client
 Spefz at Spefz
sector Social , Dating , Networking ,
project time 3 months
my role Entire product design from research to conception, visualisation and testing
my contribution
  • User Interviews
  • Visual Design
  • Prototyping
  • Research
  • Survey Analysis
  • Back-end Development
  • Front-end Development
services
  • Cloudinary
  • Content Management Systems (CMS)
  • Design System Creation
  • Google Analytics
  • Hosting
  • Responsive UI designs
  • Responsive Website Design
  • Spark Post
  • SSL
  • Web UX/UI Design
  • Tools: Adobe Photoshop Adobe XD Invision App
  • Languages: Ruby & Rails JQuery HTML & CSS
team
Richill ARTLoe(UX/UI Designer)
Spefz is a social dating app that auto-matches members via live dating events. The web app helps users engage with nearby people in person at live events through the discovery of socials events. Spefz empowers users to connect with confidence whether networking, or meeting friends online. The web app prioritise kindness and respect, providing a safe community for dating to build new relationships.
A UX Review of the subscription and match process was completed. We delivered user flow experience and testings that served to maintain conversion KPIs while decreasing negative customer feedback and experience. This project was accompanied by a three-month user experience design testing, it is to be followed by a planned digital implementation. It helped me to deepen my knowledge in user experience design & to explore approaches in the digitisation of social dating.
methodology
Design Process: The diagram displays the Design Thinking Process to be utilised in order to design the solution (when focused on the needs of the users).
problem statement & solution
How might we improve the UX/UI experience and process for the business & users.
  • problem statement #1
    User's Experience - Problem Statement

    Emeka just recently moved to London. He loves meeting new people and since he is new to the city he feels that this a good opportunity for him to create new relationships. Emeka needs a way to meet and engage with new people of his age and preference in a fun safe environment. He is interested in meeeting and creating a connection in person. He is also interested in a serious relationship but feels that websites and apps like SeepdDater.co.uk, E-Harmony, Tindr, Plenty of Fish etc focus mainly on meeting online and can at times be too un-serious and do not tailor to people of his preference and therefore does not feel noticed as much as he would like to be. This creating the frustration of not having the opportunity to meet people intially in person and also scrolling endlessly through incompatible profiles.

    Hypothesis
    We believe that by creating a visually oriented and appealing interface, we are able to put together q website that helps users engage with nearby people in person through the discovery of real-life socials and events. A website that allows Emeka to meet people of his preference in person and that provides him with more stat info on potential matches.

  • problem #1
    lack of analysed offline match compatibility (Lack of dating success)

    Most dating apps are focused more on online dating rather than offline dating. There are majority of users who still prefer the traditional dating process and would like to match successfully via that process. Most dating apps do not analyse matches based on interest, preferences, personality and appearance. Random members are invited to the dating events, giving registered users an unpleasant and tiring experience of getting a successful match. This lack of analysed compatibility becomes tiresome and creates an unpleasant user experience and eventually results is an increase in members unsubscribing.

  • solution #1
    increase user engagement by creating a clear and frictionless journey

    Increase subscription through maintaining the interest of members via an engaging analysed off-line match process that increases the probability of a successful match. The aim is to create a clear and frictionless journey, and in doing so we can expect to improve brand perception while maintaining and supporting an increase in conversion.

competitive analysis
An assessment of the strengths and weaknesses of current and potential competitors.
So far, based on research there are no current direct competitors in the social dating space that offers analysed matches at real life dating events, so the research will apply mainly to an indirect competitor named "SppedDate.co.uk". The creation of the competitive profiles (in terms of marketing strategy, target market, core business, usability, layout, navigation structure, compatibility, content, design and performance) together with SWOT analysis helped to assess current indirect competitors in this sector. Also, due to general disadvantages of using a social matching app due to the lack of analysed compatibility, prompted the question of how to build a user confidence through the UX/UI design flow and how to integrate reliable data match coverage, was an important part of the research. view in-depth detail of competitive analysis
swot analysis
  • s
    strength
    • several independent ways to generate revenue. Spefz is designed to be affordable and easy to use for the average user. Such user-friendliness will attract many users and make the app very popular.
    • niche target audience
    • Increased engagement ie: increased conversion due to analysed matches
    • Higher success in auto-matches due to analysed matches.
  • w
    weakness
    • vulnerability of user information
    • the lack of information on users, about themselves raises the problem of not being able to find the perfect matches.
    • difficult to enter the market
    • privacy concerns
  • o
    opportunities
    • Can diversify business by foraying into the matrimony market - where there is a huge market prospect in that space.
    • ability to improve matching algorithm using new tech eg: face recognition
    • Ability to create a niche dating experience
    • premium plans can expand popular features
  • t
    threats
    • The fast progress and advancement of technology may raise the threat of the appearance of new rivals and may put HangezApp application and services at a disadvantageous position
    • Financially strong competitors replicating algorithm process
    • The company may confront the problem of legislative changes which may interfere into its operations, such as the ban of tracking users’ information
    • Strong competitors that offers similar products
challenges UX/UI
Challenges in the user experience & flow
  • challenge #0
    How To Improve The Subscription Experience For Subscribers

    Identifying the possible user struggles in-order to highlight insights that will improve user experience to subscribe. Using hotjar on the invisionApp demo provided a general understanding on areas of visitor struggle, current UX issues and some knowledge on technical issues which all ultimately contributed to visitors leaving the app.

  • challenge #0
    Creating An Engaging Matching Experience For Members

    Displaying pop-up guidance and informational stats on members that are likely to be matched, giving the user a more informed experience in having a successful match. In this way, the experience in finding a successful match, a member met at the event, on the app becomes more engaging, pleasant and less tiring.

  • challenge #0
    How To Improve Members Trust

    Displaying a verification tick, to provide users with confidence that majority of members are verified members with authentic accounts and creating a frictionless journey to allow users to be verified on the app. This being a significant key driver to enable members to provide honest information. 

challenges - sector
Challenges in the Social , Dating , Networking , Sector
  • challenge #0
    Lack Of Analysed Compatible Matches

    The lack of an analysed matching system. Most networking/dating events do not analyse matches based on interest, preferences, personality & appearance, therefore, random members attend the events, giving the registered users an unpleasant & tiring experience in finding a successful match at the event.

  • challenge #0
    The Lack Of A Niche Site For The Ethnic Community

    For many within a specific ethnic community, the experience on mass-marketing dating events like Speeddater.co.uk has been unfulfilling. Usually ethnic millennials are misjudged & typically have to make 10 times more effort than their counterparts to receive an ineterest of response from a potential at the event.

  • challenge #0
    The Lack Of Offline Potential Matches

    Though online dating has it's convenience, there is still a large percentage of individuals that prefer to engage and meet potential partners in person in a fun, safe and chilled environment. There are currently no platforms with an inbuilt matching system for offline socials that ensures compatibility & mutual interests prevails.

findings from interviews & survey
With the knowledge of Design Thinking, interviews & suverys were conducted to gain feedback in order to iterate throught designs. Collected data from user interviews was analysed and synthesised into key findings. User statistics were also explored through graphical representation.
  • interview questions #1
    Interview Questions

    1. What is your age?

    2. What do you do for a living?

    3. What social dating apps do you find most effective in meeting new people?

    4. Generally, how do you find the experience of using the social apps of your choice?

    5. How could these experience be improved?

  • survey questions #1
    Survey Questions

    1. What is your gender?

    2. What is your marital status?

    3. What is your age range?

    4. What social dating apps do you use more often?

    5. What are you interested in when using these social dating apps?

  • key findings #0
    Attracting The Wrong Type Of Connections Offline

    Users expressed that, at times they felt that offline dating could be rather shallow. They expressed, they did not have much success on attending dating events, as majority of the time, most matches were based on looks and therefore, many connections were not genuine due to lack of analysed matched present at the event. This was found to be frustrating.

  • key findings #0
    Lack Of Compatible Matches

    Users feel majority of times, on matching apps, a mass number of un-analysed members are displayed on their screens. Many offline match-wesites do not focused on matching members based on interest & preferences, therefore, random members that are not compatable attend the dating events, giving the user an unpleasant & tiring experience of finding a connecting successful with the right person.

  • key findings #0
    Members Do Not Feel Noticed Enough

    For many within the ethnic community, the experience on mass-marketing dating events like SpeddDater.co.uk has been unfulfilling as members do not feel noticed enough by others of their preference & therefore not given the opportunity to present themselves as who they are.

user persona
Building empathy
Using the quantitative and qualitative data from interviews and survey results, A main target group was defined. Synthesis of user research lead to the creation of 3 primary user personas. These personas were considered when making any further design decisions.
  • "I Want To Feel More Noticed By People Of My Preference"
    Ella
    age: 35
    job: Marketing Consultant
    education: MA In Marketing
    status: Single
    Ella is a high-end working professional. She grew up in Scotland and just recently moved to London. She loves meeting new people and since she is new to the city and area she feels that this is a good opportunity for her to create new relationships. Ella is single and also interested in a serious relationship but feels that dating events like Speeddater.co.uk are too un-serious and do not tailor to people of her preference and therefore does not feel noticed as much as she would like to be.
    goals
    To create friendships and potential relationships
    Potential dates
    Meeting attractive and interesting guys
    tasks
    Looking for guys of her preference
    Finding attractive matches
    Finding matches within her radius
    Frustrations
    Not meeting people of her cultural preference
    Guys sending in appropriate messages
    Often matched wrongly with others out of her preference
    how Spefz helps
    Spefz can help in case you have specific preference
    Convenience in meeting people nearby
    Offers traditional dating if online dating has not been successful
  • "I Want To Consistently View 'Quality' Potential Matches Within My Preference"
    Melony
    age: 43
    job: Self-Employed
    education: MA In Economics
    status: Single, 1 Child
    Melony is a single mother running her own online e-commerce business. She loves tech development in sales. She also loves meeting with friends for an evening drink. Melony is single and currently looking for a serious relationship. She doesn't have time to be scrolling through endless profiles and would like to be able to view potential matches quite quickly. She also prefers traditional dating, so being able to view events with potential matches of her preference is quite important.
    goals
    To meet potential dates within preference
    View potential profiles quite quickly
    Having a stats snapshot of matches likely to connect
    tasks
    Meeting interesting fun people nearby
    Scroll through profiles of his preference
    Viewing organised socials/events with potential matches
    Frustrations
    Scrolling endlessly through incompatible profiles
    Not finding potential matches within her radius
    Not meeting matches comfortable with her current status as a single mother
    how Spefz helps
    Offers traditional dating [offline dating]
    Provides analysed potential matches
    Displays potential matches comfortable with Nana's status
  • "I Want To Be More Informed Analytically Of Potential Matches"
    Emeka
    age: 28
    job: Q&A Tester
    education: BA in Management
    status: single
    Emeka loves meeting new people and since he is new to the city he feels that this a good opportunity for him to create new relationships. Emeka needs a way to meet and engage with new people of his age and preference in a fun safe environment. He is interested in meeting and creating a connection in person.
    goals
    To meet potential dates within preference
    View potential profiles quite quickly
    Having a stats snapshot of matches likely to connect
    tasks
    Meeting interesting fun people nearby
    Scroll through profiles of his preference
    Viewing organised socials/events with potential matches
    Frustrations
    Not meeting people looking to have fun & hangout
    Pressure in being in a relationship by potential matches
    Not able to see potential matches nearby
    how Spefz helps
    Provides visual map to view potential matches nearby
    Convenience in meeting people within preference
    Provision of match stats to view likely match potentials
usability testing
User research: Qualitative & Quantiative research
  • insight #0
    participants: 6
    age range: 25 - 55
    performed with: Invision app, desktop

    Both quantitative and qualitative research were conducted. The primary goal was to gain insight into the journey of a user when seeking the right match/potential at any potential pain points. This would help us to better identify important feature requirements of potential registered users.

    Analysis - Findings From Interviews & Survey:
    collected data from users interviews was analysed and synthesised into key finding. This was achieved through the use of Affinity Mapping. User survey stats were also explored through graphical representation.

    With a clickable prototype, the next step was to perform usability tests. Due to COVID and lock down restrictions these were remote moderated tests. Users were assigned situational task and their behaviour was observed. Errors were assessed.

  • insight #0
    goal:

    The goal of the test was to identify learnability of the application for new user on mobile and desktop.

    The test will aim to highlight any usability issues and define the usefulness of the application, whiles observing the user completing basic tasks and functions.

    task:

    1. create an account

    2. complete preference

    3. search for a match

    4. subscribe to be a member

    5. add a payment method

  • insight #0
    results:

    Affinity mapping (which is a business tool used to organise ideas and data) was utilised to help track and group observations. This was paired with a spreadsheet to document frequency and severity of error along with common usability issues.

    observations:

    1. Most users instinctively skipped onboarding

    2. More colour needed to be added to the app

    3. App forms [user preference] needed to look more friendly and welcoming

    4. Matching process needed to be more intuitive

    5. Users wanted to see more stats info on potential matches

product designs
Final design ready for development
Display of the UX design. The aim was to create a clear and frictionless journey, and in doing so one can expect to improve brand perception while maintaining and supporting an increase in conversion via subscription.
conclusion
Project summary

The focus of the startup business was to develop a web app that had a great user journey/experience flow in order to initiate an increase in its subscription sales and members registration. We played an essential part in creating the UX/UI Design to enable the startup to achieve it's business goals. This was achieved by improving the below user experience and customer satisfaction features, that were to ultimately help increase more users engage on the web app:

1. quick registration process
2. friendly engaging dating preference form
3. smooth on-boarding experience
4. smooth user subscription journey flow 
5. simplistic informative stats on potential user matches & events
6. smooth user experience for administration management

learnings
Knowledge aquired through the design & development of project
  • challenge #0
    More Substantive Visual Design

    ‍In the meantime, in as much as no visual language has yet been defined, I would define brand attributes in advance, which can be used to orient oneself with regard to the visual appearance as well as (linguistic) formulations.

  • challenge #0
    If There Was More Time & Budget Available…

    Development of further user personas and Journey Maps would have been created. Additional research service could have been provided for the client as the business idea is quite complex and extensive (for example, technical and social challenges).

  • challenge #0
    Reduced Time & Costs Within Budget

    Though the specifications on paper were not clear, the Client was able to communicate with clarity on how the front-end prototype had to be designed, which all fell within the set budget. With all set, we were able to create a prototype that improved the quality of the requirements provided and were able to prevent any potential unnecessary costly future.

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