Airbnb Rewards Hub feature from concept to release

As part of my final presentation for Product School, I was tasked with selecting an existing product and creating a new feature for that product. I have chosen to create a new feature for Airbnb that established the foundation for a loyalty and incentives program in the app.

Transcript

1. Rewards Hub Svet Yanachkov Product School March 2018
2. Core values “Belong Anywhere” “Staying and living like a local”
3. Today • 300 million travelers • 81,000 cities in 200 countries • 4.5 million places to stay • $31B hospitality giant Future • 1 Billion guests by 2028
4. “Travel and tourism is one of the world’s fastest-growing sectors, with bookings hitting close to $ 1.6 trillion in 2017” Deloitte.
5. Airbnb for everyone
6. Rewards Hub
7. Opportunity • Intuition • Interviews • Feedback (social media,blogs, websites..) • Other players in the industry
8. Opportunity... Kano Model Hook Canvas Business Model Canvas Value Proposition Customer Relationship
9. Validation • SWOT Analysis • Customer development
10. Rewards Hub
11. Behaviors • Work & leisure traveler • Explorer and learner • 40% w/ Airbnb • Guest and host • Looks for deals and value • Uses loyalty programs Pain Points • Uses too many different platforms • Needs extra motivation (points) • Wants to be recognized as a valued customer • Needs to feel like part of the vision Jane “the Journalist” Female 30 years old New York,NY
12. Wireframes
13. Designs
15. Designs - Rewards Hub
16. Designs - Recommendations
17. Designs - Local Perks
18. Designs - Redeem points
19. Designs - Redeem points continued
20. Roadmap
21. Q2 2018 Q3 2018 Q4 2018 Roadmap
22. Features In • Loyalty Program • Recommendations • Local Perks • Review Program • Guest Levels
23. Features Out • Free nights • No coupons and discounts on nights • Booking fee waiver • Multiple locations w/one booking fee
24. GTM plan Promotion • Social media, blog posts... • In app notification • Email campaign Pre- Launch • Internal Launch • Broader Beta
25. Success Metrics • Number of bookings per time period • Number of returning customers • Number of referrals • Number of bookings through referrals • Number of Local Perks used • Customers Satisfaction (NPS) • Revenue
26. Rewards Hub