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!