bumble-logo

Make it easier to tell a story

A new profile experience that feels less superficial, while allowing users to feel voting is still fun.

Goal

Make it easier for users to tell a story and build a meaningful relationship.  Better user experience which had no negative impact of the revenues.

Process

Designed Profile experience, starting from initial user research, to prototyping, validation, and implementation.

Overview

The profile isn’t telling a story about the human behind it, it doesn’t effectively marry up the physical attributes of a person to their personality. Discover new people in Bumble is easy, it takes a swipe left if you don’t like a person or a swipe right if you like her. In a few seconds, the user can check the image and place a vote.This kind of experience is superficial and sometimes doesn’t bring any value. We made a new profile less superficial which help people to express better themselves and know more about others.

Role

Sr. Product Designer

Responsabilities

UX, Research, Prototype, Design System

Team

16 people

Problem

From the research, we know that 70% of no votes placed by women were made in an average of 1.5 seconds, which means that they don’t check other details than just the picture (aka give someone a chance). At the same time, male users are not able to stand out and get yes votes if they don’t have a nice profile picture. The yes votes are crucial for the business. More likes means more matches, and more users buying premium features. If users get yes votes they are more likely to buy the Premium and boost their profiles.

Women
70% of no votes are placed without scrolling the profile page and checking the other info. They spend an average of 1.3 seconds to place a no vote.

Men
Limited opportunity to stand out with the current design of profiles.
High risk that male users leave the app because the scarcity of visual attractiveness and of good photos. Having a better photo first is not enough to change a woman’s mind about a man.

The profile isn’t telling a story about the human behind it, it doesn’t effectively marry up the physical attributes of a person to their personality.

bumble-old-profile2-1

Process

Describe what you did and what you learned.

Discovery

Stakeholder meeting to define the challenge. Cross-functional kick-off
Formulate a plan with the Research Team. Define the design roadmap

Definition

Define problems. Build the user goals. Past experiments & research. Old profile. UX audit. Competitor research. Define Success metrics. HMW questions

Ideation

IA workshop. Ideation workshop. List of ideas. Low fidelity concepts. Size the impact and effort. Define the requirements

Solution

Make it easier for users to tell a story and build a meaningful relationship. More effective profile with all relevant user info above the fold. In a few seconds the users can build a fuller picture of who the person really is. More engagement and retention. Better user experience which had no negative impact of the revenues. Goal is to reach less revenue impact.

Deliverables

  • new content order (IA)
  • new profile with non-photo content above the fold
  • new AI feature to help user to identify the best photo to use
  • A new scalable and adaptive page layout, where new experiments can be implemented without any frictions for devs. (‘Super Compatible’ badges, events)
bumble-old-profile2-1

Selected Works

BumbleProject type