As the pioneer of the home-sharing economy, and armed with a daring vision to create a world where anyone can ‘Belong Anywhere’, Airbnb’s culture is rooted in customer centricity. However, like many orgnanisations, the Silicon Valley giant also understands the challenge of balancing ‘perceived’ desirable features and ‘real’ needs of customers. In this session, Juca provocatively explores the importance of deep research and insights to manage trade-offs that truly reflect the customer’s needs.
- Balancing qualitative and quantitative research methodologies to generate deeper insights, which form the starting point of the design process
- Using design frameworks that identify evolving needs and avoid negative impacts of reactive design
- Embedding trust and safety measures into service design