Case Study Project
Bumle Explore
Multi Platform Dating Service Design
About Project
This project aims to retireve pain point and key problems from Bumble’s Design Brief, and effectively address the problems they are facing through designing a new multi-platform service, bringing more users, subscribers and profit for Bumble.
What is Bumble?
Quote from Bumble Website
“Bumble is designed to help you feel empowered while you make those connections, whether you’re dating, looking for friends, or growing your professional network.”
Quote from Bumble Website
“On Bumble, women set the tone by making the first move or by setting an Opening Move for matches to reply to. Shifting old-fashioned power dynamics and encouraging equality from the start.”
Bumble is a revolutionary app that reforms how people consider “Dating”, encouraging new forms of dating
Bumble Date
For people looking for romantic partners
Bumble BFF
For people looking for best friends
Bumble Bizz
For people looking for network and business
Bumble’s 3 modes of dating brings a lot of new energy and possibilty to using the dating app, and not limited to just finding romantic companies.
Bumble Design Brief
“Bumble believes that more people would convert if they knew of a match with somebody who is less than .5 kilometers away and were altered to it by more timely notifications.”
“The Bumble Customer Acquisition Team aims to increase the conversion rate of current non-paying users, 90% of which are under 35 years of age.”
Identifying Problem
Bumble is still facing the difficulty of converting non-paying users into subsribers. They believe that if users know who’s near them, they’ll be more likely to turn on locations, but there’re still some problems currently.
Users aren’t paying for services
10-15%
of users are currently paying for subscriptions
Users aren’t turning on location
30%
of users actually turned on location
65%
of users has positive feelings on turning on location
Users worry about privacy
There aren’t many services and interactions available for users turning on the location, so they are worried about problems of sharing locations
Many users are willing to turn on location, but because there’s a lack of useful service with location, users worry about potential problems of sharing locations, for example leaking private information.
Problem Reframing
Can we find something from Bumble’s goal and their problems?
+
=
More Subscribers?
Bumble
“We want users to turn on location services, and attract more people to subscribe. Also we need more profit from subscription.”
Users
“I want to know that the location service is reliable, safe, and useful. If there’s nothing fun in the subscription, I don’t want to waste my money.”
Solution
Date Experience
/
Multi Platform
/
Community
/
Date Experience / Multi Platform / Community /
Bumble’s goal is to attract more users, and convert them into subscribers. In order to attract users to subscribe, we need to make a fun and really useful service using the location service.
Explore places for first date
For users looking for dates, friends and network, Bumble Explore offers unique places for first meetings catered to their purposes.
Make your first moves
During chat with your date, you can use the service to find appropriate places for first dates. Based on your profiles on the app, the system recommends best places that fits both of you. Share the place to your date and set up a date plan!
Plan your perfect date
Bumble Explore is not only a service to find a dating/meeting destination, it’s also a service that helps you plan your date. You can set notifications for tips before, during and after the date, and make your first date/meet smoother and open up opportunities for next steps.
Community Share
In Bumble Explore, users can refine location recommendations by adding their own experiences and comments, which could help the system learn more about how users think about different places so it can make recommendations more precise.
