In an UX exercise I decided to re-design Tinder because we hadn't used it before, but many of our peers talk about it. Through research we found that people really wanted their matches to have a connection to a friend or theirs, no matter the level of connection. We chose two personas who don't use the app on a regular basis and if we were able to solve their issues they would use it more often.
This is the finished prototype of our redesign, but there was a lot of work that went into how we decided on the final product. Below is the work.
VALUES: Long term relationships.
PAIN POINTS: Overwhelming. Not enough info.
FACILITATE: Profiles that show who you really are.
DISSUADE: Inexperienced profiles.
PAIN POINTS: Overwhelming. Can't narrow matches. Creepy users.
FACILITATE: More interest with little work.
DISSUADE: Short term attention.
CURRENT TINDER FLOW
It is very easy to get lost in the current flow of Tinder. It's easy to think it's simply a right and left swipe, but it is a lot.
By figuring out the personas individual journey were able to determine when they lose interest in the app which usually led to deletion of the app.