Bumble
It’s ok, you’re safe with us.
Making dating on Bumble safer so 27% more people go on dates
TLDR:
Challenge Identified
Where in the user journey can I alleviate the anxieties of younger daters without getting in the way of the connection experience.
Action Taken
Generated 15 different solutions and 3 flows; AI date suggestions as messages, partnerships with local business as safe meeting spots, send distress message with location to a safety contact with on tap.
My Impact
The features were set to be on the roadmap. Increased the date conversion rate of our user groups by 27%, with 72% reporting feeling safer or reporting less anxiety in the experience.
Key Learnings
Providing the user with the options they seek, while not creating unnecessary friction is delicate balance that can only be achieved through rigorous usability testing.
Integrating AI and supportive features that feel comfortable to the user is a matter of very clear and careful communication since it is a new technology that naturally inspires fear as it is “unknown”.
ROLE
Product Designer
TIMELINE
9 months
COLLABORATED WITH
2 PMs, Owner
RESPONSIBILITIES
Visual design, user flows, prototyping, interaction design, usability testing, UX research.
PROBLEM
Young daters are feeling anxious and have trouble trusting dating apps.
Bumble needs to tackle user concerns about stigma, privacy, and safety to improve trust and safety. First-time users are anxious about starting conversations and worry about safety during dates. Post-date interactions and online harassment heighten their concerns. Difficulties in sparking conversations, transitioning off the app, and fears of unsuccessful dates lead to discomfort and potential disengagement.
RESEARCH
Mistrust and anxiety create roadblocks for onboarding, conversing, and meeting up.
Users face stigma and privacy concerns during onboarding. They feel nervous starting conversations and worry about safety when planning in-person dates. Post-date, anxiety about online harassment and ongoing interactions persists. Challenges in moving conversations off the app and fears of a bad date lead to disengagement and discomfort. Addressing these issues is essential for improving the Bumble experience.
PAIN POINTS VIA USER INTERVIEWS:
PROCESS
Show users that Bumble wants to keep them safe, and empathizes with their fears.
My solutions address safety concerns with integrated features from the start. It offers guidance for initiating dates, provides certified safe meeting locations, and tools to manage interactions post-date, ensuring a secure and positive dating experience.
INJECTING FEATURES AT THE RIGHT POINT:
SAFETY
Send a distress message and location discretely in two seconds.
Safety check in allows you to choose a safety contact for when you start dating. 30 minutes into the date, you will receive a message asking you to check in. if it’s ignored, then everything is good but if you feel uncomfortable Bumble will check in again or send distress signal.
TRUST & ANXIETY
No more nerves with Bumble.
Bumble will automatically suggest messages containing date ideas based on partner locations taking the anxiety of setting up a date away. These messages are editable, and you can instantly swap the location you suggest with one tap.
TRUST
Partnership date locations with Bumble
Bumble will partner with popular areas in your area to provide safe places for you to meet your match. Bumble gets more users, locations get more business, and users have safe places to meet.
KEY IMPACT METRICS • IMPACT PHASE
These features joined the roadmap, with a 27% increase in date conversions.
I'm proud to have boosted Bumble's date conversion rates by 27% for our testing groups, earning a place on the Bumble roadmap. Addressing key user concerns like privacy and stigma, I developed integrated features that offer reassurance from signup.
Our practical date initiation support and certified safe meeting locations streamline the process, ensuring secure in-person meetings. Post-date tools empower users to manage interactions and handle online harassment, enhancing user confidence and fostering a positive Bumble experience.
