Tinder
Popular dating app that connects users further once matched
Role
Lead UX Designer
Timeline
4 Weeks
Responsibilities
Responsible for new feature creation, discovery and ideation, user research, interaction design and prototype
Problem
As dating apps continue to become popular, new issues arise: Security.
How does the user know the person behind the profile is real? Luckily, some users provide enough information about themselves to lessen those doubts. However, there are profile that don’t provide any sort of information leaving the users to make their own assumptions and most likely swipe left to reject them.
Solution
The Feedback section was created to include constructive criticism about the person behind the profile from other users. This function was able to be turned on or off from Settings. In order to comply with Tinder’s behavior policies, automated responses were already created. This would be beneficial for everyone involved because:
Reduced authenticity doubts
Increase positive self-awareness
Share experience
Let’s learn more
-
Part I - Reduce Authenticity Doubts
Adding a green badge signified that the profile was most likely real since other users had left feedback on them.
-
Part II - Increase Positivity
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
-
Part III - Share Experience
Sharing your experience you had with someone in a positive manner, could help other users out.
Empathize
Market Research
Exploratory research revealed that meeting online could fast track to marriage quicker than those who meet organically because you’re being more selective when choosing from online dating pool.
Essentially, you will know a lot more about the other person before the first date compared to the latter.
On the downside, Tinder is known for the following: Being a hookup app and aggressive behaviors by users. However, if the app had different ways to interact with other users or get further insight on someone, it changes the reputation of the app and allows users to feel safer when meeting up in person.
Competitive Analysis
Tinder is tackling the security issue head on. Hinge and another popular app do not include features, such as the blue badge of Authenticity.
This safety feature is a game changer that creates safer environments. While AI systems in other apps, such as Badoo and Bumble automatically scan for fake or inappropriate profiles or pictures, this is not clearly indicated in profiles whether the profile has been verified or not.
User Interview
I interviewed current and previous Tinder app users and quickly noticed that previous users were not aware of the blue badge of authenticity and the significance. On the other hand, current users are aware of Tinder’s newer safety features. Nonetheless, users found value in any type of insight obtained.
Pain Points
Pain Point 1: 60% participants disliked the reputation that Tinder is associated with.
Pain Point 2 : 40% participants felt like Hinge had more “serious people”
Insights
Finding 1: 100% participants used Tinder as their dating app. Hinge was the second most popular amongst this group. According to this user group, Badoo and Plenty of Fish were more popular outside the U.S.
Finding 2: Men and women used the apps for different reasons. For women, sometimes the intention wasn’t even to meet up but to talk to someone.
Finding 3: 40% paid to upgrade for the extra features and believed that could lead to more matches.
Finding 4: 40% of participants mentioned that it would be ideal to know what other people’s experience with a specific person has been.
Define
Site Map
The site map shows the structure of the Tinder onboarding process and reaching the settings where the user can switch the Feedback section on or off.
Task Flow
The flow map illustrated the process of providing and leaving feedback.
Ideate & Prototype
The location of the feedback section was easily determined from the beginning. However, issues arose in a few areas:
The green badge icon was too complex - I needed to find a simpler icon that would represent “feedback”.
The feedback listed in the profile appeared to look “button-like” - Through my iterations, a found that simply changing the back groupd color of the feedback section would suffice to eliminate doubt.
UI of the new features did not fully look integrated with the rest of the app.- Luckily, I was able to replicate the UI in my next iterations.
Feedback Section & Green Badge | Version 1
Test & Implementation
User Testing
Users looked for further details on the profile in question only when they were somewhat interested.
Pain Points & Error Rate
Pain Point 1: Once users reached the bio section, users were confused with the plus button’s functionality.
Pain Point 2: 60% of users had an attention span of 5 seconds average when reviewing a profile once matched.
Pain Point 3: 80% noticed the “blue and green check” but questioned what it meant.
Error rates: 40% of users clicked on the feedback bubble “to read more” however, the feature is not clickable.
Insights & Success Rate
Finding 1: Once users realized the profile had a double badge and the meaning behind them, profiles were considered slightly more “dateable” and/or “real”.
Finding 2: Overall, users felt that using Tinder meant the majority of users are not relationship ready but appreciated more insight on the person even if looking for more casual relationships or just meeting people.
Success rate: 100 % of users were able to find “Positive feedback”
Final Version
Implementation
I focused on refining the key elements: the green badge and Feeback bubble on the profile to clearly communicate their respective purposes. I also incorporated the same color gradients to the new features for a seamless look.
Conclusion
Adding another layer of safety features in dating apps provided value to the user.
When it comes to online dating, security is a major factor to consider. Luckily, adding another layer of security would still benefit the user.
Positivity
Due to the automated feedback responses to choose from, users are encouraged to choose from a list of positive attributes they experienced with the person behind the profile. In the harsh world of dating, there can be a lot of rejection that could ultimately, keep people from continuing to date. However, with the new feature implemented, this would allow more positivity to flow through.
Dating apps are constantly evolving with new ways to interact with other users. It exciting to see how far online dating can go and hopeful it becomes a tool that helps users find their perfect match with more accuracy.