Intent
Designing a Bumble feature to boost conversions and BFF usage
The aim of the project is to design a new feature for Bumble that boosts the conversion rate of non-paying users and encourages the use of BFF mode by incorporating data analytics and a different design system.
About the Users
85% of Bumble's users are aged between 18 and 29
Born between 1989 and 2009 (Millennials + Generation Z)
Interests: Travel, Fitness & Working Out, Music & Concerts, Food & Cooking, Movies & TV Shows, Outdoor Activities
Identified Problems
1. There are many music lovers within this user group, but using music apps and earphones / headphones can sometimes hinder communication and connection with others.
2. Most people use Bumble for dating, while only a few use it to find friends (only 15% of users use Bumble BFF).
3. The frequency of using Bumble significantly decreases after users run out of matches.
4. Two previous features—Proximity Alert and Map Integration for Nearby Events—were both considered unsuccessful and were later removed.
Analysis of Previous Features
Proximity Alert and Map Integration for Nearby Events were both considered unsuccessful
Proximity Alert
A UI element that notifies users when a potential match is within a certain distance, encouraging more immediate interactions.
Map Integration for Nearby Events
A feature that integrates maps to show local events or hangouts where users can meet, enhancing the social aspect of the app.
- "Data was collected during the 6 months both features were live."
- "Overall, both features were considered unsuccessful and were removed from in prod by Oct 31, 2023."
- "Data showed that the adoption rates generally declined, but at different rates."
- "Follow up is needed to determine difference in rates between adoption and retention rates."
- "Although both features were removed, map integration overall showed better performance."
Potentials
- 85% of Bumble's users are aged between 18 and 29.
- Bumble users spend an average of 24 minutes per day on the app.
- 57% of Bumble users are women.
- Bumble has 50 million active users as of the last quarter of 2022.
- 73% of Spotify's monthly users are between the ages of 18 and 34.
- Spotify users in North America spend an average of 140 minutes per day using the app.
- Women make up 56% of Spotify's usage.
- Spotify has over 600 million monthly active users.
Solutions
1. Adjust the two previously unsuccessful features and incorporate music to enrich the user experience.
To address the problem of Proximity Alert and Map Integration for Nearby Events were both previously unsuccessful, I adjusted the two features, retaining the relative distance function and incorporate music to enrich the user experience.
2. Motivate people to connect with others while not forcing them to take off their earphones/headphones.
3. Turn a passing encounter into a meaningful connection through helping them find people nearby with similar music tastes.
To address the issue of music apps and earphones/headphones sometimes hindering communication and connection with others, I designed a feature that fosters connection based on the music users are listening to, without requiring them to take off their earphones or headphones. It turns a passing encounter into a meaningful connection through helping users find people nearby with similar music tastes.
4. Inspire users to use Bumble BFF mode more often to find friends.
To address the issue of the low percentage of users engaging with BFF mode, I added a new feature exclusive to Bumble BFF to encourage more people to use it.
5. Encourage music app users to use Bumble, directing them from other apps to Bumble.
To address the decline in Bumble usage after users run out of matches, and considering that music apps like Spotify have a large user base, with users spending an average of 140 minutes per day on the app, I hope this feature can encourage music app users to transition to Bumble. Users can continue using Bumble and the new feature as long as they keep listening to music.
Feature Concept
Tune Match
Recommend a nearby Bumble user who is listening to the same song, album, artist, or genre as you at the moment.
User Flow
Design System + Components
One requirement of this project is to incorporate the Carbon Design System into the design. I adjusted the color palette, changing the original blue to orange to create a less formal appearance. While making this change, I kept the original component shapes, styles, typography, and combinations intact.
Final Design
iOS
Music Sync + Match Preferences + Turn On/Off Tune Match
Music Sync
Connect your music app account to Bumble.
Match Preferences
Customize how you’d like to be matched with others.
- Distance: 0-5 miles away
- Match By: Same Song, Same Album, Same Artist, Same Genre
- Relative Time: now-24 hours ago
Notification
Using Bumble
Receive a sound notification and see the recommended user.
Not Using Bumble
Receive both text and sound notifications.
A Tune Match!
A Tune Match!
When a tune match occurs, see your match’s profile, their distance from you, the music they’re listening to, and the time they’re listening to it.
Send a Message
Chat with your match right away.
Save Profile for Later
Save your match’s profile to Tune Match History and check it later.
Tune Spark + Tune Jam Suggestion
Tune Spark
Provide a conversation starter to help users begin a conversation, with the option to regenerate it if needed.
Tune Jam Suggestion
If the conversation goes well, suggest trying the Tune Jam feature.
Tune Jam (Paid Feature)
Tune Jam + Switch Playlist
Share music with your match in real-time and listen together. Switch to the other person’s playlist if needed.
Tune Jam Retention
Keep the progress of Tune Jam while exiting the interface and continue chatting.
Tune Match History + Top Match of the Month (Paid Feature)
Sort Profiles By
Sort matched profiles by most matches, most recent, and nearest.
Top Match of the Month
See who you’ve matched with the most over the past month.
Profile + Tune Match Details (Paid Feature)
Tune Match Details
See the details of your Tune Match, including the number of matches, shared music, match times/dates, and relative distance.
Paid Features
Tune Jam
Share music with your match in real-time and listen together.
Top Match of the Month
See who you’ve matched with the most this month.
Tune Match Details
See the details of your Tune Matches, including shared music, match times, and relative distance.
watchOS
Notification
Music Sync + Match Preferences + Turn On/Off Tune Match
A Tune Match! + Send a Message
Tune Jam
macOS
Turn On/Off Tune Match
Match Preferences
A Tune Match!
Send a Message
Tune Jam
Tune Match History
