Timeframe & Team:
⎯
Aug 2021 - Jan 2022
Team of 3
My Roles:
⎯
- Researcher
- Designer
- Tester
- Project Lead
Skills Employed:
⎯
- Design Thinking
- Heuristic Evaluation
- Interviews Design
- Survey Design
- Personas
- User Journey Maps
- Flowcharting
- Wireframing
- Prototyping
- Usability Testing
- Stakeholder Interviews
- Competitive Analysis
- Product Thinking
Softwares:
⎯
- Figma
- Miro
- Photoshop
- Qualtrics
Grindr is a location-based social networking app for the queer community. With the goal of connecting members within the queer community, it has grown into the most prominent product in this category with millions of active daily users since its launch in 2009.
And during the semester of Fall 2021, Grindr came to our team as our course client with the business goal of discovering new opportunities in improving its overall experience for users of age 18-34, which makes up almost half of Grindr's user base.
We started the project with efforts of problem-finding. Since Grindr was not able to provide any interviewees or user data, we had to construct our understanding of the audience on our own. We recruited Grindr users using social media, Grindr itself, and in-person connections around us. And using a combination of interviews and surveys, we were able to collect a wide range of raw user inputs relating to their interactions with Grindr.
After our analysis, we extracted the points expressed by Grindr users both directly and implicitly in our raw data and categorized them into four rough categories.
And we were able to synthesize three types of persona for Grindr from our those raw data.
We found that the different personas can be mapped onto two continuous behavioral variables.
Those variations define their varying goals and traits. But they all feel negatively towards the same points during their journey in Grindr. And that by catering to the the two extrema personas, we can satisfy all three personas' needs.
To define the challenges that we want to work on, we first eliminated issues that are out of scope (e.g. paywall and too many ads) and external factors we cannot control (e.g. stagnating pool of users due to population size).
Then, we leveraged our insights from the personas and put them into context with two User Journey Maps to discover pivotal issues and corresponding design opportunities.
Lastly, we looked through the lens of Grindr's mission to "Connect queer people with one another and the world", vision of "A world where all queer people belong; empowered to connect, love, live joyfully, and build authentic community" and it values for "Working together, inclined to action, making moves right now for a better future. Exploring ourselves, our identities, our communities, and the world."
As a result, we have identified the issues that are the most impactful within the constraints of this project
To start addressing the defined challenges, we have set design goals on a high level drawing from all of our previous research to envision a better experience for our users, and we develope metrics to measure if we have met those goals.
Then, we mapped out and examined in detail Grindr's current work flows related to the points where we saw initial design opportunities from our the user journey maps. This allowed us to gain a comprehensive understanding of Grindr while allowing us to establish more granular design approaches to materlize our design goals.
We used the same typography, components and colors that Grindr currently employed to inform our design.
After we delivered to the Grindr team, we collaborated with them to launch some of the features.
Some features, like Private Album and Tags are implemented as we evaluated the impact would be the greatest. But other changes, as the client informed us, would take years of deveopment effort to come to fruition. We were therefored tasked with recommending what should be done first.
During our research phase, we were not able to recruit a diverse audience. Our interview participants did not include any non cis male, and their ages were heavily skewed towards the 20-32 group. We thereby were only able to rely on survey and literature review to extract insight on neglected populations. The sample size of our research was also not as large as we hoped it would be. We would defintely improve on our user research if we had more resources.
We are keenly aware that our redesign is a large overhaul of the current experience. Thereby it would need thorough testing to obatin data and iterate our design on both the high-level and the details before it can be formally moved into the next phase of devlopement.