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ONE BEHAVIOUR
THAT UNLOCKS A WORLD
OF OPPORTUNITIES
95% OF INNOVATION FAILS
CLAY CHRISTENSEN
HOW DO WE IMPROVE THE
ODDS?
VOICE INSIDE YOUR HEAD
HOPES AND FEARS
HOPE THERE IS A
MARKET…
HOPE THERE IS A
MARKET…
FEAR THAT WE'RE
BUILDING SOMETHING
NOBODY WANTS
HOPE WE HAVE THE RIGHT
TEAM….
HOPE WE HAVE THE RIGHT
TEAM….
FEAR WE'RE NOT
COLLABORATING WELL
20 YEARS
PRODUCTS & CAMPAIGNS
ONE TRUTH…
GREAT COMPANIES ARE
BUILT ON GREAT
PRODUCTS
THERE IS A MARKET…
THEY HAVE THE RIGHT
TEAM….
AND THEY DO ONE THING
EMPATHY
EMPATHY
INSIDE AND OUT
GETTING INTO USERS SHOES
UNDERSTAND THEIR FEELINGS
DESIGN EXPERIENCES
SOUNDS EASY
BUT IT'S NOT
FEW DO IT
AIRBNB
INSIDE WITH
EMPLOYEES
INSIDE WITH
EMPLOYEES
OUTSIDE WITH
CUSTOMERS
LET’S DISCOVER HOW YOU
CAN PUT DESIGN
THINKING IN ACTION
AIRBNB
AND CUSTOMERS
AIRBNB IS
WORTH
31B
100
YEARS OLD
Airbnb
10
YEARS OLD
4 MILLION
LISTINGS WORLDWIDE
Top 5
EMPLOYEES
268,000
3,100
HOW DOES AIRBNB DO IT?
DESIGN
FOR TRUST
“A well-designed reputa2on system
is key for building trust.”
JOE GEBBIA
CO-FOUNDER AND CHIEF PRODUCT OFFICER OF AIRBNB
“Stranger danger”
REVIEWS
Impar&al Feedback
Hosts and their guests will only see reviews
they receive from a trip a<er both
par&cipants have wri=en ...
A Host With 10 or More
Reviews is 10x More
Likely to Book Their
Home
Stanford Study Examining Airbnb Users and
Data Sugges...
PHOTOGRAPHY
2.5x
Craigslist
Hacks
Pro Photographers
Saved Previous
Search
Superhost
Program
A Series Of Design
Thinking Ideas that
Sparked ...
LISTINGS
Superhost, Super Happy
Great hosts that are guaranteed to have
tonnes of experience hos&ng guests. They
also respond to gu...
Social Proof
Airbnb uses the influence of other peoples
behaviour to validate a choice I wish to
make.
Constant Contact
At every moment a user is encouraged to
communicate directly with a host. By
including the likelihood of ...
WHO WOULD YOU LET
STAY AT YOUR PLACE?
CUSTOMERS
AND YOU
VALIDATE
Waterfall
Agile
Define
Build
Release
Define
Build
Release Define
Build
Release Define
Build
Release
IDEAS DON’T LIVE IN
POWERPOINT – THEY
BELONG IN THE HANDS OF
CUSTOMERS.
DIRECT EXPERIENCE:
ALLOW CUSTOMERS TO
USE AND INTERACT WITH
A PROTOTYPE
778594
778594
RECRUIT REAL
CUSTOMERS
Find people who are your
potenJal customers.
Do not recruit family and
friends as customers.
Real c...
LOW FIDELITY
A5 Card
A4 Paper
Black /White XL foam boards
Post it notes: 

4-6 colours
White board markers
MIXED MEDIA
Tap...
A closed card sort
Participants sort items into categories you give them
EVALUATE
ENDOWMENT EFFECT
Customers value what they have.
And they don’t like change.
When thinking about new products the “switchi...
80% OF BUSINESSES
BELIEVE THEY PROVIDE
"SUPERIOR" CUSTOMER
SERVICE.
BUT ONLY 8% OF
CUSTOMERS AGREED.
BAIN/EIU CUSTOMER-LED...
LOW
HIGH
HOW TO AVOID A PRODUCT THAT NOBODY WANTS
AMOUNT OF BEHAVIOUR
CHANGE REQUIRED
FAIL
QUICK-FIX
HARD WORK
INNOVATION
...
MORE BENEFITS, LESS CHANGE
Amount of Behaviour Change Required
Time
Money
Effort
Brain Cycles
Social Deviance
My Routine
U...
BRAIN CYCLES
SOCIAL
DEVIANCE
ROUTINE
AIRBNB
AND EMPLOYEES
78%
“I feel a sense of
belonging at
Airbnb”
87%
“I understand how
my team fits into
Airbnb’s vision and
mission.”
89%
“I’m ...
A;er we closed our Series C with Peter Thiel in 2012, we invited
him to our office. I asked him what was the single most imp...
REPOSITION
HR OFFICER
Airbnb CHRO
Becomes Chief
Employee Experience
Officer
MARK LEVY
GLOBAL HEAD OF EMPLOYEE EXPERIENCE
WORKPLACE
AS AN EXPERIENCE
Beyond Payroll &
Benefits
Anything that’s se^ng up our employees to
success, or has the opportunity to bring our
culture to...
Beyond Payroll &
Benefits
Anything that’s se^ng up our employees to
success, or has the opportunity to bring our
culture to...
EMPLOYEES
AND YOU
HIGH ALIGNMENT
EVERYDAY CORE
VALUES AND ACTIONS OF
EACH MEMBER OF THE
TEAM IN PURSUIT OF OUR
COMPANY MISSION.
CULTURE STATEMENT
OWNERSHIP
Our Culture Of Ownership and "Saying i got
This" By Each Member of the Team in Pursuit
Of Making So<ware More Hu...
THRIVING SPACE
Our Culture Of a Thriving Space And
Taking Time to Help Others
By Each Member of the Team in Pursuit Of
Mak...
SHOW! DON’T TELL
Hire Based on Values
Every candidate that makes it through
to an interview goes through a set of
interviews related to the...
GREAT COMPANIES ARE
BUILT ON GREAT
PRODUCTS
DELIGHT YOUR
CUSTOMERS
ENGAGE YOUR
EMPLOYEES
YOUR BUSINESS WILL
THRIVE
THANK YOU
One Behaviour That Unlocks a World of Opportunity
One Behaviour That Unlocks a World of Opportunity
One Behaviour That Unlocks a World of Opportunity
One Behaviour That Unlocks a World of Opportunity
One Behaviour That Unlocks a World of Opportunity
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One Behaviour That Unlocks a World of Opportunity

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Published on

Discover how design thinking can delight customers and engage employees.
Talk highlights:
- opening up about our greatest design fears in projects
- Spotlight on Airbnb customer and employee experience
- How to discover, validate and evaluate experiences

Published in: Design
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One Behaviour That Unlocks a World of Opportunity

  1. 1. ONE BEHAVIOUR THAT UNLOCKS A WORLD OF OPPORTUNITIES
  2. 2. 95% OF INNOVATION FAILS CLAY CHRISTENSEN
  3. 3. HOW DO WE IMPROVE THE ODDS?
  4. 4. VOICE INSIDE YOUR HEAD HOPES AND FEARS
  5. 5. HOPE THERE IS A MARKET…
  6. 6. HOPE THERE IS A MARKET… FEAR THAT WE'RE BUILDING SOMETHING NOBODY WANTS
  7. 7. HOPE WE HAVE THE RIGHT TEAM….
  8. 8. HOPE WE HAVE THE RIGHT TEAM…. FEAR WE'RE NOT COLLABORATING WELL
  9. 9. 20 YEARS PRODUCTS & CAMPAIGNS ONE TRUTH…
  10. 10. GREAT COMPANIES ARE BUILT ON GREAT PRODUCTS
  11. 11. THERE IS A MARKET… THEY HAVE THE RIGHT TEAM….
  12. 12. AND THEY DO ONE THING
  13. 13. EMPATHY
  14. 14. EMPATHY INSIDE AND OUT GETTING INTO USERS SHOES UNDERSTAND THEIR FEELINGS DESIGN EXPERIENCES
  15. 15. SOUNDS EASY BUT IT'S NOT FEW DO IT
  16. 16. AIRBNB
  17. 17. INSIDE WITH EMPLOYEES
  18. 18. INSIDE WITH EMPLOYEES OUTSIDE WITH CUSTOMERS
  19. 19. LET’S DISCOVER HOW YOU CAN PUT DESIGN THINKING IN ACTION
  20. 20. AIRBNB AND CUSTOMERS
  21. 21. AIRBNB IS WORTH 31B
  22. 22. 100 YEARS OLD Airbnb 10 YEARS OLD
  23. 23. 4 MILLION LISTINGS WORLDWIDE Top 5
  24. 24. EMPLOYEES 268,000 3,100
  25. 25. HOW DOES AIRBNB DO IT?
  26. 26. DESIGN FOR TRUST
  27. 27. “A well-designed reputa2on system is key for building trust.” JOE GEBBIA CO-FOUNDER AND CHIEF PRODUCT OFFICER OF AIRBNB
  28. 28. “Stranger danger”
  29. 29. REVIEWS
  30. 30. Impar&al Feedback Hosts and their guests will only see reviews they receive from a trip a<er both par&cipants have wri=en their review.
  31. 31. A Host With 10 or More Reviews is 10x More Likely to Book Their Home Stanford Study Examining Airbnb Users and Data Suggests That Reputa&on can Offset Social Bias 1-3 Reviews 10+ Reviews Ave. Bookings
  32. 32. PHOTOGRAPHY
  33. 33. 2.5x
  34. 34. Craigslist Hacks Pro Photographers Saved Previous Search Superhost Program A Series Of Design Thinking Ideas that Sparked Growth Over it’s history, Airbnb has experiment with design ideas to improve trust and the overall experience.
  35. 35. LISTINGS
  36. 36. Superhost, Super Happy Great hosts that are guaranteed to have tonnes of experience hos&ng guests. They also respond to guests quickly and maintain a 90% response rate or higher.
  37. 37. Social Proof Airbnb uses the influence of other peoples behaviour to validate a choice I wish to make.
  38. 38. Constant Contact At every moment a user is encouraged to communicate directly with a host. By including the likelihood of a fast response, the guest feels less risk in making contact.
  39. 39. WHO WOULD YOU LET STAY AT YOUR PLACE?
  40. 40. CUSTOMERS AND YOU
  41. 41. VALIDATE
  42. 42. Waterfall Agile Define Build Release Define Build Release Define Build Release Define Build Release
  43. 43. IDEAS DON’T LIVE IN POWERPOINT – THEY BELONG IN THE HANDS OF CUSTOMERS.
  44. 44. DIRECT EXPERIENCE: ALLOW CUSTOMERS TO USE AND INTERACT WITH A PROTOTYPE
  45. 45. 778594
  46. 46. 778594
  47. 47. RECRUIT REAL CUSTOMERS Find people who are your potenJal customers. Do not recruit family and friends as customers. Real customers give real, unfiltered feedback. INSTALL A FACILITATOR Someone needs to run the tesJng experience with a prototype. The facilitator will help sessions stay on track and ensure that designers understand the feedback. SET THE CONTEXT Provide the user with a goal or a task. Don’t forget to explain where they are, what Jme of day and any other context that creates the direct experience. DON’T LEAD THE WITNESS Never sell a prototype. In fact the less you pitch, the beTer the feedback. REFINE AFTER EACH TEST Each prototyping sprint session should reveal new opportuniJes. The more you test, the beTer the product.
  48. 48. LOW FIDELITY A5 Card A4 Paper Black /White XL foam boards Post it notes: 
 4-6 colours White board markers MIXED MEDIA Tape Pens & Pencils Scissors Ruler String DIGITAL Sketch InVision Adobe XD iPad Laptop
  49. 49. A closed card sort Participants sort items into categories you give them
  50. 50. EVALUATE
  51. 51. ENDOWMENT EFFECT Customers value what they have. And they don’t like change. When thinking about new products the “switching costs” weigh heavier than the potential benefits. Companies also value what they have. They fall in love with their creations. They become blind to the customer truth: the customer see’s more loses than gains
  52. 52. 80% OF BUSINESSES BELIEVE THEY PROVIDE "SUPERIOR" CUSTOMER SERVICE. BUT ONLY 8% OF CUSTOMERS AGREED. BAIN/EIU CUSTOMER-LED GROWTH STUDY
  53. 53. LOW HIGH HOW TO AVOID A PRODUCT THAT NOBODY WANTS AMOUNT OF BEHAVIOUR CHANGE REQUIRED FAIL QUICK-FIX HARD WORK INNOVATION iPHONEXIAOMI IRIDIUM, FIRE, KIN BLACKBERRY LOW HIGH USER BENEFITS
  54. 54. MORE BENEFITS, LESS CHANGE Amount of Behaviour Change Required Time Money Effort Brain Cycles Social Deviance My Routine User Benefits Simplicity Mobility Affordability More personal time Wellness Freedom Higher performance Fulfilment Impact
  55. 55. BRAIN CYCLES
  56. 56. SOCIAL DEVIANCE
  57. 57. ROUTINE
  58. 58. AIRBNB AND EMPLOYEES
  59. 59. 78% “I feel a sense of belonging at Airbnb” 87% “I understand how my team fits into Airbnb’s vision and mission.” 89% “I’m proud of the culture at Airbnb.” 85% “I understand how to apply Airbnb’s Core Values to my day-to-day job.”
  60. 60. A;er we closed our Series C with Peter Thiel in 2012, we invited him to our office. I asked him what was the single most important piece of advice he had for us. He replied, “Don’t fuck up the culture.”
  61. 61. REPOSITION HR OFFICER
  62. 62. Airbnb CHRO Becomes Chief Employee Experience Officer MARK LEVY GLOBAL HEAD OF EMPLOYEE EXPERIENCE
  63. 63. WORKPLACE AS AN EXPERIENCE
  64. 64. Beyond Payroll & Benefits Anything that’s se^ng up our employees to success, or has the opportunity to bring our culture to life, should all sit in the Employee Experience group. PAYROLL/ BENEFITS TALENT RECRUITING
  65. 65. Beyond Payroll & Benefits Anything that’s se^ng up our employees to success, or has the opportunity to bring our culture to life, should all sit in the Employee Experience group. PAYROLL/ BENEFITS TALENT RECRUITING GROUND CONTROL FACILITIES FOOD CITIZENSHIP
  66. 66. EMPLOYEES AND YOU
  67. 67. HIGH ALIGNMENT
  68. 68. EVERYDAY CORE VALUES AND ACTIONS OF EACH MEMBER OF THE TEAM IN PURSUIT OF OUR COMPANY MISSION. CULTURE STATEMENT
  69. 69. OWNERSHIP Our Culture Of Ownership and "Saying i got This" By Each Member of the Team in Pursuit Of Making So<ware More Human
  70. 70. THRIVING SPACE Our Culture Of a Thriving Space And Taking Time to Help Others By Each Member of the Team in Pursuit Of Making So<ware More Human
  71. 71. SHOW! DON’T TELL
  72. 72. Hire Based on Values Every candidate that makes it through to an interview goes through a set of interviews related to their role , and they have two additional interviews related to core values. The executive team meets weekly and within 24 hours of that meeting it’s Levy’s task to get the notes out to every person in the company. Ground control is a part of the employee experience team with the aim of bringing the culture to life. This team is tasked with looking after the workplace environment, internal communications, employee recognition, celebration and events. Work Based on Values Reward Based on Value
  73. 73. GREAT COMPANIES ARE BUILT ON GREAT PRODUCTS
  74. 74. DELIGHT YOUR CUSTOMERS ENGAGE YOUR EMPLOYEES
  75. 75. YOUR BUSINESS WILL THRIVE
  76. 76. THANK YOU

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