B2C
Phone App
0 → 1
UX + Service Design
Boosted usability by 24.8% and significantly increased customer satisfaction.
WHAT
My CONTRIBUTIONS
End-to-End UX Strategy, Generative Research, Usability Testing, Customer Journey Mapping, Information Architecture, Visual Design
ROLE
UXUI Designer
Service Designer
TEAM
1 Service + UXUI Designer (me)
1 UXUI Designer
2 PMs
1 Researcher
IMPACT
All users found the concept to be a novel experience.
91.3
Usability improved dramatically: the SUS score jumped from 66.5 to 91.3, clearly showing the new design was far more user-friendly.
4.4/5
The new design achieved a strong 4.4/5 CSAT, compared to the previous 2.93/5 reflecting increased user satisfaction and trust in the app.
PROBLEM SPACE
Singles seeking long-term companionship need a dating solution to alleviate frustrations around modern dating.
Decision fatigue when planning the first date and moving forward.
DESIGN CHALLENGE
PART 1
An online dating app backed by proven research for effective matching.
PART 2
The Aura Cafe is a curated safe space to meet up with prospective partners.
THE MVP VIDEO
CONTEXT
Due to lack of companionship, singles in cities today face feelings of loneliness and depression.
We did a competitive analysis of three categories of products and uncovered design gaps that needed to be filled.
Insufficient emphasis on compatibility and meaningful engagement, with a focus on short-term gratification
LEARNING FIRST-HAND FROM SINGLES IN SEATTLE
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I identified the data points the team needed to derive from research and refined the relevant questions for optimal information gathering. I moderated one interview and collectively analyzed the data with my team.
RESEARCH OBJECTIVES - I WANTED TO LEARN ABOUT
Participant's experience in finding long-term relationships.
Influences on their decisions in choosing a long-term partner.
Their motivation to pursue a long-term relationship.
Challenges faced in finding long-term partners.
WHAT PARTICIPANTS SAID
"Everybody's looking for that initial burst of excitement... Nobody is ready to wait or has the patience to move beyond texting..." -P2
"I hope my partner is a feminist, supports my growth and learning, and is always looking out for me." -P4
WHAT I LEARNED : INSIGHTS
Need for Deeper Connection
Participants want to move beyond superficial online profiles and seek genuine connections.
A Common Ground
Participants expressed mutual goals, interests and worldview have helped them form deeper connections in the past.
Decision Fatigue
Planning and deciding to meet fuels to intimidation and decision fatigue on both parties leading to prolonged talking phases.
At this stage I directed the team's focus towards the finding that the intervention needed to be at the discovery stage to help matching and meeting of potential partners, hence, we decided to focus on that for the ideation process.
I DEVELOPED TWO KEY PERSONAS TO CATER TO SPECIFIC PAIN POINTS FROM THE RESEARCH
LEARNING FIRST-HAND FROM SINGLES IN SEATTLE
.
MY SKETCHES FOR THE INITIAL IDEAS
View all ideas
EXPLORING SCENARIOS VIA STROYTELLING
Recognizing patterns from user interview insights and the 10 ideas, we defined the design principles. We took all the ideas through the filter of our design principles. This helped us arrive at the final idea - The Missing Piece - a dating service based on mutual interests and experiences.
DESIGN PRINCIPLES
Shared Interests
The connection should be based on mutual interests and future goals.
Foster Commitment
The connection should foster long-term commitment, leading to a serious relationship.
Initial Matching
Match in the early discovery face with promising matches.
Genuine Connection
Facilitate organic connection and space for natural exchange of feelings and thoughts.
FINAL IDEA
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It matches potential partners and arranges café meet-ups with fun activities, reducing anxiety and decision fatigue from the discovery and matching phase.
CUSTOMER JOURNEY MAPPING
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The customer journey map helped us fill in any gaps in the service and think about the line of visibility, people and services involved in the front end and back end.
View the Service Blueprint / Customer Journey Map
WHAT I LEARNED: INSIGHTS
#1 The CJM helped in identifying points of frustration like onboarding when using a new app, use of AI chatbot features and its effects on novel users etc.
#2 The CJM helped in identifying the front stage and back stage workers, hence develop the overall experience seamlessly.
USER TESTING
.
WHAT
RAPID ITERATIONS WE DID
#1 We realized users appreciated the chat option once added after the first iteration.
#2 We learned users cared for pictures in the profile, as it was omitted in the first draft but added in the second iteration.
Calculated an average SUS score of 66.5 and average CSAT score of 2.93 / 5.
INSIGHTS FROM USER TESTING
Shared Values > Interests
Participant's expressed interest on values and principles vs shared activities as a criteria.
Scheduling Preferences
Chatting with someone first was preferred by many instead of directly scheduling a date.
Profile Info & Safety
More information about a person's background and personality was desired through various details.
Concept Unclear
Participants were unclear about how the app and cafe connect.
PIVOTING FROM ORIGINAL IDEA
DESIGN IMPLICATIONS AFTER TESTING AND EVALUATION
Option to Chat
The first prototype excluded chat to encourage in-person meetings, but users preferred initial interaction, so it was added later.
Matching Algorithms
We redesigned the app's backend matching algorithm using Big5 personality and OCEAN rating to match users by personality traits.
Clarity of Concept
We refined the onboarding flow to clarify the service's concept and set expectations for long-term commitment.
THE BIRTH OF AURA BASED ON DESIGN IMPLICATIONS
.
At this stage, our design solution evolved to a refined concept. Guided by our research insights and design implications, we created Aura - a conceptual representation celebrating the uniqueness of individual auras.
AURA: EVERYONE HAS A UNIQUE MATCH
Aura is the visual representation of a persons unique values generated by the creative algorithm that matches based on personality traits.
Circle represents the wholeness of an individual, looking for a partner complimentary to their life.
The mix of colors represents the auras of different personality traits (Big 5) using different color intensities, gradients & transitions, patterns & shapes unique to each member.
REFINING THE IDEA THROUGH INFORMATION ARCHITECTURE
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SITE MAP
MAIN USER FLOW
SERVICE DESIGN TOUCH POINTS OF THE PHYSICAL SPACE
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I created the following cafe user flow to detail out the cafe service. Additionally, I utilized my spatial planning skills to plan out the café planning and circulation flow detailing the reception, seating plan and other artefacts.
CAFE USER FLOW
REFINING THE SERVICE
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We refined the service with the help of thorough service blueprint mapping. We proceeded to do a Competitor Analysis and further define the business model using a Lean Canvas framework. This help us to refine our Unique Value Proposition for a potential launch.
View the Competitors Analysis
View the Lean Canvas framework
#1 PHONE APP
#1 The onboarding flow of Aura as a unique concept, not just another online dating site.
#2 The personality quiz flow focuses on building the backend algorithm to discover potential matches.
#3 The profile building flow focuses on deeper personality traits.
#4 The partner matching flow uses a robust algorithm to match.
#5 The scheduling flow aims to alleviate the decision fatigue when planning a date making the process hassle free.
#2 CAFE: THE SAFE MEETING SPACE
The cafe ambience:
- organic flow
- airy, earthy, inviting, comforting
- intimate spaces for conversation
- friendly staff
- nature-inspired sounds
.
Menu and activity cards:
- artisanal local coffee and tea
- include unique activities to form bonds
- tailored food experiences based on member's interests
MVP VIDEO
.
91.3
Usability improved dramatically: the SUS score jumped from 66.5 to 91.3, clearly showing the new design was far more user-friendly.
4.4/5
The new design achieved a strong 4.4/5 CSAT, compared to 2.93/5 previously reflecting increased user satisfaction and trust.
It's ok to pivot. New themes of safety and shared values emerged while user testing, which became central to our dating cafe design - leading to a rebrand.
Service design and end-to-end experience design can lead to unconventional, creative and impactful solutions. I learnt how to look at a design problem in a holistic way.
#1 Experiment with Control Groups.
Test the concept with control groups to evaluate its effectiveness and gather insights for next stage of development.
#2 Assess Physical Space Scalability.
Determine if the scalability of the physical space is viable in terms of cost and revenue.