unfiltered videos, authentic connections
Date better with in-app video profiles and fall
for the person, not the picture.
Unfiltered Videos
Video Prompts
Rerecord Answers
Browse Potential Dates
SuperLike
Timed Conversations
the challenge
balancing user & business needs
How can we facilitate confident and authentic connections among online daters, while enabling scalable growth for the product?
Online dating poses challenges such as the overemphasis on looks, prevalence of catfishing, and limited options in the dating pool. The pressure to prioritize physical appearance can lead to superficial connections, while catfishing undermines trust and authenticity. Additionally, some users may face a limited dating pool, reducing potential matches and making it harder to find compatible partners.
the solutions
forging genuine connections
Lookbook Redesign: Streamlined Functionality and Accessibility
Redesigned the Lookbook (browse screen) to address user confusion regarding button functionalities identified during BETA Usability Testing, and to enhance compliance with accessibility best practices based on Heuristic Evaluation.
BETA
Our Design
Introducing Viewing Mode: Exploring the Dating Pool with Ease
Implemented Viewing Mode based on user feedback to address anxiety around recording video profiles. Users can now explore potential matches before committing to creating their own video profiles, aligning with their preference expressed during user interviews.
BETA
Our Design
Premium Subscription: Unlocking Enhanced Features
Created new screens to encourage users to purchase a Premium Subscription, featuring commonly monetized features found in dating apps. These screens were developed based on our comprehensive Feature Analysis.
the impact
measuring success
Impressed by our designs, the client expressed a desire to integrate them into the upcoming version of the app, following its initial launch on the App Store. In addition to delivering our design assets, we equipped them with KPIs to effectively gauge the success of the redesign and the implementation of our recommended new features.
Onboarding Completion
Compare the percentage of video profiles completed by new users before and after the implementation of Viewing Mode.
Daily Active Users
Measure the percentage of new users who return to browse potential dates and chat with matches on a daily basis.
Conversion Rates
Track the percentage of active users who subscribe monthly and the average subscription retention period.
the hurdles
advocating for our users
As one of three UX Designers and Researchers, I also took on the role of Project Manager during our intensive three-week design sprint. Despite encountering hurdles along the way, our team's dedication to advocating for the users received praise from stakeholders upon project completion, showcasing our ability to overcome challenges and deliver successful results. Below are the issues we faced and the strategies we employed to overcome them:
Sprint Hurdles
The app was built without user research to support the inclusion of video profiles, driven mostly by the founders' personal experiences.
The client presented us with 5 major project goals, which proved challenging to accomplish within the limited timeframe and resources.
How We Overcame
Began our research by performing a usability test on the BETA version, along with Heuristic Evaluation, Feature Analysis, and user interviews.
As Project Manager, I ensured that our goals remained realistic—approaching our research with the objective of refining our focus to achievable goals.
the story
our design journey
Problem Space | Getting to Know Our Client
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Client shared their frustrations with online dating and how their personal experience inspired them to create the app.
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Clarified value proposition: Provide users a preview of a first date with video profiles.
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Received 5 proposed goals from client with Monetization being the priority.
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Familiarized ourselves with the BETA version of the app and its existing Design System.
BETA Usability Test | Making Our First Move
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Conducted usability testing with 7 participants to identify key user pain points and opportunities for improvement within the BETA version.
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Performed Feature Analysis of popular dating apps, identifying a gap in essential options under Match Preferences.
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Conducted Heuristic Evaluation, uncovering instances where compliance with accessibility standards had been overlooked.
User Interviews | The Talking Phase
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Sent out a screener survey to select participants who are current or former users of dating apps actively seeking serious relationships.
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Interviewed 11 people, mostly over Zoom, who use or have used dating apps to learn about their behaviors and frustrations, focusing on their opinions on recording videos for their profile and the features they'd be interested in paying for.
Our Focus | Making the Commitment
Identified 3 areas of focus based on our client's needs and the results of our research:
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Onboarding - empower users to create their video profiles with confidence.
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Lookbook (Browse screen) - encourage users to interact with each other based on their personalities instead of just looks.
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Monetization - provide enough value to entice users to pay for premium subscription.
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Target Users | Humanizing the Online Dater
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Identified trends and insights from user interviews through Affinity Mapping.
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Developed a User Persona, "Athena", and a Journey Map based on BETA usability test results and insights from user interviews to identify pain points in using a dating apps.
Insight-Driven Designs | Listening to Our Users
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Leveraging the app's existing Design System, we iterated the BETA version with 2 rounds of Hi-Fi Prototypes, informed by insights gathered from research and guided by Athena.
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Introduced Viewing Mode allowing users to skip the video recording process.
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Redesigned the Lookbook (Browse screen), including the SuperLike button.
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Added screens where users can purchase Premium Subscription to unlock more features.
Usability Tests | Putting Our Designs to the Test
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Conducted one round of user test for each of our two Hi-Fi Prototypes, involving 5 participants per round.
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Iterated each prototype based on test findings.
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Overall task success rate increased by 6%.
Asset Hand-Off | Making Things Official
Delivered our design assets to the client, along with additional recommendations and suggested Key Performance Indicators.
Conclusion | Reflecting on Our Journey
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Conducted an assessment of our three-week sprint to reflect on our learnings.
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Challenges of working on an app without being provided research documentation.
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Performing BETA usability testing as part of preliminary research.
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Working with client's existing Design System.
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Identified areas for improvement.