"Zexy Enmusubi" operates two services: a marriage dating app and a marriage agency service. And the app is designed for those seeking serious relationships and genuine connections.
Redesign Concept
Background
Our strategy involves pivoting towards the sector focused on fostering serious relationships by integrating two services. This necessitated rebranding and the development of innovative feature concepts to achieve differentiation.
We recognized significant disparities in both the visual design and user experience of our product. Consequently, our foremost focus has been on amplifying the user experience to not only increase our conversion rate but also fulfill the user's ultimate goal - finding the perfect match.
My Role
As a Design Director, my responsibilities included:
Brand Development:
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Workshop: Leading workshops to gather input and align the team's perspectives on the vision and mission during the early stages.
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Value Definition: Categorizing Functional and Emotional Values from Qualitative Researc
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Design Concept: Formulating design concepts and strategies.
Product Design:
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Research: Analyzing Current UI Challenges through Team Heuristic Evaluation
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IA: Exploring New Information Architecture for Facilitating Meaningful Connections
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UI: Translating Design Concepts into a Fresh UI
Through collaborative efforts with PMs and copywriter, I played a pivotal role in shaping the direction of projects and ensuring their successful execution.
Outcome - New UX/UI
I crafted design concepts that outlined our intended direction.
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Contents of Match Profiles: Evolving from Objective Criteria(ex: salary) to Emphasis on Personality Traits(ex: videos, lifestyles and values)
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UX for Match Profile Exploration: Progressing from List-Comparison Format to Individual-Centric Approach
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Better Visual design
This article provides a detailed breakdown of the process in Japanese.
Some Enhancement Projects
① Recommend potential matches UX After Onboarding flow
Goal:
Enhanced user engagement after onboarding through a more focused and intuitive way.
Point:
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Hifi-Prototype Swipe UI (you can try in here)
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Onboarding Animation in Lottie
Results:
Enhanced User Engagement: Achieved an 8% Increase in Likes, 4% Boost in Matches, and 1% Rise in Premium Memberships.
②Marriage Agency's Appointment flow in dating app
Goal:
We aim to bolster customer acquisition for the Marriage Agency to enhance overall Lifetime Value (LTV) from a business perspective.
Point:
- Deepening Insights into Operational Logic and Real-world Dynamics of the Marriage Agency.
Results:
Achieved a 10% Increase in Reservation Rate.
