28 - 30 October, 2019 | Royce Hotel Melbourne, VIC

Juca Lopes

Experience Design Lead Airbnb

Pre-Conference Workshops: Monday, 28 October 2019

Monday, October 28th, 2019

1:30 PM Discovering Latent Customer Expectations and Needs through Holistic, Multi-Method Research

In today’s fast paced, experience driven environment, organisations may be pressured to innovate fast without deep consideration for whether this is actually meeting customer needs. Moreover, customer’s often hold many latent and hidden needs that can’t be identified by simplistic research methodologies.

As one of Silicon Valley’s giants, Airbnb’s disruptive power stems from its innovative culture and ability to meet evolving customer needs. In such agile environments, speed to market is of essence. But Juca explores an equally important approach to ensure you identify latent customer expectations and deliver product features that meets actual needs. In this workshop, discover how to develop a multi-method approach to problem framing and ideation processes that truly place customers at its core.

Key Takeaways:
  • Common pitfalls and inefficiencies of narrow, siloed research methodologies
  • Understanding triangulation in research to generate robust insights, identify potential overlaps and evidence-based product innovation
  • Strengthening your problem framing capabilities through aligning customer needs with product outcomes

Conference Day Two: Wednesday, 30 October 2019

Wednesday, October 30th, 2019

9:10 AM Airbnb Case Study: Managing the Desirability of Features That Customers Don’t Want

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.

Key Themes:
  • 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

Check out the incredible speaker line-up to see who will be joining Juca.

Download The Latest Agenda