Building Customer Experiences with Airbnb Global Product Lead: Composable Membership and its Role in Generating Social Capital

Kazuki

Hatched by Kazuki

Aug 07, 2023

4 min read

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Building Customer Experiences with Airbnb Global Product Lead: Composable Membership and its Role in Generating Social Capital

In the world of product development, whether it's creating a new feature, functionality, or an entire product, the ultimate goal is to change the behavior of the customer. Understanding how customers behave, why they do it, and what motivates them is crucial. This is where user research comes into play, as it allows us to delve into the needs and psyche of the users, making a significant difference in the final outcome.

One concept that aligns with this idea is the "job to be done." It's about understanding what the user is trying to achieve with your company's product or service. By focusing on this aspect, you can tailor your offerings to meet their specific needs and create a truly impactful experience.

While timelines are important, it's essential to look at the bigger picture and work backward from the overall shipping goal. This approach helps in deprioritizing items that may not be necessary in the initial launch. By streamlining the process and focusing on the core objectives, you can ensure that the user's behavior is positively impacted from the start.

Predicting changes in user behavior is a significant accomplishment for any product. Machine learning models can be helpful, but if you can accurately anticipate how your product will alter user behavior without relying on such models, then you've truly succeeded. This shows a deep understanding of your customers and their needs, allowing you to create solutions that solve their problems and drive meaningful change.

To further enhance your product management skills, it's crucial to engage in open discussions, seek out a product mentor, attend webinars, and actively learn how to identify metrics that truly matter. John Doerr's book, "Measure What Matters," is an excellent resource for gaining insights into measuring success and setting goals that align with user outcomes.

In the realm of composable membership, we see a different perspective on generating social capital. While having a token can bring a community together with a financial stake, composable membership goes beyond that and holds a community together long-term through the power of social capital.

In Web2, membership typically revolves around services. Users join a platform or service to gain access to certain features or benefits. However, in Web3, services revolve around membership. It's a paradigm shift where the focus is on building a community around a shared ownership and participation model.

One key element of composable membership is the concept of access. Access becomes a form of discovery, allowing members to explore and engage with different parts of the community. Along with access comes responsibility, as permissions granted to members also come with the expectation that they will contribute and participate actively.

Status within a community takes on a different meaning in the context of composable membership. Instead of a hierarchical structure where everyone strives to be at the top, the weight of status is determined by the social capital one possesses. It's about the value and influence an individual brings to the community through their contributions and actions.

Social capital, in this context, refers to building an allowance for trust, experimentation, and flexibility within a community. It's about creating an environment where members feel empowered to make decisions and are not restricted by a rigid social structure. This prevents a social fork, where members diverge into different factions due to disagreements or discontent.

Membership, when combined with identity and relationships, becomes a powerful tool for establishing a reputation score within a community. This reputation score can act as a proxy for trust and influence, enabling more creative and tailored incentives for community members. It fosters a sense of belonging and encourages active participation, ultimately strengthening the community as a whole.

In conclusion, building customer experiences and creating composable membership systems are two distinct but interconnected concepts. By deeply understanding user behavior and needs, product managers can drive meaningful change and create impactful experiences. Incorporating composable membership principles can further enhance the sense of community and social capital, fostering trust, experimentation, and flexibility. To excel in these areas, it's crucial to seek knowledge, engage in discussions, and continuously learn from experts in the field. Three actionable pieces of advice to apply in your product development journey are:

  • 1. Prioritize user research: Invest time and resources in understanding your users' needs, motivations, and behaviors. This research will guide your decision-making process and help you create products that truly make a difference.
  • 2. Embrace a user-centric approach: Focus on the ultimate outcome you want to drive for the user, rather than getting caught up in individual features or projects. This mindset will help you create holistic and impactful experiences.
  • 3. Foster community and social capital: Explore the potential of composable membership systems to create a sense of belonging, trust, and influence within your user community. By allowing members to have ownership and decision-making power, you can build a stronger and more engaged user base.

By combining these insights and taking action on these three pieces of advice, you can elevate your product development process and create experiences that truly resonate with your customers.

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