🫶 Enhancing Dating experience for New Mobile Users
by reducing onboarding drop-offs by 16%
🫶 Enhancing
Dating experience for
New Mobile Users by reducing
onboarding dropoffs by 16% 💑
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Project Overview
Company
FRND - B2C Dating App
Industry
Social networking
Timeline
March 2022 - June 2022
Status
Shipped & LIVE
Team
1 Designer, 1 Design Manager, 1 Product Manager
My Role
Worked closely with stakeholders, user research, UX design, user testing and complete end-to-end project delivery.
Buisness Impact of Redesign
🎉 The drop-off from onboarding flow Reduced by 16%, improving the acquisition.
FRND Application ( Mobile )
FRND Application ( Mobile )
FRND app is an Audio-based friendship and dating app for new mobile users in India.
Dating in Bharat is broken.
People do not have the right avenues to interact and begin their dating journeys, especially in tier-2, and 3 India.
FRND provides a safe, secure and fun environment for boys and girls to chat anonymously via audio streaming. FRND is funded by India Quotient and Elevation Capital.
FRND app is an Audio-based friendship and dating app for new mobile users in India.
Dating in Bharat is broken.
People do not have the right avenues to interact and begin their dating journeys, especially in tier-2, and 3 India.
FRND provides a safe, secure and fun environment for boys and girls to chat anonymously via audio streaming. FRND is funded by India Quotient and Elevation Capital.
Key Features
Key Features
FRND-ship via Matchmaker on Audio Streaming
Virtual Gifting driven Monetisation
Moderated / Non-sleazy Community
No pictures Only AI avatar
FRND-ship via Matchmaker on Audio Streaming
Virtual Gifting driven Monetisation
Moderated / Non-sleazy Community
No pictures Only AI avatar
Mental Model of New Mobile Users (NBU's)
Mental Model of New Mobile Users (NBU's)
Love for Emojis
They enjoy using lots of emojis in their names and to express themselves better
Love for Emojis
They enjoy using lots of emojis in their names and to express themselves better
Life Lessons & Advices
They love giving advice and sharing their experiences.
Life Lessons & Advices
They love giving advice and sharing their experiences.
Talking over Texting
They express themselves better through talking and are more confident speaking their mind.
Talking over Texting
They express themselves better through talking and are more confident speaking their mind.
Video & Audio over Text
They preferred receiving and giving information in audio & video over text.
Video & Audio over Text
They preferred receiving and giving information in audio & video over text.
Dating in Tier 2-3 City
Dating in Tier 2-3 City
Dating Dating in tier 2 & 3 cities is still a cultural taboo, and people don't want to be spotted by neighbours and relatives.
Unlike shopping preferences, it is not something people are willing to talk about and discuss easily. A sense of trust and comfort was needed for people to open up.
We decided to do a field study and focus group discussions with females. I worked from home (Dhanbad) which gave me the opportunity to talk directly to the users and potential users.
The aim was to understand:
Their mindset around dating.
What does a successful date look like?
How do relationships begin and sustain?
Mobile ownership and app usage
What do the girls expect from boys?
Socio-cultural behaviour around marriage and dating
Dating Dating in tier 2 & 3 cities is still a cultural taboo, and people don't want to be spotted by neighbours and relatives.
Unlike shopping preferences, it is not something people are willing to talk about and discuss easily. A sense of trust and comfort was needed for people to open up.
We decided to do a field study and focus group discussions with females. I worked from home (Dhanbad) which gave me the opportunity to talk directly to the users and potential users.
The aim was to understand:
Their mindset around dating.
What does a successful date look like?
How do relationships begin and sustain?
Mobile ownership and app usage
What do the girls expect from boys?
Socio-cultural behaviour around marriage and dating
Field Research to Understanding Dating Mindset
Field Research to Understanding Dating Mindset
I had to find participants who represented potential users. Having lived in Dhanbad since childhood, I knew where to look.
Through conversations and experience, I discovered that people felt most comfortable communicating and participating in user testing at their workplace.
Many were hesitant to meet outside of work, particularly women who had safety concerns. Conducting interviews during their free time at work proved to be the most effective approach..
I had to find participants who represented potential users. Having lived in Dhanbad since childhood, I knew where to look.
Through conversations and experience, I discovered that people felt most comfortable communicating and participating in user testing at their workplace.
Many were hesitant to meet outside of work, particularly women who had safety concerns. Conducting interviews during their free time at work proved to be the most effective approach..
The user owns a passed-down phone - apps she uses - how she makes video on the Moj app
Talking to users in their work environment gave me the social context of the users
Insights from Field Research
Insights from Field Research
A successful match
A relationship that turns into an arranged wedding is a successful match
A successful match
A relationship that turns into an arranged wedding is a successful match
Flaunt English Words
Girls enjoy showing off the english words they have picked up from social media and television
Flaunt English Words
Girls enjoy showing off the english words they have picked up from social media and television
Mobile phones are shared between siblings
Mobile phone are shared between siblings and boys used the mobile phone more than girls
Mobile phones are shared between siblings
Mobile phone are shared between siblings and boys used the mobile phone more than girls
Girl don't upload the picture of their face
Girls uploaded pictures that did not have their face to not be found by their family members
Girl don't upload the picture of their face
Girls uploaded pictures that did not have their face to not be found by their family members
Design Brief
Enhance the onboarding flow to reduce drop-offs by identifying the reasons for user drop-off. Optimize the Home Screen layout for better comprehension of hosting, audio/video calls, and games.
User Research to Understand Reason for Drop-Off
I had users try the app for the first time and asked for permission to record their entire experience. I encouraged them to think out loud, sharing their thoughts as they navigated the app.
Along the way, I asked questions to better understand their experience. The video recordings helped me revisit their journey and create a detailed journey map for new users.
This qualitative study gave me valuable insights and a strong foundation to advocate for users
The onboarding process was especially unique—the app used voice detection to determine the user’s gender before they could create an account.
Profile Setup Screen
Users skimmed the heading without reading it carefully due to the form-like structure.
All users initially entered their real names in the nickname section.
They only realized that a unique nickname was required—and that their chosen name was unavailable—after filling in all the information and attempting to submit the form.
Users struggled to come up with unique nicknames quickly
Not noticing notification
Users didn't understand what the screen was all about
Not reading the heading
Smaller dialogue made users understand the purpose quicker & better
Not realising nickname has to be unique
Users did'nt know what to do with the dailog or line
Took time to come up with unique nicknames
Users couldn't come up with unique nicknames quickly.
Voice Detection Screen
The voice testing screen was the most unique and challenging to work with; it had the most % of dropoffs.
The numbers show the order in which the users were seeing the areas of the screen
User Research Process
During my research, I conducted user testing and recorded the onboarding process. I synthesized the data into simplified video snippets to help the team understand user behaviour. I identified the reasons behind user drop-offs, presented key insights, and suggested areas for improvement.
We then brainstormed solutions and created multiple wireframes for different use cases, specifically for male and female user onboarding.
After that, we conducted multiple usability tests and iterations to refine and select the best onboarding flow
During my research, I conducted user testing and recorded the onboarding process. I synthesized the data into simplified video snippets to help the team understand user behaviour. I identified the reasons behind user drop-offs, presented key insights, and suggested areas for improvement.
We then brainstormed solutions and created multiple wireframes for different use cases, specifically for male and female user onboarding.
After that, we conducted multiple usability tests and iterations to refine and select the best onboarding flow
Ideation and Wireframing
User Rearch Process
Made multiple wireframes > Testing > Making Changes > Testing and Repeating the procress until we got positive result
Mid Fidelity Wireframe
User Rearch Process
Impact
Impact
The drop off rates significantly reduced by 16% and the users were able to understand and navigate through the voice verification screen while user testing.
The drop off rates significantly reduced by 16% and the users were able to understand and navigate through the voice verification screen while user testing.
Furthermore
Furthermore
I also worked on optimising the home page and suggested improving the overall User Experience of the FRND app-Many of which are executed in the app.
I further did user testing and made prototype for the final onboarding flow and Home Screen.
I also wrote a medium article sharing my learnings on feild user research here
I also worked on optimising the home page and suggested improving the overall User Experience of the FRND app-Many of which are executed in the app.
I further did user testing and made prototype for the final onboarding flow and Home Screen.
I also wrote a medium article sharing my learnings on feild user research here