Connections

Design Research, Business Design

Initial Brief

Connections is an idea for a new age dating app that I pursued as a pet project. The idea was to replace the shallow matching strategy of dating apps in the market with a way to help users make meaningful connections.

At its peak, I had gathered a team of 5 people who were working with me on this project, but I had to park it for a while so that I could earn a living. I believe that this project has great startup potential, and intend to work on it if I can procure funding and hire passionate individuals to work with me.

Dating apps today

“Listen closely to your dating app, and you might just hear the roar of a vast human tide of unbridled connection and love, a great wave that is already changing the world, and shows no sign of slowing.”

The number of online dating app users are expected to be increased from 33.9 million to 37.5 million in a few years.

The online dating industry in India is worth over ₹2,394 crore ($323 million)

Tinder turns out to be one of the most earning apps globally.

It earned more than Netflix and YouTube in Q2 2019 from Play Store and App Store. Dating apps generated more than US$ 1.6 billion in 2019.

Tinder turns out to be one of the most earning apps globally. It earned more than Netflix and YouTube in Q2 2019 from Play Store and App Store. Dating apps generated more than US$ 1.6 billion in 2019.

The Problems

Initiating Conversations

Since you know little about the next person, there is very little connection when you first start chatting. The same kinds of questions have to be asked to multiple people before you find someone you actually like. The process gets boring and repetitive. Guys usually do not know what to say to a pretty girl, most guys start off with a creepy pickup line instead.

Volume

Since there are tons of options especially for women, going through the same process with multiple matches is tough, especially since a lot of people don’t reply right away. So you end up initiating conversations with multiple people in an attempt to find someone to talk to and in a while it gets overwhelming since multiple people respond at the same time. It even gets hard to keep track of who said what after an amount of time.

Brand positioning

The apps are positioned and branded as dating apps but they are interpreted as hookup apps due to the entire user experience. How are you expected to chat with random strangers and hit it off with no initial connection? Straight males use the app to find flings, leaving straight females frustrated. Which is why you can see “Not here for hookups” on almost every other girl’s tinder profile.

Exclusion of a large user group

The apps do not cater to interesting yet unattractive people or people that do not know how to click attractive photos of themselves. Because of the positioning, it leaves these kinds of people with little to no matches and thus drives away a considerable group of users. Being virtually attractive and actually interesting are two different things, and yet these apps only cater to one of these demographics.

Proposed Design Process

E

Empathize

D

Define

I

Ideate

P

Prototype

T

Test

E

Empathize
Using the competitor apps, getting in-person understanding of their functionality, user base, process flow, branding and strategy. Sending out questionnaires for quantitative research and carrying out in-depth interviews

Contextual Research

Quantitative Surveys

Qualitative Interviews

Classifying the users into different categories based on selected criteria derived from previous research and user interactions.

Creating user Journey Models for each competitor app.

User Journeys

User Personas

Analyzing the data from research to derive insights

Affinity Mapping

Empathy Mapping

Rose Bud Thorn

D

Define
Defining what the problems are and what we need to create.

Framing the definitive problem statement.

Problem Framing

Product Vision Board

I

Ideate
Modeling the app/ solution by defining the process flow, content. branding guidelines

MoSCoW, Bet / Cost Matrix, Affinity Mapping, Method 365

Branding

Content Design

Process Mapping

P

Prototype
Prototyping the solution according to brand guidelines and content design so that the insights are validated.

Low Fi Prototyping

T

Test
Testing the prototypes with different user groups

DVF Study

Role Playing

Moderated User Testing

Scenario Testing

Design Research

Detailed UX Benchmarking

Premium Users

Current Premium Users

Past Premium Users
(who shifted back to the freemium version)

Freemium Users

Current Freemium Users

Past Freemium Users
(who don’t use dating apps anymore)

Multiple App Users

Current users of multiple apps simultaneously

Past users of multiple apps
(using only one of them currently)

Secondary Stakeholders

Copywriters, art directors and designers

Journalists, social media influencers

Campus representatives

Other criteria for primary research

Users looking for only hookups on dating apps

Users looking for only serious relationships on dating apps

Users that have virtually physically attractive profiles

Users that do not have virtually physically attractive profiles

Users belonging to the LGBTQIA community

Users looking for friends or just deep conversations
(eg : Bumble BFF or Badoo)

Users looking to build professional networks through apps
(eg: Bumble Bizz)

Users over the age of 40 on these apps

Users who found their spouse/partner via a dating app

Mapped the stakeholders for primary research

Used various popular apps for 3 months, took snapshots of every feature and user journey

Compared and rated every app with various usability criteria

Formulated research objectives

Primary Objective

Understanding the shortcomings of the current apps in the market through the perspectives of the users

Framed General Problem

What are the various features of the current market apps that the different categories of users like and dislike

Broken Down Problem Statement

What are the distinguishing features of the apps?

What are the categories of users on the apps?

What are the liked and disliked features of each app by each user category?

Prepared research guides and hundreds of interview questions

Analysed responses from over 100 users

Affinity map of transcribed verbatim from thousands of minutes of interview footage

Business Model Canvas

The following business model is for an online smartphone-based dating application. The idea is to give dating-app users a platform to establish meaningful connections with their potential partners instead of playing the shallow “swiping game” where users simple swipe at profiles based on their physical attractiveness as depicted through photographs.

This app aims to ensure a deeper connection by putting the users through a series of mini-games ultimately aimed at revealing secrets about each other and form substantial bonds in the process. Several of the market competitors have been studied in depth and the value proposition is derived through a series of successful ideation sessions.

Value Proposition

How will it make someone's life better?

By allowing users to form deeper connections

Through providing a better understanding of a potential partner’s values and preferences instead of a surface level attraction through the pictures they upload

By limiting the number of simultaneous connections and allowing users to focus on only one potential partner at a time

By leveling the playing field for people without pictures that match general standards of physical attraction

By making it easier for people to approach, initiate and sustain conversations with their potential partners

Customer Segments

Current Market

Millennials and GenZ looking to hookup, date or for validation and procrastination.

Soon to be

People looking for serious relationships after having had their fun with flings and hookups.

Refusing

Objectively physically unattractive people that claim to not get decent matches.

People that believe dating apps are just fronts for hookups and can’t be used for dating.

People that are already in committed relationships.

People that claim that they don’t need dating apps for hooking up or dating.

Unexplored

People that are unaware of dating apps.

Married People.

Technologically challenged (older) people.

Illiterate people.

Rural conservative populace.

Channels

Awareness
  • Marketing campaigns in colleges
  • College campus representatives
  • Social media campaigns
    • Social Media filters
    • Social Media Challenges
  • Promo Parties
  • Printed merchandise
Evaluation
  • Splash Screens explaining the brand philosophy and app features
  • A tiny demo with a bot before actual matches
Purchase
  • Freemium revenue model
  • Paid purchase through online payment gateways involving UPI payments, Cards and Wallets
Delivery
  • Initially, through the brand website for the Beta version
  • Play Store and App Store after Beta testing
After Sales Support
  • Website Support for FAQs
  • Company email for infrequent queries
  • Automated WhatsApp bots for FAQs

Customer Relationships

Frequency of contact
Once a month
Medium of contact
Email, push notifications
Content of contact
Feedback, tips and guides

Emotional Words

Friendly, warm, trusting, fun, exciting, sympathetic, engaging

Analogies

Like your best friend trying to set you up with your crush

Revenue Streams

Who pays whom to do what?

People looking to find meaningful connections in online dating pay us to provide premium features of the platform and added assistance in matchmaking.

Advertisers pay us to display their ads on our platform.

Paid Features

No ads

Ways to get to know the potential partner’s profile better even before the first question.

Pricing Model

Freemium for customers

Dynamic pricing for ad agencies based on which profiles their ads would be shown/ or pay per click.

Key Resources

Human

App Developers

UI / UX Designers

Database Managers

Backend Developers

Branding and Marketing Specialists

Psychologists

Financial

Funds raised from investors

Crowdfunding

Intellectual

Proprietary user-pairing algorithm patents

Copyrights of the content

Trademarks of branding

Physical

Company Hardware

Key Activities

Content Creation

Customer Acquisition

App design and development

Backend development and maintenance

Database management

Data analytics

Cost Structure

Cost of customer acquisition, referral credits, marketing and advertising

Insurance, legal costs

Infrastructure costs, computing power

Employee Payroll

Server Hosting

Key Partners

Android/iOS API community

Payment Processors

Backend server hosts

Google Play Store, Apple App Store

Core Competency

Creating unique different activities on our platform geared towards helping users forge meaningful connections with their potential partners

Future Scope

Since I had to move away from this project and put it on hold, the next work on the design and development is yet to be done. A lot of people believe in the potential of this project and I cannot wait to take this further.

If you are looking to invest in this project as a team-mate, a mentor, or as an investor, I would love to hear from you.

Reach out