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DOC • The aura of care in UX

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In November 2022, Brian Chesky, CEO of Airbnb, began a tweet thread with “I’ve heard you loud and clear” in response to a customer backlash over the way they hid additional costs till the checkout page. “You feel like prices aren’t transparent…starting next month, you’ll be able to see the total price you’re paying up front” he said about a change that could be made urgently in a day, or carefully over a few. When he said I’ve heard you loud and clear he was also telling his User Experience (UX) researchers and designers they were ignored, if they were heard at all. The deceptive pattern was no mistake. Intentionally designed to deceive and benefit from excited holiday planners and their potential to give in to the sunk cost fallacy. Instead of addressing the ridiculous additional fees the company chose to trick customers into paying them. That’s not empathy, at best it’s apathy, at worst it’s hate. The decision to fix it only came after the balance of business value and public relatio

DOC • The aura of care in UX Articles Series Search About Search DOC Content Articles Series Search DOC About Contact RSS Community Instagram Twitter LinkedIn UX Collective Newsletter Medium Essays Typography Neue Haas Grotesk Druk Medium Times New Roman The aura of care in UX Written by Stephen Farrugia Art direction by Manoel do Amaral In November 2022, Brian Chesky, CEO of Airbnb, began a tweet thread with “I’ve heard you loud and clear” in response to a customer backlash over the way they hid additional costs till the checkout page. “You feel like prices aren’t transparent…starting next mo

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