Role
(team of 3)
Timeline
Scope
Tools
Challenge
Increase the number of crushes by 10% from the timeline, without modifying the timeline layout
Paul-Antoine Campos, Head of Design at Happn, came to pitch us and gave us feedback on the project
Happn is a dating app for locals by locals created in 2014. The application has over 140 million users worldwide. It is particularly popular in Western Europe, South America, Turkey and India with over 100 million users.
The Product Design team at Happn informed us that profile completion and geolocation define personality types, and this is the core of their matching algorithms. However, there’s a badge with raw information, which doesn’t attract attention and doesn’t generate Likes.
So they came to us with the idea of the need to create strong visual elements when two users have something in common, in order to create an emotional ping and highlight compatible profiles.
User Research
To better understand the problem we are trying to solve and the motivations of users, we conducted qualitative user research
We conducted a qualitative study with five women aged between 29 and 36, all experienced users of dating apps.
Each participant took part in a 45-minute semi-directive interview to provide information on the subject of digital dating.
We wanted to understand:
What came out:
It’s the difference in a profile that catches user their attention.
« Do you try to be like everyone else, or do you try to show yourself as you are? »
– Lydia
Knowing quickly what type of relationship people want is important for users.
« It’s important to know from the start whether I’m wasting time with someone or not. »
– Melinda
It’s not the similarities that will make a person want to like a profile, but rather more personal, differentiating elements.
Defining the problem
How might we better reflect the uniqueness of each person/profile?
Success Criteria
We added a KPI, in addition to the one given by the Happn team, that will allow us to measure the impact once our solution will be implemented.
Increase the number of crushes from the timeline by
10%
Increase the number of women who write the first message by
10%
Ideation
With these clear and explicit learnings in mind, we explored and generate ideas to remove these frictions and meet user needs
From Mindmap & Crazy8…
Those ideation workshops helped us identify what we should focus on. We firmly believe that the best way to showcase the uniqueness of each profile is by providing them with diverse and free expression spaces. Moreover, it’s essential to highlight them in a playful and aesthetically pleasing manner.
…to Benchmark!
After taking a look at the competitors, we noticed that the top part of the profiles highlights people’s interests.
To come up with a solution, we have benchmarked applications that allow you to show off your personality more effectively.
Solution
Create elements to highlight personal details on your profile, making it easier to differentiate profiles.
Creation of Vibes Cards
Creation of Vibes Cards
These cards, based on 7 categories using Happn’s existing classification, allow users to highlight up to 4 personal elements on their profile. They can fill them in according to their desires and interests.
One card chosen by the user will be automatically unfolded and highlighted at the top of the profile.
User Tests
Now let's test it out, optimize and iterate
To deliver a successful solution and create a great user experience, we performed a series of user tests.
What came out:
Didn’t understand that the Vibes Cards were part of the person’s profile.
« I think it’s a shame to go straight there, too quickly. »
– Inès
We slowed down the scroll when the user clicked on the highlighted item at the top of the profile.
Clicked on the cards in chronological order, without reading the one that was open by default.
« It makes you want to click and find out what’s written. »
– Lydia
We also decided that the card highlighted at the head of the user’s profile would always be placed at the top of the list of Vibes Cards.
Are interested in liking a profile looking for the same type of relationship.
« Looking for nothing very serious. Well, it’s not for me then, […] we’re not looking for the same thing. »
– Laetitia
We moved the « relationship type » badge up to the first position, directly below the photo and before any other badge.
All the users found that the cards increase the uniqueness of profiles, the desire to find out more about profiles and to like profiles.
Demo time!
Next step
To develop this project, it would be interesting to work with the completion team to think about the different entry points for this functionality.
New users would be asked to complete their Vibes Cards when they register. As for other users, we could insert an ad between two profiles, as Happn already does, or we could create fake profiles using Vibes Cards and encouraging them to have their own.