Paddle boarding corgis and tea with naughty sheep.

What do white water rafting, tamale making, and transcendental meditation have in common? Not much, other than they’re on Airbnb Experiences. So to narrow the focus, we curated specific “categories” to appeal to different guests. And what’s more appealing than animals? As lead writer on this project, my challenge was to write messaging that spoke clearly and emotionally to the reader, group uneven inventory in a useful way, and navigate the ethical sensitivities of the animal rights community.

Roles

Information architecture, taglines, value props, taxonomy

Results

• Animals has been the most successful category launch to date with the best performing email.

• This project was an example of how writing can help cross-functional partners clarify their thinking about a product and define more deeply what it really is.