Diamond Tier
Role
My role includes: concept definition, design strategy, research, UX/UI design, prototyping, branding, and developer handoff.
Duration
3 months
Overview
Diamond is Match’s latest addition to its subscription tiers. This premium tier introduces distinctive features like Anti-Ghosting, Advanced Filters, and Priority Likes, catering to users looking to elevate their matchmaking experience. With a focus on efficiency, these innovative tools aim to streamline the journey towards finding that special someone.
Team
Product Manager: Lucas Anjos, Suresh Yalamanchili
Product Designer: Samantha Yeung
Researcher: Katie Wu
Tools
Figma, Illsutrator, Photoshop
Scope
Prototyping, Strategy, UI/UX, research, branding
The Problem
Despite having all the features (highest subscription tier, Boosts, SuperLikes, etc.), users are still feeling frustrated on the app.
The Hypothesis
By understanding these core user frustrations, we can offer them a first class experience. By introducing a new subscription tier, this will offer users a new set of features that will lead them to success.
Goals/Success Metrics
Improve Like to Match Rate
Increase Date Leads (the consequence of more and better matches)
Revenue Per Payer
Discover + Define
To get better alignment between the shareholders, I conducted a meeting and plotted all our ideas on a 2x2 Impact vs Effort Matrix.
From our users:
“I’m honestly not finding the best people because I think that I’m using the free option which limits my filter capabilities.”
— Jerai, 41 F, New York, NY
We further delved into our user feedback by conducting diary studies and reading App Store reviews. Through this analysis, we were able to identify areas of opportunity.
“I haven’t found anyone yet. I don’t know if that’s because I am looking for a spark that doesn’t exist while swiping or because I am the undesirable one. Maybe my divorced 3 kids scares people away.”
— Jodi, 39 F, New York, NY
“I haven’t connected with a lot of people, and haven’t received responses from the few I have talked to”
— Kyle, 32 M, Newark, NJ
After this process, we aligned on adding these 5 new features onto the Diamond Tier.
Develop
Feature Testing
As we were developing the new subscription tier, one of the biggest concerns and questions we had was the impact that the Anti-Ghosting feature will have on our users. As a result, I put together a research initiative with the research team to test this.
Methodology
Unmoderated usertesting
12 Participants
Ages 30-55
Current Match users
Mix of male and female
Overall takeaway:
Initial reactions were positive. Users liked the idea of anti-ghosting when it felt like a reminder to respond than feature.
Feature perception shifted when users felt they had to respond.
Users had concerns about being "forced" into taking any kind of action on the app.
Unmatching wasn't immediately intuitive.
Our Learnings
Based on our research, we discovered the need for a Snooze feature, allowing users have some time before they return to the conversation to respond. This ensures that the user has the time to respond more properly with more thougtfullness.
We also recognized the importance of a simpler unmatching process. Making it easier for users to unmatch will enhance our platform and provide clear closure for those waiting on responses.
