Project Overview
Project Type
Dating Mobile Application
My Role
Researcher, UX/UI Designer
Project Timeline
10 Weeks
Project Tools
Figma, Miro
Background
Nowadays, dating apps often set high thresholds and expectations. The needs of users who genuinely require these apps to find a partner are not being met. These users are typically more introverted and may find it challenging to connect with others quickly. They may lack outstanding physical or material attributes, yet they sincerely desire to find a partner on dating apps, and their needs are not being fulfilled.
The Problem
Appearance-Based Bias
Users with better physical appearances receive more attention, reinforcing an overemphasis on looks over personality and compatibility.
Screen Fatigue
The repetitive process of swiping through profiles leads to frustration and burnout.
Objectification by Comparison
Instinctive comparison reduces individuals to physical matrices, treating people as objects rather than multifaceted individuals.
The Goal
To design a dating app experience that mitigates appearance-based bias and user fatigue. The goal is to create a more meaningful and less superficial platform that encourages users to connect based on personality, interests, and genuine conversation, fostering deeper connections over time.
Process
"I've completely lost faith in dating apps. I genuinely want to develop a serious relationship, but most of the people I meet don't seem sincere." - What inspired me to do this project
Inspire
Coffee Chat
Empathize
User Research
Competitor Analysis
Define
Persona
User Journey
Ideate
Card Sorting
Site Map
User Flow
Wireframe
Prototype
User Testing
Usability Testing
Competitor Analysis
Coffee Meets Bagel
Strengths
- Focuses on quality matches over quantity.
- Daily curated matches reduce swiping fatigue.
Weaknesses
- Significantly smaller user base than competitors.
- Slower pace and limited daily matches may not suit all users.
Tinder
Strengths
- Massive user base increases matching potential.
- Simple and intuitive swipe mechanic.
Weaknesses
- Promotes superficial judgments based on looks.
- Reputation as a "hookup app."
- Can lead to user burnout and screen fatigue.
Bumble
Strengths
- Empowers women by having them initiate conversation.
- Expands beyond dating with BFF and Bizz modes.
Weaknesses
- 24-hour time limit on matches creates pressure.
- Men cannot initiate, which may not appeal to all users.
Opportunities for Spirits
- Create a counter-culture to the fast-paced, superficial nature of existing apps.
- Focus on personality and shared interests as the primary matching criteria, not photos.
- Slow down the matching and conversation process to reduce user burnout and encourage more thoughtful interactions.
- Build a community for users seeking genuine, long-term connections rather than casual encounters.
Target Audience
Our target audience consists of individuals, typically introverted, who are tired of superficial dating culture. They value personality over appearance, are patient in getting to know others, and seek genuine, long-term connections.
Anna, 22
Student
"I want to find someone who gets my sense of humor and loves dogs as much as I do, but it feels like everyone on other apps just wants a perfect photo."
About
Anna is a student who has just moved to New York to continue her Master of Fine Arts education. She finds herself lonely and wants to find a relationship through the dating apps. Then she quickly got bored because the dating apps all looked the same and she got tired of scrolling screen. She got a few matches but was frustrated by them because they didn't want to hear about her daily life and just wanted to see her face or hang out with her. If Anna did not agree to meet them in person, they would disappear within two to three days.
Pain Points
- Feels judged solely on her looks.
- Overwhelmed by endless swiping.
- Struggles with starting conversations.
- Finds dating apps to be superficial.
Goals
- Find a meaningful, long-term relationship.
- Connect with someone on an intellectual level.
- Feel comfortable and safe while dating online.
- Spend less time swiping and more time talking.
Competitor's User Journey
Search Dating apps
Find an appropriate dating app
Download & Learn to use
Learn how to use the app
Set up the Profile
Complete the profile, then start to match
Swipe/Scroll
to Match
Find matched users to chat
Waiting for Response
Hope to get into a relationship
No/rare Responses
Unable to get positive feedback from app
Uninstall the app
/
Sitemap
-
Splash & Onboarding
- Login / Sign Up
- Profile Creation (Name, Age, etc.)
- Photo Upload (Blurred)
- Interest Tag Selection
-
Main App
-
Home / Discovery
- Daily Matches
- Daily Topic Cards
-
Chat
- Chat List
- Conversation Screen
-
Profile
- View/Edit My Profile
- Settings & Help
-
Home / Discovery
User Flow
Matchmaking
Profile Unveil
Mate Mode
Core Features
Match mechanism
Users choose interest and personality tags during onboarding to prioritize compatibility over photos.
Profile Revealing System
Profile pictures are initially blurred, with clarity increasing as users interact, making the reveal rewarding.
The daily conversation prompts
Daily prompts prevent conversations from stalling, ensuring a natural and engaging chat experience.
High Fidelity Prototype
Project Introspection
Focus on Core Problems and Goals
Even though new ideas continuously come to mind and the urge to incorporate them all is strong, it was crucial to prioritize addressing the project's main challenges and achieving its objectives first.
Updates are Necessary
Trends evolve, and everything is subject to change—staying open-minded and ready to adapt is key. I adjusted the name and content presentation of this project, making some significant structural changes. I believe it was worthwhile because it better aligns with the current user habits and needs. This experience will help me adapt more quickly to large-scale content changes in the future.
Design System
Color Palette
#F9F9F9
#FFFFFF
#000000
#FE7800
#FF8D00
#FFC100
Typography
Heading
Inter, Extra Bold
Body copy for paragraphs.
Inter, Regular