Enhance Female-Centric User Experience
Problem - Our dating site has struggled with a significant gender imbalance, leading to a shortage of female users. Many women have reported feeling unsafe and dissatisfied, resulting in low retention. To maintain and grow our male user base, which relies on a balanced and active community, we must address these concerns and create a safer, more welcoming environment for female users. This will enhance overall user experience and ensure continued revenue from our male subscribers.
Role - Product Vision, Design Director. Teams Involved - Product, Marketing, Engineer, and Design
Solution - To address the gender imbalance and enhance the safety and satisfaction of our female users, we developed a comprehensive project plan with our design lead and product owner. This includes several key initiatives: revamping the cover page, creating a Female-friendly onboarding experience, Snippets - video content feature, and The Moment feature.
These initiatives aim to create a safer, more engaging environment for female users, attracting and retaining more women on our platform, thereby balancing the gender ratio and improving the overall user experience.
The Key Features
Fun Female-friendly Onboarding Experience
To create a more inclusive and engaging onboarding experience for female users, I developed a product strategy focused on making the process enjoyable. We aimed to ensure that female users feel comfortable and motivated to complete their onboarding tasks. To achieve this, we conducted focus group interviews with a diverse group of female users to gather their feedback and insights, which played a crucial role in shaping our onboarding process.
Introducing SNIPPET - Your New Way to Upload the Contents
We know our amazing female content creators have so much great content that deserves more attention. That's why we've created SNIPPET, a fun and easy feature that lets you trim your existing videos or upload new ones to create eye-catching, TikTok-style short videos. These snippets will be showcased on the SNIPPET wall, giving you daily suggestions and helping your content get noticed by more users.
Plus, we've added an incentive system to reward our content creators for their creativity and engagement.
Share your Moment - Your New Way to Upload the Contents
The third key feature we tailored for females is designed to enhance user engagement and creativity. This feature allows our female users to update their status, share their feelings, or post anything happening in the moment, whether it's a video, a text snippet, or a graphic. To add a unique touch, our team has created exclusive site-only GIFs and emojis, making the Moments more lively and creative. Each Moment is available to site users for 24 hours, ensuring content remains fresh and engaging.
Impact - These key features have had a significant impact on our dating sites, leading to a remarkable increase in female user engagement. By tailoring our offerings to enhance creativity and real-time sharing, we've seen female usage double. Additionally, these features have driven a substantial boost in our key performance indicators with a 50% increase per quarter. This growth underscores the effectiveness of our user-centric approach and highlights our commitment to creating a more dynamic and engaging community for all our users.