Redefining Dating Apps with Interactive Gifting and AI Features

Firstbite is a distinctive dating app inspired by real-life behaviour. Mimicking the traditional act of buying someone a drink at a bar or nightclub to initiate conversation, we translated this experience into a digital platform. Its innovative approach to dating and connecting with new people sets it apart in the realm of dating apps.

Company

Firstbite app ( USA )

Industry

Social Media
B2C

Role

Design Lead

Website

www.Firstbite-app.com

Project overview

This gamification element aimed to enhance user engagement and differentiate the app by integrating the experience of spending time together into a digital interaction.
Designed a unique feature where users purchase virtual drinks or meals to start conversations, mimicking the real-life experience of buying someone a drink or coffee.
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Date

Summer / Spring 2023

Responsibilities

Product Designer - UX Researcher - UI designer

Website

www.Firstbite-app.com

Problem Statement

⭘ Users who don’t make a strong visual impression face barriers in connecting with potential matches.

⭘ Real-life interactions, like offering time or gestures (e.g., buying a drink), are missing in most digital dating experiences.

⭘ Users who don’t make a strong visual impression face barriers in connecting with potential matches.

Goals

⭘ Ensure all user actions, such as swipes, are simple and intuitive.

⭘ Design an engaging experience through small, meaningful interactions.
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⭘ After conducting research, prioritize inclusive language that avoids offending any group (e.g., gender, ethnicity).

Design Process

⭘ Initial Analysis and Benchmarking

⭘ User Research and Behavioral Analysis
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⭘ Collaborative Ideation and Concept Development.

⭘ Design and Iteration

⭘ Visual Identity and Design System Development

⭘ Implementation of AI and Security Features

⭘ MVP Development and Testing

⭘ Feedback and User Testing

Initial Analysis and Benchmarking: Our design process began with a comprehensive analysis of the existing MVP to identify critical flaws in usability and design coherence. We noticed that the initial MVP was a direct copy-paste of other similar products, lacking originality and coherence with the dating app theme. To understand the competitive landscape, we conducted a detailed benchmarking and comparative analysis of leading dating apps like Tinder, Bumble, and others. This step was crucial for identifying industry standards, best practices, and gaps in the market that we could leverage for innovation.

User Research and Behavioral Analysis: We conducted extensive user research, including reviewing case studies and psychological research on digital dating behaviors. This research phase aimed to uncover how people engage with dating apps, what attracts them, and the pain points they experience. We identified key issues such as the discomfort users feel when asked to share sensitive information upfront and the importance of inclusivity in gender and race representation. This step provided us with a deeper understanding of user needs and behaviors, which guided our design decisions.

Collaborative Ideation and Concept Development: Engaging stakeholders and developers, we held brainstorming sessions to generate innovative solutions based on our research findings. We prioritized refining the onboarding experience to collect essential user information without overwhelming them. We designed and tested streamlined onboarding flows that captured critical data such as sexual orientation and age while deferring more detailed profile information until after the user had a chance to explore the app. This approach was informed by our understanding of user discomfort with extensive initial questionnaires.

UI/UX Design and Iteration: We focused on enhancing the UI/UX to align visual elements with the app’s emotional resonance goals. Using insights from our benchmarking analysis, we developed wireframes and prototypes. Our goal was to create an engaging and intuitive experience that mirrored the dopamine-releasing effect seen in successful apps like Instagram. We introduced a swipe-based navigation system inspired by Tinder, which facilitated intuitive user engagement by mimicking real-world social dynamics. This iterative process involved continuous user feedback to refine navigation flows and interaction patterns.

Visual Identity and Design System Development: Simultaneously, we revamped the app’s visual identity. We developed a customized iOS design system that incorporated warm, emotive colors like red and purple, chosen for their associations with love and emotion. This design system ensured a consistent and appealing user experience. We collaborated closely with developers to implement these design specifications, conducting regular bug bash sessions to ensure that the designs were faithfully translated into the app and functioned smoothly.

Implementation of AI and Security Features: To enhance user interaction ease, we implemented AI-driven features such as icebreakers in the chat, inspired by successful features in other apps. Recognizing the importance of security from our research, we integrated a two-factor authentication system for users who identified as non-straight, ensuring a secure and trustworthy experience. This feature reassured users about the confidentiality and security of their profiles, enhancing their trust in the app.

MVP Development and Testing: Our iterative design process culminated in creating a minimum viable product (MVP) that prioritized core features such as profile creation, swiping functionality, integrated chat with AI-enhanced features, and secure digital transactions for virtual gifts. A significant innovation was the ability for users to buy virtual gifts, like a coffee or a beer, to start a conversation, replicating real-life dating scenarios in a digital format. This feature aimed to provide an additional avenue for users to initiate connections, especially for those who might not appear as attractive at first glance.

Continuous Feedback and Improvement: Throughout the design process, we maintained a user-centric approach by soliciting feedback from users and stakeholders at every stage. This ongoing dialogue allowed us to iteratively improve the app, ensuring it remained aligned with our goals and user expectations. By incorporating regular feedback loops, we were able to make informed adjustments that enhanced the overall user experience.

By integrating benchmarking and comparative analysis into our design process, we ensured our app was competitive and innovative, addressing user needs more effectively than existing solutions. The stakeholder feedback was overwhelmingly positive, with users finally understanding and appreciating the unique concept of the app. The collaborative and user-centric approach we adopted was instrumental in delivering a transformative digital dating experience.

Result

The stakeholders expressed high satisfaction with the final product, particularly noting positive feedback from users and stakeholders alike. The redesigned app effectively communicated the concept of digitalising real-life dating experiences, enhancing user engagement and interaction. Users appreciated the intuitive design elements and features such as the ability to initiate conversations through virtual gifts, which contributed to a deeper understanding and adoption of the app’s unique concept within the community.

Overall, the project achieved its goal of delivering a compelling and user-friendly digital dating experience that resonated well with its target audience.