Case Study · Learning Program · Airbnb
5-Star Hosting started as a single course. Host research showed it needed to match the real dimensions guests rate: cleanliness, accuracy, value, communication, location, and check-in.
The Problem
The original plan was one course covering good hosting in general. Research into what actually drives guest ratings showed hosts needed something more specific: content mapped to the dimensions Airbnb guests use to rate a stay (cleanliness, accuracy, value, communication, location, and check-in). So the structure changed. Five articles, sequenced to mirror the real guest journey from listing to review, not stacked as a topic list.
Role
Strategy, instructional design, storyboarding, and distribution. I set the five-dimension structure, wrote the template every article follows, and built the plan to get it in front of hosts.
Approach
Every article in the series follows the same template: a guest-centered reason to care, scannable steps, a real host's voice (one article turns a professional cleaner's own routine into a checklist), a direct link to the relevant product action, and related-article recommendations. The sequence itself does the teaching. It isn't decoration.
Collaborators
Built with Product, Data Science, Legal, Design, Editorial, Creative, and Growth Marketing. I owned the strategy and structure; an editorial writer partnered with me on the writing, and each team shaped the piece that touched their area.
Artifacts
Outcome
This series is still live in the Host Resource Center. It also reaches hosts automatically: when a guest leaves a low review, Airbnb's enforcement emails route hosts straight back into the relevant 5-Star Hosting articles based on what the review flagged. No hard adoption numbers are confirmed for this one specifically, so I'm not reporting any here.
