Mike Krieger, Instagram at the Airbnb tech talk, on Scaling Instagram
Airbnb Growth Tech Talk 4/5/2016
Transcript of Airbnb Growth Tech Talk 4/5/2016
T H E T E A M
Driving User GrowthA I R B N B P R O D U C T G R O W T H
Identify opportunityWe started with a hunch. After backing up our hunch, we invested in the data infrastructure necessary to experiment on this.
Run lightweight testLaunched a bold, but not fully refined experiment to help us validate the impact of an early signup prompt.
Define SuccessWe refined our vision, set our goals, and crafted a definition of success that would guide us down a path of experimentation.
Keep experimentingWe kept experimenting. With each version we sought to improve the quality of the experience and business impact.
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The Opportunity
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
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
E X I S T I N G E X P E R I E N C E
Awesome Bright & Modern HomeEntire home/apt • • 32 reviews
235$
Perfect 4 Executives/ProfessionalsEntire 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
$225
L I G H T W E I G H T T E S T
Awesome Bright & Modern HomeEntire home/apt • • 32 reviews
235$
Perfect 4 Executives/ProfessionalsEntire 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
L I G H T W E I G H T T E S T
(6)
Austin, TX United States
Awesome Bright & Modern Home1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
oror
Sign up with Facebook
Sign up with Google
Sign up with Email
By signing up, I agree to Airbnb’s Terms of Service,
Privacy Policy, Guest Refund Policy, and Host
Guarantee Terms.
Already an Airbnb member? Log In
T H E E F F E C T
Signups skyrocketed
T H E E F F E C T
at the cost of bookingsand user experience.
Zoom out before you zoom in.
The Vision
Empathy driven, evidence fueled.
Nimble and sure-footed
Be a host to every house guest.
Launch, learn, repeat.
V I S I O N
Arriving at Airbnb, I feel welcome. The tone/messaging is welcoming, the product is clear, the community is a place I see myself belonging. When I am prompted to sign up, I understand the value to joining this community of fellow travelers and hosts.
Quality ExperienceG O A L 1
No Negative EffectG O A L 2
40% Lift in New UsersG O A L 3
G O A L S
Frequency OptimizationE X P E R I M E N T 1
F R E Q U E N C Y O P T I M I Z A T I O N
Awesome Bright & Modern HomeEntire home/apt • • 32 reviews
235$
Perfect 4 Executives/ProfessionalsEntire 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
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 Home1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
oror
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
(6)
Austin, TX United States
Awesome Bright & Modern Home1
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
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 ExperienceG O A L 1
No Negative EffectG O A L 2
40% Lift in New UsersG O A L 3
Listen to the user.
Rethinking ContextE X P E R I M E N T 2
R E T H I N K I N G C O N T E X T
(6)
Austin, TX United States
Awesome Bright & Modern Home1
Guests
mm/dd/yyyy
Check In
mm/dd/yyyy
Check Out
$235 Per Night
Sign Up Log InHelpWhere are you going? Become a Host
Already an Airbnb member? Log in
By signing up, I agree to Airbnb’s Terms of Service, Privacy
Policy, Guest Refund Policy, and Host Guarantee Terms.
Sign up with Email
or
Sign up with Google
Sign up with Facebook
Sign up to join Airbnb’s trusted community of millions and have your own unique experience.
R E T H I N K I N G C O N T E X T
+9% Signups
R E T H I N K I N G C O N T E X T E F F E C T
Quality ExperienceG O A L 1
No Negative EffectG O A L 2
40% Lift in New UsersG O A L 3
Make context relevant.
Improved ClarityE X P E R I M E N T 3
I M P R O V E D C L A R I T Y
Awesome Bright & Modern HomeEntire home/apt • • 32 reviews
235$
Perfect 4 Executives/ProfessionalsEntire 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
$225
Join the millions of hosts and guests in Airbnb’s trusted community. Log In
Awesome Bright & Modern HomeEntire home/apt • • 32 reviews
235$
Perfect 4 Executives/ProfessionalsEntire 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
(6)
Austin, TX United States
Awesome Bright & Modern Home1
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
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
I M P R O V E D C L A R I T Y E F F E C T
Quality ExperienceG O A L 1
No Negative EffectG O A L 2
40% Lift in New UsersG O A L 3
Design can drive metrics.
Some Big Takeaways
Listen to the user
Make context relevant
Design can drive metrics
Zoom out before you zoom in
Test often, be bold
Identify opportunityWe started with a hunch. After backing up our hunch, we invested in the data infrastructure necessary to experiment on this.
Run lightweight testLaunched a bold, but not fully refined experiment to help us validate the impact of an early signup prompt.
Define SuccessWe refined our vision, set our goals, and crafted a definition of success that would guide us down a path of experimentation.
Keep experimentingWe kept experimenting. With each version we sought to improve the quality of the experience and business impact.
1
2
3
4
T H E T E A M
Q&A