Mobile Dating App
Mobile Dating App
UX/UI Design
Timeline: 5 Months
U Got Game? stands out in the crowded dating app market by focusing on personality matching rather than superficial judgments based on appearance or bios. Unlike traditional apps, which often rely on a quick glance at a few photos and a short profile, U Got Game? introduces a unique gaming element. This encourages users to delve deeper into each other's personalities and interests before deciding to match. By addressing the criticism of superficial connections, our app offers a refreshing alternative for users seeking more meaningful interactions. Moreover, U Got Game? goes beyond just matchmaking. We've integrated a marketplace where users can pre-purchase date experiences, ranging from activities to dining out, all with "inclusive pricing." This innovative feature adds another layer to the dating experience, making it more enjoyable and accessible for everyone involved.
U Got Game? stands out in the crowded dating app market by focusing on personality matching rather than superficial judgments based on appearance or bios. Unlike traditional apps, which often rely on a quick glance at a few photos and a short profile, U Got Game introduces a unique gaming element. This encourages users to delve deeper into each other's personalities and interests before deciding to match. By addressing the criticism of superficial connections, our app offers a refreshing alternative for users seeking more meaningful interactions. Moreover, U Got Game goes beyond just matchmaking. We've integrated a marketplace where users can pre-purchase date experiences, ranging from activities to dining out, all with "inclusive pricing." This innovative feature adds another layer to the dating experience, making it more enjoyable and accessible for everyone involved.
Directory
Part 1: Define the Problem
Part 1: Define the Problem
What is the Problem? | Objectives and Goals | Competitor's Analysis | User Interviews | Design Question
What is the Problem? | Objectives and Goals | Competitor's Analysis | User Interviews | Design Question
Part 2: Understanding the User
Part 2: Understanding the User
Empathy Map | Who is the Persona Involved? | Key Insight
Empathy Map | Who is the Persona Involved? | Key Insight
Part 3: Develop
Part 3: Develop
User Flows: Onboarding, Game, and Date Planning
User Flows: Onboarding, Game, and Date Planning
Part 4: Design
Part 4: Design
Low-Fidelity Sketches
Mid-Fidelity Wireframes + User Testing Feedback
Visual Brand Language & UI Kits + Components
High-Fidelity Prototypes (Onboarding & Profile Creation, Gameplay & Matching, Marketplace & Booking Experiences, Messaging Platform)
Low-Fidelity Sketches
Mid-Fidelity Wireframes + User Testing Feedback
Visual Brand Language & UI Kits + Components
High-Fidelity Prototypes (Onboarding & Profile Creation, Gameplay & Matching, Marketplace & Booking Experiences, Messaging Platform)
What's Next?
What's Next?
Part 1:
Define the Problem
Part 1:
Define the Problem
WHAT IS THE PROBLEM?
In the ever-evolving realm of online dating, both established leaders and emerging apps are vying for the attention of millions of users. Dating has become a cornerstone of modern social connections, and as such, the competition is fierce. While a plethora of dating apps such as Tinder, Bumble, Hinge, Grindr, Coffee Meets Bagel, and Plenty of Fish offer varied experiences, they often rely on the same swipe-left-or-right mechanic. The lack of innovation, the imbalanced user landscape (men outnumber women at a ration of 7:1 and women suffering from something called "inbox bloat"), and the complexities that come with planning a date deter many people from wanting to use dating apps.
In the ever-evolving realm of online dating, both established leaders and emerging apps are vying for the attention of millions of users. Dating has become a cornerstone of modern social connections, and as such, the competition is fierce. While a plethora of dating apps such as Tinder, Bumble, Hinge, Grindr, Coffee Meets Bagel, and Plenty of Fish offer varied experiences, they often rely on the same swipe-left-or-right mechanic. The lack of innovation, the imbalanced user landscape (men outnumber women at a ration of 7:1 and women suffering from something called "inbox bloat"), and the complexities that come with planning a date deter many people from wanting to use dating apps.
OBJECTIVES AND GOALS
The goal of this app is to design and implement innovative features and functionalities that promote genuine interactions, provide personalized date suggestions, and encourage users to engage in activities to develop connections, thereby improving user satisfaction and develop a dating app users can continue to use even after if they find a partner.
The goal of this app is to design and implement innovative features and functionalities that promote genuine interactions, provide personalized date suggestions, and encourage users to engage in activities to develop connections, thereby improving user satisfaction and develop a dating app users can continue to use even after if they find a partner.
COMPETITOR'S ANALYSIS
USER INTERVIEWS
For the primary research, the founders and I conducted interviews with mostly single people, but also those who have found partners through dating apps, to get a deeper understanding on how their current or previous online dating experience could be/been improved. We wanted to hone in on the pain points associated in the matching process, as well at the planning process leading up to the actual date. From here we were able to gain some insight on where we can improve on the current online dating culture.
For the primary research, the founders and I conducted interviews with mostly single people, but also those who have found partners through dating apps, to get a deeper understanding on how their current or previous online dating experience could be/been improved. We wanted to hone in on the pain points associated in the matching process, as well at the planning process leading up to the actual date. From here we were able to gain some insight on where we can improve on the current online dating culture.
Jas Astaske
23 Years Old
"There should be more emphasis on personality and interests rather than just photos. Maybe incorporating more interactive features that allow users to showcase their personalities or providing suggestions for unique date ideas could help foster deeper connections."
"There should be more emphasis on personality and interests rather than just photos. Maybe incorporating more interactive features that allow users to showcase their personalities or providing suggestions for unique date ideas could help foster deeper connections."
Phil Mort
29 Years Old
"Feels like a bit of a numbers game, you know? You match with someone, exchange a few messages, and then it fizzles out. It can be discouraging, exhausting and feel like a chore at times, especially when you're genuinely looking for something meaningful."
"Feels like a bit of a numbers game, you know? You match with someone, exchange a few messages, and then it fizzles out. It can be discouraging, exhausting and feel like a chore at times, especially when you're genuinely looking for something meaningful."
Esther Asis
35 Years Old
"…more emphasis on fostering genuine connections and building meaningful relationships. This could involve implementing features that encourage users to be more authentic in their profiles and interactions, as well as providing resources for planning meaningful dates that go beyond the typical coffee or walks scenario."
"…more emphasis on fostering genuine connections and building meaningful relationships. This could involve implementing features that encourage users to be more authentic in their profiles and interactions, as well as providing resources for planning meaningful dates that go beyond the typical coffee or walks scenario."
DESIGN QUESTION
How might we address the perceived shallowness of online dating experienced by users fatigued with the current swiping culture, and create a fresh experience while offering ideas for dating experiences and entice them to find meaningful relationships?
How might we address the perceived shallowness of online dating experienced by users fatigued with the current swiping culture, and create a fresh experience while offering ideas for dating experiences and entice them to find meaningful relationships?
Part 2:
Understanding the User
Part 2:
Understanding the User
EMPATHY MAP
Says
"Physical attraction catches my attention, but personality and compatibility is what hooks me."
"Feels pointless in putting effort into a message only for them to not even respond."
"Swiping feels monotonous and boring, almost like a chore. I wish the process was more engaging"
"Tough to figure out where to go or who'll pay for the first date."
Says
"Physical attraction catches my attention, but personality and compatibility is what hooks me."
"Feels pointless in putting effort into a message only for them to not even respond."
"Swiping feels monotonous and boring, almost like a chore. I wish the process was more engaging"
"Tough to figure out where to go or who'll pay for the first date."
Does
Swipes through profiles quickly, making snap judgments based on photos.
Agrees to meet up with matches for dates, despite feeling anxious.
Checks the app frequently for new matches or messages.
Deletes the app temporarily when feeling mentally and emotionally drained.
Does
Swipes through profiles quickly, making snap judgments based on photos.
Agrees to meet up with matches for dates, despite feeling anxious.
Checks the app frequently for new matches or messages.
Deletes the app temporarily when feeling mentally and emotionally drained.
Thinks
"Swiping feels like a chore"
"What would be a fun date that the both of us would enjoy?"
"Is this person really as they appear in their profile/photos?"
"Will this conversation lead to a real connection?"
"I wonder if I'll ever find someone who gets me."
Thinks
"Swiping feels like a chore"
"What would be a fun date that the both of us would enjoy?"
"Is this person really as they appear in their profile/photos?"
"Will this conversation lead to a real connection?"
"I wonder if I'll ever find someone who gets me."
Feels
Exhausted and bored from dating apps.
Anxious about meeting new people.
Initial conversations and first dates feels formulaic
Hopeful for a meaningful connection.
Disappointed when matches don't pan out.
Vulnerable when opening up to potential matches.
Feels
Exhausted and bored from dating apps.
Anxious about meeting new people.
Initial conversations and first dates feels formulaic
Hopeful for a meaningful connection.
Disappointed when matches don't pan out.
Vulnerable when opening up to potential matches.
Gain
Potential for making genuine connections.
Opportunities for new experiences and connections.
Validation and confidence boosts from matches and positive interactions.
Learning about yourself through dating others.
Potential for growth and self-discovery.
Gain
Potential for making genuine connections.
Opportunities for new experiences and connections.
Validation and confidence boosts from matches and positive interactions.
Learning about yourself through dating others.
Potential for growth and self-discovery.
Pain
Rejection and disappointment from failed dates, ghosting, or never replies at all.
Discouraged due to lack of matches (men)/Overwhelmed by the amount of matches (women).
No idea of where to go or what to do for first or follow-up dates.
Feels awkward in who has to pay for the first date.
Feeling burnt out from the dating app experience.
Pain
Rejection and disappointment from failed dates, ghosting, or never replies at all.
Discouraged due to lack of matches (men)/Overwhelmed by the amount of matches (women).
No idea of where to go or what to do for first or follow-up dates.
Feels awkward in who has to pay for the first date.
Feeling burnt out from the dating app experience.
WHO IS THE PERSONA INVOLVED?
After researching the problem, I developed a persona to define one of the target users and the pain points we want to tackle the solution
After researching the problem, I developed a persona to define one of the target users and the pain points we want to tackle the solution
Key Insight
Users of the dating app are increasingly seeking connections that go beyond appearances, valuing matches based on compatibility and personality traits over solely physical attributes. Simultaneously, they express a desire for the matching system to feel more engaging and interactive, incorporating elements of gamification to enhance the overall user experience. Furthermore, they would like be assisted in how and what to plan for a date. This indicates a shift towards prioritizing meaningful connections and a desire for a more immersive and enjoyable journey in the pursuit of making a genuine connection.
Users of the dating app are increasingly seeking connections that go beyond appearances, valuing matches based on compatibility and personality traits over solely physical attributes. Simultaneously, they express a desire for the matching system to feel more engaging and interactive, incorporating elements of gamification to enhance the overall user experience. Furthermore, they would like be assisted in how and what to plan for a date. This indicates a shift towards prioritizing meaningful connections and a desire for a more immersive and enjoyable journey in the pursuit of making a genuine connection.
Part 3:
Develop
Part 3:
Develop
Researching the current competition on the market, as well as from the research taken from the user interviews we've conducted, I created a User Flow for both the onboarding process, the gaming process, and the date planning process.
Researching the current competition on the market, as well as from the research taken from the user interviews we've conducted, I created a User Flow for both the onboarding process, the gaming process, and the date planning process.
USER FLOW - ONBOARDING
The onboarding process is based on features and information that users we interviewed felt were the most important details for them to showcase, but also what they would want to know about their matches.
The onboarding process is based on features and information that users we interviewed felt were the most important details for them to showcase, but also what they would want to know about their matches.
USER FLOW - GAME
To shake up the usual "swipe left, swipe right" approach, we brainstormed a fun, gamified dating experience inspired by Jackbox Games, and 90s dating shows like Singled Out (1995) and Blind Date (1999).
In our concept, there are no photos and users choose animal avatars and join a virtual game room with one host (the bachelor/bachelorette) and three contestants. The host picks a category and asks the contestants a question. Contestants respond with witty, humorous answers to impress the host. After several rounds, the contestant whose answers align best with the host's preferences becomes the match.
To shake up the usual "swipe left, swipe right" approach, we brainstormed a fun, gamified dating experience inspired by Jackbox Games, and 90s dating shows like Singled Out (1995) and Blind Date (1999).
In our concept, there are no photos and users choose animal avatars and join a virtual game room with one host (the bachelor/bachelorette) and three contestants. The host picks a category and asks the contestants a question. Contestants respond with witty, humorous answers to impress the host. After several rounds, the contestant whose answers align best with the host's preferences becomes the match.
USER FLOW - DATE PLANNING
Another feature requested from users was for the app to suggest date ideas and to book the actual date within the app. Inspired by services like Groupon, we brainstormed a user journey to select the recipient the user would want to send a date request to, pay for it, and then send the request to their potential match, waiting for them to confirm, edit, or decline it.
Another feature requested from users was for the app to suggest date ideas and to book the actual date within the app. Inspired by services like Groupon, we brainstormed a user journey to select the recipient the user would want to send a date request to, pay for it, and then send the request to their potential match, waiting for them to confirm, edit, or decline it.
Part 4:
Design
Low-Fidelity Sketches
Initial sketches showcase basic onboarding, user profile, main navigation, and the marketplace to browse experiences (inspiration taken from Groupon). Gameplay took some iterations to get the basic idea.
Initial sketches showcase basic onboarding, user profile, main navigation, and the marketplace to browse experiences (inspiration taken from Groupon). Gameplay took some iterations to get the basic idea.
Mid-Fidelity Wireframes
Once we got the basic look and feel of the app, we moved onto mid-fi wireframes to really create the experience.
Once we got the basic look and feel of the app, we moved onto mid-fi wireframes to really create the experience.
User Testing Feedback
Include a "Create Account" and "Sign in with E-mail" button
Profile needs more information and customization on the user (love language, sexual preference, attachment style, etc…)
Marketplace cards are a little large and there needs to be more categories
Age preference should have a 5 year minimum age gap to better match players
Include a "Create Account" and "Sign in with E-mail" button
Profile needs more information and customization on the user (love language, sexual preference, attachment style, etc…)
Marketplace cards are a little large and there needs to be more categories
Age preference should have a 5 year minimum age gap to better match players
Game selection screen needs to be created with the instructions on how to play
Ranking the answers needs to be more fluid and obvious in the process (dragging)
Include a way to favourite/save experiences to reference later
Bottom nav bar should expand and lead to other areas of the app (dashboard, marketplace, dates, profile)
Game selection screen needs to be created with the instructions on how to play
Ranking the answers needs to be more fluid and obvious in the process (dragging)
Include a way to favourite/save experiences to reference later
Bottom nav bar should expand and lead to other areas of the app (dashboard, marketplace, dates, profile)
Visual Brand Language & UI Kits + Components
High-Fidelity Prototype
Onboarding & Profile Creation
Onboarding + Profile Flow (Figma)
Gameplay & Matching
Gameplay Flow (Figma)
Marketplace & Booking Dates
Marketplace Flow (Figma)
Navigation & Messaging Platform
Messaging Flow (Figma)
Test out the Beta!
The beta launched on May 17, 2024. At the creation of this case study, we have so have have 300 beta testers and we are continually iterating based on user feedback. Feel free to test it out of you're in the Greater Toronto Area and looking for love or fun experiences to embark on!
The beta launched on May 17, 2024. At the creation of this case study, we have so have have 300 beta testers and we are continually iterating based on user feedback. Feel free to test it out of you're in the Greater Toronto Area and looking for love or fun experiences to embark on!
Test the Beta
What's Next?
What's Next?
Currently U Got Game? is in its beta launch in the Greater Toronto Area with plans to expand its network to other major cities in North America, and eventually worldwide. To differentiate from the other dating apps, there are other features on the horizon once the full product is launched. These include:
TV and Party Play - the game takes to living room and allows local play with users in the same room
Wishlist - favourited experiences are saved and can be shared with their match to make it easier to set up a date
Travel Mode - allows users to meet and match with others globally
Extra Lives - extra lives can be used for players to stay in the game, as well as revive chats/matches that have expired
Vendor Onboarding - local vendors can onboard their business and experiences for users to browse and book
More Games - other games are currently being brainstormed and developed for other unique means for people to match!
Currently U Got Game? is in its beta launch in the Greater Toronto Area with plans to expand its network to other major cities in North America, and eventually worldwide. To differentiate from the other dating apps, there are other features on the horizon once the full product is launched. These include:
TV and Party Play - the game takes to living room and allows local play with users in the same room
Wishlist - favourited experiences are saved and can be shared with their match to make it easier to set up a date
Travel Mode - allows users to meet and match with others globally
Extra Lives - extra lives can be used for players to stay in the game, as well as revive chats/matches that have expired
Vendor Onboarding - local vendors can onboard their business and experiences for users to browse and book
More Games - other games are currently being brainstormed and developed for other unique means for people to match!