Relate, a dating app that bases the matching process on shared values.
90% of the users left the app within the first week of use. Another problem was that even though people matched, they did not start conversing. A question we wanted answered was why the users left and didn't start talking. When we knew why: design a solution to create enough value for the users to stay on the app and start conversing.
We started with harvesting cliches about online dating and did desktop research about both offline and online dating. In this phase we also created an initial customer journey, which was developed later on in the process when complemented with solid user insights.
After understanding the research, we started ideating. When we had converged and made choices about which ideas to take further and test, we did a quick lo-fi prototype in Figma. After this testing round, we did user interviews (with people who never had tried Relate before) and put the participants on a "trial" - they got to test the app for one week, so we could evaluate if and why the users stopped using the app after only a couple of days. We asked the participants to interact and use the app organically (as much as it motivated them).
After the one week had passed, we did a interview with the participants to evaluate their experience. During this interview they also got to craft their own "perfect profile", for us to extract something tangible from their experience and make their expectations and wishes visible.
With gained insights from the trial week interviews, we started ideating again. That ideation led to new prototypes (lo-fi), where we could test details and validate or dismiss our ideas to reach a better understanding for next steps and further development of the prototype.
We used all the gained insights from the user reserach to create a final customer journey with emotions, thoughts, pain points and business opportunities to meet these user needs. The next step was to create a hi-fi prototype based on the customer journey and user insights.
Below follows a presentation of insights and pain points, followed by design suggestions to meet the user needs.
— Users don't trust in the pre-written messages, it creates an impersonal feeling.
— The outcome is not clear when interacting with buttons and other signifiers on another users profile page.
— The profile picture is too small to get a grasp and closer look at the person.
— Users want time to compare the five selected profiles to decide who to write to, and not be forced to take the decision straight away if they want to keep the profile or not.
— Values feels too serious to talk about straight away – they want to casually flirt at first.
A presentation of design solutions based on user insights and business opportunities, together with a tested and iterated prototype of design suggestions for the app was delivered to the client. The design suggestions was implemented in the beginning of 2020.