A D&AD Brief: How can Airbnb help to turn digital connections into meaningful IRL experiences for Gen Zs? A group project done as part of the Specialist Diploma in User Expereince and Digital Product Design for the module Digital Product Design. Role: Research, Ideation, Graphic Design, Motion Design, User Interface Design, User Experience Design.
Institution
Specialist Diploma in User Experience and Digital Product Design
Course Unit
Digital Product Design
Year
2023
Project Context
Diploma Project, Competition Entry
Collaborators
Alisa Mahat, Ryan Lim, Valerie Chua
The loneliness epidemic
For those aged 16-24, they have been impacted by the pandemic during their formative, growing up years. Due to lockdowns and strict socialising rules imposed during the pandemic period, many of these Gen Zs are forced to be confined within their homes with just their digital devices to connect with the rest of the world. No more in-person meetings and hangouts, just phone and video calls, to social media platforms.
This resulted in loneliness becoming a huge issue for the Gen Z population. However, having and being able to form in-person connections are vital for this group of growing young adults as they learn to navigate social life, get to meet people and learn more about themselves and others. Growing up under these circumstances resulted in many superficial relationships with their friends whilst negatively impacting their ability to socialise in real life.
Proto Persona
For those aged 16-24, they have been impacted by the pandemic during their formative, growing up years. Due to lockdowns and strict socialising rules imposed during the pandemic period, many of these Gen Zs are forced to be confined within their homes with just their digital devices to connect with the rest of the world. No more in-person meetings and hangouts, just phone and video calls, to social media platforms.
This resulted in loneliness becoming a huge issue for the Gen Z population. However, having and being able to form in-person connections are vital for this group of growing young adults as they learn to navigate social life, get to meet people and learn more about themselves and others. Growing up under these circumstances resulted in many superficial relationships with their friends whilst negatively impacting their ability to socialise in real life.
Key Findings
For those aged 16-24, they have been impacted by the pandemic during their formative, growing up years. Due to lockdowns and strict socialising rules imposed during the pandemic period, many of these Gen Zs are forced to be confined within their homes with just their digital devices to connect with the rest of the world. No more in-person meetings and hangouts, just phone and video calls, to social media platforms.
25.9%
of Gen Zs surveyed do not know how to socialise or meet people
85%
of Gen Zs are willing to invest in unique and memorable experiences even with lower spending power.
Gen Zs want a platform that matches them with other people with similar interests.
Airbnb has been releasing features to cater to the new generation of travellers: the Gen Zs.
AI
Airbnb has been working to integrate AI into their platforms.
Feature Hypothesis Statement
For those aged 16-24, they have been impacted by the pandemic during their formative, growing up years. Due to lockdowns and strict socialising rules imposed during the pandemic period, many of these Gen Zs are forced to be confined within their homes with just their digital devices to connect with the rest of the world. No more in-person meetings and hangouts, just phone and video calls, to social media platforms.
1
I believe an increase in accommodation bookings and user retention will be achieved if Gen Zs are able to successfully find and connect with other travellers/locals who share similar interests with an AI engine that recognised individuals with common interests.
2
I believe more deep and rewarding connections will be achieved if Gen Zs are able to explore unique experiences and meet new people with a curated organised trip that they can sign up for and embark as a group of strangers.
Proposed Feature Solution
How can Airbnb provide a platform that encourages Gen Zs to move away from their social bubbles and get to know each other better in order to form more meaningful in-person connections, especially for those who need more time to warm up to others?
A modern twist to making friends online:
Bump to join a Tribe & make new friends!
Utilising the functionality of Nearby Interaction, users would be prompted to ‘Bump’ with one another to make new friends and form a Tribe together! Bumping helps to encourage in-person connections as users have to be in close physical proximity in order for the bump to be successful.
Make a Tribe Pact,
spend time together
Rome is not built in a day, and so are friendships! Deeper bonds take time to be forged, which is why Tribe Pacts serve to provide more opportunities for members to meet up again and spend more time together. Once part of a Tribe, members can decide as a Tribe and lock in a Pact to embark on your next adventure together, to reinforce friendships and form deeper connections with each other.
Within each Tribe, members will gain access to a shared calendar displaying the travel dates/periods of all members, to make it easier for everyone to narrow down a common date within the Tribe for their next adventure together! Members can pick from a curated list of activities to embark on, based on their shared interests. Discounts are also presented as an incentive to help encourage Tribes to form Pacts!
Get to know each other better through Prompt Quizzes
With a designated number of Tribe members in close proximity, any member can initiate Prompt Quizzes from the Tribe’s homepage. These prompt quizzes are a series of questions randomly generated by the app/platform with the help of AI, and served to all members to answer. Prompt quizzes aims to help break the ice, function as conversation starters, or even just allowing fellow travellers to get to know each other’s quirks and anything in between!
Back to the Brief
Turn digital connection into meaningful IRL experiences
For those aged 16-24, they have been impacted by the pandemic during their formative, growing up years. Due to lockdowns and strict socialising rules imposed during the pandemic period, many of these Gen Zs are forced to be confined within their homes with just their digital devices to connect with the rest of the world. No more in-person meetings and hangouts, just phone and video calls, to social media platforms.
Platform to meet strangers over similar interests
Encourage deeper bonds through recurring meetups
Equip with conversation starters
Encourage IRL meetups
Many ways to meet more people
Discounted activities
Chatting platform to help users warm up before meeting other travellers
Function that allows them to plan ahead
Curate and recommend unique Experiences just for them
Integration of AI to curate Experiences, travellers and Tribes
Catering to more Gen Zs
Fostering connection amongst users
Leveraging Experiences
Going back to the roots of Airbnb: Travel Like a Human
