Designing a product that collects authentic content from users is challenging and incredibly rewarding with only a few internet players having done this right with quality, and at scale. This talk provides a framework and model for breaking down the User Generated Content puzzle – How can we identify emotions and moments that make users want to thoughtfully contribute their knowledge? How do you convey to a host how good their content is? How can you move from gathering unstructured data to structured data that still feels human. And finally what role does design, research and product play in order get user generated content right? We’ll look at a UGC product journey where many tried and tested approaches were a washout but a few experiments succeeded and paved the way forward.