Wovo

A web application that allows users to build lasting relationships through a matchmaking system.

Role

Lead UX Designer
UI Design

Responsibilities

User Personas
Information Architecture
Wireframe Design
Gamification Strategy
Monetization Plan

Created For

Skuba Design Studio

Launched

2014

Challenge

Algorithms are not good judges for lasting relationships, so the dating app motivates user community action through games to develop a self-sustaining economy with built in controls that allow for regulation and adjustments with site expansion.

Solution

Utilize a community of real people to create quality matches by focusing on games that drive exponential engagement moments, avoiding the pitfalls of a typical gamification model like PBL (points, badges, and leaderboards).

A Key Differentiator

Wovo is separating itself in the online dating marketplace by doing away with outdated algorithms that fail to provide quality matches and instead creating tools that allow friends and community members to suggest meaningful matches to daters. While some of the design patterns look familiar, the core of the app is unique.

Early Planning

The dating application crowdsources love chemistry to friends, family, and/or dedicated matchmakers through interactive tools that allow easy browsing of profiles and matching of users. Through engaging social activities, real people do the matchmaking on the site, instead of relying on an automated formula.

Defining a User Base

There are two primary user segments to the dating application including those looking for a partner and others who are matching users. Each group has a different end-goal for using the site and specific needs to be accommodated.

To define these segments I created user personas, fictional characters that communicate the primary characteristics of a group of users. The ultimate goal of creating personas is to build more customer-centric websites. Personas were built using several different data sources including analyzing previously obtained market research and based on an in-depth sampling of actual users on current dating sites.

Gamification & Monetization

Through game mechanics that engage each user segment, the site creates an urge to make matches whether for oneself or others. Gratification of these needs encourages users to continue visiting the site on a regular basis and drive extended time on site. The gamification system developed three core games that incorporated a monetization strategy to be implemented at a later date.