Potion Dating App: UIUX Design Case Study
You’re right, the world of dating apps is huge and growing fast! The Global Online Dating Market size is expected to be worth around USD 23.80 Billion by 2032 from USD 11.0 Billion in 2023, growing at a CAGR of 9.20% during the forecast period from 2022 to 2032. Despite their popularity and the massive market size, many users still feel that dating apps “suck”. This UI/UX design case study focuses on improving the user experience of Online dating. Let’s understand the context.👇
Matches are not made in heaven!
Secondary research
In my quest to understand the problem space, I kicked things off by taking a friendly stroll through the review sections of top apps on both the App Store and Google Play Store. I wanted to see if users had waved any major red flags 🚩 in the air. After that, I gathered some friendly insights through a quick and light-hearted user survey to put my hypotheses to the test.
App Store reviews 👇🏼
Reviews suggest that people are facing problems like Ghosting, Choice overload, few matches, and fewer dates. Users hate the pricing model and advanced filters don’t work as they are intended to.
Comparative Analysis: Feature Chart Study
To explore the wide range of features and their goals, I put together a feature chart for the top three popular dating apps. I specifically honed in on the key aspects that make the user experience enjoyable and engaging.
Guerilla User Experience Survey
Dating apps typically target a diverse audience, but their primary demographic tends to be young adults in the age range of 18 to 35. Therefore, I engaged with a group of 24 fellow students eager to discuss their online dating experiences. The consensus among users was that the traditional swiping left and right to indicate interest, akin to the “hot or not” model, is now considered outdated. Interestingly, despite this sentiment, the majority of users revealed that they have been actively using dating apps for over two years.
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Is it the experience while using the app or outside the app that forces people to have a love-hate relationship with the dating apps or both ?
Okay first, let’s learn how matches are made.
So I went to our lord and Savior Chatgpt to understand how dating algorithm works. 😎
Dating apps use machine learning to help you find potential matches, sort of like a digital cupid. They gather a bunch of information, some you give them like your name, age, and hobbies, and some they pick up from how you use the app. These apps are businesses, so they’re aiming to make money and they also have to watch out for security issues.
Their main goal is to find people you might click with. Say you’re into folks who love traveling; the app catches on and starts showing you more globetrotters. It’s not just about who you see, but also about who sees you. Apps use a smart method called collaborative filtering. It’s like putting you in a group with similar people and then suggesting matches based on what everyone in the group likes. So, if someone else in your group is a hit, the app thinks their fans might like you too!
Second, what gets on top of the list?
The ELO rating system was originally designed to measure the relative skills of players in a zero-sum game like chess or dating. In a 2016 article, tinder revealed that they use a variation of the ELo system to assign each user a desirability rating. So if you swipe and match, you win. And just like in any other game, if you win against somebody who is known to be skilled your own desirability ranking increases.
What sucks then?
Empathize to define Problems faced by users
The desirability ranking system in dating apps isn’t without its flaws. It’s a mix of imperfect data and human nature, and there’s a risk of it reinforcing harmful biases, especially those related to race.
Listen to Haula Thorp explaining problems with online dating👇🏼
On the flip side, the algorithm does try to match you with people who share your interests, giving you a never-ending array of options to swipe through. But this can lead to ‘Choice Overload’, where having too many options makes it hard to decide on any. This overload can make dating feel exhausting, as you end up chatting with lots of people at once without really connecting, a situation often called ‘Breadcrumbing’.
In addition, there was a problem with ghosting. Fewer matches due to male-to-female ratios on the app.
To tackle the issue of ‘Choice Overload’ in dating apps, there are two main strategies:
- Make Comparing Choices Easier: Simplify how users evaluate potential matches. This could mean clearer profiles, better ways to highlight what makes each person unique, or tools to help users quickly understand how well someone matches their interests.
- Limit the Number of Choices: Reduce the sheer volume of potential matches. This might involve showing users a more curated selection of profiles, or perhaps setting a limit on how many profiles they can view or interact with in a given period.
The key to finding the best solution? Ask the users themselves. They’re the ones experiencing the overload, so they can offer valuable insights into what changes would make their dating app experience better and less overwhelming.
Survey
I made a survey questionnaire and sent it to folks using popular dating apps. I asked those who were up for it through my profile. Got answers from 82 users on different platforms, using a random sampling method.
(It took me a week but it was worth it 😶🌫️)
Results
- 59% of people are disappointed with using dating apps: This suggests that a significant portion of users may not be finding what they’re looking for in these platforms, whether it be meaningful connections, ease of use, or something else.
- 63% of people want a similarity percentage on profiles: This indicates a desire for more data-driven matches. Users seem to be interested in knowing how compatible they are with someone else based on certain criteria.
- 75% believe bios should be mandatory: This highlights the importance of personal information in the dating process. Users want more than just photos; they seek a deeper understanding of potential matches.
- 68% willing to give and receive feedback: This suggests a community-oriented approach to dating apps, where users are open to constructive feedback about their interactions or profiles.
- 64% interested in exploring groups of people: This could indicate a desire for more social, group-based interactions within dating apps, perhaps for shared interests or activities.
Goals
- The primary goal of this app is to curb the cognitive load created because of choice overload. There is a need for a tool to help users gain insights quickly into other user’s dating profiles.
- The secondary goal is to train the Machine Learning model to show results driven by precise advanced filters and preferences created by the user as well as have a fairer internal ELo rating algorithm.
- The tertiary goals are to streamline the dating process so that potential partners can decide upon a date inside the app, create an intuitive UI design with familiar patterns followed in the industry but also add innovation by eliminating infinite swipes, and educate users to spend due time on recommended profiles to foster long term relationships.
User personas
Ideating on Solutions
Based on the survey results, I prioritized features that I would like to introduce in the Potion App.
1. Clear Compatibility Insights:
- Enhance the user experience by introducing a similarity percentage, derived from user behavior and preferences.
- Facilitates easy comparison between potential connections, offering a transparent indication of compatibility without resorting to rankings.
2. Feedback Loop Integration:
- Implement a feedback system allowing users to share thoughts and suggestions after a week of interaction.
- Enhances profile visibility based on received feedback, fostering engagement and improvement opportunities.
3. Essential Bio Requirement:
- Mandate all users to create bios, eliminating guesswork by providing essential user information.
- Enables users to express their unique personalities, nurturing genuine connections.
4. Tailored Match Filters:
- Offer advanced filtering options for users to refine matches based on specific preferences like interests, hobbies, or location.
- Provides personalized and relevant matches, aligning closely with user preferences and enhancing satisfaction.
5. Swipe Less, Match More
- In the ongoing battle of swipes, there’s a bit of a showdown happening in the world of dating apps! Match, the proud owner of Tinder, has raised concerns that Bumble might be encroaching on Tinder’s intellectual property.
- I chose to shift users from swiping to tapping, a more familiar and user-friendly approach, especially for first-timers. Additionally, it makes the app stand out as it denounces the ‘Hot or Not’ model by eliminating swipes.
Information Architecture
I used Figjam to create the main user flows and information architecture.
Wireframe
For UI design, I started sketching the screens using pen and paper. Then I used Figma to create digital wireframes.
Design system
Before creating a design system I created a mood board. After establishing a solid direction I repurposed the iOS 17 UI Kit wherever possible and designed components and variables myself for the final design.
Final screens
I have prioritized, showcased, and explained the most important screens for your easy understanding.
With vibrant colors, intuitive interactions, and playful animations, I aim to not only grab users’ attention but also leave them feeling eager and excited for what’s to come. After all, the journey should be just as enjoyable as the destination! 🎉
I’ve streamlined the sign-up process to make it a breeze for first-time users. First, you’ll glide through our user-friendly onboarding steps — easy peasy! Then, when it’s time to fine-tune your search, I’ve added some advanced filtering options, which help in recommendations as well as increase the chances of meeting someone with a higher similarity percentage.
Based on UX research insights, I conducted multiple iterations of the Match screen to ensure optimal user experience. By analyzing user needs and behavior patterns, I strategically refined the content to align with user expectations. Initially, I encountered challenges with establishing an effective information hierarchy.
However, I addressed this issue through A/B testing, allowing me to iterate and optimize the layout based on user feedback. Through this iterative process, I was able to enhance the Match screen to better meet the needs and preferences of our users.
Less swiping leads to more matches! By curating matches and reducing choice overload, Potion streamlines the dating process, saving users valuable time.
User-centric UI/UX design ensures a seamless and engaging experience across all features. Notifications are timely and visually appealing, keeping users informed and engaged. Profiles are thoughtfully designed, allowing users to showcase their personalities effortlessly. The chat interface facilitates natural and meaningful conversations with features like reading receipts and typing indicators.
The intuitive search feature empowers users to find compatible matches effortlessly. Users can seamlessly connect through calls and video calls, enhancing their connections. Additionally, the upgrade process is smooth and intuitive, allowing users to unlock premium features and maximize their dating experience. With Potion, every interaction is designed to foster genuine connections and elevate the dating experience.
Why a gift shop is there in a dating app?
Gift Shop within the dating app offers a unique way to plan unforgettable dates. With a curated selection of experiences such as movie tickets, concert passes, and dining vouchers, users can browse and purchase date ideas directly within the app.
Seamlessly integrated into the user interface, the Gift Shop simplifies the process of planning and organizing dates, allowing users to impress their matches with thoughtful and personalized experiences. Whether it’s a romantic dinner, an exciting concert, or a fun movie night, the Gift Shop empowers users to create memorable moments and strengthen their connections, fostering deeper and more meaningful relationships.
Lessons learned
While user feedback is invaluable for shaping product features, it’s essential to balance innovation with practicality. In the case of the Potion dating app, although group chats were suggested as a fun way to meet new people, their implementation clashed with the core matching experience. This conflict highlighted the importance of conducting card sorting exercises to declutter feedback and prioritize features that align with the app’s overarching goals.
Users appreciate small UI changes that save time, are efficient, and address the user's pain points. Therefore, designing Potion on a familiar pattern as other popular dating apps worked well with the users.
Conclusion
In conclusion, my journey in crafting this dating app has been nothing short of a thrilling adventure! 🚀 Through playful experimentation, user feedback loops, and UI/UX wizardry, I’ve embarked on a quest to create a platform that not only sparks connections but also ignites joy and excitement in every tap! 🎉💖
I would like to thank all those people who were forthcoming to take the survey and answer questions that bugged me for a month. ❤️
Check out other UIUX design case studies:
👉🏼Nerdie Social Reading App case study
👉🏼 Website Redesign for better user experience
👉🏼 Fitness App for Comprehensive Health Management
👉🏼 View my Design Portfolio 👩🏻💻❤️😮💨
👉🏼Let’s Connect LinkedIn
