education through a strategic lens
When you host on Airbnb, you’re required to follow local laws and regulations that vary by city. My team was tasked with helping more hosts to comply with these laws–which can often be complicated, cumbersome, and just plain difficult to navigate. We knew from research that hosts had a lot of questions about local regulations and a tough time finding the right answers. We set out to change that. I built a strategic approach to help us get there with educational content.
In-depth content audit
I started the project with an in-depth content audit to identify gaps and opportunities. I went through every product flow and read every Help Center article on the topic, taking into account how these pieces might fit into, or feel disjointed from, the greater hosting experience on Airbnb.
Competitive analysis
To better understand the landscape of educational content in the space, I also performed a competitive content analysis. I looked at what our competitors were creating, as well as companies with similar regulations (like Uber and Lyft), and the local governments themselves.
Channel deep-dive
Next, I met with cross-functional teammates to gather inform that would inform a channel strategy for our content. I partnered with Eng to learn about the functionality and capabilities of each channel and Data Science to understand performance metrics and host behavior across each touch point.
Strategic recommendations
With takeaways from the audits and deep-dive, I created a set of recommendations to improve our content. I focused on projects we could tackle in the near-term to drive impact fast, as well as more aspirational goals we could work towards over the course of the next year. I presented my findings to leadership, and we began implementing my strategy the following quarter.