Hinge Project
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The document provides details about a project for a dating app called Hinge. It includes information on Hinge's business and user goals which are focused on quality matches and expanding the user base. It also outlines the project plan, research activities, personas, competitor analysis, user flows, and usability testing results. The team created wireframes and prototypes of the Hinge Matchmaker feature which allows users to match their friends.
Hinge Project
- 1. Project 4 Eugenia Kim Tiequin Roquerre Jaskaran Singh Matchmaker
- 2. Hinge: What is Hinge? PROJECT 4 BUSINESS & USER GOALS Anti-Tinder Realistic 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."
- 3. 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 Comparative Analysis Affinity Mapping 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
- 4. 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
- 5. 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
- 6. 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
- 7. 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
- 8. 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."
- 9. 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
- 10. Hinge: Personas Tara 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 MATCHMAKER Age: 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
- 11. Hinge: Personas Valerie 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 DATER Age: 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
- 12. 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 DATER Age: 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
- 13. Users Unknown - 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 GPS Facebook Friends GPS Questions & Calculated Formula GPS Interests Price Model Free Free, $9.99 Plus, $19.00 for 29+ “Coffee Bean” Currency Free, $12.00 Xtra Free Free, 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
- 14. Hinge: Heuristic Evaluation PROJECT 4 COMPETITIVE INFO Hinge X X X X X X X X X X X Tinder X X X X X Grindr X X X Happn X X X X Visibility of System User Control Standards Recognition/Recall Flexibility/Efficiency Help/Documentation
- 15. 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
- 16. 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
- 17. Hinge: User Flows PROJECT 4 USER FLOWS Home Screen Tap on Matchmaker Button Matchmaker Screen Tap on Either Person Profile Page Tap 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
- 18. 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
- 19. 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 Screen Tap Name CTA 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
- 20. Tinder: User Flows PROJECT 4 USER FLOWS Match Flow Home Screen Tap on Match Available Matches Tap “Like” Button Match Profile Like Confirmation Home Screen
- 21. Hinge: User Journey PROJECT 4 USER JOURNEY Time (months) Matchmaker Journey Map User In Relationship & Little To No Hinge Experience Emotion - + 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
- 22. Hinge: User Journey PROJECT 4 USER JOURNEY Hinge User Journey Map User Is Single & Regularly Uses Hinge Time (months) Emotion + - 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
- 23. Hinge: Initial Sketches PROJECT 4 SKETCHES Home Screen Iterations
- 24. Hinge: Initial Sketches PROJECT 4 WIREFRAMES Considered user interactions Brainstormed CTA buttons
- 25. 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 King Joanna 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
- 26. 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.
- 27. 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
- 28. 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
- 29. 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
- 30. Hinge: Usability Testing PROJECT 4 USABILITY TESTING Matches I’ve Made Iterations Users thought red link indicated something negative. Users understood green indiciated success.
- 31. 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
- 32. Hinge: Next Steps PROJECT 4 NEXT STEPS Update “Check Back Soon” page to match app features. Continue to iterate friend matching page/process. Measure success of current prototype through surveys and user feedback. Add different methods of matching friends based on user interest and preferences.