Couplet
Fostering connections through shared interests and experiences
TEAM
5 designers, 9 developers, 1 PM
ROLE
Visual designer, UI/UX designer, UX researcher
TIMELINE
Jan - May 2024 (15 weeks)
TOOLS
OVERVIEW
We designed and branded a mobile app that matches users based on events they'd attend together, turning dating into an act of exploration and community-building.
problem breakdown
Dating apps focus on swipes and looks, leaving users craving real, experience-based connections. Local nonprofits and cultural events struggle to reach younger audiences, hurting attendance, community vibrancy, and threatens the financial stability of local cultural ecosystems.
How might we create more meaningful connections by turning local events into shared social experiences?
aligning design with client vision
At the project onset, we held client workshops to give us clarity on expectations and brand goals. This early dialogue set a strong foundation, enabling us to design a platform that met user needs while reflecting the client's vision. This alignment:
Provided direct insight into desired platform feel and environment
Guided our design strategy to match brand vision from the start
Ensured decisions were both user-centric and client-aligned
Together with our client, we were able to scale down to five core brand values: authenticity, accessibility, connection, community, and inspiration.
understanding what today's daters want
Next, we analyzed dating apps and adjacent platforms, conducted interviews with young dating app users, and snooped through Reddit threads. This gave us an idea of the strengths and weaknesses of the existing landscape.
We've seen many internal requests for notes on project boards and similar features. We've seen many internal requests for notes on project boards and similar features.
Project boards and similar features.
Support Case Ticket
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13
While some dating apps can bring out the worst behaviours, these other online spaces can do the opposite, because people are sharing something they enjoy.
BBC News
The biggest reason [for dating app burnout] is the inability to find a good connection with someone else, with 40% of all respondents saying such.
Forbes
A Reddit User
•
r/OnlineDating
I just find that I have this feeling that it’s not going to lead anywhere from the start and I’m just waiting for it to end.. like I’m trying to convince myself I like someone more than I do.
61
A Reddit User
•
r/ask
Everyone I know who is using online dating is exhausted by it. Dropped communications, difficulty forming connections and ghosting are the norm. Ostensibly it should be an easy way to meet people. Why is the process so ineffective and exhausting?
970
A Reddit User
•
r/ask
Online dating is not meant to actually work. You're not supposed to meet people who are a good match. You're supposed to be single so you give them money.
42
The hardest part about dating these days isn’t meeting people… it’s finding someone you actually have something in common with beyond just being single.
It’s like we’re all talking, but no one’s really saying anything.
User Interview
Dating app fatigue… an opportunity arises!
proposed solution
Here's how we went about rewriting the rules of attraction.
Reframed the matchmaking mechanic - instead of matching based on looks, we matched users based on shared interests in experiences (open mic, food crawl, etc.)
Leaned into whimsical branding to contrast with other sleek, performative dating apps
Designed to encourage people to get off the app to bridge digital interest with in-person experiences
final deliverables
At Couplet, we're raising the bar for dates that are actually fun.
Our branding matches our values: bold, vibrant, and playful.
BRAND book (feel free to flip through!)
lgoo and brand identity
Logo
Colors
Primary Color
#F84949
Coral
Accent
#FBA4A4
Indigo
Accent
#6B5DBE
Lavender
Secondary Color
#37D4FA
mobile app
Winter Ice Skating
Frog Pond
$30
Yoga in the Park
Marina Park
FREE
Scavenger Hunt
Boston Commons
$10
Painting at Night
TONGWOOD Brookline
$55
Karaoke Night
The Alley Bar
FREE
Wine Fest
Time Out Market
$30
Couplet
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Arts & Culture >
SoWa Vintage Market
SoWa Boston
FREE
Candle Workshop
Lifebloom
$40
Painting Classes
The Paint Bar
Varies
Filmmaking
Photography
Rock Climbing
Dogs
Reading
Short-term
Agnostic
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No
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Match to unlock my Instagram!
@ginger_george
For our first date, let’s go to...
Winter Ice Skating
Frog Pond
$30
Cruise in Seaport
Seaport
$35
Boston Public Library
Boston
Free
I’m a major foodie
stickers
Mascot sticker
(Silly) mascot sticker
Logo sticker
merchandise
takeaways
Here are a few North Star design principles that I'll keep in my back pocket
Think beyond the screen. Designing with real-world contexts in mind makes a difference.
Devs need to hear you loud and clear throughout the entire design process.
many hugs and kisses to the couplet team <3
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