straightforward home-sharing service to an extensive travel experience provider. As a result the site has to bridge more varied content. Airbnb has adopted well while maintaining its straightforward call to action on its home page.
Aiirbnb has focused on “Travel to Home” and “Making Friends.” It has been expressed in its simple but smart copy “Welcome Home” from the older version of the site to the more recent“Book unique homes and experience a city like a local.” Then with the only stand out CTA, being a location and date picker, the Airbnb home page has communicated what the core business proposition is in minimal way.
As Airbnb has evolved to provide extensive travel experiences, the hero image/video was removed. A single strong visual was powerful to market its service in the beginning, but as the name got more mature, it is more effective without it. This way, it draws more attention the to list of available experiences in a grid underneath. A Series of images that they provide speak their vision more effectively than a single hero image. Once the user engages with this list, the main copy collapses and the CTA is minimized- the list becomes the main focus. It is a subtle move but this change describes how Airbnb expanded its business scope, while it maintained its simple interface that many users are familiar with.Continue reading “Airbnb UX Design Observations”