Lead Designer | 2024| Bumble
Highlights
1 Months (ongoing) | 2024
A series of A/B across the whole of chat experience
Connect Team
Charged with improving retention and chats initiated
Skills
Designing and Pitching vision concepts
Workshop Facilitation
Stakeholder Management
Research
Like the majority of dating apps, Bumble's activation rates are on the decline. Within registration we see people unwilling to put that much information in their profiles but in qualitative studies it's a key complaint when viewing profiles. But then again, the data shows us that having very completed profiles doesn't make for the most popular profiles either. So where's the sweet spot and why the unwillingness to add ?
"A profile attracts, a chat area connects"
WHO
People only want to share information to people they are interested in
WHEN
People only want to share information when there is an even playing field. I'll share if you share. They want to share when convenient and are time poor.
WHAT
People are on a diverse scale of deep and vulnerable content but want to see it in an engaging way.
People need more nuance re certain topics - religion, dating intentions politics
People want to see info on : Health, career, relationship history, values , intentions including family plans
Best performing profiles elements for yes votes =
Least likely to add -
Most likely to add
Best performing profiles elements for good chats =
Nuance details
Visions are great they get people excited but the realiity is that our team was getting burned out. I needed to make an iterarive design to ensure that momentum was high and
Positive metrics
Number of chats initiated
Positive metrics
Number of chats replied
*good chats are the number of back-and-forth messages and a few other factors.
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Lessons Learned
Working on viiisons is always fun but for the devs who have been working
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