MIN CV
Usability testing
Airbnb's website
Period:
May 2023
Work method:
Teamwork with Gøril Eriksen and Rune Tyvold
My roles:
Researcher
Facilitator
Analyst
Content writer
Problem solver
The brief
In this assignment, we had to run a usability test for Airbnb. We focused on learning more about how users interacted with search and filters to find accommodation on the website.
We received specified areas on the website to be explored and which tasks the participants were to complete.
We first had to plan how to carry out this test and create a report for stakeholders to show data-driven proposals for improvement.
Planning
01 Scope
//gain insights
The scope of this usability testing is to gain insights into how Airbnb users use search and filters on the website and what they think about it. The test can also give us feedback about the general user experience and how easy it is for them to search for accommodation.
02 Goal
//learn more
The goal is to learn more about how the users can complete tasks without difficulty and how pleasant they feel the solution is. To accomplish this, we will conduct exploratory research on 5 participants by using remote moderated usability tests.
03 Metrics
//exploratory stage
We chose satisfaction rate to extract insights about feelings and opinions from people and completion rate to explore if the participants can complete a task at all when using the website.
Test type
//Moderated
We facilitate the test with a script.
//Task-based
Participants need to complete certain tasks.
//Remote
Recorded digital test sessions.
Participant demographics
Screener
//finding the right participant
Age between 25 – 34 years old, average website user and haven’t used the Airbnb website for at least six months.
Insights
This usability test provided us with 21 insights based on approximately 160 facts.
We saw many behavioural similarities between the five participants. Also, we discovered a clear pattern of positive and negative experiences, making it easier for us to make data-driven decisions regarding design improvements.
01
02
03
04
The icon line component provides cognitive overload among users but could also encourage joy and inspiration.
Revising the navigation and information architecture, in general, could strengthen the solution because this website has many elements and information. Especially in those cases, the structure, labels, and hierarchy must be logical and user-friendly for those who wish to use Airbnb for accommodations.
Inconsistency in filter options confuses the users, and the filter button is a bit hidden for those who wish to use it.
Users need to include the possibility to sort their alternatives in the overview, for example, prices from low to highest or first to see options which have received the best recommendations or ratings.
Satisfaction rate
Completion rate
Recommendations
Frontpage
1
2
3
1
Remove the icon line and move down the search component from the header. Let this component get the placement and attention it deserves.
2
Keep the placement of the filter button to not change too much for existing users. Also, filters do usually have this placement anyway. Let this component get the placement and attention it deserves.
3
Add a bulk of suggestions based on the old icon bar that will change every day. This will also help to show that Airbnb is an inspiration source for curious travellers. Example:
“Today's WOW!”
Alternatives page (after searching)
1
1
Add the possibility to sort the alternatives the users have searched on.
Search and filter page
1
2
1
Since the icon bar should be removed, replace some of the categories inside the filter pop-up. Be aware that some categories were similar and we should think about clear language.
2
Other changes could be to continue having inspiration and experiences in the filter button instead of the icon line. For example, "Popular", "Wow!", "Creative homes", "News", "Trending" etc.
What next?
Comparative evaluation can be an excellent place to start when we have concrete suggestions for improvement. For example, A/B testing could be beneficial when we make changes regarding the icon line and placement of components. This will give us an understanding of whether it will work or not. Testing the design in this phase during the rollout of new features will help us create the best possible product. Then we may realize that the changes are unnecessary or not beneficial.
For us to continue to make good data-driven decisions, it will be appropriate to look at the competitive market by doing a feature analysis regarding search and filters. This could let us discover some similar design patterns we should follow or be inspired by.
Complete project
If you would like to read our complete school assignment,
you can look at it in a PDF-format.