Hinge Add-on
UX/UI Design Development
Speed Dating Feature
Role: Research UX/UI
Tools: Figma & Figjam
Design process
Discovery
research
Debrief
Design
User Testing
Present
Discovery
OVERVIEW
When thinking about the satisfaction of reconnecting with someone, the debate between FaceTime and text arises. In a survey involving 10 participants, including myself, all 10 individuals favored FaceTime. The unanimous preference for FaceTime stems from the understanding that human communication transcends words. Facial expressions, gestures, demeanor, and more play crucial roles in conveying messages, fostering trust, and establishing stronger connections. It's in this context that I introduced a novel speed dating feature to the pre-existing Hinge app, an online dating platform where users create profiles, featuring photos and responses to prompts through text or voice memos. The app allows users to browse and like profiles, and in case of mutual interest, both parties can initiate a conversation.
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The decision to incorporate a speed dating feature into Hinge stems from a hypothesis formed before validating the problem's existence. Drawing from personal experience, I identified three primary shortcomings in existing dating apps: 1. Conversations often don't progress far enough for a real-world date, 2. Apps can feel superficial, relying solely on photos and text, and 3. Fear of in-person meetings, driven by concerns of catfishing. Recognizing that solving these issues is paramount to the success of dating apps, I set out to address them in my design.
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In the realm of UX/UI, problem-solving is essential, but it's imperative to ensure that the problems addressed are significant and not solely based on personal experiences. Identifying the precise downsides of dating apps became the focus of my research, as I sought to understand the problems at their core and design a feature that provides meaningful assistance. This commitment to meticulous research ensures that my design decisions are rooted in a comprehensive understanding of user needs and industry challenges.
Research
Competitive Analysis
To understand the intricacies of existing dating apps and discern their strengths and weaknesses, I examined their features and functionalities below:
Key Findings:
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Each app targets a specific demographic; for instance, eharmony is tailored for individuals aged 35 and above, whereas Bumble caters predominantly to millennials and Gen Z users.
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Bumble is the sole app offering speed dating, exclusively conducted through chat. Profile visibility is restricted until after a mutual chat and match occur.
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Most dating apps acquire a distinct reputation, whether intentional or not. For instance, Tinder is often associated with casual hookups, while Hinge is perceived as a platform for more serious connections.
User interviews
Having explored the current market landscape, the next step was delving into the user perspective. I conducted Zoom interviews with five individuals, of whom four have had experience with or are currently using dating apps. The purpose was to grasp their preferences, dislikes, and gather overall insights. The following quotes from the interviews particularly caught my attention.
"I personally want to be friends with someone before we date romantically. I don't think the apps currently cater to that approach."
"I'll FaceTime someone before if we have no mutual friends. I FaceTime them though my phone number not the app""
“FaceTime is a vibe check. it's hard to tell off pictures what someone is like"
Following my user interviews, it was crucial to synthesize the gathered information and ensure I was steering in the right direction. To achieve this, I constructed an affinity map, which proved helpful in organizing my findings and deciphering the exact needs of the user.
AFFINITY MAPPING
I posed similar questions to these individuals regarding their encounters with dating apps. I systematically arranged this data in Figma to identify shared pain points
and feedback.
click on photos below to make bigger
From the affinity map, I made some major key insights:
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People are afraid of getting catfished
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Many conversations lose momentum and fail to progress to an actual date.
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The prospect of meeting a stranger can be intimidating and perceived as risky; hence, individuals prefer engaging in FaceTime conversations before an in-person date.
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People like their first date to be in public
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People have their own unique perspectives on each app and what they think they're for
User Persona
After understanding the users perspective, I aimed to craft a dependable and lifelike representation of my primary audience, leading me to develop a user persona:
Debrief
PROBLEM STATEMENT
Having amassed sufficient research, it became evident that dating apps play a significant role in people's lives. However, a prevalent concern among users is the fear of falling victim to catfishing. Additionally, users expressed dissatisfaction with the typical trajectory of app conversations, often failing to progress to the point of arranging in-person dates.
PROJECT GOALS
Once the problem statement was defined, ensuring alignment among my business goals, technical considerations, and user goals became imperative. I've created a chart for more clarity:
Feature set
Just like many projects, this one had a deadline, so it was crucial to focus on the most important parts of the app. The top priority was making sure the speed dating feature worked smoothly, along with creating an easy way to match, see matches, and simplify the matching process. The other ideas were things I wanted to talk about with friends and in Discord about. View chart below:
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After completing the list and engaging in discussions with others, I specifically inquired about two aspects: 1. enabling family and friends to view the date and 2. incorporating the option to record the speed dates. An overwhelming 80% of respondents expressed reservations about these ideas due to the following reasons:
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The dating experience is already nerve-wracking, and the inclusion of additional observers might discourage many individuals.
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People may not feel entirely themselves if they are aware of being watched or recorded during the date.
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There is a concern that the feature could be perceived more as a source of amusement than serving its intended purpose.
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I chose not to incorporate the functionality of recording or allowing friends to view the date. This decision was made to maintain simplicity in the feature and to uphold user privacy
uSER FLOW
Prior to developing my app, I selected two user paths to outline the user experience:
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I focused on comprehending the process of matching with someone and engaging in a chat, considering it the primary goal of the feature.
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I made sure users could exit a speed date at any point during the session. Click on the map below to view larger image
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Design
LOW-FI WIREFRAMES
I didn't dedicate extensive time to this phase since I invested time in the next step, creating Hi-Fi frames and refining them through iteration. Nevertheless, my Low-Fi frames provided an important understanding of how the user journey towards accessing the speed dating feature.
Hi-FI WIREFRAMES
To create my High Fidelity frames, I made sure each new frame matched the existing look of the app. To start, I placed a new logo at the bottom navigation for the speed dating feature, which meant redesigning existing logos and re spacing them. I used Illustrator to create a new logo resembling a camera. Below are some wire frames.
User Testing
I tested my high fidelity Design on 5 people, with a range of backgrounds. I did this over zoom and recorded each session where I tested out three different tasks.
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5/5 participants enjoyed the product and thought it was a good idea
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5/5 finished all tasks in under a minute
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I learned a lot about how I could improve my app even if that's in tiny ways
ITERATIONS
After user testing :
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Change 1:
After completing all my High-Fidelity screens, my advisor alerted me to the Apple Human Interaction Guidelines, which stipulate a maximum of 5 slots in the bottom navigation. Although some apps, like Facebook, have managed to bypass this limitation, upon further investigation, I concluded that there was a more effective way to navigate to the Speed Dating feature. This meant scrapping the bottom navigation approach and coming up with a new method to access my feature. I decided it could be better accessed though the home page.
Before :
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After :
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Change 2:
If you click how it works, there's a purple pop up, had an orphan and no x. I got rid of the orphan and added an x.
FINAL SCREENS
Present
Final prototype
After this entire process, you can click on the blue button to view my prototype : )
TakeAWAYS
Throughout this process, I've come to recognize significant opportunities for improvement within the dating app landscape. Despite their relatively recent introduction and widespread use, numerous complaints persist. I believe that my speed dating feature could serve as an exciting addition, injecting a renewed sense of enthusiasm into these apps.
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While this project initially appeared less challenging than it turned out to be, the real complexity arose from seamlessly integrating a new element into an existing app. Ensuring consistent branding and logical user flows was crucial. Another hurdle I encountered was acknowledging and rectifying a mistake in my project, particularly concerning the placement of too many buttons in the bottom navigation. It was a valuable experience to encounter dissenting opinions, notably regarding my initial idea of allowing friends and family to view the date. This reinforced the importance of including diverse perspectives in the design process. It underscores the social nature of UX, emphasizing that empathy and an open mind are essential. Learning to accept criticism constructively is a valuable skill, and I aim to continually improve upon it with each project.