Cate Silva 👋🏼
Product Designer, Developer and Technology Lover.
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Problem

Through studying the user's behaviour, several information about basic personality traits and interests was uncovered:

1. Users engage in the online dating phenomenon, but when it comes to privacy-related issues, these types of services raise concerns.
2. Then, the percentage of adults in a committed relationship who make use of the app is overwhelmingly high, which increases the concern of harm from using the app.
3. Quite a few users described the search as rather tricky in terms of finding people who share the same hobbies and interests or who they found physically attractive. 4. In contrast, others complained of receiving unsolicited X rated pics.
5. Once the latest re-design kicked off 100% in North America, users complained more about how to use filters. Since the filters have usability issues, it needs to be looked at, in particular: search location - users tend to type zip code instead of the city; Additionally, they ought to search by weight and height;

Solution

1.Provided that most users don't upload public portraits for not want their names easily identified, the user experience was enhanced by taking the focus out of the user profile image, safeguarding the user's digital privacy.
2. Then, to allow uncomplicated interpretation of the attractive index of someone, I added a summary of the user characteristics to the profile section. In case you tap into that person's profile, you'd be able to see the details.
3. Next, we added a “private key" feature, in short, the user is only able to send X-rated photos via this private key, a sort of a credential required to access the online steamy images. A user must share a private key with another user to be able to send X-rated content, otherwise blocked.
4. Additionally, "stealth features" were added. This allows the user to swap the app's original logo icon for one discrete icon of their choice.
5. Lastly, I added a loading skeleton animation both to the desktop and mobile app, to make the interface more expressive and intuitive, by focusing on the progress rather than on the wait times.

Usability Research Results

• Users were able to read all the information on profile from left to right
• Users were easily able to identify the tags
• One user did not knew what “Anything goes” means but as he kept navigating through the application and reading other profiles, he later knew what it meant, but we might want to change the verbiage
• All the users were unable to understand what the lock indicated as they felt like the profile is locked or he needs to be a premium member to see that profile
• User knew how to click on profiles to know more
• User were able to sucessfully search by location
• It took less than 2 sec for every user to scan through all the weights and heights on different profile
• On an average users were comfortable in using the list view it looked like gmail address book or chat application and felt it was discreet enough
• Overall everything was easy to find

AM Brand Refresh Challenge

We launched an internal branding refresh competition centred on reimagining the visual identity, systems, products and services to inject new life into the business performance. As mentioned earlier, the design exercise below is part of my take on the problem. AM's logo has forever been accompanied by the tagline "Life is short, have an affair," somewhat a requirement to amplify the brand's awareness and help the company stay in people's minds forever.