Lead Designer | 2024 | Bumble

How not to despair with legacy.

Problem to solve: Alto had been built by devs with little design help for the last ten years. How can we bring it up to date when everything is layered like jenga. Move a piece it all falls.

Highlights

3 Months | 2022

Web Team

Charged with desktop and mobile app experience

Skills

Stakeholder management

Workshop Facilitation

Iterative design

Research

Using Data

Time on site

42% Properties
21% Contacts
20% Diaries

Positive metrics

Profile Visits+4.4%
AllVotes+3.5%
Yes Votes+4.74%

Context

Badoo at the time of this project was the second largest dating app in the world. Surprisingly web users were the highest PPU* users this was enough of a business case to give the homepage a well needed update to attract more.

However, as the joke goes everyone wants a piece of the homepage, with Marketing, Creative, SEO, Product, Legal and Localisation this project had been unsuccessful to even get to design for the last two years. Some serious rallying was needed and creating a space where everyone felt heard, whilst still ensuring the best user experience.

At the start of 2024 Bumble released Opening moves a feature designed to alleviate the pressure from women always making the first move after matching whilst still giving them control. This was a huge move for Bumble but it was released in a confusing messaging and a big rebrand which did not meet peoples expetations when using the product

Pay-per-use is a payment model in which the customer pays for using the product rather than having to buy it.

Workshop time

Setting up this workshop took a month of planning and documentation to ensure that our goals were aligned and everyone was aware of the SEO needs for the page.

There was also an element of trying to get momentum and fun behind this project so I made the workshop as interactive as possible 2 teams designing a homepage for with the same set of requirements in the time. This genuinely brought people together and moved

Iterations

Allow

Multiple A/B tests n the header area and login designs

Result

A Homepage that has shipped globally to millions.

The results

Opening moves adoption increased by 40% we are now working towards increasing the good chat stat higher than the 5% increase by A/B testing different content for captions. We are also rolling out a number of other tests to constantly improve the concept.

Lessons Learned

Worth the wait

This project wasn't really about the design this was about bringing people together. I learnt a lot about people managing on this project but

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Contact

Always happy to have a chat or a coffee, feel free to reach out!

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