Building Customer Experiences: Insights from Airbnb Global Product Lead

Building Customer Experiences: Insights from Airbnb Global Product Lead

In the world of product development, whether you are creating a new feature, functionality, or an entirely new product, your ultimate goal is to change the behavior of your customers. To successfully achieve this, it is crucial to question how they currently behave, why they do it, and what motivates them. This is where user research comes into play, as understanding the needs and psyche of your users can make the biggest difference in building successful customer experiences.

One key concept to keep in mind when approaching user research is the "job to be done." This refers to what the user is trying to achieve with your company's product or service. By understanding this underlying motivation, you can better align your efforts to meet their needs effectively.

While timelines and deadlines are always important in product development, it is essential to take a step back and look at the bigger picture. Instead of focusing solely on the immediate shipping goals, it is beneficial to work backward from the desired outcome. This approach can help in deprioritizing certain items that may not be necessary in the initial launch iteration.

Additionally, if you can accurately predict how your product will change user behavior without relying on machine learning models, then you have truly hit the mark. The ability to foresee the impact of your product on user behavior is a testament to its effectiveness and desirability.

As a product manager, it is essential to shift your focus from individual features, JIRA tickets, or projects to the ultimate outcome you are driving for the user. Solving user problems and changing their behavior should be at the forefront of your mind. To enhance your skills in this area, consider participating in open discussions, seeking a product mentor, watching webinars, and learning how to identify metrics that truly matter. A recommended resource for further reading on this topic is "Measure What Matters" by John Doerr.

Now, let's shift our attention to the value and best practices of user interviews, as discussed in a blog post by Goodpatch.

When it comes to conducting user interviews, the primary goal is to discover the challenges and needs that users are facing. A good user interview is one that involves open-ended questions rather than closed ones. By asking open-ended questions, you can extract valuable insights and stories from the users, maximizing the depth of their responses.

To conduct effective user interviews, there are several key points to keep in mind:

• 1. Avoid leading questions: It is important not to steer the users towards a specific answer. Instead, allow them to express their thoughts freely without any influence.

• 2. Ask follow-up questions: Follow-up questions help in delving deeper into a particular topic or gaining more clarity on the user's response. This can lead to more valuable insights.

• 3. Maintain a focused direction: When asking questions, try to stick to a specific direction or topic. This helps in keeping the interview on track and ensures that you gather relevant information.

It is crucial to remember that you should not merely stick to a prepared list of questions. While it is essential to have a guide, be flexible and open to deviations from the script. This allows for organic conversations and the discovery of unexpected insights.

Another important point to note is to avoid using the word "why" as much as possible. Instead of directly asking why a user behaves a certain way, try to explore their underlying motivations and emotions through other means. This can provide a more nuanced understanding of their needs and desires.

Lastly, it is important not to directly ask users what they need. Your job as a product manager is to extract the challenges and needs from the content of their conversations. In fact, seemingly mundane discussions about their daily lives can often provide valuable insights into their true essence and beliefs. By allowing users to freely talk about their thoughts and experiences, you can gain a deeper understanding of their needs and desires.

To summarize, building successful customer experiences requires a deep understanding of user behavior and needs. By conducting thorough user research, focusing on the ultimate outcome for the user, and incorporating effective user interview techniques, you can create products and experiences that truly resonate with your target audience.

Actionable Advice:

• 1. Invest time in user research: Take the time to truly understand your users' motivations, behaviors, and needs. This will guide your decision-making process and ultimately lead to more successful outcomes.

• 2. Emphasize the ultimate outcome: Shift your focus from individual features or tasks to the bigger picture. Understand what you are trying to achieve for the user and align your efforts accordingly.

• 3. Practice effective user interviews: Adopt a mindset of curiosity and empathy when conducting user interviews. Ask open-ended questions, avoid leading the users, and actively listen to their responses. This will enable you to uncover valuable insights and shape your product strategy accordingly.

By implementing these strategies and insights, you can enhance your ability to build remarkable customer experiences and drive meaningful change in user behavior.