HITCHED
Discover a fun way to interact on a dating app and find your match
THE PROJECT
Type of Project
Mobile UX Design
My role
Lead UX / UI Designer
Tools
Adobe XD, Adobe Photoshop, Paper, Pencils, Markers, Excel, Word, Powerpoint
Deliverables
User Flow, Custom Journey, UX Research, UI Design, Wireframes, Mockups, Prototype
Develop a novel mobile dating app that addresses the privacy needs of its users while keeping the atmosphere light and fun.
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Hitched provides privacy settings that are lacking in today's dating app market.
GOALS & CHALLENGES
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Design a mobile interface that relieves some of the pain points of current dating apps like Tinder.
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What features can be added to Hitched that will stand-out from existing dating apps?
Don't want your co-workers or parents to know you're on a dating site? Hitched offers a privacy feature that maintains user anonymity
Understanding the User
Before diving into the sketches and wireframes I needed to understand what people desire from their dating app experience.
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Our users are single generally between the ages of twenty-three and fifty-five.
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Using a questionnaire form, interviews were conducted online. In-Person interviews were conducted at a local bar.
Findings
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Women in particular are worried about security with online dating apps, but not enough to stop using them. People want pictures, but worry about 'cat-fishing'.
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Many feel time crunched and do not want to fill out detailed questionnaires in a dating app.
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Some users value privacy and prefer that their colleagues, relatives, and ex-partners, do not know they are on a dating app.
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There was a fairly even divide between those who would like a committed relationship now and those who can wait. "I want to see what's out there before settling down," was a popular refrain. The Millennials interviewed seemed confident they would find "the one." But Gen X ,while hopeful, were less certain and more cynical.
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"I was horrified that my ex saw me using a dating site" -- interview comment
Personas
Two personas were created from the research feedback
Customer Journey
A day in the life of a Hitched User. The customer's journey and emotions are explored so that we can empathize as we follow his progress on Hitched.
Affinity Diagram
After gathering information from the online survey and in person interviews, I was able to group the feedback under recurring themes. The insight was valuable in designing features for Hitched that were tailored to meet user needs and wants.
Dating should be fun!
Too often we hear about the struggle of using dating apps. They are more of a hassle then a rewarding experience with few gains.
This app brings back more of the enjoyment that comes with dating and discovering your match.
We tried to add a bit of gamification with a "Would you rather?" question game. This could be especially useful for those who have a hard time breaking the ice.
Design
I started by sketching out wireframe designs. Then, using my tool of choice, Adobe XD, I began drafting wireframes.
Palette
With rough sketches in hand, I began to play with color schemes, looking for a happy medium that reflects a warm, relaxed attitude mixed with vibrant personality details. Via user feedback I was able to create an attractive color palette.
Accent color and Text color
Vivid Blue
#a4f8f5
Vivid Purple
#993fd4
Wireframes
After a few subtle changes the low-fi wireframe was created using Adobe XD. Once the low-fi was approved the hi-fidelity mock up was ready to be developed.
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After more testing, I discovered that most people found the "Would You Rather" game was more engaging and fun then the original Q&A iteration.
Like butterflies emerging from the chrysalis the wireframes were transformed into:
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High-Def Mock Up
Here are two of the more interactive features.
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Testers expressed more of an interest in the, 'Would You Rather' game versus the Questionnaire.
A FaceTime feature would be used to help connect users and quell their fears about catfishing.
Hitched Prototype
TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED
During testing we found that users were divided in their cynicism towards dating apps. Younger users were less cynical about their chances of eventually finding a lasting relationship. While those over 40 were less certain and more skeptical. This might be attributed to a stronger sense of identity and knowing what they will and will not compromise on. The younger demographic were more flexible about putting up with undesirable behavior if it was outweighed by desirable traits. The Millenials also were not as concerned with 'settling down' i.e. marriage, biological clocks, etc.
Research also found that women in the 40+ group tended to have a less positive attitude towards dating then men in this age bracket. Further research into dating options for Gen X women might be of interest in developing an app catered to them specifically.
Designing a dating app that seems fresh and new is challenging. User research was integral to this process as feedback was instrumental in understanding the customers needs. With the user in mind, I was able to add features like incognito mode which syncs contact lists & social media information to Hitched. This prevents any embarrassment about encountering a co-worker, ex-partner, parent, etc. who is also using Hitched.
With additional time, I would design icons to replace some text just to make the app look cleaner.
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Online dating is very popular and shows no sign of being usurped. Quality dating apps are essential, but hard to find. Hitched supplies an antidote to the lack of privacy options in today's online dating experience.
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Special Shout Out to my Team Mate & Designer Extraordinaire-Cheyanne Armstead!