Beyond the Swipe: Reimagining Date Planning

Introduction

Overview

The Bumble platform enables people to build healthy and equitable relationships, & kind connections. Bumble is more than just an online dating app launched in 2014 with millions of users. It's a platform built on kindness and respect, fostering healthy connections across dating (Bumble Date), friendship (Bumble BFF), and professional networking (Bumble Bizz). In heterosexual matches, women make the first move, aiming to create a more equal playing field.

Founded to challenge traditional dating norms, Bumble empowers users to connect with confidence in any setting, online or offline. It's one of the first dating apps built with women in mind, fostering a safe space for everyone.

The Bumble team, a diverse group focused on growth and kindness, is dedicated to helping users find real connections and make the internet a better place.

Goals

The main objective of this case study is to identify the challenges of hesitant, rational, unable to decide, and repetitive dates. Matching users based on strong compatibility factors and interests could reduce the back-and-forth about what to do on a date. The app could offer pre-planned date ideas tailored to users' interests and location. Present users with different date night options within the app. This collaborative approach would eliminate the hassle of individual suggestions and ensure both parties are excited about the date.

• Role: UX Researcher
  • Platform: iOS & Android App
• Timeline: 2 week
• Tools: Figma, Google Form, Bumble App
• Method Used: Comparative Analysis

Problem Statement

Issue Overview

Dating suffers from confusion (endless texting about planning a date), repetitive experiences (dinner & movies), and lifting the burden of planning (lack of creative ideas). This leads to wasted time, frustration, and a less fulfilling dating experience. Further, the burden of coming up with unique date plans adds stress to an already busy life, discouraging individuals from actively pursuing dates.

Defining The Problem

Business Goals: Transforming Pre-Date Chaos into Connection Opportunities

The current pre-date experience creates a roadblock for our dating app, hindering user engagement and potentially leading to churn. By addressing this problem, we can achieve several key business goals:

1. Increased User Engagement:

• Simplifying pre-date planning encourages users to schedule and go on more dates, keeping them actively using the app.

2. Improved User Satisfaction:

• Reducing frustration and indecisiveness leads to a more positive user experience, fostering brand loyalty.

3. Higher Conversion Rates:

• Streamlining the path from initial connection to actual dates increases the likelihood of users finding meaningful matches.

4. Potential Monetization Opportunities:

• In the future, we could explore featuring curated date experiences or partnerships with local businesses, generating revenue streams.

5. Enhanced Brand Image:

• By positioning ourselves as the solution to pre-date woes, we can attract new users and solidify our reputation as a user-friendly and innovative dating platform.

User Goals: From Frustration to Fun - What Users Want from Pre-Date Planning

Understanding user goals is crucial for crafting an effective solution. Here's what users likely aim to achieve during pre-date planning:

1. Efficiency and Reduced Stress:

• Users want to minimize back-and-forth texting about logistics like location and activity. They value a streamlined process that saves time and avoids frustration.

2. Creativity and Uniqueness:

• Users crave unique and interesting date ideas that spark conversation and leave a lasting impression. They aim to go beyond the repetitive dinner-and-a-movie routine.

3. Effortless Decision-Making:

• Users desire a platform that facilitates decision-making, allowing them to easily browse diverse options based on shared interests, budget, and location.

4. Increased Confidence and Excitement:

• Planning a successful date can boost a user's confidence. They want to feel prepared and excited about the upcoming experience.

5. A Foundation for Connection:

• Ultimately, users hope for smooth and enjoyable pre-date experience sets the stage for a genuine connection with their potential partner.

Secondary Research

Competitive Analysis

Existing app for planning a date

1. Existing Solutions for Date Planning

2. Exploring Reddit for “date ideas," "first date struggles," or "planning dates." 

3. Date Planning Trends in 2024

Swipe Right Into The Future Dating: Innovative Features Shaping the Future of Dating Apps

6 Dating App Trends in 2023 – Right Swiping Technology to find Perfect Match

A Comprehensive Guide on Upcoming Trends in Dating App 2024

Emerging Trends in Mobile Dating App Development

From Machine Learning to Unfiltered Videos, These Online Dating Trends Are Set to Improve the Tricky World of Dating

Key Takeaways from Secondary Research

Existing Solutions:

1. Location-based suggestions: Apps like Couply recommend places based on user location and preferences (Singapore focus).
2. Generic idea databases: Apps like Sparks offer basic date ideas, but lack personalization.

Pain Points:

1. Limited options: Existing apps provide few date ideas, requiring additional user brainstorming.
2. Budget exclusion: Financial considerations, a sensitive topic, are not factored into planning.
3. Fragmented planning: Multiple apps are needed for aspects like outfits, transportation, and activities.
4. Mapping challenges: Matching individual preferences across various planning aspects is cumbersome.

Future Trends:

1. Pre-date compatibility insights: Tools to learn about potential dates' interests before meeting in person.
2. Personalized venue selection: Choosing venues that cater to both partners' tastes for a smoother experience.
3. Value-driven matching: Features that help users showcase their worth and find compatible matches.
4. Streamlined planning functionalities: Apps that reduce decision fatigue by simplifying the planning process.

VR and Safety:

1. VR for enhanced interaction: Exploring VR for virtual dating lessons and meetups in controlled environments (Oculus).
2. Prioritizing user safety: Implementing stricter verification processes (Bumble) and video profiles for trust.

Deeper Connections:

1. Profile prompts and interests: Apps like Hinge go beyond demographics to find matches based on shared values.
2. Personality-driven matching with video: Platforms like Friently use short videos to showcase personality.
3. AI-powered conversation starters: Using AI (like Clover) to suggest conversation topics and break the ice.

Primary Research

In a series of 15 user interviews, I explored how working professionals and college students use Bumble for dating.

References

• Primary Research Survey
• Survey Responses

User Persona

User Persona that we created by addressing these user goals, we can create a valuable tool that empowers users to take control of their dating lives and fosters a more positive and exciting pre-date experience. This, in turn, increases the likelihood of successful dates and strengthens user engagement with the app.

Customer Journey Map

A visual representation of the steps a customer goes through when interacting with a product, service, or brand. t helps businesses understand the customer's perspective, identify any pain points or areas for improvement, and ultimately design a better customer experience. By addressing these pain points and offering solutions, the dating app can help users to have a more positive and successful dating experience.

Usability Testing

The aim of the usability test was to ask users to plan a date, observe their interaction with the feature and capture their feedback.

5 users participated in the test (3 in-person and 2 remotely)

Major Findings of Usability test

• Readability of date ideas
• Option to modify date by the partner

Future Scope

• Date Planning Problem can be solved through an approrpriate mix of personalization, Optimization and Element of Surprise
  • Figuring out user preferences on either side requires series of right questions asked and keeping the conversation engaging at the same time. (Not everyone is a PRO)
  • Figuring out location of date that is convenient for both partners as per their schedule.
  • Who doesn’t like surprises? Everyone tries to make their first date special.
• During my research I realised while the above solution solves for the hesitant people to ask out for a date and plan one through a simple process, There’s a huge scope of solving for personalization, optimisation and surprise elements that can be baked into the product to create compelling user experience for date goers.

Success Metrics

• Chat Abandoned Rate should decrease with the above feature.
• Retention Rate on bumble should increase.

Conclusion

I believe dating app developers can create features and functionalities that address user pain points. This can lead to a smoother pre-date experience, more exciting date options, and ultimately, a higher chance of successful connections. Tackling these issues increases the likelihood of successful dates and strengthens user engagement with the app.

Acknowledgments

Thank you for spending your precious time reading this study case.

Feedbacks and questions are always welcome, you can always reach me via email me at ****

**muskanmaheshwari2216@gmail.com** 🙆🏻‍♀️✨