How Airbnb designs for trust | Joe Gebbia

譯者: 易帆 余 審譯者: Adrienne Lin

I want to tell you the story

我想和你們分享一個故事。

about the time I almost got kidnapped

有一次，我差點被綁進

in the trunk of a red Mazda Miata.

一輛紅色馬自達 Miata 的後車箱。

It's the day after graduating from design school

那是從設計學校畢業之後的隔天，

and I'm having a yard sale.

我在後院裡弄了個舊貨拍賣。

And this guy pulls up in this red Mazda

有個傢伙開著紅色馬自達過來，

and he starts looking through my stuff.

他停了車並開始打量我的東西。

And he buys a piece of art that I made.

最後，他買了一件我的藝術作品。

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

我後來才知道他今晚 孤身一人待在這個鎮上，

driving cross-country on a road trip

他正在進行穿越美國的公路旅行，

before he goes into the Peace Corps.

旅程結束後就要加入和平部隊。

So I invite him out for a beer

於是我邀請他出去喝一杯，

and he tells me all about his passion

他跟我聊到

他想要改變世界的滿腔熱忱。

for making a difference in the world.

Now it's starting to get late,

這時候我覺得時間不早了，

and I'm getting pretty tired.

我也很累了。

As I motion for the tab,

當我示意結帳時，

I make the mistake of asking him,

我犯了個錯誤，問了他一句：

"So where are you staying tonight?"

「你今晚在哪裡過夜？」

And he makes it worse by saying,

而他把事情弄得更糟，他說：

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

「其實我沒有地方住。」

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

我心想：「噢，天啊！」

What do you do?

這下怎麼辦？

We've all been there, right?

我們都遇過這種情況，對吧？

Do I offer to host this guy?

我要接待這傢伙嗎？

But, I just met him -- I mean,

但是我才剛認識他啊——

he says he's going to the Peace Corps,

他說他是要去和平部隊，

但我哪知道他到底 是不是真的要去啊！

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

我可不想最後被綁進 Miata 的後車箱裡。

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

那後車箱超小的啊！

That's a small trunk!

So then I hear myself saying,

接著我聽到自己說：

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

「喂，我有個氣墊床， 你可以睡我家客廳。」

And the voice in my head goes,

又有聲音在我的腦海裡出現：

"Wait, what?"

「等等，什麼？」

That night, I'm laying in bed,

那一晩，我躺在床上，

I'm staring at the ceiling and thinking,

望著天花板，心想：

"Oh my god, what have I done?

「天啊，我究竟做了什麼事？

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

怎麼會讓一個陌生人 睡在我客廳裡？

What if he's psychotic?"

要是他是神經病怎麼辦？」

My anxiety grows so much,

我越來越害怕，

I leap out of bed,

於是從床上跳下來，

I sneak on my tiptoes to the door,

躡手躡腳地走向門口，

and I lock the bedroom door.

鎖緊房門。

It turns out he was not psychotic.

後來發現他並不是神經病。

We've kept in touch ever since.

之後我們時常保持聯絡。

And the piece of art he bought at the yard sale

而且那件他在後院拍賣 買來的美術品，

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

現在掛在他的教室裡， 他現在是老師。

This was my first hosting experience,

這是我第一次接待外人留宿的經驗，

and it completely changed my perspective.

而且這件事徹底改變了我的看法。

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

可能我從小就被教導 該當成陌生人的那些人

were actually friends waiting to be discovered.

其實可能都是尚待我們發掘的朋友。

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

用氣墊床讓別人留宿的想法 漸漸變得很自然，

and when I moved to San Francisco,

我移居舊金山後，

I brought the airbed with me.

還把氣墊床帶過去。

So now it's two years later.

過了兩年，

I'm unemployed, I'm almost broke,

我失業，差不多要破產了，

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

我的室友搬走，房租上漲。

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

接著我知道鎮上將要 舉行一場設計會議。

and all the hotels are sold out.

所有飯店已經客滿。

And I've always believed that turning fear into fun

我一直相信把恐懼變成樂趣

is the gift of creativity.

就是創意的良機。

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

所以我馬上告訴我最好的朋友， 也是我的新室友布萊恩．切斯基，

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

我說：「布萊恩， 我想到一個賺錢的方法：

turning our place into 'designers bed and breakfast,'

把我們的房間變成 『設計師過夜加早餐的地方』，

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

給那些來到城市的年輕 設計師一個過夜的地方，

complete with wireless Internet, a small desk space,

包含無線上網、一張小書桌、

一張睡墊和每朝早餐，一應俱全。

sleeping mat, and breakfast each morning.

哈！」

Ha!"

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

我們建立了初步的網站， 於是氣墊床加早餐食宿誕生了。

Three lucky guests got to stay

有三位幸運的客人來住宿，

on a 20-dollar airbed on the hardwood floor.

他們睡在硬木地板 價值20美元的氣墊床上。

But they loved it, and so did we.

不過他們很滿意，我們也是。

I swear, the ham and Swiss cheese omelets we made

我發誓我們煮的瑞士起士火腿蛋餅

tasted totally different because we made them for our guests.

味道與眾不同， 因為是我們特別做給客人的。

We took them on adventures around the city,

我們帶他們到市區參觀，

and when we said goodbye to the last guest,

當我們向最後一個客人道別、

the door latch clicked,

拉上門閂之後，

Brian and I just stared at each other.

布萊恩和我張大眼睛互相看著對方。

Did we just discover it was possible to make friends

我們是不是發現了一種既可以交朋友，

while also making rent?

又可以收租金的方法呢？

The wheels had started to turn.

齒輪開始轉動。

My old roommate, Nate Blecharczyk,

我的舊室友內森．布萊查斯克加入

joined as engineering co-founder.

成為我們的共同創辦人兼首席工程師。

And we buckled down to see

我們認真努力地了解

if we could turn this into a business.

看能否把它變成一門生意。

Here's what we pitched investors:

這是我們向投資者提案時說的話：

"We want to build a website

「我們想建立一個網站，

where people publicly post pictures of their most intimate spaces,

讓人可以把他們最私密空間的照片，

their bedrooms, the bathrooms --

比如臥室和浴室

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

——這種別人來訪時不方便進入的空間—— 發佈到網站上。

And then, over the Internet,

然後，透過網路，

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

他們可以邀請素未謀面的 陌生人到家中留宿。

It's going to be huge!"

這一定很有賺頭啊！」

(Laughter)

（笑聲）

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

我們就放輕鬆， 等事業像火箭一飛沖天。

It did not.

但是希望的事情沒有發生。

No one in their right minds would invest in a service

沒有一個頭腦正常的人會願意投資

that allows strangers to sleep in people's homes.

讓陌生人在自己家裡過夜的服務。

Why?

為什麼？

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

因為我們從小就被教導 陌生人等於危險。

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

現在，當遇到問題時， 你往往會回歸你所懂的東西。

and all we really knew was design.

我們只懂得設計。

In art school, you learn that design is much more

在藝術學校裡，我們學到 設計不只是外觀及感覺，

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

而是全面性的體驗。

We learned to do that for objects,

我們在學校學的是設計物品，

but here, we were aiming to build Olympic trust

但是在這，我們的目標是

讓素未謀面的人彼此 產生奧林匹克式的信任。

between people who had never met.

Could design make that happen?

設計能否實現這點呢？

Is it possible to design for trust?

信任是能夠設計的嗎？

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

我想帶你們體驗一下「信任」的感覺，

that we were aiming to achieve.

是我們想達成的目標。

I've got a 30-second experiment

我會進行一個三十秒的實驗，

that will push you past your comfort zone.

這會把你們推出舒適圈。

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

如果你願意參加，請豎起你的大拇指！

OK, I need you to take out your phones.

好，請各位拿出自己的手機。

Now that you have your phone out,

拿出手機後，

請替手機解鎖。

I'd like you to unlock your phone.

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

現在把手機交給坐在你左邊的人。

(Laughter)

（笑聲）

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

你現在感覺到的小驚恐——

(Laughter)

（笑聲）

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

就是那些提供住宿的人 第一次打開家門的感覺。

Because the only thing more personal than your phone

因為比自己手機更私密的

is your home.

就是你家了。

People don't just see your messages,

大家不只是看到手機訊息而已，

they see your bedroom,

他們會看到你的臥室、

your kitchen, your toilet.

廚房和洗手間。

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

現在，握著別人已解鎖的手機感覺如何？

Most of us feel really responsible.

大多數人都會油然而生一種責任感。

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

這就是大部分房客在住宿時的感覺。

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

正因此，我們的公司才能生存到現在。

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

順便一提，誰拿著高爾的手機？

(Laughter)

（笑聲）

Would you tell Twitter he's running for President?

可以麻煩你上推特說 他要選總統嗎？

(Laughter)

（笑聲）

(Applause)

（掌聲）

OK, you can hand your phones back now.

好了，現在可以要回你的手機了。

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

所以，剛剛各位體驗了

我們面對過的信任挑戰。

we were facing,

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

我想分享我們一路上的一些發現。

What if we changed one small thing

如果我們在剛剛的實驗裡，

about the design of that experiment?

做一點小小變動會怎麽樣呢？

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

如果坐在你隔壁的人 首先介紹自己的名字，

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

從哪裡來、子女或家中小狗的名字？

Imagine that they had 150 reviews of people saying,

想像他們獲得了150個的評價：

"They're great at holding unlocked phones!"

「他們超會拿別人解鎖的手機啊！」

(Laughter)

（笑聲）

Now how would you feel about handing your phone over?

這樣的話，你們交出手機時， 會有什麼感覺呢？

It turns out,

結果證明，

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

一個設計完善的聲譽系統 是建立信任的關鍵。

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

我們最初其實不怎麼成功。

It's hard for people to leave bad reviews.

人們難以留下負評。

Eventually, we learned to wait until both guests and hosts

最後我們知道要等客人和民宿主人

left the review before we reveal them.

都留下評語後，才可以公開。

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

這是我們上星期的新發現。

We did a joint study with Stanford,

我們與史丹佛大學做了一個研究，

where we looked at people's willingness to trust someone

觀察人們有多願意相信別人，

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

以雙方的年齡、居住地 和地理環境相似度為基礎。

The research showed, not surprisingly,

毫不令人意外，硏究的結果顯示，

we prefer people who are like us.

我們較喜歡與我們相似的人。

The more different somebody is,

跟我們越不相似的人，

the less we trust them.

我們就越不信任他。

Now, that's a natural social bias.

這是一種很自然的社會偏見現象。

But what's interesting is what happens

但有意思的是，

when you add reputation into the mix,

當你加入了聲譽的因素後就不一樣了，

in this case, with reviews.

以我們的例子來說，就是評價。

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

要是你有三個以下評價，

nothing changes.

什麼都沒有改變。

But if you've got more than 10,

但要是你得到超過十個評價，

everything changes.

一切就改變了。

High reputation beats high similarity.

信譽好贏過相似度高。

The right design can actually help us overcome

合適的設計其實可以幫助我們克服

one of our most deeply rooted biases.

根深蒂固的偏見。

Now we also learned that building the right amount of trust

我們也發現，要建立適度的信任

takes the right amount of disclosure.

就需要公開適量的個人隱私。

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

接下來是房客第一次 發訊息給房東時的狀況。

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

如果你透露得太少，例如「呦！」，

acceptance rates go down.

那麼接受程度會降低。

And if you share too much, like,

如果你透露得太多，例如：

"I'm having issues with my mother,"

「我跟媽媽鬧翻了。」

(Laughter)

（笑聲）

acceptance rates also go down.

那麼接受程度也會下滑。

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

但是有一個恰如其分的 表達區域，例如：

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

「我很喜歡你家的藝術品， 想跟家人來渡假。」

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

那麼，我們要如何設計 去適量公開資料呢？

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

我們利用空格欄位的大小 來建議資料的適當長短，

and we guide them with prompts to encourage sharing.

並用提示問題指導他們， 鼓勵大家分享。

We bet our whole company

我們把全公司的賭注

on the hope that,

押在這樣一個希望上：

with the right design,

就是透過對的設計

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

讓人願意克服 陌生人等於危險的偏見。

What we didn't realize

但我們沒有料到的是

is just how many people

到底有多少人

were ready and waiting to put the bias aside.

早就準備好放下偏見。

This is a graph that shows our rate of adoption.

這是我們訂房率的圖表。

There's three things happening here.

這張圖表說明了三件事。

The first, an unbelievable amount of luck.

第一，我們幸運得難以置信。

The second is the efforts of our team.

第二，這是我們團隊努力的成果。

And third is the existence of a previously unsatisfied need.

第三，之前有未獲滿足的需求。

Now, things have been going pretty well.

現在業務進展良好。

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

當然有時候會出現一些問題，

Guests have thrown unauthorized parties

比如客人未經同意舉辦了派對

and trashed homes.

並且把家裡弄得一團糟。

Hosts have left guests stranded in the rain.

還有，房東對困在大雨中的 房客置之不理。

In the early days, I was customer service,

創業初期，我負責客服，

and those calls came right to my cell phone.

那些來電會直達我的手機。

I was at the front lines of trust breaking.

我處在信任破裂的最前線，

And there's nothing worse than those calls,

沒有比聽到這些來電還糟的了，

it hurts to even think about them.

現在想到都還會覺得心痛。

And the disappointment in the sound of someone's voice

這些失望的聲音，

was and, I would say, still is

我說實話，

our single greatest motivator to keep improving.

一直都是我們不停改進的一大動力。

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

謝天謝地，在我們服務過 1.23億個夜晚之後，

less than a fraction of a percent have been problematic.

出問題的機率遠不到百分之一。

Turns out, people are justified in their trust.

這也證明人對人的不信任情有可原。

And when trust works out right,

而當信任一旦上軌道，

it can be absolutely magical.

一定會發生神奇的事情！

We had a guest stay with a host in Uruguay,

我們曾經有一個房客 在烏拉圭住宿的時候，

and he suffered a heart attack.

突然心臟病發。

The host rushed him to the hospital.

房東不只送他到醫院急救，

They donated their own blood for his operation.

還自己捐血幫助他動手術。

Let me read you his review.

讓我讀一下他的評價：

(Laughter)

（笑聲）

"Excellent house for sedentary travelers

「這間房子特別適合長期久坐、

prone to myocardial infarctions.

易患心肌梗塞的旅行者。」

(Laughter)

（笑聲）

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

這個區域環境優美， 而且有一條直通最佳醫院的道路。

(Laughter)

（笑聲）

Javier and Alejandra instantly become guardian angels

哈維爾和亞莉安卓 是那種就算不認識你，

who will save your life without even knowing you.

也會立刻救你一命的守護天使。

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

當你快要不行的時候， 他們會急忙開車帶你去醫院急救。

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

醫生替你做繞道手術時， 他們會在等候室守候你。

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

他們不想讓你感到孤獨， 還會帶書來給你讀。

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

之後還會多留你幾晚 並且不收你一毛錢。

Highly recommended!"

強力推薦！」

(Applause)

（掌聲）

Of course, not every stay is like that.

當然，不是每次住宿都是這樣。

But this connection beyond the transaction

但是，這種超越交易的連結

is exactly what the sharing economy is aiming for.

就是「共享經濟」要達到的目標。

Now, when I heard that term,

當我聽到這個術語的時候，

I have to admit, it tripped me up.

我得承認，我還一時搞不懂。

How do sharing and transactions go together?

分享和交易如何並存呢？

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

所以讓我們來搞清楚。 這是關於商業的事。

But if you just called it the rental economy,

不過，如果你只把這叫做「房租經濟」

it would be incomplete.

那也不太完整。

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

「共享經濟」是保證 人類互動的商業行為。

People share a part of themselves,

大家分享自己的一部分。

and that changes everything.

這樣足以改變一切。

You know how most travel today is, like,

現在的旅遊很像什麼你知道嗎，

I think of it like fast food --

我覺得像吃快餐，

it's efficient and consistent,

高效而且一致，

at the cost of local and authentic.

卻犧牲了當地風土人情。

What if travel were like a magnificent buffet

要是旅遊有如華麗的

of local experiences?

本地旅遊體驗吃到飽呢？

What if anywhere you visited,

如果你遊覽的每個地方

there was a central marketplace of locals

都有當地人聚集的中央市場，

offering to get you thoroughly drunk

主動邀請你去 你根本不曉得的區域

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

一家一家跑酒吧， 帶你喝得酩酊大醉。

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

又或者向五星級飯店的廚師學廚藝？

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

今日房子的設計概念 以隱私和分隔為主。

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

要是房子的設計從一開始 就是分享的概念會怎樣呢？

What would that look like?

那看起來會是什麼樣子？

What if cities embraced a culture of sharing?

要是城市都接受分享的文化呢？

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

我能預見未來，這些分享的城市 會帶給我們社群凝聚與連結，

instead of isolation and separation.

而不是孤立與分離。

In South Korea, in the city of Seoul,

在南韓的首爾，

they've actually even started this.

他們其實已經開始了共享經濟。

They've repurposed hundreds of government parking spots

他們把數以百計的政府停車位，

to be shared by residents.

改造之後分享給居民使用。

They're connecting students who need a place to live

他們安排需要住宿的學生

with empty-nesters who have extra rooms.

到孩子已長大離巢的人家中住。

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

他們還設立了育成中心，

為下一代「共享經濟」的 草創公司提供資金支持。

of sharing economy start-ups.

Tonight, just on our service,

截至今晚，我們共服務了

785,000 people

78.5萬人，

in 191 countries

遍及191個國家，

will either stay in a stranger's home

他們不是住在陌生人家裡，

or welcome one into theirs.

就是準備歡迎陌生人來家裡住。

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

很明顯，事實並沒有我們小時候 被教育得那麼瘋狂。

We didn't invent anything new.

我們沒有發明什麼新奇的事情。

Hospitality has been around forever.

好客之道由來已久。

There's been many other websites like ours.

也有很多和我們差不多的網站，

So, why did ours eventually take off?

但是為什麼我們最後成功了？

Luck and timing aside,

除了運氣和掌握好時機之外，

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

我學懂加入信任的因素，

and you can design for that.

然後替它設計。

Design can overcome our most deeply rooted

設計可以克服

「陌生人等於危險」 這個根深蒂固的偏見。

stranger-danger bias.

And that's amazing to me.

這一點讓我大感驚奇，

It blows my mind.

我真是驚呆了。

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

每次見到紅色 Miata 經過， 我都會想起這件事。

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

我知道設計不能解決 世界的所有問題。

But if it can help out with this one,

但如果設計能解決這個問題，

if it can make a dent in this,

取得初步的進展，

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

那我不禁想，我們下次 可以替什麼東西設計呢？

Thank you.

謝謝。

(Applause)

（掌聲）