Hi, I’m Felix! Welcome to this week’s ADPList’s Newsletter; 🔒 subscriber-only edition 🔒 weekly advice column. I write high-quality insights on designing products people love and leadership in tech. If you’re interested in sponsoring us, let’s chat!
👀 Registrations are now live for Jakob Nielsen’s special keynote “10 Foundational UX Insights” only on ADPList on May 15th 👉 RSVP here.
Today, I’m trying out a very special format.
This is a bite-size powerful study on real-world companies and products and some of the most important product lessons we can learn from them.
We’re starting with Airbnb.
Let me know what you think about this format in the comments! 🙏✨
——
Starting in two weeks, only paid subscribers will get this newsletter weekly. In addition, paid subscriber questions will be prioritized, plus they’ll get exclusive goodies. Free subscribers will now receive this newsletter only about once a month!
✨ You are eligible for 10% off for the first year as an early supporter of our ADPList mission and community globally—just $72, or $6/month ✨
Imagine you are a Product Manager or Designer at Airbnb.
Brian Chesky, the CEO, invites you to a meeting and asks which version of the conversion email is going to perform better.
Which one would you pick?
Most product managers and designers will pick A. It is slicker and communicates a lot of information about what the user will be getting through delightful design.
In a recent A/B Test that they ran, version B performed better globally.
Why?
Version B taps into the altruistic emotions of people.
We’re also now in the process of A/B testing promotional emails. One experiment I was particularly excited about was communicating very different value propositions for the same product. In one email, we emphasized that you can earn $25 for inviting a friend (self-interested). In the other email, we emphasized that you are sharing $25 with your friend (altruistic).
— Jason Bosinoff, Former Airbnb, Director of Engineering.
As I came to learn at ADPList, altruism in product, is extremely powerful.
Don’t underestimate their power.
——
Do you like this short format? Let me know in the comments! 🙏✨
I'll keep creating great stuff if you keep reading. I read every reply if you care to reply :). You might get an answer back.
Until next week.
Felix Lee
Would be interesting to know for which market/geography did the version B work better. Or if it's independent of that. Does altruism work for a developed and a developing country in a similar fashion?
Thanks Felix for this short version! Great to read when I need my dose of design outside of work. I was wondering if there is a way to allow or provide an option to read more of we wish to.