BRIGHT CLASS: A journey to launching a exclusive dating app in Japan

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Overview

BRIGHT CLASS is a dating app for busy professional looking for a serious relationship. This article will show my lean startup journey I went through with my team of 3 to launch the app.

Problem & Hypothesis

Back in 2015, a dating app was still considered an impure way to meet people in Japan. On the other hand, in the States meeting with people online was already a popular way to find a potential partner. Some dating app started to appear in Japan as well, but it was still considered a weird way of meeting people. Seeing such situation I decided to launch a dating app that will alter the dirty image.

Lean canvas

Created lean canvas to have understanding of our potential users, possible solutions and business model.

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User Interviews

Interviewed with over 30 singles to find out how people perceive dating app and what kind of psychological barriers the users have when using it.

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User Persona (Early Adaptors)

Based on the interview we’ve created several personas for both men and women with following profile: Busy young professionals in mid-20s looking for a serious relationship. Throughout our interview process, we refined the persona several times.

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Solution

Through the interview, we learned that majority of people hesitate to use dating app since they can’t trust others’ profile.

  • Ask for a picture of business card when registering to make sure that person work at the company they declare.
  • Only introduce 10 person a day so the users can focus on people’s profile rather than the picture.

Idea validation & Solution interview

Created a simple landing page and profile page to validate the idea.

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Web Development & Design

After receiving positive feedbacks from more than 80% of users, we created a prototype using sketch, ionic framework, ruby on rails, and firebase.

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App Store

Design Sprint

To validate our solution we asked our friends to use our app. We interviewed 5 of them and conducted a design sprint to brush up our UI/UX.

Growth Marketing

After refining UI/UX we added a viral feature where user receive free trial for a week if they bring in a friend, ran paid advertisement and started to generate video content on social media to attain users. The app was introduced in several blogs as trending dating app in Japan.

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http://love-dating.jp/love-apps/

Conclusion

Agile process of launching a service from scratch was a great learning experience.

Product Designer @Tradecraft | Advisor @Coincheck | Entrepreneur | Investor | Crypto Enthusiast | kagakawa.com

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