FACEBOOK DATING
Redesigned the onboarding flow for Facebook Dating to create a more engaging, personalized, and welcoming first impression for new users. Despite Facebook's massive user base of 366 million people in the US and Canada, the dating feature's onboarding experience felt outdated and underwhelming compared to competitors like Hinge and Bumble
PRODUCT DESIGN
UX RESEARCHER & DESIGNER
CONTRIBUTERS:
FABIAN BARRERA
WARDA BAAZI OMAR
CINTHIA NERY
STEFANO CANDELRESI
SOLEIL ALEXIS
Dec 15, 2023
THE CHALLENGE
Facebook Dating's initial user experience failed to meet modern dating app standards. The onboarding process lacked excitement, prevented users from fully customizing their profiles during setup, and required them to navigate through settings later to add essential features like prompts, additional photos, and personal preferences. In a world where first impressions matter, how could we enhance the dating experience on one of the world's largest social platforms?
RESEARCH & METHODS
Competitive analysis of Hinge and Bumble, examining features like "Most Compatible," "Stand Outs," profile prompts, and verification methods
User surveys with 40 respondents to understand pain points and needs
Developed two detailed user personas representing different user priorities:
Mimi (22, Fashion Student): Seeking excitement and personalization from the start
Samuel (28, Marketing Manager): Looking for meaningful connections and preference specification
KEY FINDINGS
Users felt the onboarding was unwelcoming and lacked the ability to:
Customize profiles with photos, prompts, and hobbies during initial setup
Specify relationship preferences and dating goals upfront
Create a complete, curated profile before launching into the dating experience
SOLUTION
Redesigned the onboarding flow to include:
Enhanced profile customization during initial setup (relationship options, habits, height, education, kids preferences)
Multiple photo upload opportunities integrated into onboarding
Clearer privacy settings and location permissions
More welcoming progression that allows users to specify what they're looking for before matching
DELIVERABLES
Comparative user flow mapping (past vs. current)
Two detailed user personas with journey flows
Complete wireframe set showing redesigned onboarding screens
High-fidelity mockups of new onboarding experience
