CASE STUDY
Airbnb Ai-Localized
Redesigning trust, one listing at a time
20% of Airbnb hosts wrote their listings using mixed languages (e.g. English + Spanish + German).
This made listings confusing for guests and impossible to auto-translate via Translated, Airbnb’s new MT partner.
The Strategic Solution
We redesigned the localization experience for hosts through usability testing, expert reviews, and design strategy. We surfaced invisible features, prevented errors, and built trust in machine translation.
Deployed in Airbnb’s Winter Release 2021
Significant reduction in mixed-language listings
Improved UX and increased AI Powered Translation coverage
As of 2025, guest-host chats are auto-translated in real time
Our Approach
My Role
UX Strategist & Research Lead – partnering with Airbnb’s Head of Localization, internal designers, and Translated’s tech team.
Process in Four Key Phases:
Desk research & hypothesis framing
Big Data-driven participant recruitment via internal Airbnb queries
Expert review of the listing creation journey
Usability testing with 16 hosts in 2 rounds + shadowing sessions
Tools & Tactics
Mixed-methods UX research
Remote moderated testing
Heuristic analysis
Microcopy and flow redesign recommendations
What we found out
A.K.A. ISSUES discovered
Localization features lack onboarding and discoverability.
No alerts are provided for incorrect language input.
There is no inline translation guidance or language reminders.
Currency conversion is a direct 1:1 ratio (e.g., $100 = €100).
There is no preview of the final output, leading to a lack of trust in machine translation (MT).
Put users in control
Guide & reassure
Explain & build trust
Prevent errors before they happen
Show and tell
Results & IMPACT
After release (Winter 2021):
✔ Significant drop in mixed-language listings
✔ Higher machine translation adoption and listing consistency
✔ Tangible improvements in guest comprehension
✔ Hosts more confident in the localization flow
And today:
In 2025, Airbnb supports natural language messaging between guests and hosts with high-fidelity, real-time translation—building on foundations laid in this redesign.
Lessons Learned
Good UX boosts customer retention, improves conversion rates, and reduces costs.
It also enhances brand perception and market differentiation, making UX a strategic business imperative for sustainable growth.
Localization is not a feature — it’s an experience
When users understand the process, they trust it
Microcopy can shape macro outcomes
Cross-functional collaboration with data science accelerates research
Ready to design multilingual
Experiences that convert?
Let’s build global-ready platforms that are easy to understand, trustworthy, and aligned with both user needs and business goals.
👉 Reach out for strategic UX consulting or book a lightning-fast Ekitai Sprint to improve your localization flow in just 5 hours.
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