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.

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Built in Framer

Created by Wei Hsin 2024

Built in Framer

Created by Wei Hsin 2024

Built in Framer

Created by Wei Hsin 2024

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