User Experience
Creating an inclusive & usable dating app
A Journey Mapping and Usability Study
Our client wanted to better understand their LGBTQ+ users and their experiences on their dating app.
We helped them create a more inclusive and usable app for everyone.
Through a combination of exploratory interviews and usability testing, we uncovered their LGBTQ+ users’ journeys, experiences, and perspectives, as well as improvements to the design of the dating experience.
Research Goal & Questions
The client wanted to understand how to create a more inclusive, approachable, and usable dating app for the LGBTQ+ community.
What is the experience like for LGBTQ+ users on the app from sign up to active use? What are the reasons why these users churn?
What are the distinct requirements, challenges, and issues faced by members of this community on the app?
What are the ways we can enhance visibility, safety, and empowerment for LGBTQ+ users?
What usability challenges do these users face? What are their experiences with key product functions?
What are their reactions to different prototypes of app designs?
Our Approach
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N=26 participants from the US
Aged 18-45
Have matched via the app within the past 2 months and who are currently dating each other
Identify as part of the LGBTQ+ community
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2 Phases:
Exploratory interviews to understand the dating experience and journeys of LGBTQ+ identifying people (mix of in-person and remote)
Usability assessment of key app functionality and comparisons of different prototypes
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4 weeks
Example Journey Map Deliverable
Impact
A deep understanding of the LGBTQ+ community on the app and the highs and lows of their experiences.
Identified features and experiences to improve feelings of safety, empowerment, connection, and authenticity for LGBTQ+ users.
Provided direction for design iteration based on usability and prototype feedback.