Hinge Project

Project 4 Eugenia Kim Tiequin Roquerre Jaskaran Singh

Matchmaker

Hinge: What is Hinge?

PROJECT 4 BUSINESS & USER GOALS

Anti-TinderRealistic Matches

“Elite” User Base

Quality Dates

"If Tinder feels like meeting a stranger at a bar, Hinge feels like getting warmly introduced at a cocktail party."

Hinge: Project Plan

PROJECT 4 PROJECT PLAN

Surveys

Brief

Interviews

Personas

Research Rough Sketches

Sketch Iterations

Wireframes/Sketches

Usability Testing

Final Protyping

Presentation

User Journeys

Prototype

Prototype Iterations

User Flows

Appmap

ComparativeAnalysis

AffinityMapping

Scenarios

4/20 4/21 4/22 4/23 4/24 4/25 4/26WK 2 4/27 4/28 4/29 4/30 5/1

Hinge: Business Goals

Expand user base while maintaining quality of experience.

Maintain high user retention rates as new features are added.

Build greater brand awareness to match or outpace the growth of Tinder’s user base.


Hinge: User Goals

Match and meet with high caliber dates and potential partners.

Meet and expand dating pool and social group to third degree relationships.

Enjoy the experience and thrill of finding a potential match.


Hinge: Meeting Goals


Expand User Base

Enable Quality Matches

Safe & Secure

Maintain Positive

Brand Image

High Retention

Rate

Meet Quality Matches

Expand Dating Circle

Trust & support

Hinge Brand

Enjoy Using Hinge

Business Goals User Goals

Hinge Matchmaker

Hinge: Screener & Interview

PROJECT 4 SCREENER & INTERVIEW

78% of dating app users downloaded dating apps after friends recommendation

20%

30%

50%18-24

25-29

30+ Mobile Device

% of 100

0 20 40 60 80

iPhone

iPhone

Other

Dating App Users

% of 100

0 15 30 45 60

Tinder

Hinge

Happn



"I hear most about Hinge. You get set up with people who you have mutual friends with, and it’s one step closer to being less random."

“I went on a few Hinge dates but I wouldn’t meet up with someone from Tinder."

"I love setting up my friends, mainly because I'm in a relationship and I love it and I want all my friends to be in relationships too."

“I often screenshot potential matches on Hinge and ask my friends before I accept or reject them."



Pain Points:• Security • Privacy • Misrepresentation of self • Lack of quality matches

Pleasure Points:• Easy to meet a lot of people at once • Rejection is easier to handle • Can seek people in the comfort of own home • Getting to know someone more before going on a date

Hinge: PersonasTara

Tara is a young and socially active female who works at an advertising agency as a Media Planner. She has a large and diverse network of friends who are always asking to be set up. She still loves playing cupid and is always up for helping a friend out. Tara is currently in a relationship but it is still in the casual phase. She’s not in a rush to settle down, but she enjoys the companionship of her boyfriend. Regardless of her relationship status, Tara always likes to know what’s going on and checks Facebook, Instagram, Tinder and Hinge regularly just to see who’s doing what, who’s single, who’s not and whatever other social info she can pick up on.

“TARA IS MY NAME AND MATCHMAKING IS MY GAME!” Cares About: Having a good time, trying to match up her friends so they could also be in happy relationships Favored Dating Resources: Tinder, Hinge, Happn Dating Habits: Usually meets guys through friends, friends of friends, or every now and then a dating app. Currently in a casual relationship

NEEDS FROM DATING APP

Easy access to others’ information in her network

Easy way to organize and keep track of friend’s relationship activity

A variety of people from all different backgrounds and places.

THE MATCHMAKERAge: 23 Occupation: Media Planner

PAIN POINTS

So many different dating apps and services.

Security - knowing if the other person is safe to meet

Date failures - going on a date with someone who has completely misrepresented themselves

HOW CAN WE SERVE?

Use the Tinder user base and add a filtering feature/extra security layer by allowing mutual friends to match people together

Try to bring more features into Tinder that helps improve its quality to match its impressive quantity.

PROJECT 4 PERSONAS

Hinge: PersonasValerie

Valerie, a 20 year old college student at NYU, is ready for love but is having a hard time finding Mr. Right. Even though she has a large social network, she is very busy with classes and hasn’t met anyone yet. She wanted to meet someone “naturally” but hasn’t been very succesful. Valerie recently downloaded a few dating apps after some friends met their significant others through them. Now, she uses these apps regularly— Hinge is her favorite because she can text her friends and ask about potential matches.

“I WANT A BOYFRIEND.”Cares About: Seeing quality matches, going on dates Favored Dating Resources: Friends, Tinder, Hinge, Happn, How About We Dating Type: Active Dater, Seeking Boyfriend


Needs high quality matches that are reliable

Needs ability to like or pass

Wants personal information about matches

Wants to see photos (preferably from Instagram)

THE POWER DATERAge: 20 Occupation: NYU College Student

PAIN POINTS

Too many random people

Nothing comes from dates because quality of matches is too low

High risk of meeting unsafe characters

HOW CAN WE SERVE?

Help make matches less random

Validate matches through mutual friends

Optimize compatibility

PROJECT 4 PERSONAS

Hinge: Personas

PROJECT 4 PERSONAS

Jake

Jake is a single, young male who wants to meet someone special. But he works long hours at a start up and focuses solely on work throughout his day. What few free moments he has are spent relaxing and hanging out with his coworkers due to the nature of start up culture. He wants to meet someone on his rarely found free time so he uses Tinder and occasionally checks in on OKCupid. He usually finds a date for the week(end) and tries to only pick people he could be serious about. He doesn’t have any problems meeting people in person and generally uses the apps only because it’s the easiest way for him to meet pre-filtered people from social circles he would normally not be exposed to.

“I WANT TO MEET SOMEONE SPECIAL.” Cares About: Meeting new people, having a good time Favored Dating Resources: Tinder, OKCupid Dating type: Casual Dater, looking for serious relationship


Flexible searching for possible dates

Trust of the brand

Ease of search

Easy way to communicate with date

THE CASUAL DATERAge: 24 Occupation: Financial Analyst

PAIN POINTS

Hard to find good people in person with limited time

Not being able to secure a date in his rare free time

Having too many options to filter through

HOW CAN WE SERVE?

Add filters to help narrow the search process (save time)

Make getting to know someone before meeting easy

Better match daters based on ultimate relationship goals

UsersUnknown -

20% growth per month

50,000,000 250,000 6,000,000 30,000,000 150,000+ 2,300,000

Target Demo. 22-36 m/f 18-24 m/f 28+ m/f 18-50 m 18+ m/f 18-40 m/f 20’s-30’s m/f

Matched By Facebook Friends

GPSFacebook

FriendsGPS

Questions & Calculated Formula

GPS Interests

Price Model FreeFree, $9.99 Plus, $19.00

for 29+

“Coffee Bean”

Currency

Free, $12.00 Xtra

FreeFree,

Charms for $2.00

Free, $8.00 Premium

Known For…

The better/safer version

of Tinder.

Everybody’s on it…

(under 25 that is)

Very small pool of users.

“Quality”

Men looking for men, slightly shady

Relatively good match

selection

New in the dating app

market

“Real Dating” not

online interaction

Hinge: Competitor Chart

PROJECT 4 COMPETITIVE INFO

Hinge: Heuristic Evaluation


Hinge

X X XXXX

XXXXX

Tinder

X XXXX

Grindr

X X

X

Happn

XXXX

Visibility of System

User Control

Standards

Recognition/Recall

Flexibility/Efficiency

Help/Documentation

Hinge: Heuristic Takeaways


Keep Design Simple & Easy to

Use

Design Feature to Match Hinge

Brand

CON No Undo Feature

PRO Clear

Visibility in App

PRO Consistent Branding

Hinge: App Map

PROJECT 4 APP MAP

Home Screen

Matches Profile Page More

My Profile Support Preferences

Matches I’ve Made

Profile Page 2

Profile Page 1

MatchMaker

Hinge: User Flows

PROJECT 4 USER FLOWS

Home ScreenTap on

Matchmaker Button

Matchmaker Screen

Tap on Either Person

Profile PageTap on Match Button

Link Confirmation

Updated Matchmaker

Screen

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Ben L.

24 Queens, New York

Ben L.

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MATCH

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23 Hoboken, NJ. Friends with KC Tara. Attended New York University.

Alex M.

A 1st Degree Connection Matched You

Matchmaker

Matchmaking Flow

Hinge: User Flows


Match Flow

Home Screen Tap on Match

Available Matches

Tap Heart

Match Profile

Heart Sent Confirmation

Updated Match Screen

Repeat Process

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Alex M.


Matchmaker

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Alex M.23 Hoboken, New Jersey

Want to match with a friend instead?

Search

Hinge: User Flows


Search Friend to Match Flow


Available Matches

Match Profile

Tap on Search

Start Typing Name

Name Autopopulate

ScreenTap

NameCTA Buttons

Appear

Tap Match Button

Confirmation of Match

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Alex M.


Matchmaker

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Great Choice!

Joanna Carson

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Search

Tinder: User Flows


Match Flow


Available Matches

Tap “Like” Button

Match Profile

Like ConfirmationHome Screen

Hinge: User Journey

PROJECT 4 USER JOURNEY

Time (months)

Matchmaker Journey MapUser In Relationship & Little To No Hinge Experience

Em

otio

n

-

+

User is happily married

Sad that single friends do not want to double date

Realizes matchmaking is time consuming / hard to think up potential matches

Decides to set up friends & gets excited

Match made through app pans out! Double date is planned

Sad that no matches have worked out yet

Discovers “Hinge Matchmaker,” and has fun setting up friends

Hinge: User Journey

PROJECT 4 USER JOURNEY

Hinge User Journey MapUser Is Single & Regularly Uses Hinge

Time (months)

Em

otio

n

+

-

User is sad and having little success with dating apps

Gets some quality matches and goes on a fun date

Feeling down, dates were ok but nothing special

Wonders whether to to contiinue wiith dating apps

Discovers “Hinge Matchmaker and has fun setting up friends

Goes on more successful dates with recommended matches

Hinge: Initial Sketches

PROJECT 4 SKETCHES

Home Screen Iterations

Hinge: Initial Sketches

PROJECT 4 WIREFRAMES

Considered user interactions

Brainstormed CTA buttons

Hinge: Wireframes


Sketch 9:41 AM 100%


Alex M.


Matchmaker

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Search

Sketch 9:41 AM 100%



Joan KingJoanna Carson

Q W E R T Y U I O P

A S D F G H J K L

Z X C V B N M

123 space return

I The I’m

Sketch 9:41 AM 100%


Great Choice!

Joanna Carson

Hinge: Wireframes


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Matchmaker

24 New York, NY. Friends with Andrea Lewis. Attended Harvard University.

Tom B.

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Matchmaker

24, Queens, NY. Attended Vanderbilt University.

22, Brooklyn, NY. Attended Vanderbilt University.

Emma C.

Ben L.

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Matchmaker

25, New York, NY. Attended Dartmouth College.

20, Brooklyn, NY. Attended Brown University.

Steve P.

Stef G.

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Ben L.

24 Queens, New York

Ben L.

Sketch 9:41 AM 100%

Emma C.22 Brooklyn, New York

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Ben L.

24 Queens, New York

Ben L.

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Ben L.

24 Queens, New York

Ben L.

Hinge: Wireframes


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Matchmaker

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Matchmaker

While we look for more great people…

Check Out Matchmaker!

Keep playing and match your friends.

Matchmaker

Matchmaker

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Matchmaker On

Matchmaker

Sketch 9:41 AM 100%

Matchmaker On

Hinge: Usability Testing

PROJECT 4 USABILITY TESTING

Version 1 Version 2 Version 3 Final Version

“Does the heart mean I liked him?”

Matchmaker

Users found symbol confusing

60% of users tested mistook the “Match Your Friends” button for a banner.

100% of users tested tapped the “Matchmaker” icon almost immediately.

Created “Matchmaker” button leading to new section.

Home Screen Iterations

Version 1 Version 2 Version 3 Final Version



The search bar was too close to the CTA buttons

Users were confused what CTA buttons corresponded too.

Made search bar larger. Added CTA buttons specific to new feature & grayed out standard Hinge CTA buttons.

Match Search Iterations



Matches I’ve Made Iterations

Users thought red link indicated something negative.

Users understood green indiciated success.

Hinge: Prototype

PROJECT 4 PROTOTYPE

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Alex M.


Matchmaker

Prototype

http://invis.io/5D2TM9YT9

Hinge: Next Steps

PROJECT 4 NEXT STEPS

Update “Check Back Soon” page to match app features.

Continue to iterate friend matching page/process.

Measure success of current prototype through surveys and user feedback.

Add different methods of matching friends based on user interest and preferences.