Bumble Case Study
COMPANY
Bumble
TIMELINE
2-week sprint
2018
TYPE
UX/UI Design
RESPONISBILITIES
User Research
Wireframing
Usability Testing
Visual Design
Prototyping
SOFTWARE
Sketch
Illustrator
InVision
Working within current Bumble brand style guidelines, our team of three designed and prototyped a way to help Bumble solve a major dating app user gripe: moving from chat to date faster. Where to go on that first date? We cracked that one too.
01. Summary
Who they are
Bumble is a location-based social and dating application that facilitates communication between interested users. In heterosexual matches, only female users can make the first contact with matched male users, while in same-sex matches either person can send a message first.
The Situation
Bumble’s current app is similar to most dating apps so they are looking to offer something more to their users who are both familiar and unfamiliar with the area. They want the app to provide suggestions that will prompt users to move the conversation from texting to an actual date.
02. Competitive Analysis
Although Bumble has an interesting market differentiator (it’s the “friendly” and “safe” dating app) there are many competitors within the space.
We learned that users are frustrated with the prolonged profile setup process on OkCupid and Hinge, and the amount of required questions they ask during the onboarding process.
This influenced the way we designed part of our Momentum feature (the intermittent “Would You Rather” questions) to accumulate information about a user’s first date preferences. These preferences would then influence first dates suggestions.
04. Interviews
“Honestly, I just want to keep up the momentum so that the connection we’ve made doesn’t die off.”
PAUL, MALE BUMBLE USER
Our team worked closely together to craft targeted questions designed to specifically addresss the main objective: adding date suggestions to the Bumble experience. After deploying an email screener to find our target audience, we interviewd 8 people.
We quickly discovered we weren’t asking the “right” questions to get that answer, but in the process we did uncover many additional insights during the dating experience in regards to location, mutual effort, finding chemistry, scheduling and picking from a more relevant pool of potentials.
05. Affinity Map Insights
“I want to know how and when I need to take action.”
“I want to know if we are looking for the same thing.”
“I want to feel genuine chemistry.”
“I want smart suggestions about where to go on
a date.”
“I want the date to be in a mutually convenient location.”
“I would like to see
equal effort.”
“I value my time.”
“I want to choose from a more relevant pool of potentials.”
After synthesizing all of our findings through recording and affinity mapping, we developed statements that helped personify our target user. In adition to helping us craft our proto-persona, these statements would also help inform the specific features in which we would be focusing to add/improve in our prototype.
02. Hypothesis
The Problem
Bumble users need a more efficient way to make genuine connections and set up dates because the current process is too slow and they don’t have the time or energy to waste.
The Solution
We believe that by adding the “Momentum” feature to Bumble, users will be able to both express their interest and initiate a date more quickly. In addition, Bumble will provide smart first date suggestions based off location and user preference. We will know this to be true when people actively utilize the “Momentum” feature.
Introducing Momentum: Our key new feature
Momentum is designed to significantly change and enhance the way Bumble users experience dating through the app. It's original were derived directly from our affinity map insights, and keeping that connection alive along the journey. We will do that in three ways.
1. More timely and relevant action-oriented notifications
2. Ability to initiate a date instantly with the tap of a button
3. Smart suggestions on where to go on a first date
06. Proto-Persona
Biography
Taylor just moved to Boston for an exciting new job as the Social Media Content Manager at America’s Test Kitchen to advance their career. They work a 9-to-5pm job including occasional evenings and weekends for company events. They are looking to meet new people in the city, but have a hard time meeting up with dates.
“I’m looking for a real, genuine connection; I’m tired of the casual chats on dating apps. I just want to get to know them more in person, but setting up a date is too time consuming.”
Taylor S.
Age: 28
Job: Social Media
Location: Boston, MA
Marital Status: Single
Pronouns: They/Their/Theirs
Frustrations
-
Works a lot, but still wants to date
-
They want to be able to weed out people who aren’t looking for the same thing as they are
-
They are tired of waiting around for the other person to initiate a date
-
Would like to get to know their dates more in person as soon as they can
-
Planning a date should be easy, even with busy schedule
Feelings
-
Because Taylor is new to the city, they feel lonely and would like to share their experience with someone
-
They want to find someone who they genuinely connect with, and who is compatible with their lifestyle
GGoals
-
Leave an impression with their current company
-
Advance their career in the social media marketing industry
-
Have a work-life balance
-
Have fun outside of work with a romantic partner
07. Sketches & Preliminary Wireframes
The team was anxious to dive into sketching once we devised the Momentum feature. The main challenge was figuring out how to provide smart suggestions to our users—where would this information come from? Instead of adding additional questions to our onboarding process (which was a user gripe) we proposed spreading questions throughout the Bumble “swiping” experience. The answers to these—in addtion to the location of users—would help populate our Suggestions feature.
08. Navigation
To get a full scope of where our Momentum feature would live within the overall app structure, we created an app map to give us—and potential stakeholders—a better sense of placement. Because our primary, active Momentum features are initiating a date and finding suggestions, we placed the button for both in the Messages section, where it would be most visible and relevant to users.
Momentum is designed initiated in the Messages area. Once User 1 taps the Momentum icon, a pop-up appears to confirm date setup. User 2 will be notified that User 1 is interested.
One part of Momentum is improving the notification system to be more relevant and timely to users. In this flow, our user is responding to a notification that is letting her know that her match has accepted her date request.
