Usability Study Report:AirBnB Experience Booking Flow (Expanded Study)
March 15th to 22nd, 2025
Executive Summary
This study of 10 infrequent Airbnb users confirms that while the core booking flow for Experiences is functionally sound, its discoverability remains the single greatest barrier to adoption. Users who find the section can complete the task, but significant friction arises from unclear information hierarchy on detail pages and a lack of critical logistical information presented upfront.
Key Strengths:
- The standard search and filtering process (location, dates, guests) within the Experiences section is intuitive and aligns with user expectations.
- Users universally trust Airbnb's rating and review system. The combination of star rating and review volume is a powerful and effective signal for judging quality and safety.
- The visual layout of the search results page, with large images and key data on cards, allows for quick and effective scanning of available options.
Key Areas for Improvement:
- Critical discoverability issue: A majority of users (6 out of 10) failed to locate the 'Experiences' tab, assuming the prominent 'Stays' search bar was for all Airbnb services.
- Poor information hierarchy on experience detail pages forces users to scroll excessively to find essential information like meeting points, duration, and inclusions, causing frustration and decision paralysis.
- Key logistical details, such as a map of the meeting point, a 'what to bring' list, and accessibility information, are often missing, creating uncertainty and hindering users' ability to plan effectively.
Quant Snapshot:
- Average Ease Rating: 3.4/5. The score is brought down significantly by initial discoverability challenges and friction on the detail pages, despite the core search flow being straightforward.
Study Objective
The primary objective was to evaluate the usability of the Airbnb platform for the core user flow of booking an experience, from initial discovery on the homepage through to final selection of an activity. Specifically, the study examined the discoverability of the 'Experiences' feature versus accommodations, the clarity of the search and selection process, and users' ability to identify a suitable, highly-rated activity.
Methodology
- Method: AI moderated usability testing was conducted using an interactive prototype of the Airbnb website
- Participants: Ten participants who are not frequent users of Airbnb, representing users unfamiliar with the platform's full offerings
- Procedure: Single task simulating finding and booking a specific experience, with think-aloud protocol
- Data Collection: Qualitative observations, think-aloud verbalizations, task success/failure, and post-task ease ratings
Participant Background
Henry
Collaborative Family-oriented
Chrissy
Individual Rate & Ease-focused
Meredith
Primary Research-intensive Planner
David
Efficiency-focused Professional
Sophia
Visual Planner
Liam
Budget-Conscious Student
Olivia
Cautious & Detailed Planner
Noah
Experienced 'Local' Seeker
Emma
Spontaneous Adventurer
James
Accessibility-Minded Traveler
| Name | Travel Planning Style | Primary Booking Habit | Airbnb Usage Pattern | Experiences Familiarity |
|---|---|---|---|---|
| Henry | Collaborative Family-oriented | Uses Airbnb confidently for apartments | Travel Planning | Aware; uses for inspiration but books elsewhere |
| Chrissy | Individual Rate & Ease-focused | Prefers hotel apps (Hyatt) for rewards | Travel Planning | Unfamiliar; did not discover independently |
| Meredith | Primary Research-intensive Planner | Compares across multiple platforms | Travel Planning | Unfamiliar; did not discover independently |
| David | Efficiency-focused Professional | Values speed and clarity | Travel Planning | Vaguely aware but never clicked |
| Sophia | Visual Planner | Relies on photos and aesthetics | Travel Planning | Unfamiliar; did not discover independently |
| Liam | Budget-Conscious Student | Searches for best deals and value | Travel Planning | Unfamiliar; did not discover independently |
| Olivia | Cautious & Detailed Planner | Reads everything; creates detailed itineraries | Travel Planning | Aware, but never used due to lack of detail |
| Noah | Experienced 'Local' Seeker | Avoids tourist traps; seeks authenticity | Travel Planning | Aware and has browsed, but never booked |
| Emma | Spontaneous Adventurer | Likes last minute booking | Travel Planning | Unfamiliar; did not discover independently |
| James | Accessibility-Minded Traveler | Plans around accessibility needs | Travel Planning | Unfamiliar; did not discover independently |
Key Themes
'Experiences' Feature is Not Easily Discoverable for Infrequent Users
A majority of participants failed to notice the 'Experiences' tab, defaulting to the prominent accommodation search bar which they assumed was a global search.
- Participants' attention was immediately drawn to the large, central 'Search destinations' input field, which they assumed was a global search for all Airbnb products.
- The established mental model of 'Airbnb = Stays' caused users to cognitively ignore or filter out other top-level navigation options like 'Experiences'.
- The visual design was a factor; several participants noted the tab's text was small and lacked prominence compared to the main search widget.
- This initial failure created significant confusion and required moderator intervention for most affected users, representing a critical barrier to entry.
Supporting Quotes
“My expectation was that it was going to be where all these other things were listed. I didn't see it all the way at the very top. It's very tiny to read. That's why.”
Meredith Streit
“Oh, wow, it's right there. I feel silly. My eyes just went straight to the big search box in the middle. I assumed that was for everything.”
Liam
“I think it's very difficult... There's too much information... and it's a bit confusing. I'm not sure where to go on this page. For Experiences.”
Chrissy
Information Hierarchy on Detail Page Obscures Critical Decision-Making Facts
Key logistical information on the experience detail page is not prioritized, forcing users to work hard to find the facts needed to make a booking decision.
- Upon landing on an experience detail page, users expected to see a summary of key logistics 'above the fold' or near the top.
- Essential information like exact duration, meeting point, and what's included (food, equipment) were often located far down the page, requiring extensive scrolling.
- Participants expressed frustration at having to 'hunt' for these details, which they considered prerequisites for making a booking decision.
- The price was visible, but users wanted to see it next to the duration and guest count to immediately assess value.
Supporting Quotes
“Okay, I see the price, but how long is it? Is it an hour? All day? I have to scroll all the way down... ah, there it is. That should be right at the top.”
David
“I like the pictures, but I need to know where it starts from before I even think about booking. I can't find a map or an address easily.”
Olivia
“The host's story is nice, but I need the practical stuff first. I'm trying to plan my day and I feel like I'm on a treasure hunt for the meeting time.”
Noah
Visuals Drive Initial Attraction, But Ratings & Reviews Solidify Trust
Users are first drawn in by compelling imagery, but their decision to trust and proceed is almost entirely dependent on high ratings and a substantial volume of reviews.
- All participants used the main photo on the search results card as the first point of evaluation to gauge the 'vibe' and appeal of an activity.
- After being attracted by an image, their eyes immediately went to the star rating and review count. A high rating with a large number of reviews was seen as the strongest signal of credibility.
- On the detail page, users spent time in the photo gallery, trying to form a clearer picture of the experience, the equipment, and the group size.
- One user noted that while the photos were beautiful, they seemed professional and she wanted to see more 'real' photos from other guests if possible.
Supporting Quotes
“you want the security of good reviews ideally a number of views... if it's something that's only has you know, sort of less than a hundred, say, reviews, then I would be more skeptical.”
Henry
“This picture looks amazing, that's what made me click. Now, let's see the reviews... okay, 4.9 with over 500 reviews, that's solid.”
Sophia
“I enjoy kayaking and snorkeling and the rating is four point eight nine. So that's pretty high.”
Chrissy
Lack of Specific Logistical Details Creates Planning Uncertainty and Friction
The absence of specific logistical details like a meeting point map, a 'what to bring' section, and accessibility notes is a critical information gap that prevents users from planning effectively and booking with confidence.
- Multiple participants explicitly looked for a map or a specific meeting point address on the detail page and were frustrated when it was absent.
- Users need this information to coordinate with their accommodation and other plans. The lack of it prevents them from confirming a booking.
- Other missing details that caused friction included a 'what to bring' list (e.g., sunscreen, water, towels) and information on physical accessibility or required fitness levels.
- This information gap forces users to consider leaving the platform to search for the tour operator directly, or to abandon the booking altogether due to uncertainty.
Supporting Quotes
“The only thing that I couldn't see on here... is a map option. Where would these be starting from? And then I can see how that would compare to where we're based.”
Henry
“It says it's a hike, but is it strenuous? I need to know if my dad can handle it. There's no info on that.”
James
“So do I need to bring my own snorkel gear or is it included? It doesn't say. These are the little things that make you hesitate to click 'book'.”
Olivia
Quantitative Data
| Participant | Discovered 'Experiences' without Hint | Task Completion Status | Key Friction Point | Ease of Use Rating (1-5) |
|---|---|---|---|---|
| Henry | Yes | Completed | Wanted map for planning | 4 |
| Chrissy | No | Completed with Hint | Confusing homepage layout | 3 |
| Meredith Streit | No | Completed with Hint | Couldn't find 'Experiences' tab | 3.5 |
| David | No | Completed with Hint | Essential info (duration) was buried | 3 |
| Sophia | Yes | Completed | Photos didn't clearly show the boat | 4.5 |
| Liam | No | Completed with Hint | Initial discovery of 'Experiences' tab | 3.5 |
| Olivia | No | Completed with Hint | Missing 'what to bring' info | 2.5 |
| Noah | Yes | Completed | Host details were hard to locate | 4 |
| Emma | Yes | Completed | Confused by lack of instant book option | 4 |
| James | No | Task Incomplete | No accessibility information provided | 2 |
| Overall Avg. | 40% Success Rate | 90% Completion | Discoverability (60%) | 3.4 |
Suggested Next Steps
Redesign Homepage to Elevate 'Experiences'
Rationale:
- The most critical issue observed was the failure of a majority of users to discover the 'Experiences' tab, representing a major barrier to adoption.
- This discoverability issue directly correlated with lower post-task ease ratings and task abandonment, confirming user frustration at the very first step.
Execution Plan:
- A/B Test a Dual-Focus Search Widget: Design and test a primary search element on the homepage that has clear, equally-weighted toggles for 'Stays' and 'Experiences' *before* the user starts typing a destination.
- Increase Prominence of Navigation Tab: Test designs where the 'Experiences' nav tab has a larger font size, a different color, or an accompanying icon to draw the eye.
- Add a Dedicated 'Experiences' Marketing Block: Test adding a visually rich promotional block for Experiences below the main search widget to introduce the concept to users who may be unaware.
Restructure Experience Detail Pages for Clarity
Rationale:
- Users were consistently frustrated by the need to hunt for essential information, which is a prerequisite for booking.
- Lack of critical logistical details like a map and other notes creates uncertainty and leads to a loss of user confidence and potential booking abandonment.
Execution Plan:
- Create a 'Logistics at a Glance' Component: Design a new UI component for the top of the detail page (in the first fold) that clearly displays: Duration, Meeting Point (with link to map), Included Items, and Group Size.
- Integrate an Interactive Map View: Add a small, interactive map to the new logistics component showing the meeting point, which would greatly aid in user planning and decision-making.
- Standardize 'Good to Know' Section: Enforce mandatory fields for hosts to fill out, including 'What to Bring' and 'Accessibility & Health Restrictions', and display this information clearly before the host's bio and detailed itinerary.