Building Empires with Empathy Maps: An AirBnB Case Study — Part 6
If you want to create a great product, just focus on one person. Make that one person have the most amazing experience ever. — Brian Chesky
Introduction
Empathy mapping is a powerful tool for understanding your users’ needs and behavior, and it has been instrumental in the success of many businesses. One such business is AirBnB, which started as a small idea to rent out air mattresses on the floor of a San Francisco apartment, and has since grown into a global hospitality empire.
AirBnB’s founders, Brian Chesky and Joe Gebbia, initially created the platform in 2008 to solve their own problem: they couldn’t afford rent in San Francisco, and wanted to make some extra money by renting out their apartment. They eventually came up with the idea of renting out air mattresses on the floor of their living room during a local conference, and AirBnB was born.
In this post, we’ll look at what is an empathy map, why its essential, and how AirBnB has used empathy mapping to build its brand and improve its user experience at every stage of its growth.
What is an Empathy Map?
An empathy map is a visual tool that helps you understand your users’ behaviors and needs by organizing information into four categories: what they see, hear, say, and do. It also includes what they think and feel, their pain points, and their goals. The empathy map creates a shared understanding of your target audience, which can help you make better decisions about product design and development.
Why are Empathy Maps Essential?
Empathy maps are essential because they help you put yourself in your users’ shoes. By gaining a deeper understanding of your users’ needs, behaviors, and motivations, you can create products that solve real problems and meet their needs. Empathy maps can also help you identify areas for improvement and innovation, giving you a competitive edge in the market.
How to Create an Empathy Map:
Creating an empathy map involves four steps:
Step 1: Gather information about your users. Use techniques like interviews, surveys, and user testing to gather information about your target audience’s behaviors, needs, and motivations.
Step 2: Organize the information. Using the empathy map template, organize the information you gathered into the six categories: see, hear, say, do, think and feel.
Step 3: Fill in the empathy map. Fill in each category with relevant information. Start with the pain points and goals, then move on to the other categories.
Step 4: Analyze and use the empathy map. Once you’ve filled in the empathy map, analyze the information and identify areas for improvement and innovation. Use the empathy map to make informed decisions about product design and development.
The Early Days: MVP Empathy Map
At this stage, AirBnB’s user base was small and the platform was still in its MVP stage. To create an empathy map for an AirBnB user at this stage, we need to consider the following:
- What are their pain points? Likely, they are looking for affordable accommodations in an expensive city, and may not have many options.
- What are their goals? They want a safe, comfortable place to stay that meets their budget.
- What are their behaviors? They may be willing to sacrifice some amenities to save money, but they still want a clean and secure place to sleep.
By understanding these factors, AirBnB was able to create a platform that solved a real problem for its users, and provided a unique and personalized experience that differentiated it from traditional hotels.
Let’s examine a real-life scenario from Airbnb at it’s in its MVP stage
The Current State: Scaled-Up Empathy Map
Fast forward to today, and AirBnB has become a global phenomenon, with over 7 million listings in 220 countries and regions. Its user base has expanded significantly, and the platform has evolved to offer a range of accommodations and experiences.
( Note: These are just examples and not based on actual user research data. The actual user research data and insights will vary based on the user personas and target audience of Airbnb. )
By understanding these factors, AirBnB has been able to continue growing and evolving its platform to meet the changing needs of its users. It has introduced features like verified listings, 24/7 customer support, and personalized recommendations to address user pain points and improve the user experience.
Conclusion
Empathy mapping has been a crucial tool in AirBnB’s success story. By understanding its users’ needs and behaviors at every stage of its growth, AirBnB has been able to create a platform that solves real problems and provides a unique and personalized experience. As a product manager, it’s essential to understand your users in the same way, and use empathy mapping to inform your product development and improve the user experience.
