🐝 Process & Goal
Process: Through contextual research, user interviews and user testing with the existing platform, I intended to
- Document the user flow/user journey;
- Understand the usage context, users needs, and the business needs;
- Discover what worked well and bad with the current App.
Goal: How can I improve the user experience to attract more users and increase the conversion rates?
Online dating has become quite common these days. For single millennials, swiping left and right has become a norm – as there are many apps that get straight to the point. Dating apps appear to be doubling down as a destination for finding lasting connections. Some of these dating apps have become a place for people to make friends. Many argue that the concept of online dating is unauthentic. But, when it comes to apps – we all are guilty of using them.
🐝 What is Bumble
Bumble is an app that has gained a huge attention from women. It was founded by Whitney Wolfe, co-founder of Tinder. The app was launched in December 2014 and today, it has more than 30 million registered users who spend an average of 100 minutes per day on the app. Bumble can be downloaded for free from Google Play Store and the Apple Store. If you want to get more out of Bumble, you can try the paid version with some ‘Super Cool’ features.
Bumble is an attractive option for anyone looking for love. It is also a great option for finding friends. To find friends, all you need to do is change the settings to BFF and swipe right on an interested person to start a chat.
🐝 What is unique about Bumble?
What makes Bumble different from other dating apps is its focus on giving women all the power. Men using Bumble are not allowed to initiate a conversation. Men can only find matches by swiping through the app. Female users are empowered to make the first move. Most of these women have families, have experienced love, established their careers, and know everything about relationships.
Bumble has a lot to offer with features like – Bumble Bizz, Bumble BFF, etc. Bumble has significantly decreased the number of spambots with these features. According to Bumble CEO – “It’s just not a dating app, but a movement that could change the way women and men treat each other”. The features of Bumble make it a safe environment for women. A facial identification feature is going to roll out soon that helps verify the person’s true identity by looking for duplicate photos and red flags. The users will receive a verification checkmark when he/she passes the test.
🐝 Brands & Partnerships
BUMBLE - DATING
THE HIVE - DATING EVENTS
🐝 Statistics and Facts
How many users does Bumble have
75 million registered Bumble users (11/8/19)
Number of messages sent on Bumble
3 billion Bumble messages (10/2/17)
Bumble revenue in January 2020
Percentage of Bumble users that are under the age of 35
Amount of time each day the average Bumble user spends on it
100 min (2/13/17)
Number of matches on Bumble
850 million matches (11/14/17)
🐝 How does the app work
Number of times women have made the first move on Bumble
650 million times (8/16/18)
The average number of Bumble swipes per hour
2 million (12/8/15)
Total number of Bumble swipes all time
4 billion (12/8/16)
Percentage of Bumble users that pay a monthly subscription
more than 10% (11/15/17)
Number of Bumble BFF users
3 million registered users (11/15/17)
Number of countries Bumble is available in
To use Bumble you first have to download the app from your app store and create an account, which you can do through Facebook.
You can then chose pictures from your Facebook account to be included in your profile and you can also write a short bio about yourself.
The app then uses your location to scan for potential matches around you using your preferences on gender, age, and how far away they are.
Users can swipe right to “like” a profile and left to reject, and when two people have both “liked” each other profile it is a match.
When you and another person both swipe right for each other, you match and then the female has 24 hours to make the first move and message.
If she doesn't the match is lost and you can no longer message each other.
Or even if she does message, if the guy doesn't reply within a day, the match also disappears forever.
However, Bumble only allows the female to make the first move and she has to send the first message. If the woman doesn’t send the first message within 24 hours after pairing, the match is lost.
Women are in control of the conversation
– to a point
It is up to the woman to send the first message. This feature was created to inspire women to make the first move, to give them more power on the app, and to prevent them from being bombarded with messages from men. The match expires after 24 hours, but men can extend the window for an additional 24 hours if they pay a fee.
It is free, but there are paid features and perks
There is no sign-up fee for the app. However, there are some extra features such as being able to swipe through the profiles that have already liked you for a fee. Also, men can pay for an additional 24 hours to see if their match will send them a message. There is also a Rematch feature that will have potential suitors pop up after not matching the first time to try and get them to match again.
It’s not just for heterosexual couples
The app does not require you to define your sexuality.
It asks if you are interested in men, women, or both.
If your preference isn’t a female/male match, the app allows either person to message first.
The profile can be verified
Bumble has a feature to verify daters by having them take a picture doing a certain motion to prove it is them.
The app then adds a check mark to the profile to show potential matches that they are real people.
It is to prevent internet bots and people from catfishing others.
Bumble isn’t just for dating
The app also has features to help you find friends and to network.
By switching the app to BFF mode it provides the user with people of the same sex that Bumble thinks will make a good friendship.
Bumble Bizz allows the user to network and build their careers.
Crack down on d**k pics
Bumble has a new tool to help it fight unsolicited d**k pics being sent and received by its users. It's one of the few dating apps that let users trade photos.
Starting in June, an AI trained to scan pictures sent in chats for signs of lewd imagery and both blur them out and stick a warning on them if they're too rude.
The photo will be blurred, with a message underneath that reads: "This photo is blurred to protect you from inappropriate content." Recipients can choose to block and report the photo if they wish, or open it anyway.
🐝 The online dating industry business model
So, how exactly do dating apps make money while keeping in mind the importance of utility to the user in the space? In general, the business model for dating apps falls into three broad categories: subscription plans and freemium, which utilize advertising and in-app purchasing.
🐝 Contextural research & User interviews and tests