Simplify the mobile experience
Create a convenient and straightforward mobile experience with clear navigation and interactions.
UX / UI DESIGN · MOBILE EXPERIENCE
Designing a simpler way to discover, connect and engage
A mobile-first dating experience designed to help users discover relevant matches, evaluate profiles and start conversations with less friction.
01/
The challenge
The dating experience combined several high-value tasks: finding relevant people, narrowing results, reviewing profiles and starting conversations. On mobile, these interactions needed to remain clear and easy to navigate.
The design challenge was to structure the experience around the user's primary goals while keeping discovery, communication and subscription features easy to access.
02/
Goals
Improve discovery & engagement
Help users find people matching their criteria and move naturally from discovery to conversation.
Support conversion
Identify friction in the activation funnel and support registrations and subscription purchases.
03/
Target audience
General profile
- Primarily users aged 30–49
- Single or divorced
- Primarily living in larger cities
- Professionals with established careers
- May or may not have children
Needs & motivations
- Find relevant people efficiently
- Search using specific personal criteria
- Evaluate profiles before starting a conversation
- Find an easy and efficient way to meet a partner
- Move from discovery to meaningful interaction
04/
Information architecture
The information architecture was organised around the core tasks of the product: registration, profile discovery, matching and communication, with paid capabilities layered into the experience.
Core experience
- Registration
- User profiles
- Search & filters
- Matching
- Messenger
- Like gallery
Additional paid features
- Hide advertising
- Paid messages
- Unlimited search
- Full-size photos
- Trusted membership
05/
User story
A key scenario focused on helping a registered user find people based on specific search criteria.
Name
Search a user
Main actor
Registered free user
Trigger
The user decides to find people to communicate
with based on specific criteria.
Post-condition
The user sees a list of profiles selected
according to the criteria specified in the filter.
Alternative scenario
If there are no exact matches, the system
communicates this and offers similar results.
06/
User flow
The flow maps the path from opening Search to applying criteria and reviewing matching profiles, including the empty-state scenario when no exact matches exist.
07/
Wireframes
Wireframes were used to establish content hierarchy, navigation and interaction patterns before moving into the visual design.
08/
Prototypes
The interactive prototype was used to explore the end-to-end mobile experience and validate the key navigation and interaction patterns.
09/
Components
Reusable interface elements helped keep the experience consistent across the main mobile journeys and screens.
10/
Visual design
The final UI brought together the interaction patterns explored in the earlier stages into a consistent visual system for the mobile experience.
11/
A/B testing
Two design directions were explored to understand user preferences and test assumptions around the presentation of the experience.
Test 01
Comparing visual treatments
Variant A
Variant B
Hypothesis: Testing alternative presentations would help identify the option preferred by the target audience.
Test 02
Testing photo prominence
Variant A
Variant B
Hypothesis: Increasing the prominence of the profile photo could increase user interest and retention, with a potential positive effect on conversion.
12/
Final experience
The resulting concept brings together profile discovery, search, matching and communication into a structured mobile journey, while supporting the product's subscription model.
