Lead Designer | 2024 | Bumble

Not just a homepage

Not just a homepage

Problem to solve: A homepage was needed quickly, with a rebrand on the way, and web users bringing in lots of revenue. But the many stakeholders each wanted to prioritise something different.

Problem to solve: A homepage was needed quickly, with a rebrand on the way, and web users bringing in lots of revenue. But the many stakeholders each wanted to prioritise something different.

Highlights

3 Months | 2022

New homepage released, eventually to all markets

Web Team

Charged with desktop and mobile app experience

Skills

Stakeholder management

Workshop facilitation

Iterative design

Research

Impact of the homepage:

Impact of the homepage:

Positive metrics

  • Chats Initiated +5%

  • Chats Initiated Received +7%

  • Chats Replied +8%


Positive metrics

  • Matches % users in D1 of Activation +5.95%

  • Matches % users within D1 +3.49%

  • Messages Sent +6.29%

  • Photos Added +1.2%

Positive metrics

  • Profile Visits+4.4%

  • AllVotes+3.5%

  • Yes Votes+4.74%

Context

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 despite it being primarily an app. This was enough of a business case to give the homepage a well needed update to attract more users.

However, we quickly discovered that everyone wanted a piece of the homepage. Due to Marketing, Creative, SEO, Product, Legal and Localisation all being involved, and with strong, conflicting opinions, there had already been 2 failed attempts. It was our team that was tasked with finally getting the homepage done, in time for the unexpected rebrand.

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.

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

Workshop time

Workshop time

Working with my PM, we divided the responsibilities of rallying stakeholders together. We took a strategic approach in understanding each person's point of view, aligning stakeholders with meetings and slack channels, until we had buy-in for a workshop. The workshop was designed to ensure everyone felt they had been heard, and were part of the final solution.

Iterations

Iterations

Just as the first test was released, the company went through an unexpected rebrand. We quickly had to update the designs before we could release globally.

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

The Result

The Result

We produced positive metrics throughout the entire funnel, as well as driving higher revenue through the attraction of more web users. With the homepage now aligned to the new brand marketing was able to use web pages as a quick way to spread campaigns and messaging when the app was slower to update.

Lessons learned

Worth the wait

Worth the wait

Worth the wait

This project wasn't really about the design, but about bringing people together. I learnt a lot about managing people and their expectations, balanced with urgent business needs.

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Contact

Contact

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

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