As part of my final presentation for Product School, I was tasked with selecting an existing product and creating a new feature for that product. I have chosen to create a new feature for Airbnb that established the foundation for a loyalty and incentives program in the app.

1. Rewards Hub
Svet Yanachkov
Product School
March 2018

2. Core values
“Belong Anywhere”
“Staying and living like a local”

3. Today
● 300 million travelers
● 81,000 cities in 200 countries
● 4.5 million places to stay
● $31B hospitality giant
Future
● 1 Billion guests by 2028

4. “Travel and tourism is one of the world’s
fastest-growing sectors, with bookings
hitting close to $ 1.6 trillion in 2017”
Deloitte.

5. Airbnb
for everyone

6. Rewards Hub

7. Opportunity
● Intuition
● Interviews
● Feedback (social media,blogs,
websites..)
● Other players in the industry

8. Opportunity...
Kano Model Hook Canvas Business Model
Canvas
Value
Proposition
Customer
Relationship

9. Validation
● SWOT Analysis
● Customer development

10. Rewards Hub

11. Behaviors
● Work & leisure traveler
● Explorer and learner
● 40% w/ Airbnb
● Guest and host
● Looks for deals and value
● Uses loyalty programs
Pain Points
● Uses too many different platforms
● Needs extra motivation (points)
● Wants to be recognized as a valued
customer
● Needs to feel like part of the vision
Jane “the Journalist”
Female
30 years old
New York,NY

12. Wireframes

13. Designs

15. Designs - Rewards Hub

16. Designs - Recommendations

17. Designs - Local Perks

18. Designs - Redeem points

19. Designs - Redeem points continued

20. Roadmap

21. Q2 2018 Q3 2018 Q4 2018
Roadmap

22. Features In
● Loyalty Program
● Recommendations
● Local Perks
● Review Program
● Guest Levels

23. Features Out
● Free nights
● No coupons and discounts on nights
● Booking fee waiver
● Multiple locations w/one booking fee

24. GTM plan
Promotion
● Social media, blog posts...
● In app notification
● Email campaign
Pre- Launch
● Internal Launch
● Broader Beta

25. Success Metrics
● Number of bookings per time period
● Number of returning customers
● Number of referrals
● Number of bookings through
referrals
● Number of Local Perks used
● Customers Satisfaction (NPS)
● Revenue

26. Rewards Hub