How Airbnb designs for trust | Joe Gebbia

Translator: Tracy Hong Reviewer: Alan Watson

I want to tell you the story

我想同大家講

about the time I almost got kidnapped

我差點被綁架喺 馬自達 Miata 嘅車尾箱嘅故事

in the trunk of a red Mazda Miata.

It's the day after graduating from design school

嗰陣我喺設計學院畢業之後第一日

and I'm having a yard sale.

我正喺後院拍賣

And this guy pulls up in this red Mazda

呢個時候有個男人渣住架 紅色 Mazda，停咗喺度

and he starts looking through my stuff.

喺度摷我嘅拍賣品

And he buys a piece of art that I made.

佢買咗我做嘅一件作品

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

原來佢要返去和平護衛隊

但自己一個穿州過省

driving cross-country on a road trip

before he goes into the Peace Corps.

仲要留喺個鎮過夜

So I invite him out for a beer

所以我請佢一齊飲酒

and he tells me all about his passion

佢同我講佢想令世界唔一樣

for making a difference in the world.

Now it's starting to get late,

呢個時候開始夜啦

我都好累啦

and I'm getting pretty tired.

As I motion for the tab,

當我示意埋單時

I make the mistake of asking him,

我唔小心問佢

"So where are you staying tonight?"

「你今晚住邊呀？」

And he makes it worse by saying,

但情況更加壞，因為佢話

「其實，我冇地方瞓。」

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

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

我就心諗， 「吓！唔係掛！你做咩架？」

What do you do?

We've all been there, right?

我哋都經歷過呢類情型，係嗎？

Do I offer to host this guy?

我應唔應該招待呢個男人？

But, I just met him -- I mean,

但係，我至係啱啱識佢

但佢話佢要返去和平護衛隊

he says he's going to the Peace Corps,

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

但係我唔知佢係咪 真係返去和平護衛隊

我又唔想被綁架喺車尾箱

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

仲要係一個細嘅車尾箱！

That's a small trunk!

So then I hear myself saying,

然後，我聽到自己講

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

「喂，我有一個充氣床， 你可以喺我客廳瞓。」

And the voice in my head goes,

跟住，我腦入邊有把聲講

"Wait, what?"

「等陣，你講咩哇？」

That night, I'm laying in bed,

嗰晚，我瞓喺床上望住天花喺度諗

I'm staring at the ceiling and thinking,

「天呀，我做咗乜嘢？

"Oh my god, what have I done?

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

客廳瞓咗個完全唔識嘅陌生人

What if he's psychotic?"

萬一佢係精神病咁點？」

My anxiety grows so much,

我嘅焦慮越嚟越勁

I leap out of bed,

我彈起身，趷高腳行到門口鎖咗房門

I sneak on my tiptoes to the door,

and I lock the bedroom door.

It turns out he was not psychotic.

好彩佢唔係精神病

We've kept in touch ever since.

自此之後我哋一直保持聯絡

And the piece of art he bought at the yard sale

嗰幅佢係我後院買到嘅畫 掛咗喺佢課室裏面

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

佢宜家係一名老師

This was my first hosting experience,

呢個就係我第一次招待嘅經驗

and it completely changed my perspective.

呢次經歷完全改變我嘅看法

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

或者童年我所學到嘅陌生人

were actually friends waiting to be discovered.

其實係等待我去認識嘅新朋友

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

接待人嚟屋企嘅氣墊床瞓 對我嚟講越嚟越普通

and when I moved to San Francisco,

當我搬到三藩市，我帶埋充氣床喺身邊

I brought the airbed with me.

So now it's two years later.

兩年之後，我失業，幾乎破產

I'm unemployed, I'm almost broke,

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

我嘅室友搬走咗，跟住又加租

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

嗰陣我知道有一個設計會議會舉行

所有酒店房間都訂咗

and all the hotels are sold out.

And I've always believed that turning fear into fun

而我成日認為將恐懼轉化為樂趣

is the gift of creativity.

係創作嘅恩物

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

所以，我就向我嘅好朋友 兼新嘅室友布莱恩 · 切斯基講

「布萊恩，我諗到一個賺錢嘅方法，

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

turning our place into 'designers bed and breakfast,'

就係將我哋屋企變成 『設計師民宿兼包早餐』，

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

畀年輕設計師嚟到城市之後 有一個過夜嘅地方，

complete with wireless Internet, a small desk space,

包無線上網、一張細書枱、

一張睡墊同每朝早餐。哈哈！」

sleeping mat, and breakfast each morning.

Ha!"

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

我哋整咗簡單網站 Airbnb 就咁樣誕生咗

Three lucky guests got to stay

有三位幸運嘅客人嚟住

on a 20-dollar airbed on the hardwood floor.

佢哋瞓喺硬木地板上面 價值 20 美元嘅氣墊床

But they loved it, and so did we.

不過佢哋好滿意，我哋都係

I swear, the ham and Swiss cheese omelets we made

我發誓，我哋煮嘅瑞士芝士蛋餅

tasted totally different because we made them for our guests.

味道零舍唔同

因為我哋親自為客人而做

We took them on adventures around the city,

我哋帶佢哋遊覽城市

and when we said goodbye to the last guest,

當我哋同最後一位客人 講再見，閂咗門之後

the door latch clicked,

Brian and I just stared at each other.

布萊恩同我互望

Did we just discover it was possible to make friends

我哋發現咗一種既可以交朋友

while also making rent?

又可以收租嘅方法

The wheels had started to turn.

於是一切開始啦

我嘅舊室友內森 ‧ 布萊卡斯亞克

My old roommate, Nate Blecharczyk,

joined as engineering co-founder.

加入我哋公司成為技術創辦人

And we buckled down to see

我哋認真了解下

if we could turn this into a business.

我哋可唔可以 將呢樣嘢變成一門生意

Here's what we pitched investors:

我哋同投資者講

"We want to build a website

「我哋想建立一個網站，

where people publicly post pictures of their most intimate spaces,

等大家可以將佢哋

最私人嘅空間嘅相 發佈到網站上，

their bedrooms, the bathrooms --

例如睡房、洗手間，

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

嗰啲人哋嚟到 你唔想畀人睇到嘅房。

And then, over the Internet,

然後，透過網絡，

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

佢哋可以邀請陌生人到屋企留宿。

It's going to be huge!"

呢樣一定有錢賺呀！」

(Laughter)

（笑聲）

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

我哋坐低，之後 就等我哋嘅事業蓬勃發展

It did not.

但係事業仍然停滯不前

No one in their right minds would invest in a service

無人願意投資一種 畀陌生人到自己屋企過夜嘅服務

that allows strangers to sleep in people's homes.

Why?

點解？

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

因為我哋自細就被教話 陌生人等於危險

當你遇到問題時 你會用已知嘅嘢去解決問題

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

and all we really knew was design.

嗰陣我哋淨係識得設計

In art school, you learn that design is much more

喺藝術學校，你學到

設計比物件嘅外表同觸感重要得多

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

因為係關乎整體經歷

We learned to do that for objects,

我哋對物件會識咁樣做

but here, we were aiming to build Olympic trust

但係宜家我哋嘅目標係

點樣令兩個素未謀面嘅人彼此信任

between people who had never met.

Could design make that happen?

設計可否令此會發生呢？

Is it possible to design for trust?

究竟有冇可能設計出「信任」呢？

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

我想畀你哋感受下

that we were aiming to achieve.

我哋想追求嘅「信任」

I've got a 30-second experiment

我會進行一個三十秒嘅實驗

that will push you past your comfort zone.

令你哋走出安樂窩

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

如果你願意參加，請豎起你嘅手指公！

OK, I need you to take out your phones.

好，我需要各位拎出手機

Now that you have your phone out,

擺出之後

請解鎖手機

I'd like you to unlock your phone.

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

然後將手機交畀你隔籬嘅人

(Laughter)

（笑聲）

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

宜家你感覺到嘅驚慌

(Laughter)

（笑聲）

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

就好似第一次打開家門 向客人提供住宿嘅宿主

Because the only thing more personal than your phone

因為唯一比自己手機更私人嘅

is your home.

就係你屋企

People don't just see your messages,

人哋唔只睇到你嘅信息

they see your bedroom,

仲睇到你嘅睡房

your kitchen, your toilet.

廚房同洗手間

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

宜家攞住人哋解鎖咗嘅手機 感覺如何？

Most of us feel really responsible.

我哋大多數都突然有一種責任感

呢個就係大部分房客住宿時嘅感覺

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

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

因此客人都有呢種責任心 我哋公司先會生存到宜家

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

順便一提，邊位攞住 Al Gore 嘅手機？

（笑聲）

(Laughter)

Would you tell Twitter he's running for President?

你會唔會同 Twitter 講佢要競逐總統？

(Laughter)

（笑聲）

(Applause)

（掌聲）

OK, you can hand your phones back now.

好啦，你依家可以攞返你嘅手機

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

所以，啱啱各位體驗過

我們曾經面對嘅信任問題

we were facing,

我亦都想分享我哋 喺途中見到嘅嘢

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

What if we changed one small thing

如果我哋喺實驗裏邊

about the design of that experiment?

做小小設計嘅變動會點呢？

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

如果坐喺你隔離嘅人 首先介紹自己嘅名

邊度嚟、佢哋嘅仔女或者家企隻狗？

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

Imagine that they had 150 reviews of people saying,

想像下佢哋獲得 150 個他人評價

話「佢哋搾得人哋 解鎖嘅手機好好！」

"They're great at holding unlocked phones!"

(Laughter)

（笑聲）

Now how would you feel about handing your phone over?

宜家你交出手機時 會有點嘅感覺？

It turns out,

結果證明

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

一個設計完善嘅評分系統 係建立信任嘅關鍵

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

我哋最初其實並唔成功

It's hard for people to leave bad reviews.

大眾難以留低劣評

Eventually, we learned to wait until both guests and hosts

結果我哋知道

要等客人同民宿主人 各自寫好評語之後

left the review before we reveal them.

我哋至可以公開佢哋嘅評語

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

就係上星期我哋又學到新嘢

We did a joint study with Stanford,

我們同史丹佛大學做咗一個研究

where we looked at people's willingness to trust someone

觀察啲人有幾因為人哋年齡、居住地

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

同地理環境相似而相信人哋

The research showed, not surprisingly,

如之前所料，硏究結果顯示

we prefer people who are like us.

我哋傾向鍾意類似嘅人

The more different somebody is,

愈係同我哋唔似嘅人

the less we trust them.

我哋就愈唔信

Now, that's a natural social bias.

呢個係自然嘅社會偏見現象

But what's interesting is what happens

但當你加入咗評分系統之後

when you add reputation into the mix,

有趣事情就發生啦

in this case, with reviews.

以評價為例

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

若然係你有三個人評價你

nothing changes.

無變化

But if you've got more than 10,

但如果你得到超過十個評價

everything changes.

就會發生改變

High reputation beats high similarity.

信譽會排喺相似度之前

The right design can actually help us overcome

啱嘅設計可以消除根深蒂固嘅偏見

one of our most deeply rooted biases.

Now we also learned that building the right amount of trust

我們同時發現，要建立適度嘅信任

takes the right amount of disclosure.

就需要公開適量嘅私人資料

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

跟住落嚟就係房客第一次 畀房東發訊息時嘅情況

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

如果你透露得太少，例如「呦」

acceptance rates go down.

咁接受嘅機率會降低

And if you share too much, like,

如果你透露得太多，例如：

"I'm having issues with my mother,"

「我同阿媽鬧交。」

(Laughter)

（笑聲）

acceptance rates also go down.

咁接受機率同樣會下降

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

但係如果表達得啱啱好，例如：

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

「我鍾意你屋企嘅藝術品， 想同家人嚟渡假。」

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

咁，我哋要點樣設計 至做到適量公開資料呢？

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

我哋利用空格欄位嘅尺寸 提示資料應有嘅長短

and we guide them with prompts to encourage sharing.

並且有文字引導佢哋分享

We bet our whole company

我哋將全公司

on the hope that,

押在呢個好嘅設計上

with the right design,

透過好設計

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

令人願意克服對陌生人恐懼嘅偏見

What we didn't realize

但我哋唔知

is just how many people

有幾多人準備好將偏見放下

were ready and waiting to put the bias aside.

This is a graph that shows our rate of adoption.

呢幅係我哋服務使用量嘅表

There's three things happening here.

呢張圖講明三件事

The first, an unbelievable amount of luck.

第一，租房數目簡直係難以置信

The second is the efforts of our team.

第二，係我哋團隊努力嘅成果

And third is the existence of a previously unsatisfied need.

第三，之前客戶嘅不滿仍然存在

Now, things have been going pretty well.

依家業務發展得唔錯

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

當然有時，會出現問題

Guests have thrown unauthorized parties

例如客人未經主人同意開派對

and trashed homes.

同埋將屋企搞到亂塔塔

Hosts have left guests stranded in the rain.

仲有，房東由得房客畀雨淋都唔理

In the early days, I was customer service,

創業初期，我負責顧客服務

and those calls came right to my cell phone.

客戶電話會直達我手機

我係喺信任破裂嘅最前線

I was at the front lines of trust breaking.

And there's nothing worse than those calls,

無嘢比聽到呢啲電話慘

剩係諗起電話都覺得心痛

it hurts to even think about them.

And the disappointment in the sound of someone's voice

聽見電話裏邊失望嘅聲音

was and, I would say, still is

老實講

our single greatest motivator to keep improving.

係我哋不停改進嘅動力

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

謝天謝地，喺我哋接待過 1.23 億個夜晚之後

less than a fraction of a percent have been problematic.

少過 1% 嘅客人有問題

Turns out, people are justified in their trust.

證明咗人有信任

And when trust works out right,

而當信任上咗軌道之後

it can be absolutely magical.

神奇嘅嘢可以發生！

We had a guest stay with a host in Uruguay,

我哋曾經有一個房客喺烏拉圭住宿時

突然心臟病發

and he suffered a heart attack.

The host rushed him to the hospital.

房東將佢送入醫院搶救

They donated their own blood for his operation.

仲捐血幫佢做手術

Let me read you his review.

等我同各位讀下嗰位客人嘅評價：

(Laughter)

（笑聲）

「對平時冇做運動、

"Excellent house for sedentary travelers

容易心肌梗塞嘅遊客， 呢間屋確實好好。」

prone to myocardial infarctions.

(Laughter)

（笑聲）

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

「呢個區環境優美，

仲有一條直通最好醫院嘅路。

(Laughter)

（笑聲）

Javier 同 Alejandra

Javier and Alejandra instantly become guardian angels

就算唔識你，都會即刻救你一命。

who will save your life without even knowing you.

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

當你就快唔得嘅時候， 佢哋會立即開車送你去醫院。

醫生幫你做搭橋手術時， 佢哋會喺等候室守候住你。

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

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

佢哋唔想你孤獨， 所以佢哋會帶書畀你睇。

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

之後佢哋仲會畀你瞓多幾晚 而唔收你錢。

Highly recommended!"

極力推薦！」

(Applause)

（掌聲）

Of course, not every stay is like that.

當然，唔係每次住宿都係咁樣

但係，呢種超越交易的友情

But this connection beyond the transaction

is exactly what the sharing economy is aiming for.

就係「分享經濟」要達到嘅目標

Now, when I heard that term,

當我聽到呢個術語嘅時候

I have to admit, it tripped me up.

我承認，我仲未搞清楚

How do sharing and transactions go together?

分享同交易點樣並存？

所以等我哋嚟講解一下 呢樣係關於商業嘅事

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

But if you just called it the rental economy,

但係，如果你剩係將呢樣嘢 叫做「房租經濟」

it would be incomplete.

咁就唔完整啦

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

「分享經濟」指人有接觸嘅商業行為

People share a part of themselves,

人分享佢哋自己嘅一部分

and that changes everything.

呢樣嘢足以改變一切

You know how most travel today is, like,

你知道今日旅行似咩呀？

I think of it like fast food --

我覺得似快餐

it's efficient and consistent,

高效而且千篇一律

at the cost of local and authentic.

但失去咗當地風土人情

What if travel were like a magnificent buffet

如果旅遊令你

盡情體驗本地嘅嘢會點？

of local experiences?

What if anywhere you visited,

如果每個你遊覽過嘅地方

there was a central marketplace of locals

都有一個本地中央市集

offering to get you thoroughly drunk

而你未聽過

可以喺嗰度嘅酒吧飲個暢快？

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

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

又或者可以向五星級飯店 嘅廚師拜藝？

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

今日屋企嘅設計概念 嚟自私隱同分隔

如果屋企嘅設計概念從一開始 就係分享會點樣呢？

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

What would that look like?

外觀會係點？

What if cities embraced a culture of sharing?

如果城市都接受分享嘅文化呢？

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

我見到未來嘅城市都係分享型

都會有社區同埋連繫到人嘅

instead of isolation and separation.

而唔係孤立同分離

In South Korea, in the city of Seoul,

喺首爾

韓國人其實已經開始做緊分享經濟

they've actually even started this.

They've repurposed hundreds of government parking spots

佢哋將數以百計政府嘅停車位

to be shared by residents.

分享畀居民使用

They're connecting students who need a place to live

佢哋將需要住宿嘅學生

with empty-nesters who have extra rooms.

同有空房嘅房東配對

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

佢哋仲設立資金孵化器

of sharing economy start-ups.

為下一代「分享經濟」嘅 初創公司提供資金支持

Tonight, just on our service,

今晚，我哋嘅民宿會涉及

785,000 people

785,000人

in 191 countries

191 個國家

will either stay in a stranger's home

佢哋一係住喺陌生人屋企嘅房客

一係準備歡迎陌生人嚟屋企住嘅屋東

or welcome one into theirs.

好明顯，陌生人並唔似 我哋細個被教育咁瘋狂

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

我哋並無發明新嘅嘢

We didn't invent anything new.

Hospitality has been around forever.

好客之道呢句話由來已久

There's been many other websites like ours.

全世界亦有好多好似我哋咁嘅網站

So, why did ours eventually take off?

但係點解我哋最後成功？

Luck and timing aside,

除了運氣同時機之外

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

我認識到信任

and you can design for that.

然後融合喺設計裏面

Design can overcome our most deeply rooted

設計消除我陌生人等於危險嘅觀念

呢個根深蒂固的偏見

stranger-danger bias.

And that's amazing to me.

呢種偏見令我吃驚

It blows my mind.

完全同我諗法有出入

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

每次見到紅色 Miata 經過 我都會諗起呢種偏見

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

我知道設計唔能夠解決 世界所有問題

But if it can help out with this one,

但如果佢能夠 解決住宿嘅問題

if it can make a dent in this,

如果佢能夠做到少少成果

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

我會不期然地諗

我哋下次可以設計啲咩出嚟呢？

Thank you.

多謝

(Applause)

（掌聲）