Hinge - in app date planning

Introduction:

Dating has undergone significant transformations over time, evolving from traditional in-person meetings to current day dating apps. With the rise of the internet and smartphones, the landscape of romantic connections has shifted dramatically. Today, dating apps have become the primary way many people meet potential partners. Popular dating platforms like Tinder, Bumble, Hinge, okCupid offer users a convenient way to connect with others.

Context:

Before going on dates, people often end up in a “confused state” which leads to a suboptimal dating experience. They have indecisive conversations with the other person over ‘where to meet’, ‘where to eat’ or ‘what to do’. Dates usually end up being conventional and repetitive, and planning them is a headache because coming up with ideas is not one of the easiest activities, given how busy our lives are.

Note:

In this case study, I explored the Date Planning feature as a potential addition to the Hinge app.

The Dating Market:

The dating industry is projected to be worth $8.15 billion in 2024, with an average revenue per user of $13.61. The market is expected to grow at a compound annual growth rate of 1.91% from 2024 to 2029, reaching a projected market volume of $8.96 billion by 2029.

Key Players, Metrics, and Hinge's Role in the Market:

• Match Group leads the market, owning popular apps like Tinder, Hinge, and OkCupid, holding 56% of the market share.
• Hinge holds the 3rd highest market share of 18%.
• Hinge has emerged as a leading choice for those seeking more meaningful connections, promoting itself as the app "designed to be deleted." As of 2023, Hinge's premium user base grew by 21%, reflecting rising demand for relationship-focused platforms.
• Hinge’s target audience

Market share:

Hinge statistics:

As per the article by ExplainedStatistics:

• 70% of Hinge users looking for a long-term commitment.
• Approximately 35% of couples who met on Hinge have been together for over a year.
• A whopping 90% of users reported enjoying their first dates. Plus, 72% of those who found their initial date enjoyable expressed interest in a second rendezvous.

Reasons why people are on Hinge:

Secondary Research:

Goals:

1. Identify existing solutions that facilitate date planning.
2. Understand user pain points related to date planning.
3. Gather insights from market research on the dating app industry.

Findings:

Features in dating apps around planning:

• Hinge: While Hinge lacks direct date planning features, it focuses on conversation prompts that may lead to discussions about date ideas. Users appreciate the quality of matches but desire more integrated date planning tools.
• Tinder: Known for its straightforward swiping feature, Tinder does not offer specific date planning functionalities, which can result in indecision among users about where to meet.
• Bumble: Bumble encourages users to suggest activities within chats but does not provide structured date planning tools or recommendations. The app's unique feature is the women-first messaging approach, which some users find empowering, but it does not address planning challenges directly.

Existing Apps:

Insights:

From the data collected above it is evident that date planning apps are widely in use and enhance the dating experience for users. Individuals seek for creative ideas and activities for a memorable experience.

Primary Research:

I have conducted the primary research to validate the indecision and creativity gaps in date planning lead to uninspiring and repetitive experiences.

Goals:

• Gain a deeper understanding of users about struggles in planning dates & indecisive conversations
• Explore apps or services that can assist users in efficiently planning creative and engaging dates
• Identify key opportunity areas to enhance date planning experience for users

Research Methodology:

Research Method:

For my primary research, I utilized the survey method to gather data on the experiences and challenges related to dating and date planning. This approach was selected due to specific obstacles in identifying individuals who actively use dating apps.

Rationale for Using Surveys:

1. Difficulty in Finding Participants: It proved challenging to locate individuals who frequently use dating apps. To overcome this barrier, I opted to leverage my social network.
2. Social Circles: By circulating the survey among friends of friends, I was able to effectively reach individuals who actively use dating apps, thus ensuring a relevant participant pool.
3. Comfort in Communication: Many individuals expressed discomfort with direct conversations regarding their dating experiences. Utilizing a survey allowed respondents to share their thoughts and experiences anonymously, fostering a more open response environment.

Participant Demographics:

To gather a well-rounded perspective, I included not only users of dating apps but also non-users in the survey distribution. This approach enabled me to capture a broader understanding of the challenges associated with date planning from various viewpoints.

Survey Details:

Survey link:

The survey questions involved both subjective and objective questions around dating choices, preferences and challenges faced by individuals. Please refer to this survey link for the questions.

Survey responses:

Refer this link for survey responses.

Response summary:

Analysis on survey:

Quantitative analysis:

• 40% of users use a dating app to find someone, others like to meet people coincidentally or do not prefer using them.

Qualitative analysis:

• Decision fatigue and availability conflicts create friction in planning dates leading to stress and reduced engagement in meaningful interactions.
• Outfits become a source of stress due to the desire to look good and align with the setting, adding pressure to the planning process.
• The stress of planning leads to postponed, cancelled or rescheduled plans and missed opportunities.
• Individuals may fear disappointing their partner, leading to overthinking or conflict-avoidance behaviors, which further complicates planning.
• People seek novelty in dates to avoid falling into predictable patterns, which may reduce excitement and engagement over time.
• Many individuals desire a balanced dynamic in date planning, expecting their partners to take the initiative at times. Relationships flourish when both partners feel actively involved and reduce feelings of neglect or imbalance.
• Individuals may feel discouraged by the time and effort required to travel to these "happening places", which can be perceived as an obstacle rather than an opportunity.
• Distance hampers the ability to plan impromptu dates, limiting the frequency and variety of shared experiences.
• Due to budget limits, individuals may feel pressure to compromise on the quality or excitement of their outings, potentially leading to dissatisfaction and a sense of missed opportunities for deeper connection.
• Individuals use apps to help them with creative ideas for dating.
• Tailored recommendations enhance the relevance of suggestions which can boost confidence in planning dates.
• Users want to balance spontaneity with structure—they prefer suggestions and tools that simplify planning without taking away personal effort.

User Personas:

From the data collected, I identified two distinct user personas. These personas encapsulate the unique characteristics, goals, and pain points & frustrations, providing a clearer understanding of their needs and experiences.

1. Varsha Mittal

Journey Map:

From this journey map, it is observed that the journey began in an exciting manner and the experience seemed to dull down at the planning phase. It picked up again after the date was done.

2. Akash Reddy

Journey Map:

From this journey map, it is observed that the journey went great until the consideration phase and the experience seemed to dull down at the planning phase and went further down as the plan couldn’t succeed.

Understanding the Problem:

Problem Statement:

How can we simplify date planning for matches to reduce decision fatigue and stress, so that they don’t miss opportunities to deepen their connection?

Possible solutions:

• Helps users feel more confident by recommending suitable attire.
• Adds novelty and innovation with AI. | - Requires advanced AI and data accuracy to ensure relevance.
• May feel intrusive if perceived as "robotic."
• High implementation cost. | | Share Dating Experiences and Inspire Others | An Experiences tab where users anonymously share and explore dating ideas with tags (location, activity, vibe) for inspiration. Users can react and comment anonymously. | - Builds a community-driven resource, fostering user engagement.
• Provides social proof and variety through real user experiences.
• Ensures privacy with anonymity. | - May lack personalization; can overwhelm users with choices.
• Doesn’t fully address decision fatigue; browsing may feel like a chore.
• Depends on user content. | | Explore Dating Ideas | An Explore tab in the footer with category-wise ideas. Each idea includes descriptions, images, and vibe tags. Users can save, share and react to ideas. | - Structured ideas by category.
• Simplifies planning with dining reservations. - Users can explore and save ideas for later. | - Not highly personalized; based only on broad categories.
• Needs frequent updates to stay engaging. | | Generate Dating Ideas Based on Mutual Interests | Prerequisite: Users set interests on their profiles which is one time activity. Planning: When planning a date, they answer 3 questions to set expectations for date plan. They receive a tailored date idea card based on combination of responses & mutual interests captured on user profiles, which can be shared or saved. | - Highly personalized with mutual preferences and answers.
• Actively involves both users in planning.
• Reduces decision fatigue with relevant suggestions. | - May feel repetitive if users have same preferences; diverse ideas are essential.
• Recommendation algorithm implementation is costly. |

Proposed Solution:

A blend of generated and ready-to-explore date ideas. Its a combination of solutions 3 & 4.

Mandatory: Users’ are taken to profile page to add their interests from given list. They can select atleast 5 interests from a list of over 20 different options. This step is a one time activity for all users.

Solution Description:

Explore tab:

• A dedicated tab in footer, Explore shows ****dating ****ideas based on different categories along with filters to narrow down search.
• In app option to browse dating ideas, need to use other apps to plan date.

How it works:

User can navigate to Explore tab in footer and browse through the ideas. Ideas can be filtered based on vibe & category. Idea can be saved and shared with matches.

Date idea generator

• Date idea generator based on user inputs on the vibe, setting, time & mutual interests of the date.
• The element of suspense, based on the users' inputs, adds engagement and may encourage them to explore more ideas as per their needs.
• Idea generator reduces decision making.

How it works:

1. Plan a date feature is integrated in the chat section. It opens a window to capture user expectations to generate an idea.
2. Users answer 3 questions around the vibe, time and preferences and submit.
3. The idea generation takes into account the interests saved by both the users on their profiles.
4. On submission, the user is displayed with an idea card which has details about the date and a tip on outfit idea.
5. The idea can be saved or shared with the match to finalize the date. Also users can retry the flow for new idea.

Example:

Neha’s interests on profile: sunsets, fitness, music, sports, dancing.

Akash’s interests on profile: music, pets, food, sunsets, travel.

Answers submitted by user:

Vibe: Chill, Setting: Scenic, Time: Evening

Date idea generated:

Title: Sunset Picnic with Music

Description: Go to a nearby park or serene location around sunset, pack a picnic basket to munch & create a playlist of chill music to set the mood.

Outfit: Casual yet stylish with a flowy t-shirt and sneakers for women.

User flows:

Experience Map: Generate idea

Key Features and User Actions:

Highlight: Explore + Idea generator

Streamlined browsing ideas list + tailored ideas aligning to mutual interests

Explore tab:

Impact on Users:

1. Provides a platform to browse unique dating ideas in app itself.
2. Multiple ideas can be explored from this tab for future planning.

Impact on Business:

1. Enhances user engagement with curated ideas.
2. Generates revenue through potential partnerships and bookings.
3. Cost for integration and content updates to keep the ideas fresh and new.

Idea generator**: Ideas generated based on mutual interests**

Impact on Users:

1. Aligns the date ideas catering to mutual interests of the match.
2. Reduces time taken in deciding a plan for date.
3. Takes into account user inputs to provide relevant ideas.
4. Adds an element of surprise and keeps the user engaged to try the feature.
5. Meaningful dates due to ideas tailored to preferences.
6. Reduces decision fatigue.

Impact on Business:

1. Increases retention by providing value through personalized planning.
2. Increases user engagement to try new feature.
3. Improves match-to-date conversion rates.
4. Higher development cost for recommendation algorithm but provides competitive differentiation.

Wireframes:

I have started the first phase of design with low fidelity wireframes. It shows basic layout of the screens and flows.

https://www.figma.com/board/gnUkx8I0Ld6b6XLcZr99UJ/Milestone1?node-id=2175-2796&t=DQbGbgavQ0cAoko5-1

Design choices:

• The element of surprise based on user inputs adds excitement and encourages users to explore more ideas.
• Users can plan dates directly within the app, eliminating the need to switch to other platforms for inspiration.
• The explore tab offers wide variety of ideas with diverse and creatives choices for planning.
• Simplifies the process of browsing and selecting date ideas, making planning easy, enjoyable, and collaborative.

Usability Testing:

I conducted usability testing with 5 users by asking them to test out these flows in the mid fidelity prototype.

1. Onboarding flow
2. Edit profile & set interests
3. Date planner flow from chat
4. Explore tab navigation
5. General navigation - Like, Save, Share actions, Details page in explore tab, Filter ideas

Usability Testing Learnings and Changes Made:

Key Takeaways:

• Providing step-by-step guidance helps users navigate complex flows.
• Simple messages or confirmations can significantly enhance user confidence and engagement.
• Increase text contrast and consider using bold fonts for key headings and labels to enhance readability.
• Observing and assisting users during testing helps identify gaps in understanding and improve design iteratively.

High Fidelity Design:

Check out the UI screens here - Date planning Hinge

I've finalized the UI designs based on feedback from usability testing and aligned them with Hinge's design system.

I used a color palette similar to Hinge's and opted for the Montserrat typeface, which closely matches Hinge's premium font. To enhance the Date Planner flow, I integrated background images and videos, inspired by Hinge's real-time visuals on the signup screen. These elements aim to evoke a sense of warmth and intimacy, enhancing the overall date-planning experience.

Prototype link:

Check out the working prototype here.

What’s Next?

Looking ahead, I plan to enhance and expand the feature to provide users with an even better experience.

• How can users contribute their own creative date ideas to enrich the platform’s offerings?
• What mechanisms will allow users to provide valuable feedback on suggested date ideas and their experiences?
• What types of customizations can be introduced to personalize and enhance the dating experience for each user?
• How can partnerships with restaurants and accommodations create unique and memorable date experiences?

Key Success Metrics:

1. Date Idea Generator:

• User Engagement Rate: Track how many users complete the date idea generation process after starting it.
• Idea Likes, Saves and Shares: Measure how often users save or share generated date ideas with their matches.
• Repeat Usage: Monitor the frequency of users returning to generate new date ideas, indicating satisfaction and usefulness.
• Completion Rate: Analyze how many users complete all three questions (vibe, setting, and time) to receive a date suggestion.
• Conversion to Real Dates: Track how often users follow through with the suggested ideas by using in-app feedback mechanisms.

2. Explore Tab:

• Interaction Rate with Categories and Filters: Measure how often users apply filters or interact with different categories.
• Date Idea Views: Track the number of date ideas viewed per session to gauge interest levels.
• Save, Like & Share Rates: Monitor how many users save or like date ideas from the Explore Tab, indicating relevance and appeal.
• Time Spent in Explore Tab: Evaluate the average time users spend browsing date ideas to understand engagement.
• Conversion to Real Dates: Track how often users follow through with the suggested ideas by using in-app feedback mechanisms.