Overview
Wishlist help you keep track of all the wonderful things you discover on Airbnb. Simply click or tap the heart on any listing you want to keep top of mind. You'll have the option to create and name a new wishlist or add it to an existing wishlist.
Role
Lead Product Designer
Skills
UX design / Visual design
PLATFORM
Native / Mobile
BACKGROUND
User’s Regional Differences
The original intent behind the 'Wishlist' feature was to assist users in gathering travel destination inspiration. However, in practice, China guests prefer using the Wishlist as a tool for making reservation decisions: collecting multiple preferred accommodations within a destination, comparing, sharing, and eventually completing bookings.
PROBLEM
Mismatched intention
This mismatch between the intended design and user behavior has resulted in several pain points from the guest's perspective:
Problem 1
Unexpected flow
'Save Listing' have to create or select a folder, a flow that falls beyond user expectations, reducing the efficiency of saving listing.
Problem 2
Multiple folders for same destination
Creation of multiple folders for the same destination, such as 'Tokyo' and 'Shinjuku City'.
Problem 3
City folder messed up
Renaming folders results in the creation of a new city folder when saving accommodations for the same destination.
Problem 4
Confused when share
While folders emphasize inviting friends to collect inspiration together, users feel confused when attempting to share.
GOAL
End to end sharing improvement
From collecting Listings to final completing orders payment, completely restructuring the Airbnb wishlist system to better serve local guest.
How to do it?
To-do 1
Efficient Saving Process
One-click to save favorites listings, moving away from folder-based logic. Folders become separate entities
To-do 2
Enhanced Listing Cards
Easy comparison of property information and efficient filtering. Implement different filters for large quantities of listings: organize by city, time etc.
To-do 3
Improved Sharing Experience
Introduce multi-select sharing without folders. Optimize WeChat viewing through sharing as a mini-app. Refining invitation prompts; View the listing without login.
To-do 4
Long-term
Enable efficient management of saved content with too many favorites listing, including easy deletion and add into folders.
To-do 5
Additional Factors
Display current available discounts and promotions based on selected dates to aid users in their decision-making process.
design process
Job to be done
All the listing, experience, story, host listing, and city ranks can be collected in the wishlist and list folders. This is a basic flow of how wishlist works from collecting to voting.
From Empathize, Define, Ideate, to Final Deliver, and Test the design we have been through all the design process to achieve the goal.
Top city list
For our long-term goals, we plan to create a Top City list, host storefronts, etc., aiming to enhance the experience for users interested in specific hosts or cities. Additionally, we aim to encourage users to share listings on third-party social communication platforms.
The result
We released the new designs in phases. For confidentiality purposes, I've excluded the specific values associated with these metrics. The result is actually fascinating. There has been a significant increase in data for both the native app and mini app.
Native
Wishlist bookings
+2.8%
Native
Bookings from China
+1.8%
Mini App
Wishlist bookings
+1.7%
Mini App
Bookings from China
+1.3%
TONY
TONY