Reimagining dating app culture

How Generate partnered with Couplet to redefine dating app culture to (1) foster authentic connection while (2) bolstering local economies


We launched an unconventional dating app that matches couples based on what experiences they would want to share with each other, not just physical attraction.

Role

UX/UI designer

UX researcher

Graphic designer

Services

UX/UI design

UX research

Visual design

Brand identity design

Team

5 designers

9 developers

1 project lead

Timeline

15 weeks

Couplet came to Generate with a desire to launch a dating app that matches couples based on what experiences they would want to share with each other, not just physical attraction.

Challenge

How do we move away from traditional appearance-based “swipe” culture, and engage younger audiences in the arts?

Couplet recognized that the social nonprofit sector is grappling with shifting audience dynamics, leaving organizations struggling to maintain relevance and attract younger demographics, especially in the post-pandemic landscape. On another note, with around half of Americans under 30 on dating apps (Pew Research Center 2023), there is an emerging prescriptive nature and monotony of contemporary online dating.

Our approach

(1)

Research

Competitive analysis

Secondary research

User stories

Personas

(2)

Design

Rapid iteration

Sketching/lo-fi prototypes

User feedback

Branding

Interactive prototypes

(3)

Evaluate

Usability testing

Presentation showcase

Result

A way to swipe on people, not faces

The result is a mobile app designed from the ground up to deliver an engaging, never boring experience. It starts with a captivating brand identity that emphasizes playfulness and creativity, culminating in fostering genuine human connections.


We were originally tasked to deliver a mobile app and create a brand identity. However, we went above and beyond and created advertisements, graphics, and merchandise.

Mobile App

Our primary deliverable, refined through research, insights, and many design iterations before being handed off the the dev team for implementation.

An intuitive onboarding experience: tutorial and setting up preferences

Discover events (and people) that suit your interests

Send likes and view your matches

Reflection

Thinking beyond the screen

Designing with real-world contexts in mind—like how and where users interact with the app—ensures the solution fits seamlessly into their daily routines.

Empty states are opportunities

Designing engaging and instructive empty states can turn a potentially confusing moment into an opportunity for education and encouragement.

Design systems save (so much) time

Investing upfront in reusable components and styles ensures efficiency and consistency across all screens and iterations, and even spill over into branding, too.

This is the Couplet team at Generate Showcase, April 2024. Much love to everyone, pictured or not!