Studies
Most companies measure whether cohorts come back. We study what people get from returning. This perspective reveals hidden pockets of demand, opportunities for creator-led growth, and ways to design products that create more value for all sides.
Hidden demand
Where are people already trying to use it for something it wasn't built for, and who is being left out? These gaps can reveal hidden demand. Serve those people well, and they come back more often, for longer, and for bigger reasons.
Creator-led growth
Beyond engagement and streaks, what have people made, learned, or experienced that they'd want to share? Those outcomes give creators something meaningful to build on and invite others into.
Positive-sum design
Squeezing one metric often deflates another part of the product. We look for designs that grow the whole thing: for the people who use it, the people who make it possible, and the business itself.
We draw on everyday observations, research, and, when possible, conversations with longtime users to understand what people gain over time. Then we ask what a product could make possible over a thousand days, and develop concepts worth testing.
Product study
Coming December 8
Belonging takes longer than a weekend.
Airbnb helped change how we travel. What could it help people pursue next? A product study exploring how experiences, creators, and communities could give people something worth returning to.
Creator stays · Concept in development
October 10, 2007 · Ralph Reed, The Sky Diary
Balloon illustration added to represent the day Airbnb welcomed its first guests.
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