Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

One Behaviour That Unlocks a World of Opportunity

238 views

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
  • Be the first to comment

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

×