New business line. Fixed launch date. No second chance.

Role

I mirrored the product's own six-dimension rating system (uniqueness, expertise, connection, location, reliability, value) with a hub-and-spoke article structure, so the education matched the exact language hosts would see in their own ratings. I also made the call to voice every article through a real top-rated host instead of a corporate brand voice.

Approach

I built workback schedules anchored to the May 13 launch date and brought in external creative partners for extra production capacity. I also made a sequencing call: ship hospitality and quality content first, and deliberately hold operational tools until we had real host real booking data to provide hosts with business insights instead of guesswork.

Structure

Every rating dimension gets its own explainer, tied directly to the in-app modal hosts see when a guest rates them. A single hub article, "Get your first 5-star review," ties all six back together with an accordion for each one.

Video Series

I also led the education strategy, storyboarding, and editing for "Designing Airbnb Experiences," a video series filmed with real hosts in Paris. The idea was simple: let top hosts share their own best practices and expertise directly, so other hosts hear what delivering a world-class guest experience actually looks like from someone who does it, not from a script written in a brand voice.