D&AD Brief

Airbnb Sports

Research Approach

Internal Markup, Competitor Analysis, User Interviews, Opportunity Solution Tree (OST), User Personas, Wireframes

Tech Stack

Miro, Figma, Illustrator, After Effects, Blender

Introduction

The Problem

Gen Z is navigating a new digital era, characterised by widespread adoption and heavy use of social media platforms. Immersed in this highly connected environment, individuals within this demographic are strug gling with unprecedented levels of loneliness. Despite spending significant time on social media platforms, Gen Z struggle to cultivate meaningful, real-life connections. Additionally, societal issues such as climate and income anxiety exacerbate the challenges faced by Gen Z. How might Airbnb enhance its existing platform to empower the Gen Z demographic, fostering genuine social interactions and connections?

The Challenge

Create a digital tool or experience that leverages Airbnb’s platform to transform Gen Z’s online connectivity into meaningful in-person experiences.

The Solution

Airbnb Sports revolutionises Gen Z's social interactions by connecting homebodies and travellers through sports, addressing the need for genuine connections in a digitally hyper-connected generation. Alongside promoting physical and mental well-being, participants form meaningful connections and combat the epidemic of loneliness. With its free-to-use model, Airbnb Sports promotes inclusivity and accessibility, allowing users to bond over shared experiences and create lasting memories. The platform cultivates competition and collaboration, offering opportunities for users to challenge themselves and work towards common goals, alongside bonding over their shared interests. By turning online connections into real-life interac-tions, Airbnb Sports provides a unique avenue for users to experience the transformative power of sports; connecting individuals worldwide and creating communities.

Promotional Video

'Airbnb Sports'

Advertising Campaign

#letsgetactive

Introducing an innovative advertising campaign utilizing QR stickers and posters as brand touchpoints, connecting Airbnb users with local communities. This campaign invites travelers, homebodies, and locals alike to engage in shared passions through the Airbnb app, using the social media hashtag "#letsgetactive".

Research

Affinity Mapping User Interviews

Affinity mapping user interviews enabled me to identify patterns in users travel and social interactions. Key insights included the facilitation of bonding through sports, common interests and team building. Many users prefer to engage in spontaneous social interactions with friends. This helped to inform the development of my Airbnb sports app. Additionally, cultural engagement and economic considerations highlighted the need for accessible experiences within the app's offerings.

Affinity mapping user interviews enabled me to identify patterns in users' travel and social interactions, crucial for shaping the development of my Airbnb sports app. Key insights included the facilitation of bonding through sports, common interests, and team building, aligning perfectly with the app's objectives. Moreover, the preference for spontaneous social interactions among users highlighted the importance of real-time connectivity. Additionally, considerations of cultural engagement and economic accessibility underscored the need for inclusive experiences within the app's offerings.

Opportunity Solution Tree

Using an Opportunity Solution Tree, I narrowed down my ideas. In my final design, I integrated this user interview insights by merging the meet-ups/events hosting concept with sports. I opted for sports due to their numerous benefits, including physical and mental health advantages which address the issues regarding Gen Z loneliness. User interviews highlighted the popularity of sports in bringing people together, demonstrating sports to be a universal language that unites people worldwide. Ultimately, sports can create a strong sense of community and aligns with Airbnbs current brand image with sponsorships to major events such the Olympics.

User Persona

After narrowing down my idea, I sought to deepen my understanding of the target audience to guide my design decisions and identify opportunities for developing my solution to the brief. I crafted personas representing various individuals, including both homebodies and travellers, to ensure alignment with the brief's objectives. Using these personas, I commenced the development of my app, integrating features aimed at addressing identified pain points. Throughout the iterative process of refining the app, I remained cognizant of the personas, leveraging them as a guiding framework to ensure the solution resonates authentically with the target audience.