How did Airbnb transform its approach?

By shifting to a design-centered organization.

What should designers prioritize in their work?

Solving problems and not compromising on their vision.

With insights, historical references, and understanding user needs.

To maintain the roadmap and ensure alignment.

Led to a significant increase in free cash flow.

Designers at Airbnb, under the leadership of CEO Brian Chesky, shifted towards a design-centered organization, emphasizing fewer projects, a clear roadmap, and elevating designers to the level of architects, resulting in a significant increase in free cash flow.
Designers are encouraged to focus on problem-solving without compromising their vision, simplify their work by obsessing over details, collaborate closely with engineers, and ship products they are proud of, emphasizing the importance of creativity, imagination, and designing the world they want to live in.

How did Airbnb transform its approach?
By shifting to a design-centered organization.
What should designers prioritize in their work?
Solving problems and not compromising on their vision.
How should product development begin?
With insights, historical references, and understanding user needs.
What is the role of the CEO in product development?
To maintain the roadmap and ensure alignment.
How did Airbnb's redesign impact its business?
Led to a significant increase in free cash flow.

00:00

Sarah Culver, a design manager at Figma, and Shokuamoto, vice president of product, express gratitude for attendees at Config 2023.
Acknowledgment is made for capacity issues at the event, promising changes in room assignments and layouts for the next day.
All talks are recorded and will be emailed to attendees promptly.
The theme of the afternoon is "navigating uncertainty," discussing the challenges of the current world situation.
Brian Chesky, CEO and co-founder of Airbnb, is introduced as a design-led company leader.
Chesky reflects on the transformation of Airbnb, shifting from a conventional approach to a design-centered organization.
The company faced a crisis in early 2020 due to the COVID-19 pandemic, leading to a significant drop in business.
Chesky restructured Airbnb, focusing on a functional organization, emphasizing fewer projects and a clear roadmap.
Designers were elevated to the level of architects, with a focus on shipping products they are proud of.
The company's redesign led to a significant increase in free cash flow, showcasing the power of design in shaping a successful business.

14:44

Designers often feel the need to justify their role within a company, unlike other functions like CFOs or lawyers.
Designers should focus on solving problems and not compromise on their vision.
Designers should simplify their work by distilling it to its essence, understanding it deeply, and obsessing over every detail.
A/B tests or experiments should be hypothesis-driven, and designers should only ship products they are proud of.
Designers should collaborate with engineers from the beginning to ensure a harmonious relationship and successful product development.
The CEO is responsible for keeping the roadmap, which is typically three years out but constantly evolving.
Marketing, design, product management, and engineering should work together in harmony, starting with a vision and storytelling.
Product development should begin with insights, historical references, and a deep understanding of user needs.
Designers should talk to users, study data, and systematically improve products based on feedback.
Designers should embrace creativity, heart, and imagination, and have the courage to design the world they want to live in.