BLINDER. UX / UI case study

A dating App, for serious relationships.

I know, I know, searching for your soulmate it is not an easy task, that is the reason why Blinder born. Blinder is a new concept of dating app, with it, we are going to add a new perspective to the issue.


In the market there are hundreds of dating apps so we have a challenge here. We have to differentiate ourselves in a very consistent way so we can stand out from the crowd.

Our Blinder app it is focused on those individuals that want a serious relationship, this way we start to position it in a very concrete niche. The main problems we have here with this kind of apps are the next:

1. Impossibility to know people by their main values, and motivations.
2. Lack of privacy, seriousness, reliability of the profiles.
3. You can´t really get to know the people till you don´t hear them talk, see them act and move. Non verbal communication is crucial.


No worries, Blinder is here to help all those people that want something more than an affair. It offers functionalities that neither of the competence do, to make the search of the perfect match, much easier. ;) We will show it after the analysis of our target.

What makes us different from the rest? Main functionalities:

We know our customers want to find serious relationships and they want to get to know better the people they talk with.

What is needed in our app to solve the problems we are facing here? These are the main app features that will make us stand out from the crowd, differentiate us from our competitors, as well as to give a solution to our customers needs:

  1. Video calls and voice notes in app. The best way to know someone is seein the way they move and listen them talk. Non verbal communication is the most important thing in an interaction.
  2. Video presentations in app. If you just see a picture you can´t really know if you like a person, so the recorded videos of the candidates are the perfect solution.
  3. Public and Private areas in each profile. Everyone can see your public area, but the private area just exists for you and the person you choose, that is to say, private area is something you can create or not with the person you are talking in the app, to share private files, pictures, songs, do some funny personality & compatibility tests as a gamification tool… It is your secret and private space so you can get to know better the person you are talking with.
  4. Personalized search by hashtags. The hashtags in Blinder are referred to motivations, values and characteristics of the candidates, this way you can do a more accurate search.
  5. Assessment of the candidates. After a date, our users can rank candidates, so everyone in the app will know better their personality. This is a very useful tool that makes profiles more reliables. Of course both candidates must agree to publish a comment/valuation of the other.
  6. Compatibility percentage. Everyone can do a psychological/motivational test in app, this way, each person can see as a circular graphic in the general area of every candidate, the compatibility that exists between both profiles.
  7. Events. Our target 30 to 45 are not millennials so they prefer always real than digital life, thats the reason we´re going to create a community where real events will take place.
  8. Privacy options. Each profile we visit, we have the possibility to hide our pictures to it. That gives our users more privacy, or even a way to play in the interaction with the rest of the users. Another way to keep the privacy, security and reliability of the profiles in the app, will be the block profile option and the report a problem option. If someone is not having an appropriate behavior or you think it´s a fake profile, you can use these useful options.


We have to conduct research in order to develop knowledge about what our users do, say, think and feel, that´s why we created an empathy map first.

Empathy map

Example of empathy map. ( What does he or she… )

After working on our empathy map, the conclusions are the following…

  1. Our users want to socialize and to know more people in these kind of dating apps.
  2. Our users really want to find a stable relationship.
  3. For the success of that relationship, our users need to know people with the same values, motivations and affinities.
  4. Our users search for company.
  5. Our users need more privacy and security using these kind of apps.
  6. Our users have fear to be cheated and loose their time.

Interviews & surveys

Another good way to know our user is with interviews and surveys, here you can see a survey we created in typeform.

Gathering all the information from our user research methods, we have some interesting conclusions about our users:

  • Our users have between 30 and 45 years old.
  • Men & women.
  • With little time to know new people.
  • Cultural level medium/high.
  • Very sociable people, looking forward to open their social circle.
  • When they meet new people, values, motivations and interests, are very important for them, not superficiality neither banality.
  • They consider very difficult to find a serious relationship nowadays.
  • Social media are an enormous field to know new people.
  • They think dating apps are very useful, as they save time and make the first contact easier.

User Personas

After the interviews and surveys we distinguish two main groups of users, both of them 30 to 45 and they think the values and affinities are the most important things when finding a couple.

Group 1, interested in finding a stable relationship, they don´t want to loose time, and they want an effective tool for it.

Group 2, mainly interested in serious relationships but also meet new people to share plans and affinities.

Later we create a Persona for each group, so that we can get to know them better, and be able to identify them as unique individuals. This way our users become more real.

Customer journey maps

The customer journey is the visual representation of how a client will use our product. Journey mapping creates a holistic view of customer experience. As Nielsen says:

A customer journey map is a visualization of the process that a person goes through in order to accomplish a goal. It’s used for understanding and addressing customer needs and pain points.


As Information Architecture Institute says:

Information Architecture is about helping people understand their surroundings, and find what they are looking for, in the real world as well as online.

Card Sorting

Before we start organizing the information in our app, we did a card sorting, which is a method used to help design or evaluate the information architecture of a site. This way we get feedback from participants, we ask them to organize the content of our app into categories/sections. It will help us to create a more easy and intuitive app for our users.

Result Matrix: we ask the participants to organize the items on the left column, into the categories (app sections) you can see above. The percentages mean the amount of participants that included that item on that category.

Site Map

After analyzing the feedback we get from the card sorting, we can now start building the app structure.

Low fi wireframes, let´s make some doodles

Hand sketching and then wireframing the ideas is the best way start creating user interface solutions for our end users. Here you can see some I did before I sarted with the visual design.


Graphic references / moodboard

For the UI visual identity, I was inspired by geometrical shapes to give the app a modern and minimalistic look and feel, mainly warm colors, as the issue is related with relationships. All that mixed with an easy and more classic interactive design and usability as our users go from 30 to 45 years old.

UI Style guide

As Wikipedia says, UI style guide is a ‘set of standards for the writing and design of documents’ and that it ‘ensures consistency and enforces best practice in usage.

Here you can see a brief style guide for our Blinder App. This has to be a “living document” that changes and evolve with our app. As our style guide grows, it should also reflect rules and suggested practices, including dos and don’ts. On a more holistic level, they’re a great place to define the design philosophy for a company, as Jerry Cao explains in a clear way here.

High fidelity visual mockups, the final design.

That is all for the moment, thanks to read my case study, I hope you like it. If you want to contact me, you can do it via Linkedin or Instagram

Have a great day!