HINGE
MOBILE APP
NEW FEATURE
MY CHALLENGE
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Design a new feature for an existing mobile application
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Maintain the brands current aesthetic, color story and tone as much as possible
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Introduce users to the new feature, how to use it and how it might benefit them
CLIENT
UX Design Immersive
team project
ROLE
Design Lead
on a team of 4
TIMELINE
2 week sprint - September 2020
TOOLS
Illustrator
Photoshop
Adobe XD
Hinge is the dating app that's designed to be deleted...
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With their motto in mind, we sought to identify the pain points of dating during Covid-19
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How can we design a feature to help Hinge users date safely and move their relationships forward despite quarantine challenges?
2020 has changed the world in many ways...
Dating has been no exception
How can we help Hinge users adjust
to a new dating reality?
LET'S START
WITH RESEARCH
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Comparative/Competitive Analysis
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Current State Analysis
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User Surveys/Interviews
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Affinity & Journey Mapping
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Related Articles
THE ONLINE DATING SCENE
When comparing sites like Bumble, Match, Cofee Meets Bagel and Tinder - the Hinge user base is relatively small.
Hinge's unique features that help it to stand out from the rest such as no swiping, an algorithm that pairs users with the most compatible matches, and interactions that have a social media feel. Users can like or comment on a specific photo or single profile prompt to spark a conversation.
USER INSIGHTS
Dating feedback:
"It's easier to see if there's chemistry in person"
"I feel ok about meeting in-person as long as it's outdoors"
"Talking over zoom first feels like the conversation matters more"
Pain points:
"I don't ask matches out because I'm too nervous"
"I feel like people just go on dating apps during Covid because they're bored. They may not be serious about meeting someone"
"If I like someone, where would we even go for a date right now?"
The Problem
Users need Hinge’s help planning
covid-safe dates so that she can move beyond texting, form a lasting
connection, and eventually delete the app.
How might we…
Remove obstacles from in-person dating during the pandemic?
Remove awkwardness from virtual dating?
Make virtual dating feel like a more fun, intimate, memorable experience?
The Solution
We believe that by providing options for virtual activity based dates and safe in-person dates, Hinge will enable users to take the next steps in their relationships despite the need for social distancing.
We will know this to be true when users report positive feedback and the feature is being used.
USER FLOW
based on current success path
This flow represents a simple success path for our user
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They match, exchange direct messages, decide to meet and plan a date
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If the date goes well they will eventually be able to delete the app.
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I've also marked the areas were users tend to get "ghosted" by a connection
USER FLOW
with added feature
This flow represents a simple success path for our user with our feature added in
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The flow may remain the same for some users
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The added alternate option provides a way to connect with matches that has some safety features and activity ideas that may give them the confidence to initiate a date
EARLY PROTOTYPE
USER TESTING FEEDBACK
NAME CONFUSION
There was some confusion about the name Date Concierge despite the carousel added to the home screen to highlight it's benefits.
WHAT DOES IT DO?
WHERE'S THE FEATURE?
If the user didn't explore Date Concierge on the home screen it was hard to find later on.
Users didn't know the lightbulb icon corresponded to the feature.
COLOR USE
We used purple since Hinge had recently rebranded using purple as an accent color. However, this made it blend in v.s. stand out.
INFORMED DESIGN
OUR GOALS FOR THE NEW FEATURE
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virtual date ideas
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zoom activities
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set time frame for online dates
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arrange safe in-person dates
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search local business Covid updates/policies
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give users the confidence to make the 1st move
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Reduce the number of users getting ghosted
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help users move relationships forward despite Covid
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eventually delete the app
Having two options for dates still caused some hesitation as to what Date Concierge provided.
LATEST DESIGN
INSIGHT & IMPROVEMENTS
NEW NAME
ICON RECOGNITION
A survey showed that 60% of users thought that the name Date Planner better explained that the feature provided date ideas and helped users research safe locations.
ADDITIONAL INFO
By adding some details at this stage in onboarding the user was clearer on what each option provided
We added the lightbulb icon to the fixed footer so that the user would find it easily. We also made the icon clickable everywhere it was seen and kept the location consistent.
LIGHT & BRIGHT
We introduced pink to represent our feature; helping users identify when an alert was for a date invite vs. DM. We brightened each screen and reduced the use of purple.
HAPPILY EVER AFTER?
HERE'S WHAT WE LEARNED
We believe that the Date Planner feature adds value to the app by providing tons of date ideas, helping users quickly locate what venues are open/taking safety measures in their neighborhood and in some cases provide a new way to ask a date out.
However, we don't have any evidence that our feature helped to tackle the issue of ghosting or fear of rejection. This is an issue that is prevalent across all dating apps and we realize was beyond the scope of what our feature could achieve.
Given additional time it would be interesting to see if further research would help reduce this issue. Although I believe the best bet would be to start from scratch with reducing ghosting as the main focus of the study.
FUTURE STATE
It is possible that some of the unique things that the feature offers could be useful beyond quarantine as we all adjust to the "new normal".
How might the Date Planner benefit users beyond the Covid-19 pandemic?
How could the feature evolve?