Messaging Reactions
Airbnb updated its messaging platform with the launch of Reactions as part of the 2024 Summer release. As the platform expanded, so did the ways Airbnb’s members communicated. Reactions is a dynamic new feature that lets users quickly respond, express emotions, and bridge communication gaps, making interactions more vibrant and engaging.
Members involved:
Michelle Mederos - Design Director, Jonas Naimark - Motion,
Fiona Foster - Accessibility designer, Amber James- Writer
Early works
The Reactions feature began back in 2021 with a different design and approach. Early on, I conducted audits of Airbnb’s previous messaging designs and analyzed reactions on various social media platforms. Partnering with researchers, we identified the best responses for our users and platform. Unfortunately, we couldn't proceed with the project then, and the concept was archived.
Two years later, I was approached to restart the project. Fortunately, I had already done most of the heavy lifting by gathering data and information, allowing us to jumpstart it with ease.
The Refresh
We completely redesigned the messaging platform, stripping away details to help users focus on their conversations without distractions. The simplified inbox makes it easier for Hosts to switch between their traveling accounts. Additionally, the new design supports group messaging, streamlining communication for all guests traveling together.
Keeping it simple
We used Unicode to show emojis in the reaction tray, ensuring they appeared correctly on different devices and platforms.
Instead of making custom reaction designs like last year, I decided to collect data on how the feature worked after its release. This way, we could make smarter design choices based on how people used it and how well it performed.
Data and Performance
The data showed that the feature was a hit just a month after the launch. In the first month alone, 1.3 million users, both guests and hosts, viewed Reactions in their messaging threads. On average, 1.6 million members created or sent Reactions within their messages.
Featured in:
Airbnb Resource & Releases - The Messages tab is your new inbox
Tech Crunch - Airbnb releases group booking features as it taps into AI for customer service
The Points Guy - Airbnb adds once-in-a-lifetime stays category and easier group booking tools