When I started working with Fourplay, I was originally hired on to do a UI facelift of their current product. After several conversations with the founders, I decided the best decision would be to do collaborative brandstorming sessions as a team to develop a clear north star for the direction of the brand.
We did group exercises to develop a new mission statement and characteristics for the brand personality. I hosted color theory workshops and logo concept sessions during the process of the logo redesign process.
After the establishment of the new brand direction, we were able to clearly focus on working through the app redesign, and incorporate the new creative direction from our branding sessions.
This case study goes over specifically the process for redesigning the onboarding flow, while also touching on other features that were implemented like the teams dropdown and profile editing.
Heurisitic Evaluation
I first started out with gaining insight from the founders of what they believed to be their biggest pain points. Prior to me conducting my evaluation, it was already briefed to me that one of the key goals was to create more consistency within their current design system.
The concept of this dating app is already different than what’s currently on the market. Fourplay requires a user to create a team, allowing them to invite a friend to swipe on other teams, with the goal to create a double-dating experience.
Because this dating strategy is different than what is considered the standard dating app experience, it was imperative that learnability was highfor users, while also paying attention to the success of natural mappings and stimulus-response compatibility within the user interface design.
Results:
I played around with the app on my own time, but ultimately many of the features were difficult to navigate due to the overcomplexity of the app. Team meetings were set up to go over the the ideal user flows.
Feedback for Onboarding:
- Recommended to add a progress bar. Users cannot understand where they are at in the onboarding experience.
- After onboarding is complete, it is recommended to add a short product tour or hotspots feature so users can be familiarized with the toolbar, teams functionality, and dating profile details.
- Develop a faster way to create account with phone number authorization.
- Reorganize onboarding screens so imperative information for dating algorithm is at the beginning of the experience.
Selection of the original app screens
Competitor Analysis
We looked at the top competitors in the dating app industory, analyzed their niche, and reviewed some of the user feedback.
Bumble - defined by female empowerment and safety.
Hinge - promising genuine and meaningful connections.
Tinder - leader for fun and casual hookups and dating.
Select app screens for Bumble, Hinge, and Tinder.
Reviews for Bumble, Hinge, and Tinder.
Competitor Analysis Takeaways
The current dating app solution isn’t working. There are studies that show that only a slim selection of male users get all the matches, and the majority of female users get a large amount of matches.
There are complaints highlighted in reviews that their experience after using apps over along period have time has resulted in people becoming more harshly critical, quick to judge, and more superficial.
Safety has become a big concern for women.
Our Niche
Personas
_.-=-._.-=-._The Wingman _.-=-._.-=-._
**Goals**
- Meet as many people as possible
- Make memories
- Live it up
**Frustrations**
- Finds dating to be very expensive and high pressure
- Never wants to sacrifice a night out with friends
_.-=-._.-=-._ The Survivor _.-=-._.-=-._
Goals**
- Expand social circle
- Feel more comfortable
in social settings
- Feel more confident
- Meet trustworthy people
**Frustrations**
- Doesn’t feel comfortable using dating apps
- Feels socially awkward
- Hates that dating apps are superficial
- Constantly compares themselves physically
_.-=-._.-=-._ The Veteran_.-=-._.-=-._
**Goals**
- Wants to date seriously
- Has serious FOMO
- Wants to always have plans
**Frustrations**
- Upset that the apps she has tried
haven’t been working
- Leaves most first dates disappointed
- Difficulty being themselves on a first date with a stranger
Research Sprint: Onboarding
Problem Statement:
It has been reported that users do not fill out all of the onboarding information in order to finish the process faster. The original design incorporated many necessary screens with the option to skip. This creates an issue with profiles not being complete, and therefore, creating problems with the team matching algorithm.
Solution:
Redesign the onboarding experience that has requires less clicks per screen. Incorporate faster account creation by utilizes phone number and code authorization. Prioritize the most important user profile questions that are necessary for the matching algorithm to function. Make sure the user knows how to add supplementary data profile information after their initial onboarding is complete.