Project Overview
The dating landscape is crowded with individuals seeking a wide variety of outcomes, from casual connections to long-term relationships. However, this broad approach has led to an oversaturation of the dating pool, making it difficult for users to find meaningful matches who align with their specific desires and intentions.
Solution
To enable users to form more meaningful connections, I designed a customizable filter feature within the settings, allowing them to define specific preferences and narrow their focus to a more relevant demographic. Users can set “dealbreaker” criteria or remain open to broader options, all while maintaining the fun and engaging, game-like experience of Tinder’s swiping interface.
Additionally, the Match Flames feature visually represents users’ compatibility with potential matches, based on their filter preferences, empowering them to make more informed decisions.
impact
Full Working Prototype
my role
User Research, UX/UI Design, Prototyping, Usability Testing
Left, right, or lost? Unpacking user pain points in dating apps
Before diving into design, I first aimed to understand the pain points of dating app users. To do this effectively, I set the following goals:
Identify users' goals, frustrations, and challenges with dating apps.
Examine how users leverage descriptive features to filter potential matches.
Assess the impact of the app’s onboarding process on user experience and success.
PRIMARY RESEARCH
To gain deeper insights into dating app users, I conducted user interviews to explore the following questions:
What factors influence users when choosing a dating app?
How many dating apps do users typically use?
What key elements contribute to a positive versus negative dating app experience?
User Interviews
I spoke with three women (ages 26 to 41), all of whom had negative experiences on Tinder.
Compared to other dating apps, Tinder matches were more aggressive, often leading to sexually explicit messages, harassment, and a lack of genuine connection.
Interactions were typically limited to casual encounters, making it difficult to form meaningful relationships.
On other dating apps, conversations felt more intentional, and the matching process appeared more selective, resulting in more meaningful interactions.
SECONDARY RESEARCH
Next, I evaluated Tinder's direct competitors (Hinge, Bumble, and Plenty of Fish) and indirect competitors (Facebook and Instagram) to identify common features, user expectations, and gaps in the market. This analysis revealed competitor shortcomings and user frustrations, helping uncover opportunities to enhance Tinder’s user experience.
Competitive Analysis
Direct competitors focus on structured matchmaking, while Facebook and Instagram facilitate casual interactions.
Bumble empowers women, while Hinge allows organic engagement.
Plenty of Fish struggles with fake profiles, whereas Facebook and Instagram leverage social connections for credibility.
Direct competitors limit free features (likes, swipes, filters) to drive subscriptions, while Facebook and Instagram remain free but lack dedicated dating functions.
Users prioritize a personalized dating experience, with filters playing a key role in retention by helping tailor matches. Safety measures, such as verification and background checks, are especially important for women and femme-presenting users.
Meet the Match: Bringing Our User Persona to Life
Mapping the Match: Redesigning Tinder’s Sitemap for a Better Experience
Initially, I planned to place the match filters on the swipe screen, but research indicated that users would benefit more from accessing them exclusively under settings. This decision was finalized during the hi-fi design process.
Working with an established app provided a strong foundation for developing the sitemap. Considering the planned features, I designed two access points for descriptive filters: A) through settings and B) during onboarding.
After finalizing the sitemap, I created a user flow to outline the different paths users could take when interacting with this feature.
Flow to the Perfect Match
Zazie recently joined Tinder, looking for friendship and casual dates. Instead of endlessly swiping in search of like-minded matches, she uses Tinder’s new filters to personalize her dating experience and find exactly what she's looking for.
From Sketch to Swipe
Filter Feature: Users can now customize their filters in settings to target a more specific demographic. They can set "dealbreaker" preferences or keep their options open—all while enjoying Tinder’s signature swipe experience.
Match Flames: This feature visually represents compatibility between users and potential matches based on their filter preferences.
Inspired by user feedback, Match Flames addresses frustrations with inappropriate matches, helping users connect with more aligned partners.
The Match Flames feature was inspired by 1-on-1 interviews, where two out of three participants shared experiences of harassment on Tinder. Despite reporting and unmatching offenders, these individuals would reappear in their match stack months later, causing discomfort. Both participants wanted a way to help others avoid similar experiences.
Match Flames serve as a compatibility indicator, highlighting the likelihood of a successful match based on shared preferences. While not a definitive measure of compatibility, it provides a helpful starting point. For example, if Kris appears in Zazie’s match stack with a blue flame, it signals low compatibility based on her filters. However, Zazie retains full control to swipe left or right, ensuring autonomy in her dating choices.
Swiping Smarter: How Usability Testing Refined the Tinder Experience
After designing a high-fidelity prototype in Figma, I conducted usability testing with 11 participants familiar with dating apps. Using Maze, participants completed three tasks to evaluate the new features. While 9 out of 11 successfully completed all tasks, 2 participants struggled due to UI challenges. Their feedback helped identify key improvements, allowing me to refine the design for a smoother user experience.
Making Sense of Feedback: Affinity Mapping for User Insights
Problem: Match Flames
Users struggled to understand the meaning behind the flames.
The purpose and functionality of the flames were unclear.
Uncertainty about how compatibility levels were determined.
Accessibility concerns for color-blind users.
Solution: Match Flames
Add a legend or tooltip to clarify the meaning of each flame.
Provide a brief onboarding explanation on how flames are determined using filters and data.
Display a compatibility percentage (e.g., 80%) to give users a clearer understanding of match potential.
Looking Back to Move Forward: Reflections on Enhancing the Tinder Experience
Working within Tinder’s design standards was both challenging and rewarding. While the guidelines were clear, recreating and emulating details required precision to maintain consistency. Despite these constraints, I found the experience deeply satisfying as a designer, knowing that my work could help users have a better, more personalized dating experience.
User research was essential to this project. As the #1 dating app in the U.S., Tinder has an established user base, so my goal was to enhance—rather than disrupt—the existing experience. However, one major challenge arose with the Match Flames feature, as many users found it confusing. Their feedback was invaluable, providing clear insights into how I could refine and clarify this feature if given more time.
Overall, this design challenge was incredibly engaging and fulfilling. Seeing users enthusiastic and excited about these potential features reinforced the importance of user-centered design. Moving forward, I would focus on further iterations, accessibility improvements, and A/B testing to ensure these features seamlessly integrate into the Tinder experience.