Airbnb Growth Tech Talk 4/5/2016

1. T H E T E A M

2. Driving User Growth
A I R B N B P R O D U C T G R O W T H

3. Identify opportunity
We started with a hunch. After backing up our hunch, we invested in the
data infrastructure necessary to experiment on this.
Run lightweight test
Launched a bold, but not fully refined experiment to help us validate the
impact of an early signup prompt.
Define Success
We refined our vision, set our goals, and crafted a definition of success
that would guide us down a path of experimentation.
Keep experimenting
We kept experimenting. With each version we sought to improve the
quality of the experience and business impact.
1
2
3
4

4. The Opportunity

5. By the time we get a chance to help the user
find what they’re looking for, it’s too late.
P R O B L E M

6. Earlier sign up will help us enable better
personalization, cross-platform continuity
(start on mobile, finish on desktop), better
education and on boarding.
H Y P O T H E S I S

7. E X I S T I N G E X P E R I E N C E
Awesome Bright & Modern Home
Entire home/apt • • 32 reviews
235$
Perfect 4 Executives/Professionals
Entire home/apt • • 107 reviews
235$
More Filters
1000+ Rentals • Austin
$1000+$10
Price Range
Shared RoomPrivate RoomEntire PlaceRoom Type
1 GuestCheck OutCheck InDates
$125
$220
$128
$330
$120
$150
Sign Up Log InHelpWhere are you going? Become a Host
$225

8. L I G H T W E I G H T T E S T
Awesome Bright & Modern Home
Entire home/apt • • 32 reviews
235$
Perfect 4 Executives/Professionals
Entire home/apt • • 107 reviews
235$
More Filters
1000+ Rentals • Austin
$1000+$10
Price Range
Shared RoomPrivate RoomEntire PlaceRoom Type
1 GuestCheck OutCheck InDates
$125
$220
$128
$330
$120
$150
Sign Up Log InHelpWhere are you going? Become a Host
$225
Log in
That’s why, you’ll need to sign in to keep exploring.
Airbnb is a trusted community of milions of local hosts and guests.
Sign Up

9. L I G H T W E I G H T T E S T
(6)
Austin, TX United States
Awesome Bright & Modern Home
1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
or
or
Sign up with Facebook
Sign up with Google
Sign up with Email
By signing up, I agree to Airbnb’s Terms of Service,
Privacy Policy, Guest Refund Policy, and Host
Guarantee Terms.
Already an Airbnb member? Log In

10. T H E E F F E C T

11. Signups skyrocketed
T H E E F F E C T
at the cost of bookings
and user experience.

12. Zoom out before you zoom in.

13. The Vision

14. Empathy
driven,
evidence
fueled.
Nimble
and sure-
footed
Be a host
to every
house guest.
Launch,
learn,
repeat.

16. V I S I O N
Arriving at Airbnb, I feel welcome. The tone/messaging
is welcoming, the product is clear, the community is a
place I see myself belonging. When I am prompted to
sign up, I understand the value to joining this community
of fellow travelers and hosts.

17. Quality Experience
G O A L 1
No Negative Effect
G O A L 2
40% Lift in New Users
G O A L 3
G O A L S

18. Frequency Optimization
E X P E R I M E N T 1

19. F R E Q U E N C Y O P T I M I Z A T I O N
Awesome Bright & Modern Home
Entire home/apt • • 32 reviews
235$
Perfect 4 Executives/Professionals
Entire home/apt • • 107 reviews
235$
More Filters
1000+ Rentals • Austin
$1000+$10
Price Range
Shared RoomPrivate RoomEntire PlaceRoom Type
1 GuestCheck OutCheck InDates
$125
$220
$128
$330
$120
$150
Sign Up Log InHelpWhere are you going? Become a Host
$225
Log in
That’s why, you’ll need to sign in to keep exploring.
Airbnb is a trusted community of milions of local hosts and guests.
Sign Up

20. F R E Q U E N C Y O P T I M I Z A T I O N
(6)
Austin, TX United States
Awesome Bright & Modern Home
1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
or
or
Sign up with Facebook
Sign up with Google
Sign up with Email
By signing up, I agree to Airbnb’s Terms of Service,
Privacy Policy, Guest Refund Policy, and Host
Guarantee Terms.
Already an Airbnb member? Log In

21. (6)
Austin, TX United States
Awesome Bright & Modern Home
1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
F R E Q U E N C Y O P T I M I Z A T I O N
-4%
Signups

22. F R E Q U E N C Y O P T I M Z A T I O N E F F E C T
Quality Experience
G O A L 1
No Negative Effect
G O A L 2
40% Lift in New Users
G O A L 3

23. Listen to the user.

24. Rethinking Context
E X P E R I M E N T 2

25. R E T H I N K I N G C O N T E X T

26. (6)
Austin, TX United States
Awesome Bright & Modern Home
1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
Already an Airbnb member? Log in
By signing up, I agree to Airbnb’s Terms of Service, Privacy
Policy, Guest Refund Policy, and Host Guarantee Terms.
Sign up with Email
or
Sign up with Google
Sign up with Facebook
Sign up to join Airbnb’s trusted
community of millions and have
your own unique experience.
R E T H I N K I N G C O N T E X T
+9%
Signups

27. R E T H I N K I N G C O N T E X T E F F E C T
Quality Experience
G O A L 1
No Negative Effect
G O A L 2
40% Lift in New Users
G O A L 3

28. Make context relevant.

29. Improved Clarity
E X P E R I M E N T 3

30. I M P R O V E D C L A R I T Y
Awesome Bright & Modern Home
Entire home/apt • • 32 reviews
235$
Perfect 4 Executives/Professionals
Entire home/apt • • 107 reviews
235$
More Filters
1000+ Rentals • Austin
$1000+$10
Price Range
Shared RoomPrivate RoomEntire PlaceRoom Type
1 GuestCheck OutCheck InDates
$125
$220
$128
$330
$120
$150
Sign Up Log InHelpWhere are you going? Become a Host
$225
Join the millions of hosts and guests in Airbnb’s trusted community. Log In

31. Awesome Bright & Modern Home
Entire home/apt • • 32 reviews
235$
Perfect 4 Executives/Professionals
Entire home/apt • • 107 reviews
235$
More Filters
1000+ Rentals • Austin
$1000+$10
Price Range
Shared RoomPrivate RoomEntire PlaceRoom Type
1 GuestCheck OutCheck InDates
$125
$220
$128
$330
$120
$150
Sign Up Log InHelpWhere are you going? Become a Host
$225
Join the millions of hosts and guests in Airbnb’s trusted community. Log In
I M P R O V E D C L A R I T Y

32. (6)
Austin, TX United States
Awesome Bright & Modern Home
1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
Already an Airbnb member? Log In
By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy,
Guest Refund Policy, and Host Guarantee Terms.
Sign up with Email
or
Continue with Google
Continue with Facebook
I M P R O V E D C L A R I T Y
+15%
Signups

33. I M P R O V E D C L A R I T Y C O M P A R I S O N
or
Sign up with Facebook
Sign up with Google
Sign up with Email
By signing up, I agree to Airbnb’s Terms of Service,
Privacy Policy, Guest Refund Policy, and Host
Guarantee Terms.
Already an Airbnb member? Log In
Old
Already an Airbnb member? Log In
By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy,
Guest Refund Policy, and Host Guarantee Terms.
Sign up with Email
or
Continue with Google
Continue with Facebook
New

34. I M P R O V E D C L A R I T Y E F F E C T
Quality Experience
G O A L 1
No Negative Effect
G O A L 2
40% Lift in New Users
G O A L 3

35. Design can drive metrics.

36. Some Big Takeaways

37. Listen to the user
Make context relevant
Design can drive metrics
Zoom out before you zoom in
Test often, be bold

38. Identify opportunity
We started with a hunch. After backing up our hunch, we invested in the
data infrastructure necessary to experiment on this.
Run lightweight test
Launched a bold, but not fully refined experiment to help us validate the
impact of an early signup prompt.
Define Success
We refined our vision, set our goals, and crafted a definition of success
that would guide us down a path of experimentation.
Keep experimenting
We kept experimenting. With each version we sought to improve the
quality of the experience and business impact.
1
2
3
4

39. T H E T E A M

40. Q&A