Improving profiles on Bumble

Bumble is one of the biggest dating apps in the world, helping millions of singles find connections. It changed the dynamics of dating by having women make the first move.

The Challenge

Bumble faced declining engagement as users struggled to find meaningful connections. We identified two issues:

Users are often making quick "no" decisions based on appearance alone.
An increasing perception that Bumble doesn't have the best quality profiles.

My role

Senior Product Designer for the core profile/swiping experience

The sole Product Designer within a multi-disciplinary product team. I owned the design vision and execution while co-owning the product roadmap and strategy. I led an end-to-end process on the product team, from ideation to delivery.

One of the lead Designers within the Design team on Bumble's identity refresh.

Phase 1

Increasing the perception of quality 💛 by modernising the look and feel of the app with an identity refresh.

Phase 2

Use AI ✨ to select relevant written information to show at the top of profiles.

Hypothesis

85% of no votes are made quickly 'above the fold'.

By adding more information 'above the fold', selected based on an AI similarity score, we can increase perceived relevance and help users understand compatibility faster, thus increasing yes vote rate and matches.

Impact

Women are spending more time on profiles and voting yes more often.
Reduced no votes without scrolling
Increased % of users with a match.

Phase 3

Improving the quality of profile information to better capture who people really are.

Hypothesis

If we provide better options and a clear section to show their dating intentions, it will make it easier to find someone right for you.

If we separate high value badges that show people's values and beliefs from their hobbies/interests, members will be able to show more of their personality.

Impact

Increased % of users with high quality profiles.
Increase from around 60 to 80% adoption of dating intentions.

A new 'Looking for' section

A new 'Causes and Community' section

Bumble: For you