Tinder

Curated Just For You experience to entice women users

At Tinder, we had a problem where many women users felt they were seeing too many low-quality profiles on the app. Unfortunately, this led to many of those users not seeing value in subscribing to a Premium tiers. 

Through collaboration with our machine learning team and the integration of an AI algorithm, we designed a user experience that empowered women to achieve greater success on the app.

Role

Senior Product Designer

PLATFORMS

iOS and Android

Responsibilities

All aspects of the design including product strategy, user research, wire-framing, journey mapping, prototyping, design specs, and visual design.

Auditing the existing experience

In the research phase, we looked at previous studies and user insights to gain a deeper understanding of women's needs and experiences on the app. As we analyzed the profiles that women encountered, several recurring themes surfaced, shedding light on their pain points:

1. Lack of Profile Details: Many profiles lacked essential details, leaving users in the dark about the person behind the profile. This scarcity of information left users feeling disconnected and uncertain.

2. Subpar Profile Photos: One common issue was the prevalence of unappealing or low-quality profile photos. These images failed to provide an accurate representation of potential matches.

These issues contributed to the impression that many profiles were either outdated or generated by bots, causing frustration and apprehension. Most importantly, women expressed a strong desire for a more efficient way to assess whether a profile would be a good match for them.

ideation

During the ideation phase, we pinpointed elements critical to the success of the user experience. Our priorities were creating seamless entry points and transforming profile views to effectively communicate high compatibility. By addressing these pivotal elements, we laid the foundation for a more engaging and value-driven user experience on Tinder, while also making it easier for users to recognize the benefits of premium features.

incorporating user feedback

In the usability testing phase, our primary aim was to gauge user reactions to the feature and identify any areas for improvement. During these tests, a prominent insight emerged: female users expressed a strong desire to have some level of control over the profiles they encountered. Therefore, we introduced a pre-entry survey for users to specify their preferences and criteria.

just for you

In the final design phase, the primary goal was to ensure that this experience stood out distinctly within the Tinder app ecosystem, leveraging advanced AI technology to exude sophistication and a premium quality feel.

Results

Initial tests showed increases in Likes from women compared to the main profile stack.

  1. More conversations were started with Just for You profiles

  2. Increase in women subscriptions to Gold premium tier