A match-making app that matches people
based on their common hobbies

• UX Research • Brand Identity • App concept •

Dating apps have changed the
way people meet new people

I was quite excited to try them out myself and it has been a mixed bag. Conversations fizzle out, some matches remain just virtual, and planning to meet 'irl' takes forever. Sometimes the stars align, only for you to realise that you don't have much in common. What if I could just do the things that I liked, with someone who liked them too ?

And this sparked the idea for Orange

Orange is a match-making app that connects people who are into the same things, and takes away the stress of planning a date by curating a list of events to choose from based on interests

KEY TASKS

Secondary research, primary research,
competitive analysis, journey maps,
branding, user interface design

KEY COLLABORATORS

Emily Lisanti

TIMELINE

8 weeks, Fall 2021

TOOLS

Figma, Illustrator, Photoshop, JIRA

What does the data say? As of 2021,

30.4
Million users of dating apps
in the United states
21%
Users of dating apps say they have
a very busy schedule
49%
Users of dating apps say they are
looking for a serious relationship

But most importantly,

61%

Users of online dating apps want to meet people who share a common interest

The stories behind the data

My primary research comprised of interviews with 5 people in the age group of 23-33 years. I leveraged my friends' network to find people who had in the past or were currently using dating apps, and each interview lasted between 45-60 minutes, with the goal of findinghow people trust each other on online dating platforms

PRIMARY RESEARCH

5 User interviews
Age group 23-33 years
Duration 45-60 minutes

THEMATIC ANALYSIS

16 Codes
13 Themes
3 Key insights

RESEARCH FOCUS

What are some motivations and fears while using dating platforms, and what are the concerns while moving from the online to the offline

Analysis, step 1: Getting familiar with the data

Going through the interview recordings and transcripts

Analysis, step 2: Assigning codes to data

Assigning descriptive codes to user statements

Synthesis, step 1: Finding themes in the coded data

Clubbing together data with similar codes across all participants, identifying and naming themes

Synthesis, step 2: Combining themes leading to insights

Looking for relationships between themes leading to key insights

KEY INSIGHT

People trust each other more when they meet in natural settings
and bond over shared interests and backgrounds. They want meaningful relationships especially in a post-covid world

Current user journey

The current user journey is full of ups and
downs, just like in human relationships

So what did I do with all these insights ?
I conceptualised yet another dating app
(jk)

Opportunity areas

There is a place for everything in this world, including Orange

Natural and organic connections

Making the transition into the dating life
easier and less stressful for people

Events are the secret sauce

Making the dates and the planning
time-efficient and non-invasive for people

Quality is better than quantity

providing people with fewer but more genuine
matches based on common interests

Competitive landscape

The who's who of the dating world

Branding and messaging

In a world of apples, be an orange-can't compare apples to oranges

Casual

Vibrant

Friendly

Fun

Colour palette and typography

Key workflows

Key screens for people to set up their profile,
find events of interests and match with others
01

Set up your
profile

Enter basic information,
interests and dating
preferences

02

Find events that
interest you

Choose among events that are happening nearby and see who all are going

03

Find people to
go to events with

Choose someone going to the same event, and if they choose you too then it's a match !

What I learned

This project was a lot of fun for me. Although it was conceptual, I learned how to communicate a brand and not just a product. I deep dived into primary research and learned how to conduct a thorough generative research, and how to analyse and synthesise the results.

What's next

Emily and I believe that we have something pretty cool going on here and we would love to convert this into a real product. We received a lot of positive reviews both from industry experts and other people we pitched the concept to. Some people even looked up Orange on the app-store !

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