Sweta
Sweta

AIRBNB

Product Description

Airbnb is a marketplace where travellers get to stay for vacation rentals, and tourism activities at the property listed on the site by the local hosts. Airbnb is a community built on sharing.

The idea of Experiences is not just to help people with stay but to make travel a transformative experience by allowing them to discover communities and their passions.

User Persona

Sunayana

  • 40

  • Dubai

  • Single woman

Descriptor

Sunayana is a single working woman who loves travelling sometimes with friends and mostly solo trips. She is keen about knowing different  cultures and local food cuisines of different places. She loves exploring and learning new things.

Goals-

  • She loves travelling to different cities and countries.

  • She went to San Francisco last month

  • She likes making new friends and  building good connections.

  • She wants to experience different events and culture happening in any city where she travels.

  • She wants to have a direct convenient source where she could easily find options to experience different events going on in that country/state/city.

Frustrations-

  • Sunayana found it difficult to experience new things, local culture in San Francisco.

  • She prefers a better host to connect with who can tell/guide  them more about the culture of the place.

  • She stayed in a hotel where she couldn't gather much information from the staff about the local culture

  • She doesn't rely much from internet sources since she has already suffered in her previous trips.

Problem Statement

To launch AIRBNB experience in the US. This will solve the major issues that users are facing when they are travelling to cities in the United States. They are unable to learn about the local culture and events going on around. They are looking for a reliable source from where they can find information about the place and events going around across them.

Defining  Metrics

Acquisition

  • Number of users downloading the app

  • Number of users visiting the app

Activation

  • Number of users login to the application

Engagement

  • User searching for location

  • User viewing activities/experiences

  • Time spent on viewing each activity

Retention

  • time spend inside the app

  • Number of times users selecting experiences

Revenue

  • Number of confirmed bookings made monthly

  • Average revenue made per user

Referral

  • Increase in number of referrals per activity

  • Increase in number of referrals per users

  • Increase in no.of social media share

Event Design

Increase in the number of searches in the search bar

Increase in the number of times experience button is clicked by the users

Increase in the no.of likes by clicking on the like at the top right corner

Number of times user coming back to same page by clicking on same /different activity

Increase in number of guests on booking for an activity. Increase in number of activities booked per day (or clicked on choose button)

increase in number of share of activities/experiences by clicking on send icon

Track the number of people connecting host

No. of users selecting this payment option or cancelling because of limited payment option

increase in number of users who are finally confirming and booking their experience by clicking on  ‘confirm and pay’

Defining Success

Metrics

Events

Analysis

Number of times users selecting experiences

Increase in the number of times experience button is clicked by the users

User searching for location

Increase in the number of searches in the search bar

Time spent viewing each activity

  • Increase in the no.of likes by clicking on the like at the top right corner

  • Number of times user coming back to same page by clicking on same /different activity

Number of confirmed booking

  • No. of users selecting this payment option or cancelling because of limited payment option

  • Increase in number of users who are finally confirming and booking their experience by clicking on  ‘confirm and pay’

This will tell how many will be confirmed bookings and how many bookings got cancelled

Increase in number of referrals per users

increase in number of share of activities/experiences by clicking on send icon

We can track and analyse how many times same users shares activitites

Increase in number of referrals per activity

Increase in number of share of activities/experiences by clicking on send icon

We can track and analyse how many times same activities are shared

PART 2: Just before the launch, your engineer has identified a bug in your product which causes 10% failure of the payments attempted by users to book an experience. Would you go ahead with the launch?

  • Let's assume , airbnb has 15000 users monthly, of which if 1500 users face failed payments can be shared with a upi link to make payment again with a discount coupon .

  • This will help us to know if users are willing to take up the activity

  • Airbnb has a brand name

  • A new feature introduced will interest people to try it. This will also help us to track other metrics

Yes, from the above analysis, I would prefer to go ahead with the launch.