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Key Takeaways

1. Users place a high value on safety and authenticity in dating apps. Implementing robust security measures, such as phone number verification and profile highlighting, not only increased user trust but also reduced the number of fake profiles.

 

2. Introducing unique and innovative features, like the "Sugar" function and special profile highlights, can significantly enhance user engagement and satisfaction. These features allowed users to stand out and increased their chances of connecting with compatible matches. 

 

3. Prioritizing the needs, goals, and pain points of users significantly enhances their overall experience. Through tools like Customer Journey Maps and User Personas, we gained a deeper understanding of our target audience. This helped in tailoring the app's features, such as quick phone number verification and simple onboarding, to align with user expectations and ensure a smooth, user-friendly experience.

Color Palette

Typography

Iconography

Primary Color

Light Gradient

Dark Gradient

Shades

Tints

Shades

Shades

Tints

Tints

#FFE0FD

#D4E4FF

#FD8CF6

#6199FC

#0E062D

Style Guide

Aa

Font

Poppins

Aa

Poppins

Bold

Aa

Poppins

Semibold

Aa

Poppins

Medium

Aa

Poppins

Regular

Name

Font Size

Line Height

24 px

20 px

18 px

16 px

14 px

12 px

16 px

36 px

24 px

28 px

24 px

22 px

16 px

24 px

Heading 1

Heading 2

Body - Large

Body - Regular

Body - Small

Caption

BUTTON

Outline

Bold

Other Screens

High Fidelity Screen

Home Screen

❌ Navigation Difficulty. Many of the applications I studied had complex interfaces due to an abundance of different elements and illogically placed functionalities.

User Problem

✅ We made our interface as simple and intuitive as possible for any user, even the most inexperienced ones, by arranging all functionalities in a logical and familiar manner.

Solution

Chat

❌ Almost all users engage in multiple conversations simultaneously, making it difficult to choose a partner.

User Problem

✅ We implemented a simple swipe feature in the chat that allows users to quickly access a profile and then easily return to the conversation.

Solution

Home Screen with Filters

❌ The large volume of users makes it difficult for individuals to stand out and for users to find profiles that truly interest them.

User Problem

✅ We added special highlights so that users can make their profiles stand out. Additionally, we highlighted the profiles of Sugar users and added filters by account type, allowing users to tailor their feed to their personal preferences.

Solution

Information Architecture/User Flow

Mobile number

Enter OTP

Welcome

User Card

User Info

Google API

Favourites

Tags

Add Photo

Home screen

Chat

Account

Preferences

About

Search

Account type

Add Sugar

Sent a Message

User Profile

Is user

registrered?

No

Yes

Shop

Settings

Perceptual Patterns

Before starting the design, I created a sort of mood board to ensure that I wouldn't miss the distinctive charm of our typography, colors, or any other elements unique to our company during the process. Additionally, I suggested several interesting features that, in my opinion, are not found in our main competitors' offerings.

Persona: Alison

Goal: Gain a deep understanding of the user's experience at every stage of their interaction with the app

Contact points

  1. Advertising on social networks promoting the application.
  2. Recommendations from friends and colleagues.
  1. Comparison of the application with other similar options.
  2. Consider pricing and subscription models.
  1. Downloading an application from the app store.
  2. Completing the registration process.
  1. Receive notifications about new pairs and messages.
  2. Participation in events of the app community.

Actions

  1. Reads reviews and ratings to gauge the app's reputation.
  2. Explores a website to understand its features and benefits.
  1. Weighs the pros and cons of different applications.
  2. Evaluates the value offered by each option.
  1. Installs the application on your smartphone.
  2. Enter personal information and create a profile.
  1. Replies to messages and interacts with couples.
  2. Takes part in virtual or in-person events organized by the application.
  1. Curiosity about the app's features and performance.
  2. Trust recommendations from friends.
  1. The pressure to make the right choice.
  2. Confidence in choosing the app that suits their needs.
  1. Excitement at the opportunity to meet new people.
  2. Nervous about making a good impression.
  1. Gratitude for the connections created through the application.
  2. Loyalty to the application and its community.

Feeling

Actions

Initial Search

Rerehenee

Action

Hold

Customer Journey Map

Empathy Map

Sees

Friends and colleagues who successfully use dating apps.

Advertising of various dating applications on social networks and the Internet.

Information about new features and updates in popular dating applications.

Profiles of different people with similar interests, goals and lifestyles.

Pain Points

Difficult and lengthy registration in applications.

A large number of fake profiles and unreliable users.

Difficulty navigating and using the application.

Lack of effective filters to find suitable partners.

Does

Checks reviews of different apps before downloading.

Fills out the profile in the app in detail to attract partners.

Actively uses features that help highlight her profile.

Increase the chances of a successful acquaintance.

Says

I want to find an app where there are fewer fakes and more real people like me.

I like when the application is intuitive and does not require a lot of time to set up.

I need an app that will help me find a serious partner, not just for fun.

It is important that my time is not wasted on fake profiles as I have doubts about security.

User Persona

Bio

Alison is a young and energetic woman working in the field of psychology. She actively strives for career growth and personal development. In her free time, she enjoys playing sports, reading books and spending time with friends in cafes or at exhibitions.

Goals

Find a serious relationship: Alison is looking for a partner with whom she can build a long-term and strong relationship based on mutual understanding, respect and support.

Career Development: She strives for professional success and wants to be in a relationship with someone who shares her values ​​and ambitions.

Personality

Hardworking

Smart

Expressive

Thoughtful

NAME:

Alison Hargreeves

AGE:

35

EDUCATION:

University of Calgary

JOB:

Family Physician

LOCATION:

Calgary, Alberta

HOBBIES:

Hiking and dancing

Unique Features

Fast and secure account verification using a phone number. This increases the level of trust among users.

A very convenient feature that allows users to swipe directly from the chat to the interlocutor's profile, as users typically engage in multiple conversations simultaneously.

The Sugar feature allows users to make their profile stand out from the rest. More chances of attracting attention and new acquaintances.

A special highlight allows users to show their profile one of the first in the list of other users. This greatly increases the chances of your profile being viewed and interacted with.

Competitive Analysis

Analyzing Competitor Strengths and Unique Offerings to Enhance Your App's Competitiveness

Profile Verification

Filtering Options

Interactive Elements

Matching Algorithms

Integration with social networks

Company Name

Tinder

Bumble

PURE

Pain Points

1.

Navigation Difficulty

Some users might find it challenging to navigate the app, especially if the interface is not intuitive or is cluttered with too many elements, making it hard to quickly find necessary features.

2.

Insufficient Filtering

The lack of adequate filters for searching and selecting potential partners can lead to dissatisfaction among users who are looking for more precise matches based on interests, age, or other criteria.

3.

Security Issues

Inadequate security measures, such as poor protection against fake profiles or unwanted messages, can create a negative experience for users and decrease their trust in the app.

User Research

During the entire life of the product, numerous internal and external user interviews were carried out.

As a result, there was collected a large user database: their pains, values and goals while using the product.

* Comments from some users

The Problem

  1. High female user churn due to message overload, resulting in negative user experience and irritation.
  2. Lack of a design system and insufficient understanding of user needs hinder effective product development and satisfactory user experience.
  3. Users show reluctance to renew premium subscriptions, necessitating alternative revenue streams to sustain profitability without relying solely on subscription models.
  4. Underutilization of available resources may lead to missed opportunities for project growth and development.

62.5%

20%

10.5%

142 responses

* Subscription Renewal Attitudes Survey Result.

My role

As a designer, I played an active role in shaping the UX and visual identity of the project. I was involved in every step of the process, from conceptualization to final implementation.

 

In particular, my responsibilities included:

Development of a Comprehensive Design System: I led the creation of a reliable design system aimed at ensuring a user-friendly interface. This system also served as a foundation for streamlining workflows and improving collaboration among team members.

 

User Experience: I spearheaded the research on key competitors and conducted extensive user research. By implementing intuitive design solutions and incorporating user feedback, I successfully enhanced the user experience, contributing to the project's success.

Applied Skills:

  • Workshop Organization,
  • Design Thinking Methodologies,
  • User Interviews,
  • User Journey Mapping,
  • Creation of User Stories,
  • Layout Design,
  • Rapid Prototyping,
  • Usability Testing,
  • Visual Design Techniques.

Overview

Click - a mobile dating app based on interests. Includes chat and the option to purchase coins for expanded features. Find a partner who shares your passions!

 

Mission: Retain female users. Research indicates that excessive messaging leads to women leaving apps. Limiting messages helped declutter chats and increased donation revenue for the business.

Time & Team

Product Designer

Jul 2023 - Jan 2024

1 Product Designer

1 Graphic Designers

Marketing Department

2 Product Manager

3+ Developers

Dating Application

Mobile Design | App