Student Project · UX/UI Design · Product Strategy
Reigniting Real Connections
Reel You was created during my General Assembly UX Design Bootcamp, where I had the freedom to define my own problem space. I chose to explore the world of dating apps — often criticized for burnout, superficiality, and declining trust.
Skills
UX research · User interviews · Interaction design · Usability testing · Visual design · Branding
My Role
UX/UI Designer (Solo Project)
Timeline
2 weeks
01
The Challenge
A dating platform reported a 5% drop in paying users, signaling app fatigue. The brief: Design an experience that rebuilds trust, re-engages users, and sparks a 10% lift in paying subscribers by Q2 2025.
Build trust and retention by delivering upfront value, while defining a USP that speaks to a critical yet overlooked group: young male users in Singapore.
Grounded in user research
Clear USP by addressing pain points of male users
Future-ready with premium features in mind
Put authenticity at the center to spark meaningful connections.
Enable dynamic, honest self-expression
Reward participation through positive feedback loops
02
The Solution
03
User Insights
Shallow profiles
Surface-level bios made conversations dull.
“Girls just say they love bubble tea and dogs — how do I even respond to that?”
Judged by the Surface
Men felt judged on jobs and titles, making dating feel performative.
“Dating in Singapore is harder because everyone has high expectations”
Invisible Unless You Pay
Lack of transparency in algorithms lowered trust and engagement.
“Apps make you visible at the start, then your likes drop unless you pay.”
Broken Trust
Overly curated photos led to disappointment.
“I met someone who looked totally different from her pictures.”
04
User Persona
“Dating in Singapore feels like applying for a job — endless applications, multiple rounds, and constant rejection.”
Goal: Build genuine connections
Needs: Prompts that spark real conversation
Frustrations: Generic bios, unclear intentions
Behavior: Often initiates but feels overlooked
05
Problem Statements
01.
One-sided effort
Alex can’t tell if someone is genuinely interested, making it unclear where to invest his time.
How might we design for clearer, mutual signals of interest?
02.
Shallow profiles
Generic bios and curated personas make it hard to see the real person.
How might we help users express personality beyond photos and clichés?
03.
Flat conversations
Small talk fizzles quickly, leaving users disengaged. |
How might we design features that spark dynamic, flowing conversations? |
04.
Broken trust
Misleading photos and opaque algorithms undermine confidence. |
How might we create transparency and authenticity in the dating journey? |
06
Competitor Analysis
Hinge.
Takeaway: Prompts work, but need to spark authentic self-expression
Pros
Popular with Gen Z
Natural-feeling prompts
Clean UI
Cons
Conversations still felt surface-level
Matches can feel transactional
Bumble.
Takeaway: Find ways for women to express themselves without always making the first move
Pros
Conversation starters
24-hr chat timer
Cons
Female-first approach didn’t solve frustrations for men
CMB.
Takeaway: Serious intent is good, but it must feel fresher, faster, and less transactional
Pros
Reputation for serious daters
Daily curated matches
Cons
Seen as outdated and slow-paced by Gen Z
07
The Inspiration
BeReal proved that people crave authenticity. Its candid, time-based sharing highlighted the appeal of unfiltered moments — but it wasn’t built for lasting conversations or deeper connection.
I re-framed BeReal’s mechanic of spontaneity for dating — transforming raw, fleeting reels into meaningful sparks that go beyond a daily post.
BeReal.
Takeaway: BeReal proved the appetite for in-the-moment sharing. But without tools for deeper interaction, authenticity stayed short-lived.
Pros
Viral among Gen Z
Promotes raw, unfiltered sharing
Strong cultural relevance around authenticity
Cons
Engagement drops once novelty fades
Not designed for sustained interactions
Lacks features for building deeper connections
08
Product Strategy
Inspired by BeReal's model, Reel You is the antidote to dating fatigue — a playful, authenticity-first app that transforms dating from performance into genuine connection.
Catch Real Moments
Spontaneous reels keep profiles raw and alive, not staged.
Balanced Effort
Both sides contribute daily before matching, reducing one-sided strain.
Playful Connection
Conversations feel like play, not performance — dynamic prompts spark genuine exchanges.
09
Testing & Iterations
Match alerts redirected users to the inbox, breaking the excitement of a new match.
“When I get a match, I want to chat right away. Going to the inbox feels lackluster.”
Users can now click the alert and message their match instantly — keeping momentum and excitement alive.
10
Branding
Reel You plays on “Real You”, inspired by the ocean and the search for authenticity — like finding Nemo in a sea of curated profiles. The brand embodies freshness and depth, positioning itself as the antidote to dating fatigue. It signals that real connection starts not with polish, but with showing up as your true self.
Header
Body
primary
cyan
blue
modern
coral
coral
reef
icy
blue
off
white
11
Final Prototype
12
Closing Reflections
Think structurally → Frame challenges, map flows, iterate with purpose.
Listen deeply → Sharpen empathy through interviews & usability tests.
Design systematically → Build confidence in Figma & design systems.
Bridge strategy & craft → Grew from “just a designer” to solving complex problems with both lenses.
Expand validation → Test with a wider mix of users.
Strengthen trust & safety → Explore privacy, consent & real-time sharing.
Refine monetization → Evaluate sustainable models beyond “pay to reel more.”
Broaden potential → Extend concept into friendships & networking.