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Hinge: What is Hinge?
PROJECT 4 BUSINESS & USER GOALS
Anti-TinderRealistic Matches
“Elite” User Base
Quality Dates
"If Tinder feels like meeting a stranger at a bar, Hinge feels like getting warmly introduced at a cocktail party."
Hinge: Project Plan
PROJECT 4 PROJECT PLAN
Surveys
Brief
Interviews
Personas
Research Rough Sketches
Sketch Iterations
Wireframes/Sketches
Usability Testing
Final Protyping
Presentation
User Journeys
Prototype
Prototype Iterations
User Flows
Appmap
ComparativeAnalysis
AffinityMapping
Scenarios
4/20 4/21 4/22 4/23 4/24 4/25 4/26WK 2 4/27 4/28 4/29 4/30 5/1
Hinge: Business Goals
Expand user base while maintaining quality of experience.
Maintain high user retention rates as new features are added.
Build greater brand awareness to match or outpace the growth of Tinder’s user base.
PROJECT 4 BUSINESS & USER GOALS
Hinge: User Goals
Match and meet with high caliber dates and potential partners.
Meet and expand dating pool and social group to third degree relationships.
Enjoy the experience and thrill of finding a potential match.
PROJECT 4 BUSINESS & USER GOALS
Hinge: Meeting Goals
PROJECT 4 BUSINESS & USER GOALS
Expand User Base
Enable Quality Matches
Safe & Secure
Maintain Positive
Brand Image
High Retention
Rate
Meet Quality Matches
Expand Dating Circle
Trust & support
Hinge Brand
Enjoy Using Hinge
Business Goals User Goals
Hinge Matchmaker
Hinge: Screener & Interview
PROJECT 4 SCREENER & INTERVIEW
78% of dating app users downloaded dating apps after friends recommendation
20%
30%
50%18-24
25-29
30+ Mobile Device
% of 100
0 20 40 60 80
iPhone
iPhone
Other
Dating App Users
% of 100
0 15 30 45 60
Tinder
Hinge
Happn
Hinge: Screener & Interview
PROJECT 4 SCREENER & INTERVIEW
"I hear most about Hinge. You get set up with people who you have mutual friends with, and it’s one step closer to being less random."
“I went on a few Hinge dates but I wouldn’t meet up with someone from Tinder."
"I love setting up my friends, mainly because I'm in a relationship and I love it and I want all my friends to be in relationships too."
“I often screenshot potential matches on Hinge and ask my friends before I accept or reject them."
Hinge: Screener & Interview
PROJECT 4 SCREENER & INTERVIEW
Pain Points:• Security • Privacy • Misrepresentation of self • Lack of quality matches
Pleasure Points:• Easy to meet a lot of people at once • Rejection is easier to handle • Can seek people in the comfort of own home • Getting to know someone more before going on a date
Hinge: PersonasTara
Tara is a young and socially active female who works at an advertising agency as a Media Planner. She has a large and diverse network of friends who are always asking to be set up. She still loves playing cupid and is always up for helping a friend out. Tara is currently in a relationship but it is still in the casual phase. She’s not in a rush to settle down, but she enjoys the companionship of her boyfriend. Regardless of her relationship status, Tara always likes to know what’s going on and checks Facebook, Instagram, Tinder and Hinge regularly just to see who’s doing what, who’s single, who’s not and whatever other social info she can pick up on.
“TARA IS MY NAME AND MATCHMAKING IS MY GAME!” Cares About: Having a good time, trying to match up her friends so they could also be in happy relationships Favored Dating Resources: Tinder, Hinge, Happn Dating Habits: Usually meets guys through friends, friends of friends, or every now and then a dating app. Currently in a casual relationship
NEEDS FROM DATING APP
Easy access to others’ information in her network
Easy way to organize and keep track of friend’s relationship activity
A variety of people from all different backgrounds and places.
THE MATCHMAKERAge: 23 Occupation: Media Planner
PAIN POINTS
So many different dating apps and services.
Security - knowing if the other person is safe to meet
Date failures - going on a date with someone who has completely misrepresented themselves
HOW CAN WE SERVE?
Use the Tinder user base and add a filtering feature/extra security layer by allowing mutual friends to match people together
Try to bring more features into Tinder that helps improve its quality to match its impressive quantity.
PROJECT 4 PERSONAS
Hinge: PersonasValerie
Valerie, a 20 year old college student at NYU, is ready for love but is having a hard time finding Mr. Right. Even though she has a large social network, she is very busy with classes and hasn’t met anyone yet. She wanted to meet someone “naturally” but hasn’t been very succesful. Valerie recently downloaded a few dating apps after some friends met their significant others through them. Now, she uses these apps regularly— Hinge is her favorite because she can text her friends and ask about potential matches.
“I WANT A BOYFRIEND.”Cares About: Seeing quality matches, going on dates Favored Dating Resources: Friends, Tinder, Hinge, Happn, How About We Dating Type: Active Dater, Seeking Boyfriend
NEEDS FROM DATING APP
Needs high quality matches that are reliable
Needs ability to like or pass
Wants personal information about matches
Wants to see photos (preferably from Instagram)
THE POWER DATERAge: 20 Occupation: NYU College Student
PAIN POINTS
Too many random people
Nothing comes from dates because quality of matches is too low
High risk of meeting unsafe characters
HOW CAN WE SERVE?
Help make matches less random
Validate matches through mutual friends
Optimize compatibility
PROJECT 4 PERSONAS
Hinge: Personas
PROJECT 4 PERSONAS
Jake
Jake is a single, young male who wants to meet someone special. But he works long hours at a start up and focuses solely on work throughout his day. What few free moments he has are spent relaxing and hanging out with his coworkers due to the nature of start up culture. He wants to meet someone on his rarely found free time so he uses Tinder and occasionally checks in on OKCupid. He usually finds a date for the week(end) and tries to only pick people he could be serious about. He doesn’t have any problems meeting people in person and generally uses the apps only because it’s the easiest way for him to meet pre-filtered people from social circles he would normally not be exposed to.
“I WANT TO MEET SOMEONE SPECIAL.” Cares About: Meeting new people, having a good time Favored Dating Resources: Tinder, OKCupid Dating type: Casual Dater, looking for serious relationship
NEEDS FROM DATING APP
Flexible searching for possible dates
Trust of the brand
Ease of search
Easy way to communicate with date
THE CASUAL DATERAge: 24 Occupation: Financial Analyst
PAIN POINTS
Hard to find good people in person with limited time
Not being able to secure a date in his rare free time
Having too many options to filter through
HOW CAN WE SERVE?
Add filters to help narrow the search process (save time)
Make getting to know someone before meeting easy
Better match daters based on ultimate relationship goals
UsersUnknown -
20% growth per month
50,000,000 250,000 6,000,000 30,000,000 150,000+ 2,300,000
Target Demo. 22-36 m/f 18-24 m/f 28+ m/f 18-50 m 18+ m/f 18-40 m/f 20’s-30’s m/f
Matched By Facebook Friends
GPSFacebook
FriendsGPS
Questions & Calculated Formula
GPS Interests
Price Model FreeFree, $9.99 Plus, $19.00
for 29+
“Coffee Bean”
Currency
Free, $12.00 Xtra
FreeFree,
Charms for $2.00
Free, $8.00 Premium
Known For…
The better/safer version
of Tinder.
Everybody’s on it…
(under 25 that is)
Very small pool of users.
“Quality”
Men looking for men, slightly shady
Relatively good match
selection
New in the dating app
market
“Real Dating” not
online interaction
Hinge: Competitor Chart
PROJECT 4 COMPETITIVE INFO
Hinge: Heuristic Evaluation
PROJECT 4 COMPETITIVE INFO
Hinge
X X XXXX
XXXXX
Tinder
X XXXX
Grindr
X X
X
Happn
XXXX
Visibility of System
User Control
Standards
Recognition/Recall
Flexibility/Efficiency
Help/Documentation
Hinge: Heuristic Takeaways
PROJECT 4 COMPETITIVE INFO
Keep Design Simple & Easy to
Use
Design Feature to Match Hinge
Brand
CON No Undo Feature
PRO Clear
Visibility in App
PRO Consistent Branding
Hinge: App Map
PROJECT 4 APP MAP
Home Screen
Matches Profile Page More
My Profile Support Preferences
Matches I’ve Made
Profile Page 2
Profile Page 1
MatchMaker
Hinge: User Flows
PROJECT 4 USER FLOWS
Home ScreenTap on
Matchmaker Button
Matchmaker Screen
Tap on Either Person
Profile PageTap on Match Button
Link Confirmation
Updated Matchmaker
Screen
Sketch 9:41 AM 100%
Ben L.
24 Queens, New York
Ben L.
Sketch 9:41 AM 100%
MATCH
Sketch 9:41 AM 100%
23 Hoboken, NJ. Friends with KC Tara. Attended New York University.
Alex M.
A 1st Degree Connection Matched You
Matchmaker
Matchmaking Flow
Hinge: User Flows
PROJECT 4 USER FLOWS
Match Flow
Home Screen Tap on Match
Available Matches
Tap Heart
Match Profile
Heart Sent Confirmation
Updated Match Screen
Repeat Process
Sketch 9:41 AM 100%
23 Hoboken, NJ. Friends with KC Tara. Attended New York University.
Alex M.
A 1st Degree Connection Matched You
Matchmaker
Sketch 9:41 AM 100%
Alex M.23 Hoboken, New Jersey
Want to match with a friend instead?
Search
Hinge: User Flows
PROJECT 4 USER FLOWS
Search Friend to Match Flow
Home Screen Tap on Match
Available Matches
Match Profile
Tap on Search
Start Typing Name
Name Autopopulate
ScreenTap
NameCTA Buttons
Appear
Tap Match Button
Confirmation of Match
Sketch 9:41 AM 100%
23 Hoboken, NJ. Friends with KC Tara. Attended New York University.
Alex M.
A 1st Degree Connection Matched You
Matchmaker
Sketch 9:41 AM 100%
Alex M.23 Hoboken, New Jersey
Great Choice!
Joanna Carson
Sketch 9:41 AM 100%
Alex M.23 Hoboken, New Jersey
Want to match with a friend instead?
Search
Tinder: User Flows
PROJECT 4 USER FLOWS
Match Flow
Home Screen Tap on Match
Available Matches
Tap “Like” Button
Match Profile
Like ConfirmationHome Screen
Hinge: User Journey
PROJECT 4 USER JOURNEY
Time (months)
Matchmaker Journey MapUser In Relationship & Little To No Hinge Experience
Em
otio
n
-
+
User is happily married
Sad that single friends do not want to double date
Realizes matchmaking is time consuming / hard to think up potential matches
Decides to set up friends & gets excited
Match made through app pans out! Double date is planned
Sad that no matches have worked out yet
Discovers “Hinge Matchmaker,” and has fun setting up friends
Hinge: User Journey
PROJECT 4 USER JOURNEY
Hinge User Journey MapUser Is Single & Regularly Uses Hinge
Time (months)
Em
otio
n
+
-
User is sad and having little success with dating apps
Gets some quality matches and goes on a fun date
Feeling down, dates were ok but nothing special
Wonders whether to to contiinue wiith dating apps
Discovers “Hinge Matchmaker and has fun setting up friends
Goes on more successful dates with recommended matches
Hinge: Wireframes
PROJECT 4 WIREFRAMES
Sketch 9:41 AM 100%
23 Hoboken, NJ. Friends with KC Tara. Attended New York University.
Alex M.
A 1st Degree Connection Matched You
Matchmaker
Sketch 9:41 AM 100%
Alex M.23 Hoboken, New Jersey
Want to match with a friend instead?
Search
Sketch 9:41 AM 100%
Alex M.23 Hoboken, New Jersey
Want to match with a friend instead?
Joan KingJoanna Carson
Q W E R T Y U I O P
A S D F G H J K L
Z X C V B N M
123 space return
I The I’m
Sketch 9:41 AM 100%
Alex M.23 Hoboken, New Jersey
Great Choice!
Joanna Carson
Hinge: Wireframes
PROJECT 4 WIREFRAMES
Sketch 9:41 AM 100%
Matchmaker
24 New York, NY. Friends with Andrea Lewis. Attended Harvard University.
Tom B.
Sketch 9:41 AM 100%
Matchmaker
24, Queens, NY. Attended Vanderbilt University.
22, Brooklyn, NY. Attended Vanderbilt University.
Emma C.
Ben L.
Sketch 9:41 AM 100%
Matchmaker
25, New York, NY. Attended Dartmouth College.
20, Brooklyn, NY. Attended Brown University.
Steve P.
Stef G.
Sketch 9:41 AM 100%
Ben L.
24 Queens, New York
Ben L.
Sketch 9:41 AM 100%
Emma C.22 Brooklyn, New York
Sketch 9:41 AM 100%
Ben L.
24 Queens, New York
Ben L.
Sketch 9:41 AM 100%
Ben L.
24 Queens, New York
Ben L.
Hinge: Wireframes
PROJECT 4 WIREFRAMES
Sketch 9:41 AM 100%
Matchmaker
Sketch 9:41 AM 100%
Matchmaker
While we look for more great people…
Check Out Matchmaker!
Keep playing and match your friends.
Matchmaker
Matchmaker
Sketch 9:41 AM 100%
Matchmaker On
Matchmaker
Sketch 9:41 AM 100%
Matchmaker On
Hinge: Usability Testing
PROJECT 4 USABILITY TESTING
Version 1 Version 2 Version 3 Final Version
“Does the heart mean I liked him?”
Matchmaker
Users found symbol confusing
60% of users tested mistook the “Match Your Friends” button for a banner.
100% of users tested tapped the “Matchmaker” icon almost immediately.
Created “Matchmaker” button leading to new section.
Home Screen Iterations
Version 1 Version 2 Version 3 Final Version
Hinge: Usability Testing
PROJECT 4 USABILITY TESTING
The search bar was too close to the CTA buttons
Users were confused what CTA buttons corresponded too.
Made search bar larger. Added CTA buttons specific to new feature & grayed out standard Hinge CTA buttons.
Match Search Iterations
Hinge: Usability Testing
PROJECT 4 USABILITY TESTING
Matches I’ve Made Iterations
Users thought red link indicated something negative.
Users understood green indiciated success.
Hinge: Prototype
PROJECT 4 PROTOTYPE
Sketch 9:41 AM 100%
23 Hoboken, NJ. Friends with KC Tara. Attended New York University.
Alex M.
A 1st Degree Connection Matched You
Matchmaker
Prototype
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