Design Process
Spotting the Problem
Existing dating apps are failing to fully engage users and provide a personalized experience, leading to challenges in forming meaningful connections. Users often encounter a lack of interactive features and limited opportunities to express their personality, resulting in a superficial and unsatisfactory dating environment. As a result, there is a growing need for innovative solutions to enhance user engagement, foster deeper connections, and improve overall user satisfaction within the dating app landscape.
Crafting the Answer
Here’s how I tackled the challenges I’ve faced:
• Mini Games: I found that staying engaged on dating apps was tough, so I decided to introduce mini-games to spice things up. Now, users can enjoy a bit of fun while browsing profiles.
• In-App Currency: I realized that users needed more incentives to stay active, so I introduced an in-app currency system. Now, users can earn rewards by playing games, which they can then use to unlock a portion of premium features without spending a dime.
• Enhanced Profiles: I noticed that profiles were lacking personality, so I revamped the feature. Now, users can express themselves fully by uploading photo albums and sharing their hobbies and interests. It’s all about making connections that matter.
With these updates, I’m aiming to create a dating app experience that’s not only engaging but also meaningful.
Diving Deep
These findings outline the results of our extensive research. Initially, our plan was to integrate reels within the dating app, aiming to enhance user engagement and experience. However, our research revealed a different story. A significant 44% of respondents expressed their stance as ‘very unlikely,’ while an additional 35% leaned towards ‘unlikely.’ These insights prompted us to reconsider our approach. Taking heed of the user feedback, we made the strategic decision to abandon the idea of incorporating reels into the product.
Who We’re Designing For
Defining our target audience, spanning from 18 to 40 years old, is pivotal. It enables us to tailor our marketing strategies and product development efforts to resonate with the preferences and needs of this diverse demographic. By understanding their communication styles and expectations, we can craft a user experience that fosters engagement and loyalty. Additionally, strategically positioning our dating app within the market becomes more achievable, allowing us to maximize our return on investment. Ultimately, defining our target audience ensures that we create a meaningful and impactful experience for those we aim to serve.
Listening to the Users
In addition to defining our target audience, we conducted direct interviews with users to gather feedback. These interviews provided valuable insights into their experiences and preferences, helping us identify areas for improvement. By incorporating user feedback, we aimed to enhance the quality of our app and create a more user-centric experience.
The Competitive Landscape
Key features:
- Profile matching on the basis of similar interests.
- Profile verification for authenticity.
- Has an explore section.
- Has video calling functionality.
Pain points:
- Frequent paywalls.
- Lack of customer support.
- Low chances of getting matches for men/fake profiles.
- Difficult to get local matches.
- Same number of profiles in paid and free version.
Key features:
- Offers users to add custom prompts, users cannot proceed without adding prompts
- Users can like specific parts of the profile like only the prompt.
- Users can send a rose instead of a like which puts them on top of the list.
- Users can add comments when liking the profile.
Standout is a feature offered by Hinge, it generates matches based on your usage.
Pain points:
- Mainly bugs, some UI glitches.
- Does not specify the location of people when matching.
Key features:
- 24 hour limit to reply to a match.
- Women always make the first move.
- Heterosexual matches, women have 24h to start a chat, and men have 24h to respond.
- LGBTQIA+ have 24h to start a chat or reply before the match expires.
- 3 modes: Date, BFF, and Bizz.
- Link Spotify and Instagram accounts to share interests with potential dates and friends.
- Video Chat/Send videos and pictures while chatting.
- Snooze Mode, hide your profile whenever you want (you’ll still keep all your matches!)
Pain points:
- Frequent paywalls.
- Lack of customer support.
- No report option for fake profiles.
- Inefficient notification on swipes.
- Interruption betwen sweipes (ads, new feature & events)
Key features:
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Shows matches if 2 happn users crossed the same path.
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Crossed matches can like the profile without disclosing the identity, the identity is only revealed after the person likes it back.
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Location is not revealed to other users only the paths crossed are revealed (need device location on all the time to work)
- SuperCrushs are personalized messages you can send to a happner, even before you get a Crush.
- Likes only work if its mutual, SuperCrushs are personalized messages which are received as a notification to the other user.
Pain points:
- Cannot filter by distance, only shows nearby matches.
- App is sluggish, long loading times.
Building the Blueprint
Typeface
Headline Large – Roboto 32px
Body Medium – Roboto 16px
Body Regular – Roboto 14px
Sketches
Wireframes
High Fidelity
Mini-Games
1. Trait Teaser Quiz
Answer questions from provided options, engage in multiple rounds, and discover your unique traits with the results.
2. Get Matches by playing games
After answering multiple questions, users are presented with dating matches that align with their personality traits.
3. Image Insight Challenge
Guess the first word that comes to mind when you see an image. Choose from three options below.
4. Word Gap Wizard
You’ll be presented with incomplete sentences and given multiple options to choose the correct word.
In-App Currency: I realized that users needed more incentives to stay active, so I introduced an in-app currency system. Now, users can earn rewards by playing games, which they can then use to unlock a portion of premium features without spending a dime.
Enhanced Profiles: I noticed that profiles were lacking personality, so I revamped the feature. Now, users can express themselves fully by uploading photo albums and sharing their hobbies and interests. It’s all about making connections that matter.