Achar Martin

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App Brief

InternationalCupid is a popular foreign dating and personals site helping 1000s of singles find their prospective long-term partner.

Started in 2004, InternationalCupid is part of the well-established Cupid Media network that operates over 30 reputable niche dating sites.

Context

The upgrade page design was created a few years ago and needed an improvement. Working at Cupid Media (an Australian based company in GoldCoast) under a substantial team focused on design and product development, i was tasked with the objective of creating a much cleaner, improved upgrade page that would be replicated over their 33 niche dating apps.

Objective

A cleaner uncluttered UI and an easier membership/price selection process for the end user.

Site

InternationalCupid

Role

UX Researcher, Prototype, Visual design, Wireframe, Social Media, Problem solution

Design Thinking Process

I aimed to craft an enhancement page/element that not only captivates with its visual appeal but also ensures a fluid and instinctive journey, where each interaction seamlessly contributes to the mobile application's overarching triumph.

UX Research Thinking

Fascinated by the intersection of psychology and UI/UX, I embarked on a journey to integrate psychological insights into my daily studies. Recognizing the relevance of user experience principles in achieving this project's objectives, I employed a methodology informed by the Laws of UX, as outlined by Jon Yablonski in his authoritative book. This deliberate application of UX principles underscores our commitment to crafting interfaces that resonate with users, enhancing usability and satisfaction.

In his insightful exploration of user experience principles, Jon Yablonski adeptly delves into Jakob's Law, a foundational concept in UX design. Through his meticulous research and lucid explanations, Yablonski illuminates Jakob's Law.

Jakob's Law

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Take aways

Users will transfer expectations they have built around one familiar product to another that appears similar.
By leveraging existing mental models, we can create superior user experiences in which the users can focus on their tasks rather than on learning new models.
When making changes, minimize discord by empowering users to continue using a familiar version for a limited time.

Competitive Analysis

To conduct a competitive analysis of various subscription UIs, I compared user journeys, design usability, pricing transparency, calls to action, and unique features across key competitors. This approach will highlighted areas for improvement to enhance our app’s user experience and conversion rates.

Tinder

Bumble

Badoo

oKCupid

User Flow

In this project we optimized the user flow of our dating app to ensure that users can effortlessly identify and access the upgrade option. This seamless navigation reduced cognitive load, enhanced user experience, and significantly increased conversion and retention rates by guiding users intuitively towards premium features.

Design

I first sketched out basic wireframes using an iPad and Apple Pencil to establish a structure. I then transferred the sketches to Figma and created detailed wireframes, focusing on mobile layouts and utilizing a 12-column grid for consistency.

Style Guide

Using a developed style guide of our app ensured consistent and visually appealing design across all user interfaces. This guide streamlined the design process, reinforced brand identity, and enhanced user experience by providing clear guidelines on typography, color schemes, and iconography, ultimately leading to a more cohesive and engaging app.

Components

Upgrades

In our project, we revamped the payment UI feature, updating its look from the previous version to a more modern, user-friendly design. The new interface offers a streamlined, visually appealing experience that simplifies the payment process. The final outcome has been a significant success, with improved user satisfaction, higher conversion rates, and positive feedback highlighting the enhanced clarity and ease of use.

Loop