UI/UX Case Study: Tantan App Redesign
By: Ada Why
Tags: Ui Ux Design, Ued, User Experience Design

Research Sprint

Data Collection from Tantan App

Problem Statement & User persona (Hypothesized)

FOR Young adults

WHO is serious about looking the compatible partner

THE TanTan IS a dating app

THAT helps people to meet new friends or find their dating partner

UNLIKE Tinder, Paktor

OUR PRODUCT will make sure that users are able to use this app in a safe and comfortable environment to make friends or look for a serious relationship. By making the experience more customizable for every user, the app will provide features that fulfill what the users demand, and also analyze the data collected from them to enhance the algorithm.

User Persona

User Persona

Research’s Objective

To understand the interviewee’s behavior of using dating app. To get to know and process the thoughts, experiences, challenges, frustrations the interviewees have for dating life. To know the interviewee’s thoughts and experiences when using a dating app. To understand the usability of dating app.

Research Procedure

Downloaded and played at least one dating app.

Listed down the interview questions in google form.

Ask for feedback for the questions listed in google form.

Find suitable interviewees and schedule a session with them.

On Thursday night, interview all of the interviewees and get insightful responses from them.

Some questions that I missed during the interview were asked personally.

Based on the recording and feedback from 4 interviewees, I had written it down in the google form.

Interviewees

Interviewee’s Profile

Interviewees who had used dating apps to meet up with a few online friends before. Interviewees that had used a dating app and successfully finding a partner. Interviewees who had trouble using dating apps to find a partner.

Interview Questions

https://forms.gle/PTsSzckhVYArx6Hh9

Insights

The interviewees feel lonely, and they find it quite anxious when people all around them have partners, and when they don’t, they would try to look for one 75% find approaching people in real life is difficult such as they are too busy in real life, or they are too shy, or there are too limited options in real life, meeting friends online is way easier 100% of the interviewees are not willing to pay for premium features because they think it is unnecessary to spend money on people you don’t even know if you can trust them. 75% of them does not prefer long-distance relationship because they do not trust what will they do at the other side. They won’t meet the person unless they spend much time enough with each other, and most of them are not afraid to meet a new person at all. There are a lot of playboys and playgirls on the app which makes it even harder to find a compatible partner. Photos are important, although they believe personality is the most important, they also believe in the first impression. 75% of the interviewees refuse to initiate the conversation because they will feel hurt if they do not respond back, therefore lowing their self-esteem. They exchange social media account and chat there a lot instead of using the app, they find it more comfortable if the person can show their social media account because you can see their life 75% of the interviewee think that the dating app gives them a neutral impression. The interviewee encourages people to meet friends casually on dating app instead of seeking a serious relationship because the chance to find a compatible partner is pretty low. The dating app is very handful for introverts because they make the interaction easier, and they find it comfortable to not having a face to face conversation, it is like they can work on their own pace The interviewees find the premium feature annoying, and it does not really make sense. 75% of the interviewees find the swiping feature fun because you can decide who you like anonymously. 75% of the interviewees find it embarrassing to let their close ones to know that they are using a dating app. 25% of them suggest having mini-games, another kind of interaction other than just chatting. 25% of them find that revealing personal information is very uncomfortable because they worry people might misuse them.

Problem Statement

Problem Statement

User Journey Map

The user journey starts from Mia Ng felt lonely and she wants to meet someone and chat with them. Although she heard about dating app a lot from social media and her friends, she is still not familiar with the dating app, she faced some issues and finds some users not trustworthy enough.

User Journey Map

Pain Points

Too busy or have difficulties in finding a partner in real life. Feel uncertain whether if they can trust the users on the dating app, as there are a lot of ungenuine users, and they worried about safety issues. Afraid or shy to approach other people even on dating app. Feel uncomfortable when people come to you mainly because of your look/profile picture. The VIP feature is expensive and is not worthy/useful/attractive enough for users to purchase.

Propose Solutions

To deal with safety issues and ungenuine users, we proposed a new feature which is the Rating System. According to the algorithim, high rated users will be most likely encounter other high rated users as well. This is to make sure the genuine users get the genuine experiences they deserved. We introduced the Virtual Mode to create a whole new experience for Tantan users. Since they feel uncomfortable or too shy in making friends basing on looks, this feature allow users to hangout in virtual world and actually bond without worrying too much about privacy issues. Wth the Virtual Mode created, there is also avatar customisation feature as well. Users are allowed to customise their avatar however they want. They can obtain new fashionable items during event or purchase with in-app currency in the virtual store. This open a whole new opportunity to make the VIP feature more attractive for users to actually purchase it. To expand the usage for the avatar, when video calling, users’ face is actually protected by a filter with their own avatar face. In this way, privacy issues can be reduced. The final feature will be added in is the Quest feature, which allows users to gather in-app currency without actually paying real money. The Quest can actually serve like a tutorial tool or something that actually bring the users to try once of everything in a day.

Competitor Analysis

After researching some of the fundraising apps, I have compiled a list of four of the best socializing apps I’ve come across. I put all of the comparison boards in Google Slides so that I could examine each of the social apps to check whether they had similar features.