How Airbnb designs for trust | Joe Gebbia

Prevodilac: Mile Živković Lektor: Milenka Okuka

I want to tell you the story

Želim da vam ispričam priču

about the time I almost got kidnapped

o tome kako su me zamalo kidnapovali

in the trunk of a red Mazda Miata.

u gepeku crvene Mazde Miate.

It's the day after graduating from design school

Dan pre toga diplomirao sam dizajn

and I'm having a yard sale.

i prodajem stvari pred kućom.

And this guy pulls up in this red Mazda

Tip se parkira i izađe iz crvene Mazde

and he starts looking through my stuff.

i pregleda moje stvari.

And he buys a piece of art that I made.

I kupi nešto što sam naslikao.

And it turns out he's alone in town for the night,

Ispostavlja se da je sam u gradu te večeri

driving cross-country on a road trip

i da se vozi kroz zemlju

before he goes into the Peace Corps.

pre nego što ode u Mirovni korpus.

So I invite him out for a beer

Te ga pozovem na pivo

and he tells me all about his passion

i ispričao mi je o svojoj strasti

for making a difference in the world.

da promeni nešto u svetu.

Now it's starting to get late,

Počinje da bude kasno

and I'm getting pretty tired.

i ja sam prilično umoran.

As I motion for the tab,

Kako krećem da tražim račun,

I make the mistake of asking him,

grešim i pitam ga:

"So where are you staying tonight?"

"Gde ćeš prespavati večeras?"

And he makes it worse by saying,

A on pogoršava stvar i kaže:

"Actually, I don't have a place."

"Zapravo, nemam gde da idem."

And I'm thinking, "Oh, man!"

A ja pomislim: "O, čoveče!"

What do you do?

Šta da radiš?

We've all been there, right?

Svima se desilo tako nešto, zar ne?

Do I offer to host this guy?

Da li da ponudim da prenoći?

But, I just met him -- I mean,

Ali tek sam ga upoznao - mislim,

he says he's going to the Peace Corps,

kaže da ide u Mirovni korpus,

but I don't really know if he's going to the Peace Corps

ali ja zapravo ne znam da li ide u Mirovni korpus

and I don't want to end up kidnapped in the trunk of a Miata.

i neću da me kidnapuju u gepeku Miate.

That's a small trunk!

To je mali gepek!

So then I hear myself saying,

Onda čujem sebe kako izgovaram:

"Hey, I have an airbed you can stay on in my living room."

"Hej, imam krevet na naduvavanje u dnevnoj sobi."

And the voice in my head goes,

A glas u mojoj glavi kaže:

"Wait, what?"

"Stani, šta?"

That night, I'm laying in bed,

Te noći, ležim u krevetu,

I'm staring at the ceiling and thinking,

zurim u plafon i razmišljam:

"Oh my god, what have I done?

"O, moj bože, šta sam uradio?

There's a complete stranger sleeping in my living room.

Potpuni stranac spava kod mene u dnevnoj sobi.

What if he's psychotic?"

Šta ako je psihotičan?"

My anxiety grows so much,

Postajem sve napetiji,

I leap out of bed,

iskačem iz kreveta

I sneak on my tiptoes to the door,

i na prstima se dovlačim do vrata

and I lock the bedroom door.

i zaključavam vrata spavaće sobe.

It turns out he was not psychotic.

Ispostavilo se da nije psihotičan.

We've kept in touch ever since.

Od tada smo u kontaktu.

And the piece of art he bought at the yard sale

Slika koju je kupio kod mene na rasprodaji

is hanging in his classroom; he's a teacher now.

sada visi u njegovoj učionici, sada je nastavnik.

To je bilo moje prvo iskustvo kao domaćina

This was my first hosting experience,

and it completely changed my perspective.

i potpuno je izmenilo moju perspektivu.

Maybe the people that my childhood taught me to label as strangers

Možda su ljudi za koje me je detinjstvo učilo da su stranci

were actually friends waiting to be discovered.

zapravo prijatelji koji čekaju da budu otkriveni.

The idea of hosting people on airbeds gradually became natural to me

Ideja da smestite ljude na krevet postepeno mi je postala prirodna

and when I moved to San Francisco,

i kada sam se preselio u San Francisko,

I brought the airbed with me.

poneo sam sa sobom krevet na naduvavanje.

So now it's two years later.

Dve godine nakon toga.

I'm unemployed, I'm almost broke,

Nezaposlen sam, skoro švorc,

my roommate moves out, and then the rent goes up.

cimer se iselio i kirija raste.

And then I learn there's a design conference coming to town,

Onda saznam da će u gradu biti konferencija dizajnera

and all the hotels are sold out.

i da su svi hoteli puni.

And I've always believed that turning fear into fun

Uvek sam verovao da je pretvaranje straha u zabavu

is the gift of creativity.

dar kreativnosti.

So here's what I pitch my best friend and my new roommate Brian Chesky:

Ovo sam predložio najboljem prijatelju i novom cimeru, Brajanu Českiju:

"Brajane, smislio sam način da zaradimo nešto novca,

"Brian, thought of a way to make a few bucks --

da napravimo od našeg stana 'noćenje s doručkom za dizajnere'

turning our place into 'designers bed and breakfast,'

offering young designers who come to town a place to crash,

i ponudimo mladim dizajnerima koji dođu u grad mesto da prespavaju,

complete with wireless Internet, a small desk space,

sa bežičnim internetom, malim prostorom za rad,

sleeping mat, and breakfast each morning.

madracem i doručkom svakog jutra.

Ha!"

Ha!"

We built a basic website and Airbed and Breakfast was born.

Napravili smo jednostavan sajt i nastao je Airbed and Breakfast.

Three lucky guests got to stay

Troje srećnih gostiju boravilo je

on a 20-dollar airbed on the hardwood floor.

na krevetu na naduvavanje od 20 dolara na podu od parketa.

But they loved it, and so did we.

Ali dopalo im se, kao i nama.

Kunem se, omlet od šunke i švajcarskog sira koji smo napravili

I swear, the ham and Swiss cheese omelets we made

tasted totally different because we made them for our guests.

imao je potpuno drugi ukus jer smo ga pripremili gostima.

We took them on adventures around the city,

Vodili smo ih na avanture po gradu

and when we said goodbye to the last guest,

i kada smo se oprostili od poslednjeg gosta,

the door latch clicked,

kliknula je reza na vratima,

Brian and I just stared at each other.

a Brajan i ja smo samo zurili jedan u drugoga.

Did we just discover it was possible to make friends

Da li smo upravo otkrili da je moguće naći prijatelje

while also making rent?

i to dok zarađuješ kiriju?

The wheels had started to turn.

Točkići su počeli da se okreću.

My old roommate, Nate Blecharczyk,

Moj stari cimer, Nejt Blečarzik,

joined as engineering co-founder.

pridružio se kao inženjer - saosnivač.

And we buckled down to see

Upustili smo se u to da vidimo

if we could turn this into a business.

da li od ovoga možemo napraviti posao.

Here's what we pitched investors:

Ovo smo predložili investitorima:

"We want to build a website

"Želimo da napravimo sajt

where people publicly post pictures of their most intimate spaces,

gde ljudi javno kače fotografije svojih najintimnijih mesta,

their bedrooms, the bathrooms --

svojih spavaćih soba, kupatila,

the kinds of rooms you usually keep closed when people come over.

soba koje biste obično držali zatvorenim kada vam dođu gosti.

And then, over the Internet,

A onda, preko interneta,

they're going to invite complete strangers to come sleep in their homes.

pozvaće potpune strance da dođu i spavaju u njihovom domu.

It's going to be huge!"

Biće pravi hit!"

(Laughter)

(Smeh)

We sat back, and we waited for the rocket ship to blast off.

Zavalili smo se i čekali da raketa poleti.

It did not.

To se nije desilo.

No one in their right minds would invest in a service

Niko normalan ne bi uložio u uslugu

that allows strangers to sleep in people's homes.

koja dozvoljava strancima da spavaju u tuđim kućama.

Why?

Zašto?

Because we've all been taught as kids, strangers equal danger.

Zato što su nas sve kao decu naučili da su neznanci opasnost.

Now, when you're faced with a problem, you fall back on what you know,

Kada ste suočeni sa problemom, oslanjate se na ono što znate,

and all we really knew was design.

a sve što smo mi zaista znali bio je dizajn.

In art school, you learn that design is much more

U umetničkoj školi učite da je dizajn mnogo više

than the look and feel of something -- it's the whole experience.

od izgleda i osećaja neke stvari - to je celo iskustvo.

We learned to do that for objects,

Naučili smo da radimo to za predmete,

but here, we were aiming to build Olympic trust

ali ovde smo pokušavali da uspostavimo poverenje na olimpijskom nivou

between people who had never met.

između ljudi koji se nikada nisu upoznali.

Could design make that happen?

Može li dizajn ovo da ostvari?

Is it possible to design for trust?

Da li je moguće dizajnirati sa poverenjem na umu?

I want to give you a sense of the flavor of trust

Želim da vam pružim osećaj vrste poverenja

that we were aiming to achieve.

koju smo pokušavali da ostvarimo.

I've got a 30-second experiment

Imam eksperiment od 30 sekundi

that will push you past your comfort zone.

koji će vas izvući iz zone komfora.

If you're up for it, give me a thumbs-up.

Ukoliko ste raspoloženi, dignite palac.

OK, I need you to take out your phones.

U redu, izvadite telefone.

Now that you have your phone out,

Sada kada ste izvadili telefon,

I'd like you to unlock your phone.

otključajte ga.

Now hand your unlocked phone to the person on your left.

Sada dodajte svoj otključan telefon osobi sa vaše leve strane.

(Laughter)

(Smeh)

That tiny sense of panic you're feeling right now --

Taj blagi osećaj panike koji vas sada obuzima -

(Laughter)

(Smeh)

is exactly how hosts feel the first time they open their home.

tako se osećaju domaćini prvog puta kada otvore vrata svog doma.

Because the only thing more personal than your phone

Jedina stvar koja je ličnija od vašeg telefona

is your home.

je vaš dom.

People don't just see your messages,

Ljudi ne vide samo vaše poruke,

they see your bedroom,

vide vašu spavaću sobu,

your kitchen, your toilet.

kuhinju, toalet.

Now, how does it feel holding someone's unlocked phone?

Kakav je osećaj držati nečiji otključan telefon?

Most of us feel really responsible.

Većina se nas oseća veoma odgovorno.

That's how most guests feel when they stay in a home.

Tako se većina gostiju oseća kada odsedaju u domu.

And it's because of this that our company can even exist.

Zbog ovoga postoji naša kompanija.

By the way, who's holding Al Gore's phone?

Usput, kod koga je telefon Ala Gora?

(Laughter)

(Smeh)

Would you tell Twitter he's running for President?

Hoćete li reći Tviteru da se kandiduje za predsednika?

(Laughter)

(Smeh)

(Applause)

(Aplauz)

OK, you can hand your phones back now.

U redu, možete vratiti telefone.

So now that you've experienced the kind of trust challenge

Sada kada ste iskusili vrstu izazova s poverenjem

we were facing,

sa kojim smo se suočavali,

I'd love to share a few discoveries we've made along the way.

želeo bih da podelim nekoliko otkrića koje smo napravili usput.

What if we changed one small thing

Šta ako promenimo jednu stvarčicu

about the design of that experiment?

u dizajnu eksperimenta?

What if your neighbor had introduced themselves first, with their name,

Šta kada bi se vaš sused prvo predstavio, svojim imenom,

where they're from, the name of their kids or their dog?

odakle je, imenima dece ili svog psa?

Imagine that they had 150 reviews of people saying,

Zamislite da imaju 150 recenzija gde ljudi govore:

"They're great at holding unlocked phones!"

"On je sjajan u držanju otključanog telefona!"

(Laughter)

(Smeh)

Now how would you feel about handing your phone over?

Kako biste se sada osećali u vezi sa davanjem svog telefona?

It turns out,

Ispostavlja se da je

a well-designed reputation system is key for building trust.

dobro dizajniran sistem reputacije ključ izgradnje poverenja.

And we didn't actually get it right the first time.

Zapravo prvog puta nismo pogodili.

It's hard for people to leave bad reviews.

Ljudima je teško da ostavljaju loše recenzije.

Eventually, we learned to wait until both guests and hosts

Na kraju smo naučili da sačekamo dok gosti i domaćini

left the review before we reveal them.

ostave recenziju, pre nego ih otkrijemo.

Now, here's a discovery we made just last week.

Evo otkrića tek od prošle nedelje.

We did a joint study with Stanford,

Uradili smo zajedničko istraživanje sa Stenfordom

where we looked at people's willingness to trust someone

i pogledali smo to koliko su ljudi voljni da veruju nekome na osnovu toga

based on how similar they are in age, location and geography.

koliko su slični u godinama, mestu i geografiji.

The research showed, not surprisingly,

Ne čudi da je istraživanje pokazalo

we prefer people who are like us.

da nam se više dopadaju ljudi nalik na nas.

The more different somebody is,

Što je neko drugačiji,

the less we trust them.

to im manje verujemo.

Now, that's a natural social bias.

To je prirodna društvena pristrasnost.

But what's interesting is what happens

Ali zanimljivo je šta se dešava

when you add reputation into the mix,

kada u jednačinu ubacite reputaciju,

in this case, with reviews.

u ovom slučaju, recenzijama.

Now, if you've got less than three reviews,

Ukoliko imate manje od tri recenzije,

nothing changes.

ne menja se ništa.

But if you've got more than 10,

Ali ako imate više od 10,

everything changes.

sve se menja.

High reputation beats high similarity.

Visoka reputacija važnija je od visoke sličnosti.

The right design can actually help us overcome

Pravi dizajn nam zapravo može pomoći da prevaziđemo

one of our most deeply rooted biases.

jednu od najukorenjenijih pristrasnosti.

Now we also learned that building the right amount of trust

Takođe smo saznali da građenje tačne količine poverenja,

takes the right amount of disclosure.

traži tačnu količinu pristupa.

This is what happens when a guest first messages a host.

Ovo se desi kada gost prvo pošalje poruku domaćinu.

If you share too little, like, "Yo,"

Ukoliko podelite premalo, poput "Hej",

acceptance rates go down.

stope prihvatanja padaju.

And if you share too much, like,

Ukoliko podelite previše, kao:

"I'm having issues with my mother,"

"Imam problema sa majkom",

(Laughter)

(Smeh)

acceptance rates also go down.

stope prihvatanja takođe padaju.

But there's a zone that's just right,

Ali postoji zona koja je savršena,

like, "Love the artwork in your place. Coming for vacation with my family."

poput: "Sviđaju mi se slike kod tebe. Dolazim na odmor s porodicom."

So how do we design for just the right amount of disclosure?

Kako da dizajniramo odgovarajuću količinu pristupa?

We use the size of the box to suggest the right length,

Koristimo veličinu kutije da predložimo tačnu dužinu

and we guide them with prompts to encourage sharing.

i vodimo ih uz pitanja da podstaknemo deljenje.

We bet our whole company

Kladili smo se u celu kompaniju

on the hope that,

sa nadom da,

with the right design,

uz pravi dizajn,

people would be willing to overcome the stranger-danger bias.

ljudi bi bili voljni da prevaziđu predrasudu da su neznanci opasni.

What we didn't realize

Nismo shvatili to

is just how many people

koliko tačno ljudi

were ready and waiting to put the bias aside.

je bilo spremno i čekalo da ukloni ovu predrasudu.

This is a graph that shows our rate of adoption.

Ovaj grafikon prikazuje stopu usvajanja.

There's three things happening here.

Tri stvari se dešavaju ovde.

The first, an unbelievable amount of luck.

Prvo, neverovatna količina sreće.

The second is the efforts of our team.

Drugo, trud našeg tima.

And third is the existence of a previously unsatisfied need.

Treće je postojanje do tada nezasićene potrebe.

Now, things have been going pretty well.

Stvari su išle prilično dobro.

Obviously, there are times when things don't work out.

Naravno, bilo je vremena kada stvari nisu funkcionisale.

Guests have thrown unauthorized parties

Gosti su pripremali nedozvoljene žurke

and trashed homes.

i rasturali domove.

Hosts have left guests stranded in the rain.

Domaćini su ostavljali goste napuštene na kiši.

In the early days, I was customer service,

U ranim danima, radio sam u korisničkom servisu,

i ti pozivi su išli direktno na moj mobilni telefon.

and those calls came right to my cell phone.

I was at the front lines of trust breaking.

Bio sam na prvim linijama pucanja poverenja.

And there's nothing worse than those calls,

Nema ništa gore od tih poziva,

it hurts to even think about them.

boli samo kada mislite o njima.

Moram da kažem da je to razočaranje u zvuku nečijeg glasa bilo,

And the disappointment in the sound of someone's voice

was and, I would say, still is

i rekao bih da još uvek jeste,

our single greatest motivator to keep improving.

naša najveća motivacija da nastavimo sa poboljšanjem.

Thankfully, out of the 123 million nights we've ever hosted,

Srećom, od 123 miliona noćenja gde smo bili domaćini,

less than a fraction of a percent have been problematic.

manje od delića jednog procenta je bilo problematično.

Turns out, people are justified in their trust.

Ispostavlja se da su ljudi opravdano poverljivi.

And when trust works out right,

A kada poverenje funkcioniše,

it can be absolutely magical.

to može biti potpuno magično.

We had a guest stay with a host in Uruguay,

Imali smo gosta koji je boravio kod domaćina u Urugvaju

and he suffered a heart attack.

i doživeo je srčani udar.

The host rushed him to the hospital.

Domaćin ga je odvezao do bolnice.

They donated their own blood for his operation.

Dali su sopstvenu krv za njegovu operaciju.

Let me read you his review.

Da vam pročitam njegovu recenziju.

(Laughter)

(Smeh)

"Excellent house for sedentary travelers

"Odličan dom za mirne putnike

prone to myocardial infarctions.

sklone infarktima miokarda.

(Laughter)

(Smeh)

The area is beautiful and has direct access to the best hospitals.

Područje je predivno i ima sjajan pristup najboljim bolnicama.

(Laughter)

(Smeh)

Javier and Alejandra instantly become guardian angels

Havier i Alehandra odmah su postali anđeli čuvari

who will save your life without even knowing you.

koji će vam spasiti život, iako vas ni ne poznaju.

They will rush you to the hospital in their own car while you're dying

Odvešće vas do bolnice u svojim kolima dok vi umirete

and stay in the waiting room while the doctors give you a bypass.

i ostati u čekaonici dok vam doktori daju bajpas.

They don't want you to feel lonely, they bring you books to read.

Ne žele da se osećate usamljeno, donose vam da čitate knjige.

And they let you stay at their house extra nights without charging you.

I dozvole vam da ostanete kod njih više noći bez naplaćivanja.

Highly recommended!"

Veoma preporučujem!"

(Applause)

(Aplauz)

Of course, not every stay is like that.

Naravno, nije svaki boravak takav.

But this connection beyond the transaction

Ali ova veza mimo transakcije

is exactly what the sharing economy is aiming for.

je upravo ono čemu teži ekonomija deljenja.

Now, when I heard that term,

Kada sam čuo taj izraz,

I have to admit, it tripped me up.

priznajem, prepao me je.

How do sharing and transactions go together?

Kako se slažu deljenje i transakcije?

So let's be clear; it is about commerce.

Da bude jasno - u pitanju je trgovina.

But if you just called it the rental economy,

Ali ukoliko biste je prosto nazvali ekonomijom iznajmljivanja,

it would be incomplete.

bilo bi nepotpuno.

The sharing economy is commerce with the promise of human connection.

Ekonomija deljenja je trgovina s obećanjem ljudske veze.

People share a part of themselves,

Ljudi dele deo sebe

and that changes everything.

i to menja sve.

You know how most travel today is, like,

Znate kakva je većina putovanja danas,

I think of it like fast food --

podseća me na brzu hranu,

it's efficient and consistent,

efikasna je i dosledna,

at the cost of local and authentic.

na uštrb lokalnog i autentičnog.

What if travel were like a magnificent buffet

Šta ako bi putovanje bilo kao sjajan švedski sto

of local experiences?

lokalnih iskustava?

What if anywhere you visited,

Šta ako bi gde god odete,

there was a central marketplace of locals

bilo centralno mesto za meštane

offering to get you thoroughly drunk

koji vam nude da vas propisno napiju

on a pub crawl in neighborhoods you didn't even know existed.

na turi po barovima u krajevima za koje niste znali ni da postoje.

Or learning to cook from the chef of a five-star restaurant?

Ili da naučite kako da kuvate od kuvara iz restorana s 5 zvezdica?

Today, homes are designed around the idea of privacy and separation.

Danas, domovi su osmišljeni oko ideje privatnosti i odvajanja.

What if homes were designed to be shared from the ground up?

Šta kada bi domovi bili smišljeni da se dele u potpunosti?

What would that look like?

Kako bi to izgledalo?

What if cities embraced a culture of sharing?

Šta kada bi gradovi prihvatili kulturu deljenja?

I see a future of shared cities that bring us community and connection

Vidim budućnost deljenih gradova koji nude zajednicu i povezivanje,

instead of isolation and separation.

umesto izolacije i odvajanja.

In South Korea, in the city of Seoul,

U Južnoj Koreji, u Seulu,

they've actually even started this.

zapravo su već počeli s ovim.

They've repurposed hundreds of government parking spots

Promenili su namenu stotinama vladinih mesta za parking

to be shared by residents.

tako da ih dele stanovnici.

They're connecting students who need a place to live

Povezuju studente kojima je potrebno mesto da žive

with empty-nesters who have extra rooms.

sa roditeljima kojima su otišla deca i koji imaju viška prostorija.

And they've started an incubator to help fund the next generation

Pokrenuli su inkubator da se pomogne sa osnivanjem naredne generacije

of sharing economy start-ups.

startap kompanija u ekonomiji deljenja.

Tonight, just on our service,

Večeras, samo preko našeg kompanije,

785,000 people

785 000 ljudi

in 191 countries

u 191 zemlji

will either stay in a stranger's home

će ili odsesti u domu neznanca

or welcome one into theirs.

ili primiti nekog u svoj dom.

Clearly, it's not as crazy as we were taught.

Očigledno nije tako ludo kao što smo mislili.

We didn't invent anything new.

Nismo izmislili ništa novo.

Hospitality has been around forever.

Ljubaznost postoji oduvek.

There's been many other websites like ours.

Postoje mnogi sajtovi nalik na naš.

So, why did ours eventually take off?

Zašto je onda naš uspeo?

Luck and timing aside,

Na stranu sreća i tajming,

I've learned that you can take the components of trust,

naučio sam da možete uzeti komponente poverenje

and you can design for that.

i dizajnirati sa tim na umu.

Dizajn može prevazići naše najukorenije

Design can overcome our most deeply rooted

pristrasnosti vezane za opasne neznance.

stranger-danger bias.

And that's amazing to me.

Meni je to neverovatno.

It blows my mind.

Oduševljava me.

I think about this every time I see a red Miata go by.

Razmišljam o ovome svaki put kada vidim kako prolazi crvena Miata.

Now, we know design won't solve all the world's problems.

Znamo da dizajn neće rešiti sve probleme sveta.

But if it can help out with this one,

Ali ako može pomoći sa ovim,

if it can make a dent in this,

ako može napraviti rupu u ovom,

it makes me wonder, what else can we design for next?

pitam se, za šta sledeće možemo da dizajniramo?

Thank you.

Hvala vam.

(Applause)

(Aplauz)