AirBNB is a marketplace that connects people who want to rent their places and people who are looking for accommodation.

Key activation flows that could be business critical are:

1) Onboarding sign-up activation with all details

2) Sign-up to first booking  (Consumer end)

3) Sign-up to first listing (Supplier end)

4) Posting the first review.

5) First in-app referral

Since the prompt allows us to assume what we could consider for activation, I’d choose the sign-up first booking (customer end)

User Persona of users looking to book an Airbnb:

Travelers who are looking to share accommodation for more cultural exposure, lesser rent, and are generally extroverts and accommodating.

Needs:

– Safe, Trusted place to stay.
– Knowledgable, fun hosts.
– Matching preferences.

Improving activation in each of the user needs:

– Safe, Trusted place to stay:

  * Initiative to collect more customer reviews, and quick feedback. (# of new reviews attempted, posted) 
* Setting up Airbnb quality check process and reviews.
(# of quality checks done in a week/month)
* Display crucial information such as “# of stays accommodated, # of operating days/weeks/years so far, # of customer testimonials” for the customers who land at a particular listing.

– Knowledgable, fun hosts:

* Displaying information including photos and videos with the customers doing any fun activities. (# of photos, videos opened and correlation with booking numbers from the booking funnel)
* Including host videos explaining about them, giving an overview of what the customers could expect. (# of videos made (supplier end), # of videos consumed, and booking correlation)
* Airbnb add-ons such as trips, travel plans, etc. with the customers and the hosts based on availability and preferences.  (# of trips listed, # of trips subscribed)

– Matching preferences:

 * Initiatives of Explicit display of preferences information for better match ratio and customer experience.

 * Better recommendation algorithm to identify more user preferences, add them, and show accurate matching customers wrt to them.  (# of new preferences added, usage)