https://robinjohnson.co/new-folder daily 0.75 2021-01-18 https://robinjohnson.co/home daily 1.0 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610992130997-9P917SCIYQSLYE4LE9RS/Airbnb_Portrait_Johnson_1236_Select_Alt-Edit-2.jpg Home - Get in touch. robinjohnson87@gmail.com (701) 729-1897 LinkedIn Instagram https://robinjohnson.co/customer-stories daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622224981621-A9VBCGSO7GOS4F59M7CJ/Screen%252BShot%252B2021-05-27%252Bat%252B6.06.23%252BPM.jpg customer stories https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622225001931-W3WAST41EVDXO9AFON4N/Screen%252BShot%252B2021-05-27%252Bat%252B6.06.29%252BPM.jpg customer stories https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622225074677-UL3FZHS37TMYYS460N29/Screen%2BShot%2B2021-05-27%2Bat%2B6.06.43%2BPM.jpg customer stories https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622225147527-57O8M7EBRV6C3GVJ989L/Screen%2BShot%2B2021-05-27%2Bat%2B6.08.13%2BPM.jpg customer stories https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622225220120-OWPOH1MFX6NGTXXS3NUJ/Screen%252BShot%252B2021-05-27%252Bat%252B6.08.22%252BPM.jpg customer stories https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622225503256-TQQ0GSG3PR0RLX7BV8JP/Screen%2BShot%2B2021-05-28%2Bat%2B1.10.43%2BPM.jpg customer stories https://robinjohnson.co/blog-content daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/7f587ab7-ed75-4759-8e77-f86d4a81660c/Screenshot+2022-11-28+at+8.19.45+PM.png blog + storytelling July 2022 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/e7f7ef80-8b64-48ae-8955-6917d576c5fe/Screenshot+2022-11-28+at+8.46.19+PM.png blog + storytelling March 2022 | Civilla https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/df1fb6c3-09e4-48bf-a8ba-dc2760b9cf88/Screenshot+2022-11-28+at+8.25.07+PM.png blog + storytelling June 2022 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/9c0140ae-1542-4fcb-a1c3-c74f70ffe5f5/Screenshot+2022-11-28+at+8.25.23+PM.png blog + storytelling October 2022 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/cd5c18cb-a281-42ce-a012-02a4c8e0852d/Screenshot+2022-11-28+at+8.46.03+PM.png blog + storytelling October 2021 | Civilla https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/18613659-249f-4efa-af76-7888bf1c40f4/Screenshot+2022-11-28+at+8.33.46+PM.png blog + storytelling June 2022 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/d7da3d26-26e6-4cba-9c28-e68be1713c96/Screenshot+2022-11-28+at+8.24.02+PM.png blog + storytelling February 2022 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1f3a4dae-f36c-4ae8-bdb5-b3e0b66366cd/Screenshot+2022-11-28+at+8.24.29+PM.png blog + storytelling January 2022 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622132904822-ZYHQJ0ED3OIQH586T60G/Screen%2BShot%2B2021-05-27%2Bat%2B11.26.06%2BAM.jpg blog + storytelling January 2021 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622132703508-37EARBRUUJU11CCXKLQY/Screen%2BShot%2B2021-05-27%2Bat%2B11.14.13%2BAM.jpg blog + storytelling July 2021 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622132982801-53SJW3P1YZYSGTC52BYO/Screen%2BShot%2B2021-05-27%2Bat%2B11.19.16%2BAM.jpg blog + storytelling May 2021 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622132875589-KWPIEB36GO93161WCVTL/Screen%2BShot%2B2021-05-27%2Bat%2B11.26.15%2BAM.jpg blog + storytelling August 2021 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591895009818-JV0LUURWB283W111AROP/Screen+Shot+2020-06-11+at+10.03.16+AM.png blog + storytelling January 2016 | Optimizely https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622133188922-L7H9X4M3S1AE57V86LAA/Screen%2BShot%2B2021-05-27%2Bat%2B11.30.42%2BAM.jpg blog + storytelling December 2020 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622132845071-ALQPMQ5S2R7BSYDRLVEJ/Screen%2BShot%2B2021-05-27%2Bat%2B11.25.58%2BAM.jpg blog + storytelling October 2021 | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622133912153-YKVOFKHZU17WMU61LSBJ/Screen%2BShot%2B2021-05-27%2Bat%2B11.43.21%2BAM.jpg blog + storytelling April 2013 | Highest performing blog post in Optimizely history https://robinjohnson.co/superhost daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591990465590-0UPSZQIUI0HV2OO5XWL6/Screen%2BShot%2B2020-06-12%2Bat%2B9.15.34%2BAM.jpg the superhost experience - A reimagined landing page We redesigned the Superhost landing page to address key concerns we’d heard in research–putting more emphasis on the program’s benefits, upleveling recognition, and adding better education around the process and requirements. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591990520718-OUCZQ21ZJPUSBJ3Z2067/Screen%2BShot%2B2020-06-12%2Bat%2B10.45.29%2BAM.jpg the superhost experience - Easier ways to track progress We added more clarity around the requirements and created a place where hosts could track their performance in real-time. To emphasize achievability, we framed performance as a journey – using motivational language and contextual tips to help hosts feel more supported along the way. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591990565821-J69RRVSE3J4JMZUB3SA4/Screen%2BShot%2B2020-06-12%2Bat%2B10.09.57%2BAM.jpg the superhost experience - Rewards that match the effort We created a rewards page where current and potential Superhosts could learn more about the program’s benefits and value. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591990842806-1H5ODPR0KLPJVUDN9YON/Screen%2BShot%2B2020-06-12%2Bat%2B12.40.01%2BPM.jpg the superhost experience - Celebrating hard work It’s not easy to become a Superhost, and we wanted hosts who achieve it to feel a strong sense of pride and accomplishment. To celebrate their hard work, we wrote a series of recognition emails to celebrate major milestones in the Superhost journey. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591989601156-HYTR3BOW4MGI4CIE6JTE/Screen+Shot+2020-06-12+at+12.10.08+PM.png the superhost experience https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591989639029-UXXU7B0MS54X00JCP1BI/screencapture-airbnb-superhost-2020-06-12-11_40_17.png the superhost experience https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591989655143-XVMUSUFZJ8MNBQZHE42B/Screen+Shot+2020-06-12+at+10.09.57+AM.png the superhost experience https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591989655403-09CZOLVZP0Q8XZUXK1YB/Screen+Shot+2020-06-12+at+10.16.32+AM.png the superhost experience https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1591989655350-64TPKCQEML61UT6LW6M5/Screen+Shot+2020-06-12+at+10.16.44+AM.png the superhost experience https://robinjohnson.co/services-3 daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610662105445-K1D94HJPF8MWBTL4VXBG/Screen+Shot+2021-01-14+at+3.48.51+PM.png airbnb host education - 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. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610661941635-DCXWRFY6G24J8VE8J28N/Screen+Shot+2021-01-14+at+3.57.58+PM.png airbnb host education - 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. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610660861284-SUD9YWAOLXKC6Y2ZC0ET/Screen+Shot+2021-01-14+at+3.33.59+PM.png airbnb host education - 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. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610662033614-G0SZD7QNJX72XBGCAPLB/Screen+Shot+2021-01-14+at+4.04.09+PM.png airbnb host education - 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. https://robinjohnson.co/landing-pages daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/b3095fbb-4d7b-43ac-89e0-65d9d70f3224/screencapture-cash-app-send-2022-11-28-20_59_17-edit.png landing pages November 2022 | Cash App https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610897670539-IKBFVAESLVWCBCM8C3ZJ/screencapture-airbnb-d-pro-photography-2021-01-17-09_33_16.png landing pages Airbnb | Professional photography https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610897667126-C7TT7F1XQBI34BOV3W7P/screencapture-airbnb-superhost-2020-06-12-11_40_17.png landing pages Airbnb | Superhost program https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/aae94cfc-2383-4e61-a8fa-475a0617bb2e/screencapture-range-co-for-strengthening-culture-2021-05-27-10_56_17.png landing pages Range | Building team culture https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/61bcc8e1-751a-4d21-82bf-54cbf3ceee09/screencapture-range-co-for-better-meetings-2021-05-27-10_53_06.png landing pages Range | Better meetings https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1610895172939-J4AW4Z1D2PQRY6AUQ0P9/Screen+Shot+2020-06-12+at+10.09.57+AM.png landing pages Airbnb | Superhost rewards https://robinjohnson.co/longform daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/7849adbb-0f9e-4bbc-b252-c1cbd1361e65/screencapture-civilla-org-work-project-renew-case-study-2022-11-28-21_27_08-edit+%284%29.png the long-form stuff project re:new case study | Civilla https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1669697558726-YB2RW8US9P0MW7BCJY34/Screenshot%2B2022-11-28%2Bat%2B9.51.29%2BPM.jpg the long-form stuff 2022 ebook | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/66935ccd-aaa5-4748-9a7d-0d5ffd2d1ee5/Screen+Shot+2021-05-27+at+5.10.43+PM.png the long-form stuff 2021 guide | Range https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/5ab43baf-7b7d-4a3a-a5ce-77fc5d6df9b8/Screen+Shot+2021-05-27+at+5.10.12+PM.png the long-form stuff 2021 guide | Range https://robinjohnson.co/general-5-2 daily 0.75 2022-11-29 https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622220490259-PCCZH8J1JAUWPTYWULSA/Screen+Shot+2021-05-28+at+11.47.58+AM.png airbnb reviews & feedback Hosts would get >5 stars, but didn’t know why. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1622221836009-HIYRT1KJOT9AR7OONTBV/Screen+Shot+2021-05-28+at+12.10.16+PM.png airbnb reviews & feedback We created structured tags to describe the most common guest issues. https://images.squarespace-cdn.com/content/v1/5ebed0222c238c4807f594e7/1611016961232-34STZQ0WOFMIG3E0DKUP/Host+review+feedback airbnb reviews & feedback