How focussing on investor personas increased the number of subscriptions by 34%.

MarketMinder is a data analytics tool for short-term rental properties. Users can see how their market is performing, gain insight into which markets to invest in, as well as get personalized insights into their own Airbnb properties.

Known as having the best short-term rental data on the market, MarketMinder segments the product into several tabs to serve up insight in small, easily digestible parts. MarketMinder helps empower users to make decisions on how to price, when the hot and cold seasons are in their market, how much revenue their competition is making, how they can improve their own listings to maximize their revenue, and more.

To see MarketMinder in action, visit AirDNA and enter a city here.

The process

To understand our users, I began discovery by conducting several user interviews to see how they are using MarketMinder, where we could improve and what they would like to see in the future. From that data, I produced personas, identified user needs and key insights to drive the product roadmap in 2018. Those insights can be found here.

After identifying target users and prioritizing features on the roadmap, I began wireframe ideation and user-flows for the first major new feature since MarketMinder was created called ‘My Properties.’ Low through high fidelity prototypes were made to test with users and stakeholders to ensure usability and gather feedback. I documented and handed off designs to development while working with the team through implementation.

The business requirements that were met for this feature were to decrease churn, increase new and returning subscriptions, and improve MarketMinder stickiness for our users.