UX UI Case Study
BUMBLE
ONLINE DATING APP RENEWAL
Role
UX/UI Design
Project duration
14 weeks
Tool
Figma
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Overview
Why re-design bumble?
Bumble is not only an online dating application but also a finding friends, and work partner platform.
In this case study, I conducted an app improvement project to find the cause of failure in Bumble's Korean market and to succeed in the Korean market through new solutions.
Goal of the project
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To deliver a personalized experience and intuitive user interface
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Highlight the various other features of Bumble, and to shift perception so that it is known as more than just a dating app; it offers an opportunity for making friends, gaining new relationships and even finding a job.
Process
PROBLEM
SOLUTION
Divergent
Convergent
Divergent
Convergent
Discovery
Define
Develop
Deliver
Discovery
Strategy & UX Research
Competitive Analysis
I choose 3 dating applications for competitive audit. Tinder is the top 1 dating app in Korea. and other Glam, Hellow talk also ranked in the top 5 dating apps. Only Glam was developed in Korea.
User Interview
1 to 1 Interview (20min) 10 ppl
Who? 20s who have used dating app (50% foreigners /50% Korean)
How? Online and Offline interviews (Users from the application and pub)
Key questions
1. How do you think about dating apps?
2. What is the best thing about bumble?
3. How much information can you put on online?
4. Have you found friends from the bumble? if yes, how was your experience?
5. What is the most important thing to find your ideal type of person?
6. How do you make your friends when you move to a new town?
7. Would you be interested in using an app that makes local friends and gets into the local community?
8. How do you think you are about finding a work partner or headhunter from an online dating app?
Define
User Painpoint
Hesitate to meet the anonymous person
There are many downloads of dating apps for men who are relatively less at risk for unfamiliar people.
On the other hand, women who are relatively reluctant to meet online, who are afraid of meeting strangers, do not like meeting online more than men.
I want to make friends but feel weird using dating apps
Korean people have a bad image of dating apps.
People think dating app is a little bit sneaky. but Bumble has a “BFF mode” not only seeking a date.
But Korean people hesitate to use an app to find friends.
It is a global target, not a local people
Korean people who looking for a serious relationship with local people are not suited for this app.
Bumble doesn’t do the marketing in Korea. Not many Korean people know about this app.
I don’t want to find a job networking from the dating app
Bumble also has a “Bizz mode” which can find a business partner.
This absolutely no make sense in Korean culture.
We have a lot of Korean job-searching apps.
Korean people wouldn’t find a job from the dating app.
Finding
1. 100% of foreigners know bumble's BFF mode. but only 40% of Korean people know bumble.
2. Concept of Bumble that "a woman needs to message first" is not suit for the Korean market because not many Korean women use dating applications compared to the number of men.
3. Most foreigners use bumble for finding friends and dates.
4. All people use dating apps because they feel lonely and bored.
5. Most Korean people use the local job platform website for seeking a job.
6. Foreigners struggle to make local friends in Korea
Persona
After interviewing 10 people, I was able to create a persona that combines all answers and can help me through the design process.
User Journey Map
Solution
Alignment and Grid
I used an 8-point grid system and a 4-point vertical grid for the project. I set the margin to 16.
1. Delete the "Dating mode" in Korea Bumble and focus on friend and job mode for expats/foreigners.
2. The app provides a new service "Community" for BFF mode and BIZZ mode so that focus on the international people community.
3. The service will aim to be a safe environment to meet random people.
4. "Nearby" can make people can find new friends in the neighborhood with any purpose.
5. "Meet up" can gather new people with the same interest.
6. Build a local job platform for expat/foreigners.
Develop
Task Flow
I marked with green circle for showing new fuction. The grey box means that I remove the function.
Style Guide
Colors
Typography & Icon
Deliver
UI Design
Bumble is not a dating app anymore!
Now you can more focus on finding friends and seeking a job. We deleted the date mode.
I also renew the profile feature more simply.
You can create the group chat now!
If you want to make a group chat with people who you are chatting with, you can now create a group chat. Also, you can have a video call with them.
Share your story in Nearby community!
BFF mode / BIZZ mode
There is a different board between BIZZ mode and BFF mode.
For BFF mode,
You can post any news, translation help nearby people. You can share the bumble community!
For BIZZ mode,
You can find a job in your town or you can hire people. of course, you can share the industry news on the board!
Let’s make a meet up!
Do you want to play tennis or soccer?
Let’s create a group for doing activities together.
You can make a dinner meet up with people who live in your town. hobby, exercise, study... you can choose the category that you want to join.
Prototype Screen
Click around the app here>
Usability Testing
Background summary
This report is the synthesis of user testing of my final prototype.
I observed our target users in a moderated environment.
I got feedback to fix the problems in the prototype.
PARTICIPANTS
1. Korean (who just move to Korea)
2. Foreigners(who are living in Korea)
Methodology
I used the Figma mobile application to mirror my prototype on a user’s mobile device. We briefed them about our application & gave them 4 tasks.
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Task 1: Create a group chat
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Task 2: Create a meet-up room
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Task 3: Ask questions to nearby people
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Task 4: Find a job
Goal
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Identify usability problems in the interface
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Ask users for their feedback on the concept
Question
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How easy do you find the app to use?
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Which feature is most helpful to you?
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Where you able to complete all the task?
Problem & Solution
Problem 1
It is weird to get out of the event. You have to click the “edit button”. It feels like I’m the owner of this event.
Solution 1
Instead of an “edit” button, I add a “not going” button.
Solution 1
Problem 2
Te “Nearby” category UI is too simple compared with “Meet up”. It will be nice if there is more color.
Solution 2
I changed the color of the posting box.
It is more eye-catching and makes people post more.
Solution 2
Usability testing result
Result
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2 issues find out
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Everyone can complete all the tasks
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3/3 love the concepts
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“Meet up” is the most famous function.
Hidden Issue
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Some of “back” icon didn’t go to proper page
Future action
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Set up the proper page from all the icons
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Try to balance the yellow(brand) color