I want to tell you the story about the time I almost got kidnapped in the trunk of a red Mazda Miata. It's the day after graduating from design school and I'm having a yard sale. And this guy pulls up in this red Mazda and he starts looking through my stuff. And he buys a piece of art that I made. And it turns out he's alone in town for the night, driving cross-country on a road trip before he goes into the Peace Corps. So I invite him out for a beer and he tells me all about his passion for making a difference in the world.
我想同大家講 我差點被綁架喺 馬自達 Miata 嘅車尾箱嘅故事 嗰陣我喺設計學院畢業之後第一日 我正喺後院拍賣 呢個時候有個男人渣住架 紅色 Mazda,停咗喺度 喺度摷我嘅拍賣品 佢買咗我做嘅一件作品 原來佢要返去和平護衛隊 但自己一個穿州過省 仲要留喺個鎮過夜 所以我請佢一齊飲酒 佢同我講佢想令世界唔一樣
Now it's starting to get late, and I'm getting pretty tired. As I motion for the tab, I make the mistake of asking him, "So where are you staying tonight?" And he makes it worse by saying, "Actually, I don't have a place." And I'm thinking, "Oh, man!" What do you do? We've all been there, right? Do I offer to host this guy? But, I just met him -- I mean, he says he's going to the Peace Corps, but I don't really know if he's going to the Peace Corps and I don't want to end up kidnapped in the trunk of a Miata. That's a small trunk!
呢個時候開始夜啦 我都好累啦 當我示意埋單時 我唔小心問佢 「你今晚住邊呀?」 但情況更加壞,因為佢話 「其實,我冇地方瞓。」 我就心諗, 「吓!唔係掛!你做咩架?」 我哋都經歷過呢類情型,係嗎? 我應唔應該招待呢個男人? 但係,我至係啱啱識佢 但佢話佢要返去和平護衛隊 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 仲要係一個細嘅車尾箱!
So then I hear myself saying, "Hey, I have an airbed you can stay on in my living room." And the voice in my head goes, "Wait, what?"
然後,我聽到自己講 「喂,我有一個充氣床, 你可以喺我客廳瞓。」 跟住,我腦入邊有把聲講 「等陣,你講咩哇?」
That night, I'm laying in bed, I'm staring at the ceiling and thinking, "Oh my god, what have I done? There's a complete stranger sleeping in my living room. What if he's psychotic?" My anxiety grows so much, I leap out of bed, I sneak on my tiptoes to the door, and I lock the bedroom door.
嗰晚,我瞓喺床上望住天花喺度諗 「天呀,我做咗乜嘢? 客廳瞓咗個完全唔識嘅陌生人 萬一佢係精神病咁點?」 我嘅焦慮越嚟越勁 我彈起身,趷高腳行到門口鎖咗房門
It turns out he was not psychotic. We've kept in touch ever since. And the piece of art he bought at the yard sale is hanging in his classroom; he's a teacher now.
好彩佢唔係精神病 自此之後我哋一直保持聯絡 嗰幅佢係我後院買到嘅畫 掛咗喺佢課室裏面 佢宜家係一名老師
This was my first hosting experience, and it completely changed my perspective. Maybe the people that my childhood taught me to label as strangers were actually friends waiting to be discovered. The idea of hosting people on airbeds gradually became natural to me and when I moved to San Francisco, I brought the airbed with me.
呢個就係我第一次招待嘅經驗 呢次經歷完全改變我嘅看法 或者童年我所學到嘅陌生人 其實係等待我去認識嘅新朋友 接待人嚟屋企嘅氣墊床瞓 對我嚟講越嚟越普通 當我搬到三藩市,我帶埋充氣床喺身邊
So now it's two years later. I'm unemployed, I'm almost broke, my roommate moves out, and then the rent goes up. And then I learn there's a design conference coming to town, and all the hotels are sold out. And I've always believed that turning fear into fun is the gift of creativity.
兩年之後,我失業,幾乎破產 我嘅室友搬走咗,跟住又加租 嗰陣我知道有一個設計會議會舉行 所有酒店房間都訂咗 而我成日認為將恐懼轉化為樂趣 係創作嘅恩物
So here's what I pitch my best friend and my new roommate Brian Chesky: "Brian, thought of a way to make a few bucks -- turning our place into 'designers bed and breakfast,' offering young designers who come to town a place to crash, complete with wireless Internet, a small desk space, sleeping mat, and breakfast each morning. Ha!"
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, 就係將我哋屋企變成 『設計師民宿兼包早餐』, 畀年輕設計師嚟到城市之後 有一個過夜嘅地方, 包無線上網、一張細書枱、 一張睡墊同每朝早餐。哈哈!」
We built a basic website and Airbed and Breakfast was born. Three lucky guests got to stay on a 20-dollar airbed on the hardwood floor. But they loved it, and so did we. I swear, the ham and Swiss cheese omelets we made tasted totally different because we made them for our guests. We took them on adventures around the city, and when we said goodbye to the last guest, the door latch clicked, Brian and I just stared at each other. Did we just discover it was possible to make friends while also making rent?
我哋整咗簡單網站 Airbnb 就咁樣誕生咗 有三位幸運嘅客人嚟住 佢哋瞓喺硬木地板上面 價值 20 美元嘅氣墊床 不過佢哋好滿意,我哋都係 我發誓,我哋煮嘅瑞士芝士蛋餅 味道零舍唔同 因為我哋親自為客人而做 我哋帶佢哋遊覽城市 當我哋同最後一位客人 講再見,閂咗門之後 布萊恩同我互望 我哋發現咗一種既可以交朋友 又可以收租嘅方法
The wheels had started to turn. My old roommate, Nate Blecharczyk, joined as engineering co-founder. And we buckled down to see if we could turn this into a business.
於是一切開始啦 我嘅舊室友內森 ‧ 布萊卡斯亞克 加入我哋公司成為技術創辦人 我哋認真了解下 我哋可唔可以 將呢樣嘢變成一門生意
Here's what we pitched investors: "We want to build a website where people publicly post pictures of their most intimate spaces, their bedrooms, the bathrooms -- the kinds of rooms you usually keep closed when people come over. And then, over the Internet, they're going to invite complete strangers to come sleep in their homes. It's going to be huge!"
我哋同投資者講 「我哋想建立一個網站, 等大家可以將佢哋 最私人嘅空間嘅相 發佈到網站上, 例如睡房、洗手間, 嗰啲人哋嚟到 你唔想畀人睇到嘅房。 然後,透過網絡, 佢哋可以邀請陌生人到屋企留宿。 呢樣一定有錢賺呀!」
(Laughter)
(笑聲)
We sat back, and we waited for the rocket ship to blast off. It did not. No one in their right minds would invest in a service that allows strangers to sleep in people's homes. Why? Because we've all been taught as kids, strangers equal danger.
我哋坐低,之後 就等我哋嘅事業蓬勃發展 但係事業仍然停滯不前 無人願意投資一種 畀陌生人到自己屋企過夜嘅服務 點解? 因為我哋自細就被教話 陌生人等於危險
Now, when you're faced with a problem, you fall back on what you know, and all we really knew was design. In art school, you learn that design is much more than the look and feel of something -- it's the whole experience. We learned to do that for objects, but here, we were aiming to build Olympic trust between people who had never met. Could design make that happen? Is it possible to design for trust?
當你遇到問題時 你會用已知嘅嘢去解決問題 嗰陣我哋淨係識得設計 喺藝術學校,你學到 設計比物件嘅外表同觸感重要得多 因為係關乎整體經歷 我哋對物件會識咁樣做 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 設計可否令此會發生呢? 究竟有冇可能設計出「信任」呢?
I want to give you a sense of the flavor of trust that we were aiming to achieve. I've got a 30-second experiment that will push you past your comfort zone. If you're up for it, give me a thumbs-up. OK, I need you to take out your phones. Now that you have your phone out, I'd like you to unlock your phone. Now hand your unlocked phone to the person on your left.
我想畀你哋感受下 我哋想追求嘅「信任」 我會進行一個三十秒嘅實驗 令你哋走出安樂窩 如果你願意參加,請豎起你嘅手指公! 好,我需要各位拎出手機 擺出之後 請解鎖手機 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. Because the only thing more personal than your phone is your home. People don't just see your messages, they see your bedroom, your kitchen, your toilet.
就好似第一次打開家門 向客人提供住宿嘅宿主 因為唯一比自己手機更私人嘅 就係你屋企 人哋唔只睇到你嘅信息 仲睇到你嘅睡房 廚房同洗手間
Now, how does it feel holding someone's unlocked phone? Most of us feel really responsible. That's how most guests feel when they stay in a home. And it's because of this that our company can even exist. By the way, who's holding Al Gore's phone?
宜家攞住人哋解鎖咗嘅手機 感覺如何? 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 因此客人都有呢種責任心 我哋公司先會生存到宜家 順便一提,邊位攞住 Al Gore 嘅手機?
(Laughter)
(笑聲)
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 we were facing, I'd love to share a few discoveries we've made along the way. What if we changed one small thing about the design of that experiment? What if your neighbor had introduced themselves first, with their name, where they're from, the name of their kids or their dog? Imagine that they had 150 reviews of people saying, "They're great at holding unlocked phones!"
所以,啱啱各位體驗過 我們曾經面對嘅信任問題 我亦都想分享我哋 喺途中見到嘅嘢 如果我哋喺實驗裏邊 做小小設計嘅變動會點呢? 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? 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!」
(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, a well-designed reputation system is key for building trust. And we didn't actually get it right the first time. It's hard for people to leave bad reviews. Eventually, we learned to wait until both guests and hosts left the review before we reveal them.
結果證明 一個設計完善嘅評分系統 係建立信任嘅關鍵 我哋最初其實並唔成功 大眾難以留低劣評 結果我哋知道 要等客人同民宿主人 各自寫好評語之後 我哋至可以公開佢哋嘅評語
Now, here's a discovery we made just last week. We did a joint study with Stanford, where we looked at people's willingness to trust someone based on how similar they are in age, location and geography. The research showed, not surprisingly, we prefer people who are like us. The more different somebody is, the less we trust them. Now, that's a natural social bias. But what's interesting is what happens when you add reputation into the mix, in this case, with reviews.
就係上星期我哋又學到新嘢 我們同史丹佛大學做咗一個研究 觀察啲人有幾因為人哋年齡、居住地 同地理環境相似而相信人哋 如之前所料,硏究結果顯示 我哋傾向鍾意類似嘅人 愈係同我哋唔似嘅人 我哋就愈唔信 呢個係自然嘅社會偏見現象 但當你加入咗評分系統之後 有趣事情就發生啦 以評價為例
Now, if you've got less than three reviews, nothing changes. But if you've got more than 10, everything changes. High reputation beats high similarity. The right design can actually help us overcome one of our most deeply rooted biases.
若然係你有三個人評價你 無變化 但如果你得到超過十個評價 就會發生改變 信譽會排喺相似度之前 啱嘅設計可以消除根深蒂固嘅偏見
Now we also learned that building the right amount of trust takes the right amount of disclosure. This is what happens when a guest first messages a host. If you share too little, like, "Yo," acceptance rates go down. And if you share too much, like, "I'm having issues with my mother,"
我們同時發現,要建立適度嘅信任 就需要公開適量嘅私人資料 跟住落嚟就係房客第一次 畀房東發訊息時嘅情況 如果你透露得太少,例如「呦」 咁接受嘅機率會降低 如果你透露得太多,例如: 「我同阿媽鬧交。」
(Laughter)
(笑聲)
acceptance rates also go down. But there's a zone that's just right, like, "Love the artwork in your place. Coming for vacation with my family." So how do we design for just the right amount of disclosure? We use the size of the box to suggest the right length, and we guide them with prompts to encourage sharing.
咁接受機率同樣會下降 但係如果表達得啱啱好,例如: 「我鍾意你屋企嘅藝術品, 想同家人嚟渡假。」 咁,我哋要點樣設計 至做到適量公開資料呢? 我哋利用空格欄位嘅尺寸 提示資料應有嘅長短 並且有文字引導佢哋分享
We bet our whole company on the hope that, with the right design, people would be willing to overcome the stranger-danger bias. What we didn't realize is just how many people were ready and waiting to put the bias aside.
我哋將全公司 押在呢個好嘅設計上 透過好設計 令人願意克服對陌生人恐懼嘅偏見 但我哋唔知 有幾多人準備好將偏見放下
This is a graph that shows our rate of adoption. There's three things happening here. The first, an unbelievable amount of luck. The second is the efforts of our team. And third is the existence of a previously unsatisfied need. Now, things have been going pretty well.
呢幅係我哋服務使用量嘅表 呢張圖講明三件事 第一,租房數目簡直係難以置信 第二,係我哋團隊努力嘅成果 第三,之前客戶嘅不滿仍然存在 依家業務發展得唔錯
Obviously, there are times when things don't work out. Guests have thrown unauthorized parties and trashed homes. Hosts have left guests stranded in the rain. In the early days, I was customer service, and those calls came right to my cell phone. I was at the front lines of trust breaking. And there's nothing worse than those calls, it hurts to even think about them. And the disappointment in the sound of someone's voice was and, I would say, still is our single greatest motivator to keep improving.
當然有時,會出現問題 例如客人未經主人同意開派對 同埋將屋企搞到亂塔塔 仲有,房東由得房客畀雨淋都唔理 創業初期,我負責顧客服務 客戶電話會直達我手機 我係喺信任破裂嘅最前線 無嘢比聽到呢啲電話慘 剩係諗起電話都覺得心痛 聽見電話裏邊失望嘅聲音 老實講 係我哋不停改進嘅動力
Thankfully, out of the 123 million nights we've ever hosted, less than a fraction of a percent have been problematic. Turns out, people are justified in their trust. And when trust works out right, it can be absolutely magical.
謝天謝地,喺我哋接待過 1.23 億個夜晚之後 少過 1% 嘅客人有問題 證明咗人有信任 而當信任上咗軌道之後 神奇嘅嘢可以發生!
We had a guest stay with a host in Uruguay, and he suffered a heart attack. The host rushed him to the hospital. They donated their own blood for his operation. Let me read you his review.
我哋曾經有一個房客喺烏拉圭住宿時 突然心臟病發 房東將佢送入醫院搶救 仲捐血幫佢做手術 等我同各位讀下嗰位客人嘅評價:
(Laughter)
(笑聲)
"Excellent house for sedentary travelers prone to myocardial infarctions.
「對平時冇做運動、 容易心肌梗塞嘅遊客, 呢間屋確實好好。」
(Laughter)
(笑聲)
The area is beautiful and has direct access to the best hospitals.
「呢個區環境優美,
(Laughter)
仲有一條直通最好醫院嘅路。
(笑聲)
Javier and Alejandra instantly become guardian angels who will save your life without even knowing you. They will rush you to the hospital in their own car while you're dying 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. And they let you stay at their house extra nights without charging you. Highly recommended!"
Javier 同 Alejandra 就算唔識你,都會即刻救你一命。 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。 佢哋唔想你孤獨, 所以佢哋會帶書畀你睇。 之後佢哋仲會畀你瞓多幾晚 而唔收你錢。 極力推薦!」
(Applause)
(掌聲)
Of course, not every stay is like that. But this connection beyond the transaction is exactly what the sharing economy is aiming for.
當然,唔係每次住宿都係咁樣 但係,呢種超越交易的友情 就係「分享經濟」要達到嘅目標
Now, when I heard that term, I have to admit, it tripped me up. How do sharing and transactions go together? So let's be clear; it is about commerce. But if you just called it the rental economy, it would be incomplete. The sharing economy is commerce with the promise of human connection. People share a part of themselves, and that changes everything.
當我聽到呢個術語嘅時候 我承認,我仲未搞清楚 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 但係,如果你剩係將呢樣嘢 叫做「房租經濟」 咁就唔完整啦 「分享經濟」指人有接觸嘅商業行為 人分享佢哋自己嘅一部分 呢樣嘢足以改變一切
You know how most travel today is, like, I think of it like fast food -- it's efficient and consistent, at the cost of local and authentic. What if travel were like a magnificent buffet of local experiences? What if anywhere you visited, there was a central marketplace of locals offering to get you thoroughly drunk on a pub crawl in neighborhoods you didn't even know existed. Or learning to cook from the chef of a five-star restaurant?
你知道今日旅行似咩呀? 我覺得似快餐 高效而且千篇一律 但失去咗當地風土人情 如果旅遊令你 盡情體驗本地嘅嘢會點? 如果每個你遊覽過嘅地方 都有一個本地中央市集 而你未聽過 可以喺嗰度嘅酒吧飲個暢快? 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. What if homes were designed to be shared from the ground up? What would that look like? What if cities embraced a culture of sharing? I see a future of shared cities that bring us community and connection instead of isolation 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? 外觀會係點? 如果城市都接受分享嘅文化呢? 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 而唔係孤立同分離
In South Korea, in the city of Seoul, they've actually even started this. They've repurposed hundreds of government parking spots to be shared by residents. They're connecting students who need a place to live with empty-nesters who have extra rooms. And they've started an incubator to help fund the next generation of sharing economy start-ups.
喺首爾 韓國人其實已經開始做緊分享經濟 佢哋將數以百計政府嘅停車位 分享畀居民使用 佢哋將需要住宿嘅學生 同有空房嘅房東配對 佢哋仲設立資金孵化器 為下一代「分享經濟」嘅 初創公司提供資金支持
Tonight, just on our service, 785,000 people in 191 countries will either stay in a stranger's home or welcome one into theirs. Clearly, it's not as crazy as we were taught.
今晚,我哋嘅民宿會涉及 785,000人 191 個國家 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 好明顯,陌生人並唔似 我哋細個被教育咁瘋狂
We didn't invent anything new. Hospitality has been around forever. There's been many other websites like ours. So, why did ours eventually take off? Luck and timing aside, I've learned that you can take the components of trust, and you can design for that. Design can overcome our most deeply rooted stranger-danger bias. And that's amazing to me. It blows my mind. I think about this every time I see a red Miata go by.
我哋並無發明新嘅嘢 好客之道呢句話由來已久 全世界亦有好多好似我哋咁嘅網站 但係點解我哋最後成功? 除了運氣同時機之外 我認識到信任 然後融合喺設計裏面 設計消除我陌生人等於危險嘅觀念 呢個根深蒂固的偏見 呢種偏見令我吃驚 完全同我諗法有出入 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. But if it can help out with this one, if it can make a dent in this, it makes me wonder, what else can we design for next?
我知道設計唔能夠解決 世界所有問題 但如果佢能夠 解決住宿嘅問題 如果佢能夠做到少少成果 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)