Dyne Technologies

B2C Foodtech — Reducing drop-off by 23% using insights from Instagram Post Creation

Meetup creation was a key feature in Dyne’s B2C app, allowing users to reserve tables at partner restaurants and unlock exclusive deals. Despite its benefits, the feature suffered from low adoption and high drop-off. This redesign was part of a broader initiative to improve onboarding and engagement.

Problem

How might we make the meetup creation flow more accessible and forgiving for new and old users?

Outcome

23% decrease in drop-off
62% increase in CSAT
$1.6M seed round

Role

Product designer

Timeline

6 months

Team

2 designers, 1 PM, 4 developers

Information overload

Mapping our key usability findings

We began with usability testing sessions involving both new and returning users. To gain stakeholder alignment, we mapped out early insights that highlighted critical pain points in the meetup creation flow.

01

New users struggled with information overload

There was too much content to process upfront, most of it unfamiliar or confusing, causing hesitation and drop-off.

02

Returning users often forgot to purchase a coupon beforehand

The system required a pre-purchased coupon to start. If users missed that step, they had to restart the entire process, creating unnecessary friction and frustration.

A tedious process

left 87.5% of users exhausted

To better understand pain points, we created a user journey map that highlighted friction across both new and returning users. Regardless of whether they completed the flow, most users reported feeling frustrated and fatigued by the end.

New users dropped off most often during coupon selection and meetup creation.

They weren’t aware a coupon was required before starting, especially confusing for first-time users unfamiliar with the app.

Returning users dropped off after realizing they’d forgotten to buy a coupon.

Since the flow didn’t allow them to go back, they had to start from scratch, leading to unnecessary frustration and churn.

Initial Solutions

Interactive tooltips and in-flow coupon purchases

Instead of jumping into a full redesign, we tested a few low-effort, high-impact ideas: small changes that required minimal dev work but could yield big usability gains.

01

Interactive tooltips

For new users launching the app for the first time, we added step-by-step tooltips to guide them through the meetup creation flow. This reduced confusion and boosted confidence early on.

02

In-flow coupon purchase

Originally designed for returning users, this feature allowed users to buy coupons without leaving the meetup flow. Unexpectedly, it also resonated with new users—making the process more forgiving for everyone.

Building on success

Learning from an experience that’s both simple and flexible: Instagram

Instagram’s post creation flow embodied everything we wanted from our redesigned meetup flow: clear, intuitive, and easy to complete.

Breaking down a complex process

Instagram breaks post creation into smaller, bite-sized steps, making the experience feel shorter and more manageable.

Integration of related features

Key actions from other parts of the app (e.g. Stories) are integrated seamlessly, reducing the learning curve and avoiding duplicate work.

Our take on it

Solve two problems with one design

Modularization allowed us to simultaneously address both information overloa dand infleixbility, addressing pain points for both new and old users.

01

Smarter coupon purchases

The first time the app was launched by a new user, we would guide them through the meetup creation process.

02

Clearer step structure

This feature was catered more towards old users, but essentially it allowed them to purchase coupons while creating a meetup if they forgot. Surprisingly this tested well with new users also.

The bottom line

Real impact from thoughtful iteration

After a few focused design improvements, we saw measurable results across user behavior, satisfaction, and business outcomes.

23%

decrease in drop-off during meetup creation

Within 3 months of launching the redesigned meetup flow.

62%

increase in CSAT for meetup

Surveyed users reported significantly higher satisfaction with the meetup experience.

$1.6M

raised in a seed round

Stronger mobile engagement metrics played a key role in investor confidence.

Disclaimer: This case study represents my personal perspective on a design project I contributed to. My views are my own and do not necessarily reflect the views of Dyne Technologies Inc, its users, or its clients.

© 2025 by Robert Wong

Dyne Technologies

B2C Foodtech — Reducing drop-off by 23% using insights from Instagram Post Creation

Meetup creation was a key feature in Dyne’s B2C app, allowing users to reserve tables at partner restaurants and unlock exclusive deals. Despite its benefits, the feature suffered from low adoption and high drop-off. This redesign was part of a broader initiative to improve onboarding and engagement.

Problem

How might we make the meetup creation flow more accessible and forgiving for new and old users?

Outcome

23% decrease in drop-off
62% increase in CSAT
$1.6M seed round

Role

Product designer

Timeline

6 months

Team

2 designers, 1 PM, 4 developers

Information overload

Mapping our key usability findings

We began with usability testing sessions involving both new and returning users. To gain stakeholder alignment, we mapped out early insights that highlighted critical pain points in the meetup creation flow.

01

New users struggled with information overload

There was too much content to process upfront, most of it unfamiliar or confusing, causing hesitation and drop-off.

02

Returning users often forgot to purchase a coupon beforehand

The system required a pre-purchased coupon to start. If users missed that step, they had to restart the entire process, creating unnecessary friction and frustration.

A tedious process

left 87.5% of users exhausted

To better understand pain points, we created a user journey map that highlighted friction across both new and returning users. Regardless of whether they completed the flow, most users reported feeling frustrated and fatigued by the end.

New users dropped off most often during coupon selection and meetup creation.

They weren’t aware a coupon was required before starting, especially confusing for first-time users unfamiliar with the app.

Returning users dropped off after realizing they’d forgotten to buy a coupon.

Since the flow didn’t allow them to go back, they had to start from scratch, leading to unnecessary frustration and churn.

Initial Solutions

Interactive tooltips and in-flow coupon purchases

Instead of jumping into a full redesign, we tested a few low-effort, high-impact ideas: small changes that required minimal dev work but could yield big usability gains.

01

Interactive tooltips

For new users launching the app for the first time, we added step-by-step tooltips to guide them through the meetup creation flow. This reduced confusion and boosted confidence early on.

02

In-flow coupon purchase

Originally designed for returning users, this feature allowed users to buy coupons without leaving the meetup flow. Unexpectedly, it also resonated with new users—making the process more forgiving for everyone.

Building on success

Learning from an experience that’s both simple and flexible: Instagram

Instagram’s post creation flow embodied everything we wanted from our redesigned meetup flow: clear, intuitive, and easy to complete.

Breaking down a complex process

Instagram breaks post creation into smaller, bite-sized steps, making the experience feel shorter and more manageable.

Integration of related features

Key actions from other parts of the app (e.g. Stories) are integrated seamlessly, reducing the learning curve and avoiding duplicate work.

Grouping related steps

By separating steps across clear, contextual pages, Instagram avoids overwhelming the user—while still guiding them through a cohesive task.

Our take on it

Solve two problems with one design

By modularizing the flow, we tackled both major pain points: information overload and lack of flexibility. This helped improve the experience for both new and returning users.

01

Smarter coupon purchases

In addition to in-flow buying, users now only see coupons relevant to their selected restaurant, reducing clutter and cognitive load.

02

Clearer step structure

We grouped related actions together, making the process easier to follow and mentally digest, without sacrificing control.

The bottom line

Real impact from thoughtful iteration

After a few focused design improvements, we saw measurable results across user behavior, satisfaction, and business outcomes.

23%

decrease in drop-off during meetup creation

Within 3 months of launching the redesigned meetup flow.

62%

increase in CSAT for meetup

Surveyed users reported significantly higher satisfaction with the meetup experience.

$1.6M

raised in a seed round

Stronger mobile engagement metrics played a key role in investor confidence.

Disclaimer: This case study represents my personal perspective on a design project I contributed to. My views are my own and do not necessarily reflect the views of Dyne Technologies Inc, its users, or its clients.

© 2025 by Robert Wong

Dyne Technologies

B2C Foodtech — Reducing drop-off by 23% using insights from Instagram Post Creation

Meetup creation was a key feature in Dyne’s B2C app, allowing users to reserve tables at partner restaurants and unlock exclusive deals. Despite its benefits, the feature suffered from low adoption and high drop-off. This redesign was part of a broader initiative to improve onboarding and engagement.

Problem

How might we make the meetup creation flow more accessible and forgiving for new and old users?

Outcome

23% decrease in drop-off
62% increase in CSAT
$1.6M seed round

Role

Product designer

Timeline

6 months

Team

2 designers, 1 PM, 2 developers

Information overload

Mapping our key usability findings

We began with usability testing sessions involving both new and returning users. To gain stakeholder alignment, we mapped out early insights that highlighted critical pain points in the meetup creation flow.

01

New users struggled with information overload

There was too much content to process upfront, most of it unfamiliar or confusing, causing hesitation and drop-off.

02

Returning users often forgot to purchase a coupon beforehand

The system required a pre-purchased coupon to start. If users missed that step, they had to restart the entire process, creating unnecessary friction and frustration.

A tedious process

left 87.5% of users exhausted

To better understand pain points, we created a user journey map that highlighted friction across both new and returning users. Regardless of whether they completed the flow, most users reported feeling frustrated and fatigued by the end.

New users dropped off most often during coupon selection and meetup creation.

They weren’t aware a coupon was required before starting, especially confusing for first-time users unfamiliar with the app.

Returning users dropped off after realizing they’d forgotten to buy a coupon.

Since the flow didn’t allow them to go back, they had to start from scratch, leading to unnecessary frustration and churn.

Initial Solutions

Interactive tooltips and in-flow coupon purchases

Instead of jumping into a full redesign, we tested a few low-effort, high-impact ideas: small changes that required minimal dev work but could yield big usability gains.

01

Interactive tooltips

For new users launching the app for the first time, we added step-by-step tooltips to guide them through the meetup creation flow. This reduced confusion and boosted confidence early on.

02

In-flow coupon purchase

Originally designed for returning users, this feature allowed users to buy coupons without leaving the meetup flow. Unexpectedly, it also resonated with new users—making the process more forgiving for everyone.

Building on success

Learning from an experience that’s both simple and flexible: Instagram

Instagram’s post creation flow embodied everything we wanted from our redesigned meetup flow: clear, intuitive, and easy to complete.

Breaking down a complex process

Instagram breaks post creation into smaller, bite-sized steps, making the experience feel shorter and more manageable.

Integration of related features

Key actions from other parts of the app (e.g. Stories) are integrated seamlessly, reducing the learning curve and avoiding duplicate work.

Grouping related steps

By separating steps across clear, contextual pages, Instagram avoids overwhelming the user—while still guiding them through a cohesive task.

Our take on it

Solve two problems with one design

By modularizing the flow, we tackled both major pain points: information overload and lack of flexibility. This helped improve the experience for both new and returning users.

01

Smarter coupon purchases

In addition to in-flow buying, users now only see coupons relevant to their selected restaurant, reducing clutter and cognitive load.

02

Clearer step structure

We grouped related actions together, making the process easier to follow and mentally digest, without sacrificing control.

The bottom line

Real impact from thoughtful iteration

After a few focused design improvements, we saw measurable results across user behavior, satisfaction, and business outcomes.

23%

decrease in drop-off during meetup creation

Within 3 months of launching the redesigned meetup flow.

62%

increase in CSAT for meetup

Surveyed users reported significantly higher satisfaction with the meetup experience.

$1.6M

raised in a seed round

Stronger mobile engagement metrics played a key role in investor confidence.

Disclaimer: This case study represents my personal perspective on a design project I contributed to. My views are my own and do not necessarily reflect the views of Dyne Technologies Inc, its users, or its clients.

© 2025 by Robert Wong