Airbnb WeChat Mini-app
Context
In 2018 H2, our team launched the very first Airbnb WeChat Mini-app. WeChat Mini-apps are “sub-applications” within the WeChat ecosystem. It provide native-like experience within WeChat itself and an easy way for users to discover, use, interact, and share the service and experience.
The mini-app makes airbnb accessible to 1 billion WeChat user. If you have WeChat, use it to scan this QR code, and then you can access the Airbnb Mini-app!
My role
I collaborated with another designer to launch the MVP, and make sure all the visuals are consistence in the flow. Besides, based on data insights, I hosted a design sprint to think about the future of Airbnb Mini-app.
The problem and opportunity
The MVP
Design for the specific platform
Currently, many shares happen in WeChat already. Mini-app by nature is a one-off scenario, which means user just need it ad hoc. Our goal for this MVP project is enabling the core functions, and make it feel fast and light. Thus, we tried many new design patterns to optimize for browsing efficiency.
The MVP flow
Design
Examples of exploration
Part of the final design
I collaborated with Sunny, who owns the browse and landing experience. I designed the rest of the flow. We worked together to align UI patterns.
User education
Considering the nature of this group of user, education and onboarding are really important. I collaborated with our content strategist and illustrator on creating these onboarding elements, to make sure user know what, build trust, and know how.
Result
We successfully designed and reviewed MVP in a very tight timeline while champion user experience. The launch of MVP unblock our team to get more learnings, while other teams could leverage the new platform to run coupon or social campaigns etc. We acquired 2 million user in the first month after launch, and already surpass MoWeb bookings.
Besides, we found surprising data in WeChat analysis tool after launch, I drove a further div of airbnb China user demographic, and hosted a sprint around this topic in Dec 2018.
