Mozo - Dating App

A Product Design Case Study

Overview

Role

Mozo is a community-driven platform that brings together people in love and happiness via genuine human interactions.

UX Consultant

Product Strategy,
User Research,
Interaction,
Prototyping & Testing,
Visual Design

UX Process

We aim to incorporate the key phases of Discovery, Definition, Ideation and Implementation in all of our projects.

It is quite difficult to distinguish between genuine and fraudulent accounts
on online dating applications.

( An online dating app User)

Problem Statement.

It's crazy to think that 1 in 10 online dating profiles are fake, with "romantic scams" costing around $50 million annually. But it's not just online dating sites that have fake profiles - apparently, a whopping 60% of all internet profiles are inactive or false.

The Solution

Don't worry about running into fake profiles on our platform - our AI technology only allows people with well-vetted profiles to interact with each other.

Research

Scenario

We wanted to know what people think about online dating - their complaints, their suggestions for improvements - so we conducted some research. We wanted to find out how we can make the online dating experience better for everyone. We talked to 10 people in person and surveyed 39 people online, mostly targeting young professionals. We used user testing to figure out which features were the most useful, identify any missing features, and find ways to improve the overall user experience

Example of questions for the interview:

What are your thoughts on online dating? When was the most recent date you went on? What are the features of a dating app that you dislike the most? Why?

Survey results

We used an empathy map to help organize and make sense of a large amount of data. It's a really useful tool for simplifying complex information.

Key Takeaways

1. People want to see a picture before liking them but looks are not the most important thing. 2. Almost no one trusts dating apps but many still use it everyday as it does have it’s addictive qualities. 3. Most eventually want serious relationships but when in use many use it just for fun. 4. It’s a private thing done at home, alone or on the go.

Competitive Analysis

There's no shortage of dating apps out there, each one promising to find you the perfect match. Some, like Tinder, are all about swiping and playing games. Others, like truly madly, are more focused on finding that special someone for a serious relationship. There are apps like Happn that show you when you've crossed paths with other users, perfect for finding casual relationships.

In General our users are singles between 25–35 years old. Their motto is, “If I find someone special great but if not, let’s have fun.”

MVP

During our research, we figured out which features would be the most important to users and focused on those for the initial launch of the app. We mostly focused on early adopters for this. We also checked to make sure the features we chose were actually useful by testing them out during the study phase. Must have: Photo verification, Face Recognition, Location, Permission based Chat system, Match Notification, Settings, Preferences, Onboarding.

Strategy

User Segmentation

We were able to identify key users through our research and created a table of user categories. This is a helpful tool for understanding the needs and perspectives of different types of users.

User Persona

Based on our research, we found that there are two main types of users. Swetha values quality over quantity and wants an app that helps her find dates based on her preferences and possibly even meet someone for networking over coffee.

Anand is someone who values efficiency and doesn't want to spend a lot of time setting up dates. He also enjoys socializing with his friends and doesn't want to miss out on happy hours after work.

Design

Information Architecture

With the study done, we have all the info we need to create user flows like the ones shown below. We want to make sure the app doesn't lead users down the wrong path.

Wire framing - The Solution

We started working on the wireframes once we had a solid concept in place from the sketching phase. At this stage, we were focused on ensuring that the app was functional and easy to use, with the goal of creating a seamless experience with minimal friction.

Develop

Visual Design

We created high-fidelity mockups and worked closely with the Front End team to add any missing interactions not included in the original designs. We also made sure to do a UX assessment of each front-end implementation to ensure it matched up with our designs.

Refine

Test, measure & optimize. Let’s improve this bad baby! During the final stage of the design process, we wanted to make sure the app was as smooth and user-friendly as possible. We made adjustments based on user feedback and tested it out to ensure it was the best it could be before launching. We really care about giving our customers a great experience with our app, so we made sure to put in the time and effort to make it as good as possible. During my bootcamp with the Mozo team, we didn't get to actually implement this final stage of the design process. Instead, we focused on learning the theory behind it.

Takeaway

Making an app that appeals to all types of people can be tough because everyone is so different. It's important to think about what users want, what they like, and how they behave. It's also important to be able to change and improve based on what users need and expect. People might stereotype other users on dating apps based on their own biases and preconceptions, which can lead to a lack of understanding and appreciation of diversity. This can make the experience less positive and inclusive. Having quality pictures in your profile is crucial for a dating app. Without them, the app may struggle to attract and keep users, as people often rely on photos to decide if they're interested in someone. To make sure the app is successful and people are happy using it, it's important to encourage users to post good pictures and give them tips on how to take and choose the best ones for their profiles.