HAPPN
happn
lenght
2 weeks
scope
discovery to delivery
team
3 products designers
time
2023
For this project, we had to do delivery development. Following on from the problem we were asked to solve by "Happn", we had to take into account the constraints implied by the project in order to create the most effective solution possible. Indeed, while increasing the conversion rate from the List of Likes (LoL), we had to be careful not to reduce the conversion rates of other pages to the benefit of the LoL.
Obviously, our solution also had to respect the application's UI.
User Research
INTERVIEWS
Modalities
5 SESSIONS
VIDEO CONFERENCE
45 MINUTES
QUALITIVES RESEARCH
Metrics to impact : + 25% conversion rate on LoL | DAU and time spent on page.
problematic
How can we customize the List of Likes to optimize compatibility between users and highlight the page's added value for male profiles?
Ideation
DIRECT COMPETITION
Following on from all these lessons learned and the issues they raised. We were able to carry out a Benchmark to analyze what the direct competition was doing in terms of this famous LoL. As you can see below, it's quite similar on the different dating apps: you have to pay to unlock the profiles that are hidden. However, we've noticed that, depending on the app, they display blurred photos, some profile information, or none at all.
The List of Likes :
Blurred photos
Some profil informations
Comments about user's profil
Have to pay to see
The List of Likes :
Blurred photos
None informations
Have to pay to see
Benchmark
OTHER APP
But we also explored other types of app, such as gaming apps. The mobile game Tower of God was a source of inspiration, with features such as a reward calendar or hidden painting, which keep players frustrated while offering them timely rewards that encourage engagement and therefore retention.
Ideation
HOW MIGHT WE
I began the ideation process by first creating a MindMap to understand what Happn evoked for me and everything that encompasses the application. Then, I conducted a Crazy 8 where initial ideas for solutions emerged.
Mind Map
Crazy 8 - The first ideas
Refined search
To find a person who best matches your criteria.
Push notifications
To remind users of new features and keep them active.
Gamification
To make the experience
more motivating, fun and engaging.
Why gamification ?
Personnalization
Contribute to a more individualized experience.
Compatibility
Identify potentiel partners more quickly. The more the answers match, the higher the % of compatibility.
Engagement
Make the UX more interactive
and fun, encouraging regular use of the app.
HOW MIGHT WE
THE SOLUTIONS
The aim of our solutions : to create frustration and encourage users to upgrade to Premium to reveal the List of Likes.
1# Crush Quiz
Compatibility Quiz to unlock 1 profile/month from the LoL (paid for by crusher). The compatibility of the results generated by the quiz is based on the answers given during the quiz + common elements displayed on the profiles.
Add information to the List of Like : First letter of the name, percentage of compatibilities, and shared interests. This aims to make the List of Like more explicit, providing reassurance to the user.
2# Add entry point
Add LoL entry points from : Map and Hub
Add information to the Map : When users come across someone who has also liked them, they can see, by opening their map in the application, that they have been in the vicinity of people who have liked them and are therefore on their list of likes.
3# Profil
Possibility of filling out more of your profile such as : interests, music, films, etc. to play on the compatibility of the profiles proposed in the LoL.
Add information to the Profil : To find love with someone who is almost 100% compatible with you.
In order to test our solutions, we carried out user tests, so as to be able to iterate and find solutions better adapted to users' needs.
User Tests
INTERVIEWS
Modalities
5 SESSIONS
VIDEO CONFERENCE
45 MINUTES
QUALITIVES RESEARCH
Users Tests
THE INSIGHTS
What Works ?
What didn't works ?
now
let's see our solutions to the users tests.
DETAIL
CONCLUSION
scope
team
time
By exploring the business issues involved in this Happn project, I was confronted with stimulating challenges that not only strengthened my understanding of product design, but also developed my ability to anticipate and respond to complex user needs. The deep immersion in this specific context allowed me to cultivate an even stronger empathy, an essential element in the design process. Ultimately, this project represents much more than a simple design experience. It embodies a significant milestone in my professional journey, enriched by lessons learned, fruitful collaborations, and a constant passion for creating exceptional user experiences. I look forward to continuing to contribute to the world of product design, and to taking on new and exciting challenges.