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Minding the busy schedule that underlines the routine of modern life, our visionary client came to us with an idea of an innovative date app development. Something that would help the real people in real ways and is focused on human interaction. For this we employed a double diamond approach that would help us plan the process, analyze user needs and create a high fidelity prototype.

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app brief

The brief

About the app

The core idea of the app is to pick out the best features like instant messaging, swiping, profile information, photo sharing from some of the most renowned dating platforms like Tinder, Bumble, etc., and throw them into a single package. The new and improved additions would be the easy check-in locations, setting up of statuses, improvised preference filters, and more. The social delivery app will be developed for both the platforms of iOS and Android to ensure a full market coverage and better social engagement.

Business Objectives

The client wants the application to be location based where people can make real-time connections and instantly view information about their preferred partners.

The client wanted to focus on a greater coverage area so that people of all sorts and professions could enjoy something worth their attention and time.

The research


The main areas of investigation included finding out how people feel about online dating, their frustrations and potential improvements on those ones apps in the market already.

The dating app market is saturated, so what would make users switch from their current app to a new one? What feature would engage a new set of users?


The group conducted 19 in person interviews and 39 online surveys submitted focusing on the main target market: young professionals.

Examples of questions for the interview:

What do you think about online dating?
When was the last time you went on a date?
What are the feature(s) on a dating app you use that you dislike most? Why?


Profile of the interviewees

Main age was in between 25- to 31 followed by 32–36. 70% of the interviews have a stablished professions, most of them were consultants or managers.

is easy and convenient and that's the reason I use it.

app model

Main discoveries

Both males and females scored high on importance of the attraction, profession and similar interests when choosing a partner.

This specific audience doesn’t like lack of personal information. They want to have a deeper understanding on what people actually like, motivations, and hobbies. They believe the description on the profile is really important as well.

The “gamification” of Tinder doesn't attract them. They don’t want to spend their time swiping left or right on a huge amount of people.

The result shows that people prefer tags rather than icons when displaying interests and hobbies.

As busy professionals they think that location is an important factor as they don’t need to spend their time commuting.

People also like to have filters about ethnicity, relationship status and height.

“People are the same the world over, and all the usability guidelines remain the same. After all, usability guidelines are derived from the principles of human computer interaction (HCI), which are founded on the characteristics of computers and the human brain and the many ways the two differ.”

Domain Research

The market

There are many apps that allow users to connect with other people. Some of them are focus on “gamification” and prioritise quantity over quality such as Tinder. Other apps and websites are focused on finding the “perfect match” and attracting people inclined to have a serious relationship eg. E-Harmony.

There are also apps that connect people for networking (Shapr)or specific apps for casual relationship such as Happn, that shows you where you and other users have crossed paths

app market

Narrowing down

The domain research focused on the apps with similar features as app and also the most popular ones in the research. app is the only app that coordinates the 3 main features including advanced filters, girls messaging first and check in an specific location.

Most apps allow users to see the distance between their connections but app allows users to see exactly where their connections are, whether it’s a coffee shop, a museum or a gym.


At this stage we organised the features we believed would be more valuable for users, mainly focusing on early adopters for the first launch of the app. The features considered were validated on the research process.

Must have: Check in, Map, Profile, Connections List (incl. msgs), Match Pop Up, Settings, Profile, Preferences, Onboarding.

User Persona

Discover — How do users date online ? (LOREM)

First, I created a provisional persona for a typical user based on online research and the base of users within my friends and family. This persona was created with assumptions and not fully research-based, but it was something that I came back to throughout my project to guide my design decisions and priorities. (If this was a bigger project I would want to validate with more user interviews.)


The professional

I want to spend my time with interesting

  • Age: 28
  • Work: Consultant Executive
  • Family: Single
  • Location: London
  • Internet: Hard user






Find a partner according to her standards.


She feels she spend a lot of time with unsuccessful and awkward dates and she doesn't have time for it.

Matt socialises a lot with his friends and never miss a happy hour after work. He also doesn’t want to spend a lot of time setting up dates, for him convenience is extremely important.


The busy guy

I want to find an interesting woman that maybe I could be in a relationship with

  • Age: 34
  • Work: Finance Manager
  • Family: Single
  • Location: London
  • Internet: Hard user






He aims to find someone for a relationship without compromising his time with friends and hobbies.


He doesn't have much time to look for a partner.


It was created to bring a better understanding on our target market, using the persona as the protagonist and developing the situation involving her problem and the solution for it.

It’s 4pm and Catherine doesn’t have any more meetings for today, she decides to go to a coffee place 5 minutes walk from her office. She wonders if someone around her could be free for a coffee, so she decided to enter this new app which she can connect with people around her for dates or networking.

She downloads Piin and checks herself in the location. After the check-in she was able to see her potential matches. She clicks “like” in one specific profile, Jack, who is 30 meters away from her in another coffee place. She sends him the first message and they start a conversation. They decide to meet each other and arrange the location for the date 5 minutes after.

User flow + Experience Maps

The userflow below refers to a female user that already downloaded the app (there is no onboarding process).

user flow

The Flow

The steps involve the user checking into a location, browsing users, clicking “like” in a profile, receiving a match notification, sending a message and a virtual gift to the matched profile, receiving a reply from that message, chatting through the message system inside the app, meeting the match in person, going back to the map screen and unpinning her location.

user map

Experience Maps

Once we had collated our research, we created a user journey map to help us visualise the entire end-to-end experience and understand pain points in the users current journey. We started the journey from the downloading stage right through to chatting with a match. It gave me an idea of where improvements could be made specially on the on boarding process.

Low-fid Testing

The task was to use the app considering you already passed the onboarding process.

pain point 1

Pain Point

As soon as the users click on “check in” (central icon at the bottom nav bar), they weren’t able to find the profiles of the potential matches that were in the “Discovery” screen (first left icon at the bottom nav bar)


Instead of 2 screens, we used the same screen for the check-in and matches (there is no need for 5 icons).

pain point 2

Pain Point

Some users were confused by the 2 screens as they were too similar. The first one they could browse profiles and the second is the profile page.


Instead of 2 screens with similar design, we decided to use the same screen for the check-in showing the map with the potential matches at the bottom and other one as the main profile screen.

Mid-fid Testing

In order to improve the experience of users, the group conducted contextual enquiries explaining the scenario for the test in a semi-structure interview.


We interviewed 9 people in-person using the Guerilla Usability Test approaching busy executives at We Work Aldwych House, Central London. Platform for prototype : Adobe XD

Scenario for the test

You are Lucy, she is single. Lucy is at We Work. It’s 4pm and she doesn’t have any more meetings for today, she is having a coffee. She wonders if someone around her could be free for a coffee, so she decided to enter this new app which she can connect with people around her for dates or networking.


1 - Start using the app, browse and send a message to someone
2 - Change the age of people you want to connect (Preferences)
3 - Change your profile information

mid fid testing


check-in, matching with a profile and sending a message

wireflow 1


check-in, matching with a profile and sending a message

wireflow 2

Color palette

The color are picked carefully to match the flat aesthetic of the app design

color palette


Heavy: a b c d e f g h I j k l m n o p q r s t u v w x y z a b c d e f g h I j k l m n o p q r s t u v w x y z

Regular: a b c d e f g h I j k l m n o p q r s t u v w x y z a b c d e f g h I j k l m n o p q r s t u v w x y z


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Continuing with the UI, Kept the category page pretty similar to standard eCommerce layout as not to confuse the user. Keeping a filter for Home try on if the user is focussed is pretty sure to try before buy whatever the item is.
dating app

A solution to keep both — the normal and Test fit products in a single card as discussed in the pain points, hence the toggle button will help me identify the product and its further lifecycle.

In case there is no product for a test fit, the user will simply proceed with the regular checkout

Selecting the timing is very critical since the task mentioned me the delivery to be in hours — I am not using the date selection here, assuming it is for the same day.

Terms & Conditions are very critical here:

Based on Assumptions, the following things are to keep in mind



To facilitate maintenance and boost productivity, we used React.js to build a robust mobile application for this project.

For CDN we integrated the all famous Amazon Cloudfront that could help with a faster distribution of content to the end users with low latency so that the users can search for information without any lag.

We also used Amazon ALB to balance the load along the website in case of heavy traffic as the client wanted to cover a wider user base and area.

Adsnurl alumni has more than 27% chance of securing an investment upfront.

That's a 5.39% increase in likeliness as compared to the other startups.

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Development Process

Ads N Url is famous for its 5-step development process that not only ensures that the end-product stays true to the client’s expectations but touches the extra mile that brings out the best possible results.

Our 5-Step Development Process Involves:

  • Intensive planning of the approach and work plan.
  • Integration of clients insights and needs into the MVP model.
  • Setting deadlines for all the different aspects of the feature base.
  • Quality checks and real-time run error fixing.
  • Delivery of the final-product along with timed post-delivery maintenance schedules.

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