D&AD New Blood Awards- Airbnb
D&AD New Blood Awards- Airbnb
Research, ideate, and develop 'Airbnb Bubble' design concept, a revolutionary feature aimed at enhancing Airbnb Experiences for Generation Z travellers.
Research, ideate, and develop 'Airbnb Bubble' design concept, a revolutionary feature aimed at enhancing Airbnb Experiences for Generation Z travellers.
ROLE
ROLE
ROLE
UX Researcher
Content Creator
(Team of 2)
UX Researcher
Content Creator
(Team of 2)
UX Researcher
Content Creator
(Team of 2)
TIME
TIME
TIME
Mar 2024- Apr 2024
Mar 2024- Apr 2024
Mar 2024- Apr 2024
CATEGORY
CATEGORY
CATEGORY
Experience Design
Experience Design
Experience Design
TOOLS
TOOLS
TOOLS
Figma
Figma
Figma
Figjam
Figjam
Figjam
Miro
Miro
Miro
After Effect
After Effect
After Effect
SKILLS
SKILLS
SKILLS
User Research
User Research
User Research
Data Collection
Data Collection
Data Collection
Data Analysis
Data Analysis
Data Analysis
Brief
Brief
Brief
Developed a campaign concept for Airbnb as part of the D&AD New Blood Awards. The goal was to design a solution that fosters meaningful connections between travellers and local communities, promoting sustainable and community-centred tourism.
Developed a campaign concept for Airbnb as part of the D&AD New Blood Awards. The goal was to design a solution that fosters meaningful connections between travellers and local communities, promoting sustainable and community-centred tourism.
Developed a campaign concept for Airbnb as part of the D&AD New Blood Awards. The goal was to design a solution that fosters meaningful connections between travellers and local communities, promoting sustainable and community-centred tourism.
Client: Airbnb
Client: Airbnb
Overview
Overview
Overview
Loneliness is becoming a new epidemic amongst those aged 16-24, with Forbes highlighting that 73% of Gen Z report feeling lonely sometimes or always – and with loneliness being as damaging to your health as up to 15 cigarettes a day, it’s an important statistic that needs turning around.
Loneliness is a growing epidemic among 16-24-year-olds, with 73% of Gen Z reporting feeling lonely (Forbes). Its impact on health is comparable to smoking 15 cigarettes a day, making it a critical issue to address.
Loneliness is a growing epidemic among 16-24-year-olds, with 73% of Gen Z reporting feeling lonely (Forbes). Its impact on health is comparable to smoking 15 cigarettes a day, making it a critical issue to address.
Objectives
Objectives
Objectives
Leverage Gen Z Connectivity: Develop a digital tool through Airbnb that enhances real-life experiences for Gen Z.
Enhance Interactions: Foster deeper and more exciting interactions, making them rewarding and engaging.
Leverage Gen Z Connectivity: Develop a digital tool through Airbnb that enhances real-life experiences for Gen Z.
Enhance Interactions: Foster deeper and more exciting interactions, making them rewarding and engaging.
Leverage Gen Z Connectivity: Develop a digital tool through Airbnb that enhances real-life experiences for Gen Z.
Enhance Interactions: Foster deeper and more exciting interactions, making them rewarding and engaging.
Problem Statement
Problem Statement
Problem Statement
How can you use the power of Airbnb’s greatest assets (digital tools that brings together human connection) to uplift and connect a digitally hyper-connected generation in need of social connection?
How can Airbnb leverage its digital tools, designed to foster human connection, to uplift and connect a hyper-connected yet socially isolated generation?
How can you use the power of Airbnb’s greatest assets (digital tools that brings together human connection) to uplift and connect a digitally hyper-connected generation in need of social connection?
Key words extracted from the statement:
Key words:
Key words extracted from the statement:
Airbnb's assets
Digital tools
Human connection
Uplift and connect
Digitally hyper-connected generation
In need of social connection
Airbnb's assets
Digital tools
Human connection
Uplift and connect
Digitally hyper-connected generation
In need of social connection
Airbnb's assets
Digital tools
Human connection
Uplift and connect
Digitally hyper-connected generation
In need of social connection
By extracting some key words from the problem statement helped us tor break down more details about the challenges and focus on how our design concept help the users and align with clients’ expectation.
Extracting key words from the problem statement helped us break down the challenges and focus on how our design concept supports users and aligns with the client’s expectations.
Research
Research
Research
What Generation Z value in travelling?
What Generation Z value in travelling?
Social media has a significant role in Generation Z's consumption decisions.
They value self-enhancement, unique experiences, and social interaction.
Social media has a significant role in Generation Z's consumption decisions.
They value self-enhancement, unique experiences, and social interaction.
Social media has a significant role in Generation Z's consumption decisions.
They value self-enhancement, unique experiences, and social interaction.
Key Insights from Interview
Key Insights from Interview
Value and Safety Prioritised: When selecting accommodations and experiences, they were concerned with value and safety. They read reviews to know other's opinions.
Desire for Authenticity: They desired authentic and immersive experiences that reflected a destination's culture and uniqueness.
Skepticism Toward Airbnb Experiences: Most were uninterested in Airbnb Experiences and raised concerns about safety and trustworthiness.
Value & Safety First: Prioritized accommodations based on value and safety, relying on reviews for others' opinions.
Desire for Authenticity: Sought immersive experiences reflecting local culture and uniqueness.
Skepticism of Airbnb Experiences: Showed little interest in Airbnb Experiences, citing concerns about safety and trust.
Value and Safety Prioritised: When selecting accommodations and experiences, they were concerned with value and safety. They read reviews to know other's opinions.
Desire for Authenticity: They desired authentic and immersive experiences that reflected a destination's culture and uniqueness.
Skepticism Toward Airbnb Experiences: Most were uninterested in Airbnb Experiences and raised concerns about safety and trustworthiness.
Feeling a sense of belonging within a community can help with loneliness. It is a motivation for everyone to take the initiative and begin forging connections3.
A sense of belonging can alleviate loneliness, motivating individuals to take the initiative and build connections.
Feeling a sense of belonging within a community can help with loneliness. It is a motivation for everyone to take the initiative and begin forging connections3.
Persona
Persona
Persona
Who are we targeting?
Young generation Z between 18 to 24 year olds from around the world who are seeking connection, are digitally engaged, overstimulated but under-socialised.
Young generation Z between 18 to 24 year olds from around the world who are seeking connection, are digitally engaged, overstimulated but under-socialised.
Young generation Z between 18 to 24 year olds from around the world who are seeking connection, are digitally engaged, overstimulated but under-socialised.
Solutions
Solutions
Solutions
aribnb bubble
Connecting people and experiences, Airbnb Bubble is a revolutionary feature tailored to Gen Z travellers. It provides a community space to connect with like-minded individuals, share activity recommendations, and find travel companions for new adventures.
Connecting people with people, and experiences they belong to, Airbnb Bubble is a revolutionary feature enhancing Airbnb Experience tailoring to Gen Z travellers' needs and preferences. It offers a community space to connect with like-minded individuals worldwide, share recommendations for activities, and find fellow travellers to join them on their adventures.
aribnb bubble
Connecting people with people, and experiences they belong to, Airbnb Bubble is a revolutionary feature enhancing Airbnb Experience tailoring to Gen Z travellers' needs and preferences. It offers a community space to connect with like-minded individuals worldwide, share recommendations for activities, and find fellow travellers to join them on their adventures.
Concept Showcase
Concept Showcase
aribnb bubble
aribnb bubble
Features
Features
Features
Our design concpet of Airbnb Bubble features enhance Gen Z travel by fostering community and enabling shared experiences. Users can connect with like-minded travellers, join or create groups for collaborative adventures, and explore unique, community-recommended Airbnb Experiences, enriching every journey.
User Flow
User Flow
aribnb bubble
aribnb bubble
Reflection
Reflection
Reflection
It was an exciting challenge. Our team chose Airbnb because the brief resonated with our experiences. Though we didn’t win, the project pushed us to explore Generation Z travel and gain deeper insights into Airbnb’s features. We also reviewed the winning concept, which was more commercialized and better aligned with the client’s expectations.
It was an exciting challenge, and we chose Airbnb as the brief resonated with our experiences. Although we didn’t win, the project deepened our insights into Gen Z travel and Airbnb’s features. We also analysed the winning concept, which was more commercialised and aligned with the client’s expectations.
Key Takeaway
Key Takeaway
Key Takeaway
Diverse Team Dynamics: Benefited from a team with varied cultural perspectives.
Insights Gained: Enhanced understanding of Airbnb's services and key features.
Design Challenge: Pushed our creative boundaries in ideation and design, focusing on Generation Z travellers.
Comparison with Winners: Learned from the more commercially-focused and impactful winning design, noting alignment with client expectations.
Diverse Team Dynamics: Gained valuable insights from varied cultural perspectives.
Enhanced Understanding: Deepened knowledge of Airbnb’s services and key features.
Creative Challenge: Pushed boundaries in ideation and design, focusing on Gen Z travellers.
Learning from Winners: Noted how the winning concept’s commercial focus aligned better with client expectations.
Built in Framer
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Created by Wei Hsin 2024
Built in Framer
•
Created by Wei Hsin 2024
Built in Framer
•
Created by Wei Hsin 2024
