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Our revamp of Vrbo Dash's content experience is aimed at helping partners maintain accurate information about their property, from reviewing amenities to enhancing the categorization of their images.
The experience lacked incentivization and was fraught with poor architecture.
To create scalable design patterns that lead hosts to quickly accomplish tasks and instill traveler trust.
For each project thus far, I have led the design efforts in close collaboration with our content designer, Mia Turco, and project managers, Blake Singer and Alexa Gaivoto. We ensured that our Shenzhen-based engineers were consistently informed through weekly updates, provided clear hand-off documentation, and offered ongoing support throughout the launch phase.
We began with the initial task of creating an amenity based mini-flow pattern to encourage partners to review both newly created and unreviewed amenity groups. After going live, the project has resulted 11% of hosts interacting with the opportunity card and a 54.1% completion rate.
Next we approached a common mini-flow pattern for photo selection to encourage partners to assign their photos directly to spaces. This project resulted in a 9.6% interaction rate and a completion rate of 23.2%. We have assumptions that the lower rate is due to the length of task. Therefore have since done research studies to learn more. More on this in the below sections.
After these two mini-flows were handed-off, we began to think bigger. We began working with additional stakeholders in the machine learning and content score spaces. We were tasked with considering how ML could be used to pre-assign amenity photos on behalf of hosts. In addition, we wanted to see how partners reacted to an upload feature within a side sheet.
Luckily, at this stage we were provided with research resources. Our mini-flow concept was an assumption at this point. We had data that it was successful, but were there other approaches we should be considering? We discovered two potential solutions, our trusty mini-flow and an in-page experience.
In order to continue iterating, we felt it was time to take a step back and think big picture. We had begun with this concept of mini-flow and learned that partners were in need of playback. What else were we missing? We decided to gather our team and host a design sprint for a week long look at our north star vision. How would we tie our content coaching tasks to a score?
After days of deliberation, mapping execises and inspiration reviewing, we found two design directions that we believe cover our 5 project values: personalized, intuitive, efficient, trustworthy, and valuable. Our sprint took place on the week of July 15, 2024 and is still quite fresh. Note that these designs are for Expedia Partner Central and are a scalable pattern to be used on Vrbo Dash.
Concept 1
Concept 2
After completing our design sprint we still have much to do. We are set to review our designs with market managers as we await research resources. In addition, we will be designing and building more content coaching throughout the quarter to be folded into our north star designs in the future.