UX/UI Design for MatchMate App: a dating platform

 

Match Mate App (MM) is an app that brings a serious relationship through your phone. It allows you to quickly and easily find your Mr./Ms. Right.

My Role

I was part of a small team. I was the User Experience Designer, leading user research, design, testing, and implementation between January and June 2020. 

  • SCOPE & CONSTRAINTS I defined the product problem, UX competitive analysis, and took business objectives as considerations.
  • USER INSIGHTS & IDEATION Through User stories, User personas, Illustration of user flows, and User journey map to uncover insights idea and translate concepts into application features through user testing to make sure to address users’ needs and motivations.
  • EXPERIENCE STRATEGY & VISUAL LANGUAGE I created a responsive and native mobile app design plan, Sitemap, and Low-/High-fidelity prototypes, following with Design documentation. The new iterations based on Gestalt Principles and peer review results then polished UI.
  • END-TO-END DESIGN & EXECUTION I executed idea to concept, IA and wireframes, low-to-high fidelity prototypes, and conducted user tests.

The Challenge

The high level goals were to:

  1. Help people find a serious relationship that matches them perfectly
  2. Dispel the myths regarding “casual” app

Design Toolkit

Design Process

We opted for the Agile UX framework – Scrum by breaking the project down into smaller chunks. This allows us to focus on one aspect or feature of a product before deciding what needs to be built next.

User Interview

With the research goal above, we conducted surveys and interviews. As we move forward, we collect and organize our data (Digital files, notes, recordings, drawings, photos). Once we had everything organized, it’s time to dig in! I analyzed the results and pulled out informative quotes, behaviors, facts, opinions, and more.

We watched uses’ behaviors and attitudes that may help inform what we know about our research goals. We picked out the needs or goals our participants might mention. We recorded any participant frustrations discussed. Finally, we gathered any other useful quotes and facts that align with our goals.

INTERVIEWED AUDIENCE

The interview sample took into account based on age, gender, and different background.

The interview took approximately 30 minutes and included topics to get to the core of users wants and needs, and their pain points. I asked:

  • How do you use apps to meet your date online?
  • What are your favorite/dislike features of any exciting dating apps you use? Why?
  • What do you see as the main advantages/disadvantages, if any, to activating use of this App?
  • How do you feel? Do you trust dating you get from this app? Why?

Customer Insights

After analysing the interviews, despite the amount of generated data, this was the most relevant information for decision-making in creating the solution:

Using several of these techniques at once (a persona, a mental model diagram, and a user journey map) reveals a clearer picture of our users, their beliefs, and their behaviors. These allow me to communicate those nuanced details more easily to my product team.

What we see is that although 57% of users had an overall positive experience with these platforms, 45% of them say they feel more frustrated than hopeful.

Competitive Research

In addition, I researched data and habits related to other current dating platform. The goal was to understand how competitors behave and benchmark innovative dating systems.

The article Best dating apps of 2020 published by Rebecca Fleenor brings relevant examples to the discussion such as Bumble, Hinge, Tinder, OkCupid, and The League. Addressing different techniques for finding love.

Market Insight

The main insights found is that online dating platform have been proven as one of the most effective tactics to find an ideal mate. As many as online daters with a bachelor’s or advanced degree (63%) say their experience has been very or somewhat positive. The article 10 facts about Americans and online dating presented that, “a majority of online daters say it was at least somewhat easy to find people on dating sites or apps they found attractive, shared common interests with.”

It’s not just about finding a date. It’s about a user-tailored way to interact with people and save my time. It’d be great to have a tool that helps me find my Mr. Right through my own questions and expected answers.

Janel, 32, Designer

Concept

A dating platform that not only help people find a serious relationship that matches them perfectly, but also dispel the myths regarding “casual” app.

About MatchMate

Match Mate App (MM) is a dating platform that matches users with a serious someone. MM aims to weed out the casual date.

So, how do I establish my questionnaire?

MM allows you to create your own questions and to assign weight values to the answers. Once the applicant answers the questions (less than 10 questions allowance), MM will spit out a reasonable Match percentage ratio on profiles to help you gauge compatibility.

User Flow

During the study, we conducted an open card sorting for MatchMate’s sitemap and categorize the information architectures.

After analyzing card sorting results through Exploratory Analysis (Standardization Similar Categories) & Statistical Analysis (Similarity Matrix), we were able to see that participants almost confirmed previous content. As a result of open card sorting, we were happy with the result, and I updated the new sitemap.

Wireframe

Wireframes are two-dimensional illustrations of a page’s interface that progress into prototypes, which add some degree of interactivity to the mix. They allow us to test the ideas with our users before spending copious amounts of time and capital developing them into full-fledged products.

Onboard

Since this dating app differs from competitors available in the market, it’s important that users understand the value proposition quickly: not just customizing own match questions, but a scale to weigh different answers.

Onboarding screens give users a visual introduction to MatchMate and its functionality. The primary “get started” button is always visible on the screen – the onboard assigns an overview of the feature, but it doesn’t prevent them from continuing through the flow to Login Screens. Login screens let users securely access to MatchMate. They’re also a great opportunity to introduce MatchMate, its brand, and tone of voice to dispel the myths regarding “casual” app.

Customizing Questionnaires

Create own questions and to assign weight values to the answers can help user find a better matching mate. Questions are all up to the user.

Match Saved

Once the applicant answers the questions (less than 10 questions allowance), MM will spit out a reasonable Match percentage ratio on profiles to help user gauge compatibility.

Besides that, once it’s a match, a pop-up page will show up.

Explore & Search

Soft transitions are part of the interface to make interactions even more dynamic. Below is an example of the Home Explore screen and the transition to the search page.

Notifications

There’s also a set of notifications to let users know if the answers is match the target. 

Validation

Wrong turns are inevitable; the key is learning to course-correct through a tight “build, measure, learn” feedback loop. The MatchMateApp should not become just a one-time delivery. Iterative usability testing gives us a means of seeing how real people interact with a product or service to determine whether it serves its intended purpose to improve the initial version. 

The process is repeated until we are satisfied with the utility, usability, and usefulness of our prototype, including specific tasks and scenarios.

In that way, analyzing metrics such as daily using frequency, matching time, and Saved on the onboard would be important for understanding success and elaborating the product roadmap.