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Overview
The COVID-19 pandemic has significantly impacted many aspects of life, including dating. My team took on the challenge of addressing this shift, believing that the feature we developed would be invaluable to individuals struggling to find meaningful connections during the pandemic and beyond.
Over the course of a two-week sprint, I served as the Product Designer, collaborating with the team using Adobe XD and Zoom to make design decisions. From sketching to prototyping, we worked together to create a solution that would meet the evolving needs of users.
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Project Plan
For this project, we followed a strategic plan to guide us from start to finish. From the research phase to the final prototype, we ensured that sufficient time was allocated to each step of the process. This allowed us to make informed decisions and ultimately achieve the results we aimed for.
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Competitive Analysis
To kick off our research, we conducted a competitive analysis of some of the most popular dating apps on the market. This allowed us to understand what Hinge excels at, as well as the strengths of its competitors, giving us valuable insights into the online dating culture. With each competitor striving to stand out and attract more members, we focused on identifying the strategies they were using to support users in dating during the pandemic.
We chose to compare the top five dating apps in terms of number of members. Dating apps vary from, an app for professionals, apps for different religious beliefs, and even an app specifically for farmers.
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Hinge's Approach to Covid
Since the pandemic hit, Hinge has added a new feature called "Date From Home" that allows users to video chat. Although some might’ve found this feature helpful, my team felt as if there was something else that could be done to help our users.
Hinge responded by providing a link to the World Health Organization’s Covid-19 website. There’s a lot of information on this page that is informative, in a way, but also overwhelming. The information is also more general and not targeted to Hinge's audience.
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User Research
To gather further insights into our users, we conducted multiple rounds of user interviews and surveys with individuals who had used dating apps during the pandemic. As anticipated, we received a diverse range of opinions and needs. We asked questions such as:
“Do you typically initiate dates, or do you wait for the other person to initiate a date? If not, what stops you from initiating?”
“Have you met up with anyone from a dating app during COVID either in person or digitally? Why or why not?”
“Do you think you would use video chats to meet dates after Covid is over?”
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Affinity Map Insights
Trends Identified:
- "It's easier to tell if there's chemistry in person"
- Users feel ok meeting in person as long as it's outside
- Users are open to virtual dates
- "Talking over zoom first feels like conversations matter more"
- Users feel ok meeting in person as long as it's outside
- Users are open to virtual dates
- "Talking over zoom first feels like conversations matter more"
Pain Points:
- "I won’t ask a match out because I'm too nervous/afraid of rejection"
- "It's tough using a dating app because....."
- "It's tough using a dating app because....."
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Persona
While we encountered other pain points, my team realized that we won’t be able to address each issue. We zeroed in on our main user "Sally" and how we might improve her experience.
Sally's Key Traits:
- Hopeful but skeptical
- Dislikes texting but feels uncomfortable initiating dates
- Wants to find a relationship but is losing faith in dating apps
- Dislikes texting but feels uncomfortable initiating dates
- Wants to find a relationship but is losing faith in dating apps
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Problem vs. Solution
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Date Planner
- Provides ready-made date ideas that accommodate
various comfort levels for dating during the
pandemic and beyond
various comfort levels for dating during the
pandemic and beyond
- Prompts users to move beyond DMs
- Enables users to schedule their dates in advance,
promoting follow-through and reducing anxiety
promoting follow-through and reducing anxiety
- Provides the ability to filter and search a specific
area and see any Covid updates quickly and easily
area and see any Covid updates quickly and easily
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Journey Maps
WITHOUT DATE PLANNER FEATURE
WITH DATE PLANNER FEATURE
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User Flows
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Site Map
This site map highlights the information architecture of the Hinge App with our feature implemented.
Once you launch the app, you will immediately be taken to a one time feature introduction for Date Planner
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Design Evolution
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Usability Testing
My team conducted multiple rounds for usability testing before we concluded our final iteration. These tests helped us decide on key aspects of our feature.
Up until the last moments of development, the feature was actually called the Date Concierge but users reported that they did not know what exactly a date concierge would do, and they associated a concierge with hotels. We needed to find a new name that more explicitly described the function of the feature. At 60%, Date Planner seemed like a clear winner.
The most popular icon was actually a calendar with a heart. While this icon came in at 64.7%, we chose to stay with the lightbulb icon, which came in second at 29.4%. We chose this because first, because the lightbulb seemed more on brand with Hinge’s already existing icons. Secondly, we did not choose the calendar because when shrunk down to fit in the menu at the bottom of the screen, the details in the calendar were difficult to see. On the other hand, the light bulb was easy to see when shrunk down. When combined with our new message developed during A/B testing that informed the user of the meaning of the light bulb, we thought the light bulb was now the clear choice.
WHAT SHOULD THE FEATURE BE CALLED
HOW TO BEST REPRESENT THE DATE PLANNER FEATURE
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A/B Testing
Usability testing showed that, despite the light bulb icon located throughout the app, users had difficulty finding the feature once they left the intro screen. We used AB testing to decide between two options.
Option A: The black lightbulb icon in the chat screen was changed to magenta (the color used throughout the app to signify the new feature) to make it better stand out. Additionally, a pop up window appears once two users have been messaging back and forth, suggesting that they visit the Date Planner.
Option B: In option B, the magenta lightbulb stays, but instead of a pop up, a permanent message and CTA, alerting the user of the Date Planner, were placed at the bottom of the chat screen. This option was more effective, but testers found it “aggressive.
Option C (The Result): We added an “I’m NEW!” speech bubble next to the magenta light bulb to help draw the user’s attention. We also replaced the temporary pop up and “aggressive” call to action options with a permanent message that both informs the user that the light bulb signifies the new feature and that they can get to the feature by selecting the light bulb.
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Design Iterations: Introduction Screen
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Design Iterations: Date Options
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Design Iterations: Map Feature
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Future State
- Design for Androids
- Virtual Dates:
Icebreaker question game, quizzes
Partnerships with virtual venues (House Party, Animal Crossing, online games)
Zoom “destination” backgrounds
Icebreaker question game, quizzes
Partnerships with virtual venues (House Party, Animal Crossing, online games)
Zoom “destination” backgrounds
- In Person Dates:
Restaurant reservation system
Partnerships with date venues, local businesses
Restaurant reservation system
Partnerships with date venues, local businesses
- Update dates offered based on user feedback
- How will the feature benefit users beyond
Covid-19?
Covid-19?
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Final Prototype
