Roxana's Airbnb Jobs to be Done Interview
Hear Roxana's vivid description of her trip to Budapest and the first time she booked a say on Airbnb, and learn about how it can help us uncover the Jobs to be Done that Airbnb is hired to do.
Every week people ask me how they can get better at interviewing using the Jobs-to-be-Done method and how they can do a better job applying Jobs to be Done to their business.
I’m hoping to develop a new way to answer by building a catalog of interviews that you can watch, study, and use to improve your own technique. My plan is to conduct interviews across a wide variety of products and share out the entire process.
This interview is the story of how Roxana decided to book her first stay on Airbnb. You’ll enjoy how openly she shares all aspects of the experience. From the first spark of an idea that she wants to visit Budapest, through the dark alleyway that she endures as she figures out how to access her apartment at midnight for the first time.
The context of this interview could take a few different shapes if I was conducting it as part of an actual project:
I’m on the team at Airbnb or one of their competitors and I’m trying to figure out how to increase bookings, better position the product, or figure out where people are underserved and we could add a feature to help them.
I’m thinking about launching a product to compete with Airbnb and I want to discover where their customers are underserved so that my offering can cater to those needs.
During the interview I wanted to make sure that I uncovered:
What was she using before? What were her go-to solutions for this job?
How did she first hear about Airbnb?
How did it take her so long to use Airbnb for the first time? It’s been around for a while. Does she not travel often?
How often does she travel? For work? For pleasure?
I hope you find the interview useful, and if you have a product or service that you’d like me to explore in a future interview, leave me a note in the comments!
