Modularizing the meetup creation feature at Dyne
Dyne serves B2B users (restaurants) by facilitating scaling and providing data analysis and insights. Dyne serves B2C users through a mobile app that allows users to meet like-minded foodies and discover new restaurants.
In Q4 2021, we received many complaints about our meetup creation feature, which allowed users to book restaurant reservations with partner restaurants and apply discounts. The process involved purchasing a coupon, booking a meetup, and inviting friends. As the lead for user research and UI design, I spent five months devising solutions like tooltips and interactive tutorials, eventually opting to modularize the process. This reduced drop-off rate to 41% from 64%, increased customer satisfaction (CSAT) by 62%, and secured a seed round of CA$1.6MM.
The information in this case study is my own and does not necessarily reflect the views of Dyne.
Problem & Insights
Information overload and inflexible flows leads to a combined 64% drop-off rate.
New users are overwhelmed with information while old users find the meetup creation process inflexible, leading to user frustration and meetup abandonment. This is a problem because the meetup feature, a main selling point of our app, directly impacts our B2B restaurant revenue.
Usability Testing Main Findings:
1. New users were especially prone to information overload due to the volume of content
2. Old users often forgot to purchase a coupon before meetup creation which forced them to restart the meetup creation process since they could not purchase a coupon within the meetup creation flow.
Old design with visualized findings - 16 participants 50/50 split between new and experienced users
Visualizing our findings
If users don't drop off, 87.5% of them will feel exhausted by the end.
With a clearer picture of how user type pain points differed, we were ready to start ideating solutions for each user type.
Failed Solutions
Simplification & Tooltips (and why they failed)
1. Simplify the meetup creation process: eliminate some of the steps involved in the meetup creation process such as the QR code scanning and the message feature. When tested, this had no noticeable impact on whether new users felt overwhelmed.
2. Tooltips to guide users: have a one-time (relaunchable) interactive tutorial with tooltips for new users. Testing yielded new users remembered only some of the required steps for meetup creation from the tutorial.
This solution was implemented not only to the meetup creation feature but to the entire app to improve our onboarding experience as the implementation effort was very low.
3. Flexible coupon purchase: enable in-flow coupon purchases during meetup creation, a change that tested well with both user groups despite not mitigating information overload.
Part of the reasons why the previous solutions failed was because there was still little to no separation between meetup creation steps. With integrating coupon purchases, we knew we were on the right track.
The two screens on the left show the flow for purchasing a coupon within the meetup creation flow. The right most screen shows the previous design.
Pivoting Our Goals
Design Principle: From Sprawling and Overwhelming to Distinct and Flexible
As a product, we want to make the meetup creation steps more digestible to new users while also giving experienced users more flexibility with actions like coupon purchases with the end goal of increased user retention while keeping the feature streamlined. If necessary, the needs of new users will take precedence given their lower user retention metrics.
Reiterating Solution #3
Effective Modularization: Taking a page from Instagram's book
Upon further analysis, our most promising solution of flexible coupon purchases was a variant of a proven design concept: modularization.

Effective modularization entails:
1. Creating independent components that can be interchanged with each other
2. Creating components that can be combined with each other
3. Grouping related steps into separate pages to avoid information overload
A classic example of modularization is Instagram's post creation. It breaks a complex process into three related steps across separate pages, making it more manageable for new users. Moreover, similar flows exist within various features like stories.
Major Changes
Breaking down the lengthy meetup creation process into distinct stages and adding flexibility
Modularization allowed us to simultaneously address both information overload and inflexibility. My changes consisted of:
1. Coupon purchase changes: Building the coupon purchase into the meetup creation flow. Also, only relevant coupons (for the selected restaurant) appear in this flow now.
2. Information breakdown: Grouping related meetup creation steps into different pages (modular design).
Although this looks like more information than the original design, the only new function added is the ability to purchase a coupon. The new design is similar to the original, but with much more room to breathe.
Testing the Solution
62% increase in CSAT among tested users
Before shipping it, I conducted one more round of usability testing with our original 16 users for any final revisions.
Rather than 5/16 satisfied users with the old meetup creation feature, 15/16 users were now satisfied with the redesign, requesting only minor revisions.
What I Shipped: The Final Solution
A complete walkthrough of the redesign
Prototype Demo
Here is a video demonstration of my work on the redesign.
Results: CA$1.6MM in Seed Funding, 750+ B2B customers, 23% reduction in drop-off rate, and increase in CSAT by 62%.
Not only did my redesign double CSAT (62% increase) and reduce drop-off rate by 23%, but with the combined efforts of the other members of Dyne, it also later led to over 750 partnered restaurants and later a seed funding round of CA$1.6M.
Things to Try Next Time
While the project was a huge success, here are some things that I would like to apply next time:
1. Show and sell, don't just tell: Stakeholders hesitated to explore perceived high-effort solutions. Instead of just proposing an idea, I should have first tested it, analyzed data, then presented it. This approach could have expedited the final solution's implementation by at least two months.
2. Look to leading companies for design patterns: We successfully adapted Instagram's modularization model to our product despite industry differences. In the future, referencing leading products right after identifying problems can save time during solution development.
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