Alleviating first date anxieties: how sharing date details securely can increase Hinge’s success

INTRODUCTION

Hinge, the "designed to be deleted" dating app, thrives on a matching algorithm that prioritizes real-life dates and user safety, resonating strongly with millennials.

Hinge

Project Scope

Collaborated with 3 UX/ UI designer, in a 2-week remote sprint, to design a new feature for Hinge, balancing user needs with business goals.

My Role

Research, Data synthesizing, Ideation, UI design, Mid-Fi Usability Testing, Product Management (scope and next steps)

Figma, Figjam, Google suite, Optimal Workshop, Maze, Procreate, Pen and Paper

Tools

PROJECT BRIEF

Online daters desire to make meaningful connections, but are concerned with the authenticity of their match and seek safer methods to meeting in-person.

Problem

The proposed "DateSafe" safety feature addresses core user anxieties, fostering a more secure dating experience. This is supported by a high usability score (4.8/5) in our hi-fidelity designs, indicating user intuition and value for the feature.

Solution & impact

DateSafe empowers users to securely share upcoming date details with a trusted friend, adding a layer of safety for first-time in-person meetings.

UNDERSTANDING THE PROBLEM SPACE

User research method & findings

In our independent research, meaningful connections and safety came up. So we surveyed (25+ responses) & interviewed 7 users about dating app expectations and pain-points while addressing safety and privacy concerns. We affinity mapped 150+ insights.

What’s your main goal for using a dating app?

How often do/ did you use dating apps?

Have you felt unsafe while using dating apps?

How safe do you feel using dating apps?

I want to meet new people & make connections.

I desire long-term romantic connections.

I fear that matches aren’t as genuine as they present themselves online

I prefer to interact on the app rather than share my phone number.

I’m reluctant to meet matches in-person due to safety concerns.

Hinge’s Nobel-prize winning algorithm is liked by millennials to find meaningful connections & love.

What’s working?

Online dating app users are concerned about inauthenticity and hesitant to meet matches due to safety worries.

What’s not working?

Millennials combat loneliness despite tech connections. Face-to-face interaction is key.

Why should we care?

As someone looking for a serious relationship, I am eager to go on more dates but safety concerns hold me back.

MEET JASMINE

I have concerns about being catfished.

I need ways to transition from in-app communication to in-person meetings safely and comfortably.

We analyzed our competitors to understand dating app landscape and what our competitors do to address safety concerns.

LOOKING FOR OPPORTUNITIES

Coffee mets Bagel

Bumble

Tinder

All offer premium algorithm/ match recommendation, with unique marketing approaches.

What was good?

Dating apps lack safety features for first time in-person meetups, creating a user concern gap.

Market Gap

Any Hinge safety feature should be free to align with its current business model (profile verification only).

Consider

How might we build trust and comfort in online dating users before they meet a potential partner in-person?

OPPORTUNITY

My favorite part of the project was facilitating brainstorming sessions to tackle Jasmine's first-date anxieties. Here, the creative energy soared as we used our research to ideate solutions.

We explored features like panic buttons, date check-ins, and ID verification, but recognized trade-offs like intrusiveness and potential engagement drops. While a future, more comprehensive solution could incorporate these, we prioritized a high-impact, low-risk launch for the initial phase. This initial solution would focus on core user anxieties surrounding first-time, in-person meetings, rather than immediate danger.

IDEATION

Introducing DateSafe: DateSafe will automatically populate details (using the existing keyword monitoring system) of Jasmine’s upcoming date (who, when, where) into a shareable card for a trusted friend, giving her increased safety for her in-person meeting with Mark.

DESIGN

Jasmine is setting up a date with Mark. She wants to share the details with her friend, Tatiana.

Let's see how sharing her date’s details with a trusted friend empowers Jasmine during her interaction with Mark, a potential date.

STORYBOARDING

Jasmine has been chatting with Mark for days now

Mark asks to meet-up! Jasmine wants to meet Mark too...

BUT Jasmine’s past experiences of meeting dates have not gone well.

At this point, she receives a pop-up to use the date safe feature. She taps on YES!

DateSafe auto populates her date details & she shares it with a trusted friend

…and she is going on a date with Mark!

If Hinge allows users to securely share planned date details with a trusted contact, it will alleviate concerns about meeting strangers in person, providing a safer way to date.

HYPOTHESIS

User testing on our mid-fidelity prototypes showed strong positive response, 82% likely to use, to the feature, addressing a core user need: feeling safe during first-time, in-person meetings. This feedback informed our decision to launch and onboard the feature for our users.

DELIVER

Onboarding flow after app update.

But wait…

… Jasmine has double booked! Most of us have been there, right?

Well, if need be, there is a way to edit the Date Card ↓↓↓

Considering tight deadlines and resources, the "DateSafe" pilot prioritizes core functionality.

  • Consider: Collaboration with legal will ensure T&C updates and user privacy compliance.

  • Future Enhancements: We plan to integrate features like geolocation tracking (with user consent) and panic buttons in future iterations.

PROJECT CONSIDERATIONS & NEXT STEPS

A usability score of 4.8 out of 5 for likeliness to use in our hi-fidelity designs indicates users found the feature very intuitive and valuable. DateSafe will increase the user base by helping reduce daters anxieties, and empower them to meet matches safely. Hinge is in the business of love and deleting the app and this UX design team is here for it!

USABILITY STUDY TAKEAWAYS

This was my first UX team project. Adapting to different working styles honed my communication skills, allowing me to effectively manage expectations within a team. Open communication ensured everyone was on the same page, resulting in a smooth MVP development process and a clear presentation deck.

Additionally, through collaborative discussions, we identified opportunities to refine our UX approach by adopting a more detailed double diamond methodology for future projects. I actively advocated for this comprehensive process.

TAKEAWAYS

Thank you for spending some quality time on this case study.