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.
The Spark
Conversations with male friends often turned into venting sessions about dating apps. What should have been fun and exciting had turned into pressure, judgment, and ghosting.
Taking the Dive
I saw this frustration as both a challenge and an opportunity: What if dating apps stopped feeling like performance — and started feeling like play?
02
The Solution
Reel You is a dating app concept that puts authenticity first. Instead of polished profiles and endless swiping, it’s designed to tackle the frustrations men often face in dating apps — one-sided effort, surface-level connections, and performative conversations.
Link to prototype
Catch Real Moments
/ Unfiltered by design
Users are prompted to take spontaneous shots instead of uploading polished photos — keeping profiles alive, genuine, and rooted in reality.
Balanced Effort
/ Everyone invests equally
Participation is required before matching. All users put in effort up front, reducing one-sided interactions and building trust from the start.
Fun, Not Performative
/ Play replaces pressure
Matches begin with reels, not scripts or algorithms. Conversations feel dynamic and natural — less like an application process, more like play.
03
User Findings
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
Meet Alex
Alex, 26, Data Analyst in Singapore
“Dating in Singapore feels like applying for a job — endless applications, multiple rounds, and constant rejection.”
He wants to build genuine connections that go beyond surface-level chats.
He needs fun, engaging prompts that spark meaningful conversation.
He struggles with generic bios, unclear intentions, and performative interactions.
He often takes the initiative but feels overlooked, leading to frustration.
04
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? |
05
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
06
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.
/ Moodboard
/ Style Tile
Header
Sora
Body
DM sans
primary
cyan
blue
modern
coral
coral
reef
icy
blue
off
white
/ Design Assets
07
Explore it yourself!
The prototype brings Alex’s journey to life: from feeling stuck in one-sided interactions to capturing unfiltered moments and sparking genuine conversations.
08
Closing Reflections
/ Takeaways
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.
/ Next Steps
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.
