Frictionless Design: Unintended Discrimination in the Airbnb Platform

Abstract

This case study critically examines how the pursuit of “frictionless design” in digital platforms—specifically Airbnb—can unintentionally enable racial discrimination. Frictionless design aims to streamline user experience by minimizing barriers to interaction. However, this simplification often comes at the cost of privacy, transparency, and ethical reflection. In Airbnb’s case, hosts were historically shown users’ full names and profile pictures prior to booking, a design decision that facilitated unconscious bias and racial discrimination, particularly against Black guests. Many reported being denied rentals, a pattern confirmed by a Harvard study showing guests with African American-sounding names were 16% less likely to be accepted. The case demonstrates how seemingly neutral design choices can have serious social consequences. It also considers the legal gray areas surrounding Airbnb’s classification as a private or public accommodation and explores the need for more ethically grounded, inclusive design. Finally, it proposes that intentional friction, such as delaying access to profile images, can foster more mindful user interactions and support anti-discrimination goals in platform governance.