Meetic
Change Meetic’s relation to women
Meetic has seen a drop in the participation of women between 35 and 45 years of age.
The dating company has commissioned us to understand why those people tend to leave the platform and find a solution to solve this problem
Methodology
We used the Double Diamond approach to guide our project from start to finish. It helped us make sure we were solving the right problem and coming up with the best solution.
Empathize
Audit the service
In order to understand why women are leaving the platform, we used a number of research methodologies : competitive surveys, diaries, user-interviews, persona, audit, benchmark, SWOT...
Before we started, we analyze Meetic service (web and app) from ergonomic point of view. A lot of questions were asked to users about who they are and who they would like to meet. At the end of our analysis, we were not sure if those data were used to make good recommendations.
User research
Personas
After 10 weeks of user research, we came to the conclusion that 3 types of users needed Meetic more than others and we defined a more precise target.
- The Commited (confident and positive, they have a good opinion of theirselves)
The Reserved (Lack in self-confidence, depreciated self-image, fearful)
The On defense (They distrust men's intentions and criticize them constantly)
User journey
We created a user journey to help us better understand how people interact with our product/service from start to finish.The user journey kept us focused on the real experience of our users, not just what we thought they were doing.
Benchmark
To understand exactly what users are telling us, we created a fake women account in Meetic app and waited for the first message. 1, 2, 3, ..., 100s of messages arrived in our app. Just spams.
Our first question was : how does it work for competitors?
Adopte un mec, Appetence, Bumble, Coffee Meets Bagel, Deserve Her, Double, Happn, HINGE, Ice Breaker, Inner Circle, LULU, Meetic, Ok Cupid, Sapio, Swish, The League, Tinder, Zoosk, Wyldfire...
Objectives
Seduce the involved, those who take responsibility. Give them the keys to research and respond to the desire for mastery.
Lead the encounter
They decide who they want to talk to.
Be autonomous
They choose who they want to meet with.
Tools
They want to know how to meet the right one.
Co-design
Vision workshop with 40 people
We organized a huge workshop in a penthouse in Paris. 10 people from Marcel and about 30 people from Meetic worked together during two days to imagine the purpose and draw the vision of the brand.
We are fighting against the fatigue of meaningless connections
An enemy that transcends online dating because meaningless connections online are affecting people’s attitude in real life, and in the long-term are creating embittered singles.
We are fighting to provide our singles with a meaningful journey towards finding their right partner
We need to fight for them and make sure they have the most enriching and qualitative single time, in order to enrich their unique destination.
We are fighting with the best search experience to empower the most commited singles
We need to be distinctive in our category and be more specific about our weapons.
Result
Make every story...
Every story you will experience through Meetic will be enriching, regardless of how long they last.
of your dating journey...
Focus on the entire singlehood journey to re-enchant it and make sure it’s an exciting time, not a pain
worth it.
Make sure that our singles reach a destination that was worth their time and money
Sprint design
We used the design sprint methodology to re-design core features of the service : interact and search.
Focus on the chat
Inspiration
We analyzed competitors (dating and social networks) to understand the experiencial debt Meetic was having.
9 angles came out in order to improve the messaging part and bring women back.
- Ice-breaker: nudge, gamification, pre-filling);
Hierarchy: use user criterias to prioritise messages);
- Filtering: use user criteria to filter messages);
- Classification: use user criteria to classify messages);
- Control: give more control over the quantity and quality of the messages received/sent);
- Personalize: tailor the chat experience to the user/caller context;
- Guide: give contextual advices for the first (or not) conversation;
- Humanize: accompany the experience according to what we know.
Ideation
We used the Crazy 8s method to quickly come up with a bunch of different ideas during the design phase. Crazy 8s helped us move quickly, break out of creative blocks, and explore lots of possibilities in a short amount of time.
Wireframes
We used wireframing to plan and visualize how our product or feature would look and work before actually building it. Wireframing helped us test ideas fast, improve usability, and align the whole team on the user experience before we built anything.
User tests
We used user testing to make sure our design actually worked well for real users before implementing them. We gave users tasks to complete using our prototype or product, and watched how they interacted with it.
Based on what we learned, we made changes to improve the overall experience and fix any problems.
My role during this project
This project took place during my final internship at Marcel (Publicis). I joined the agency's experience design team, Marcel XD, where the methodology had already been agreed upon with Meetic.
As a Junior UX Designer, my responsibilities were limited, and I worked closely alongside my manager throughout the project. I contributed to the market research, ecosystem audits, and helped organize both the vision workshop and the design sprint. I also took part in benchmarking, information analysis, and assisted in facilitating sessions with our clients.
Additionally, I participated in several user testing sessions and helped with the refinement of our design proposal.
Thank you for reading!
Let's work together
Everything will begin around a coffee or a nice call to understand your expectations or the problems we can help solving
