LOV Dating App Redesign
LOV is a dating app that allows users to find potential matches nearby and chat with them. After initial beta release—I was hired to redesign the UI/UX.
Launch Date:
June 2017
Platform:
Mobile App (iOS & Android)
Team:
- CEO (Creative Direction)
- CTO
- UI/UX Designer (me)
- iOS and Android Development Team
BACKGROUND
LOV is a dating app for people who want grow long term relationships.
Key features of the app allow users to:
· Choose match preferences
· Discover potential matches within a 100 mile radius
· Chat with potential matches
Discover
Relationships
Direct Message
USER REVIEWS
The majority of online reviews expressed that the current app is too primitive and unintuitive. Users can not easily identify what the brand represents and lacks engaging features to keep them interested.
COMPETITIVE ANALYSIS
I researched 3 other dating apps to analyze their strengths and weaknesses. This step helped me strategically plan out how to improve core features in LOV.
LOV Dating App
😀Pros:
- Longterm relationship focus
😔Cons:
- Visual communication
- Non engaging features
Tinder
😀Pros:
- Simple UI
- Gamified dating experience
😔Cons:
- Brand lends itself to short term relationships
Coffee Meets Bagel
😀Pros:
- Longterm relationships focus
- Gamified dating experience
😔Cons:
- Not enough match opportunities
REDESIGN GOALS
Based on the app audit and competitive analysis, I've boiled down the redesign goals into these 4.
1.
Re-imagine Brand Narrative
2.
Implement Gamification
3.
Update visual communication
4.
Add engaging features
DESIGN PRINCIPLES
Based on the objectives above, I defined 3 design principles.
Fun
Engaging
Intimacy building
USER JOURNEY
I mapped out the newly gamified user journey to ensure every touchpoint of the dating experience is intimacy building.
BRANDING & UI REDESIGN
Discover Potential Matches
A user will search for potential matches by scrolling through the seed list on the homepage. After making a match, they will manage their relationships by going to the garden page—indicated by the flower pot icon.
Manage Relationships
After arriving on the garden page, a user will manage their match introductions (seeds). Once two users have agreed to match, they will be placed within the flower pots in their garden. A user has 5 flower pots before needing to buy more.
Growing a Relationship
Once two users have added each other to their flower pots, they will begin to direct message each other. Messaging is gamifed and encourages users to talk to get to know each other—The more messages sent, the more intimacy building features will unlock.
Intimacy Building Features:
- Send a Photo
- Video Call
- Set a Date
REDESIGED FLOW 1
Making a match
The unified brand narrative of growing a flower together first starts by making a match. Users will search for potential seeds to add to their garden. Once they have found one they are interested in, they will introduce themselves. After being added to ‘introductions’ by a user, the other user will choose to accept or reject the introduction offer. Once an introduction is accepted, they will be added to each others flower pot.
REDESIGNED FLOW 2
Growing a relationship
Once two users have added each other to their flower pots, they will begin to direct message each other. Messaging is gamifed and encourages users to talk to get to know each other—The more messages sent, the more intimacy building features will unlock. When all features have been unlocked, the two users will be congratulated for growing a beautiful flower together.
BRANDING REDESIGN
Styleguide overview
KEY TAKEAWAY
Storytelling drives user engagement.
After launching this new redesign of the app, users felt like they were part of a storyline. Being part of this storyline, motivated them to keep moving forward and unlock new features.
