Bumble
Process
My role
Tools
Duration
user research, New Feature, UI UX Design, Campaign
UI/UX designer, Video editing
Figma, Adobe Illustrator, Premiere Pro, Photoshop
2 Weeks
From the survey and secondary research we conducted, some of the key issues and problems that people face while using Dating apps today are:
Firstly, Lack of meaningful connections: Despite the seemingly endless options on dating apps, most people find it difficult to form meaningful connections.
Secondly, Dating Fatigue or Burnout: The repetitive rut of swiping and texting people all day, can really make the process feel more like online shopping rather than trying to find a partner.
Limited In-Person Interactions: The digital nature of dating apps makes it easy to remain behind the screen for long periods of time just swiping and texting without any actual face to face human interaction.
MeetCute—a community-driven approach to dating where users can join curated events that cater to their interests like book clubs or baking sessions where they can meet like minded people in a more authentic and engaging way.
How does it work?
Video Teaser
Physical Campaign
Issues Identified
Introducing Meetcute
Introduction pages
Choosing Your Interests
Unlocked Profiles
Curated Events
Suggested For You
Information & Details
About the Event
Locked Profiles
Before the Event
Its a ‘Meetcute’
Unlocked Profiles
Before the Event
Event based Prompts
To start, the user selects five interests, which allows Bumble to curate events that match their preferences. These events then appear in the for you section on the navigation bar.
When selecting an event, users are directed to an information page with all details and the option to sign up. Before the event, the participants' profiles remain locked. To streamline navigation, a Meetcute icon has been added to the navigation bar, which shows the upcoming and attended events.
After the event, users unlock the profiles and swipe right if they felt a connection with someone. If they match, they can also message using an event-based prompt to help kickstart the conversation.
We created a video teaser for Instagram, TikTok, and other social media to introduce Meetcute in a fun and engaging way.
The video takes a humorous, sarcastic look at today’s dating scene—highlighting women’s frustrations with it before introducing Meetcute as a refreshing alternative, where modern dating meets old-school charm, bringing back real-time and authentic connections.
We also launched a physical campaign, wherein we set up vintage style phone booths in crowded areas like Raffles place and Orchard road. The booths are made to stand out and grab public attention, inviting people to connect with a stranger on the other line, and share something personal, fostering a connection in a limited span of time.