AirBnB:
'Let's send emails, teach [users] professional photography, and test them. "We said, 'Screw that.'" [4] Instead, they rented a $5,000 camera and went door to door, taking professional pictures of as many New York listings as possible. [1]
'Let's send emails, teach [users] professional photography, and test them. "We said, 'Screw that.'" [4] Instead, they rented a $5,000 camera and went door to door, taking professional pictures of as many New York listings as possible. [1]
I don't even see why it's considered a hack.
People are visual - we make decisions based on how things look. Their product is online, the pictures are basically everything. The snaps are 90% of what's being presented, so making sure those are good would be worth 1/2 of their time overall. The technology part of AriBnB at smaller scale is just not rocket science, it's almost commodity.
Google is a good counterexample. Google in its early days was famously not visual - the visual design was incredibly sparse, there were no pictures on the results, there were no pictures on the ads - and that was a huge contrast to most other sites, where you had animated punch-the-monkey graphics scrolling across the screen. The reason for this is that the primary utility for Google (in the early days) was to get you off the site and to your destination as quickly as possible. Anything that drew your attention - other than the result you wanted - was a distraction. Google's made attempts to put pictures on the results pages since - we had plenty of data showing that peoples' attention is instantly drawn to images, and when your department's name is "Search Features" it's awfully tempting to draw attention to the features you're developing - but every such attempt seems to cost Google in brand equity in the long run, and ends up getting reverted eventually.
The key insight for AirBnB was that they are selling an experience, not information. When you're deciding where to book a hotel, you want a visceral sense of how it would feel to be on vacation at that place, and a picture is the best way to achieve that.
It seems straightforward, but the alternative would have been to establish a network of local photographers with contracts and agreed rates, scheduling software, performance management, QA, etc...
That would be more scalable, so if you just do it yourself instead of going for scale its a "hack".