Real Case Studies
Analysis of Early User Drop-Off at Airbnb
This case study analyzes how early conversion challenges at Airbnb were not caused by weak acquisition or low demand, but by a lack of trust inside the user experience. While sign-ups and traffic were growing steadily, bookings were not increasing at the same pace. The issue was traced to a critical break in the funnel between user onboarding and transaction, where first-time users were exiting without committing.
The root problem was not technical instability or poor navigation. The platform functioned correctly from a usability standpoint, but failed to provide emotional reassurance at the exact moment users were expected to trust the service. Low-quality photos, inconsistent presentation across listings, and the absence of standard visual credibility signals created hesitation. When users are asked to stay in private homes owned by strangers, any lack of clarity in presentation translates directly into perceived risk.
Airbnb solved this problem not by scaling traffic, adding promotions, or redesigning the interface, but by improving the one element that most directly influences user confidence: perception. The company introduced a professional photography program that standardized how properties were presented on the platform. Every image became a quality signal. Lighting, framing, and accuracy restored user confidence without additional messaging.
The impact of this single change was significant. Listings with professional photography consistently performed better in bookings and revenue than those without. Without increasing ad spend or altering pricing strategies, Airbnb improved conversion by fixing trust at the product level.
This case illustrates a foundational growth principle:
Conversion improves when doubt is removed, not when pressure is increased.
Click on Analysis of Early User Drop-Off at Airbnb to read the full case study.
How Swiggy Reduced Post-Order Anxiety and Increased Repeat Usage
As Swiggy expanded rapidly across Indian cities, the platform became increasingly efficient at acquiring users, processing payments, and fulfilling orders at scale. From a system perspective, the product was stable and reliable. However, a different issue started surfacing from user behavior — not failed deliveries, but growing discomfort during the waiting phase after payment.
Users were refreshing the app repeatedly, contacting support even when nothing was wrong, and cancelling orders that were already in progress. Some placed duplicate orders because the first one felt “stuck.” These patterns revealed that the problem was not operational failure, but emotional friction. Orders were being delivered, yet the experience felt uncertain. The funnel was working mechanically, but breaking psychologically.
The root challenge was not delivery speed or restaurant performance. The application functioned correctly from a usability standpoint, but failed to reassure users after checkout. Once payment was completed and control was handed over, silence created stress. Without clear signals of progress, waiting felt risky. Users were not reacting to delay — they were reacting to the absence of information.
Swiggy addressed this by redesigning the post-order experience as a system of visibility rather than treating it as a static confirmation screen. The company introduced real-time delivery tracking, dynamic ETA updates, progress-based order stages, easy access to the delivery partner, and proactive notifications for every major event. Users no longer had to guess what was happening — they could see it.
The impact was immediate and behavioral. With visibility and control restored, users became more patient, cancellations dropped, and support requests declined. Swiggy did not deliver food faster first — it delivered certainty first — and that reassurance translated directly into improved retention and trust.
This case highlights a simple but powerful growth insight:
When users feel informed, they feel in control. And when they feel in control, they stay.
Click on Analysis of Post-Order Anxiety at Swiggy to read the full case study.