Dating app
Dating app
Dating app
Dating app — activation & onboarding
Dating app — activation & onboarding
Dating app — activation & onboarding
Team
Arezou Solouki
Sr. Product manager
My role
Product designer
Timeline
Sep 2024 - May 2025
Background
Background
Analytics showed that a large part of new users never reached meaningful interactions. I focused on the activation funnel: from first login to a complete, trustworthy profile that could generate good matches.
Analytics showed that a large part of new users never reached meaningful interactions. I focused on the activation funnel: from first login to a complete, trustworthy profile that could generate good matches.
Context & market
Context & market
This product operates in a competitive dating market where users can switch to another app after one or two bad sessions. Activation quality directly affects retention and revenue: if onboarding feels unsafe or too demanding, people leave before they experience any value.
This product operates in a competitive dating market where users can switch to another app after one or two bad sessions. Activation quality directly affects retention and revenue: if onboarding feels unsafe or too demanding, people leave before they experience any value.
From problem to insights
From problem to insights
From problem to insights
(01)
Problem
Problem
Problem
❗
Low activation and shallow profiles
Low activation and shallow profiles
A large share of new users created an account but dropped during onboarding. They never reached the point where the app could show real value through relevant matches and conversations.
A large share of new users created an account but dropped during onboarding. They never reached the point where the app could show real value through relevant matches and conversations.
❗
Shallow profiles and weak data for matching
Shallow profiles and weak data for matching
Many of the users who stayed in the app ended up with “thin” profiles: few photos, almost no self-description and missing preferences. This made it harder to generate meaningful matches and damaged trust between users.
Many of the users who stayed in the app ended up with “thin” profiles: few photos, almost no self-description and missing preferences. This made it harder to generate meaningful matches and damaged trust between users.
❗
Unclear safety and lack of control in the first session
Unclear safety and lack of control in the first session
New users didn’t clearly see how they could control visibility, notifications and behaviour expectations in the community. This increased anxiety in the first session and made the experience feel risky compared to alternative dating apps.
New users didn’t clearly see how they could control visibility, notifications and behaviour expectations in the community. This increased anxiety in the first session and made the experience feel risky compared to alternative dating apps.
(03)
Key product challenges
Key product challenges
😮
Onboarding feels like a long, demanding commitment
Onboarding feels like a long, demanding commitment
🫣
Sensitive questions feel risky and poorly justified
Sensitive questions feel risky and poorly justified
🧩
Profiles stay thin and underdeveloped
Profiles stay thin and underdeveloped
🛡
Safety and control are not visible early
Safety and control are not visible early
🔁
Feedback is inconsistent across key flows
Feedback is inconsistent across key flows
(04)
Research setup
Research setup
Research setup
✅
User interviews
User interviews
To understand expectations, fears and what makes people drop dating apps during or right after onboarding.
To understand expectations, fears and what makes people drop dating apps during or right after onboarding.
✅
Usability testing
Usability testing
To observe where users hesitate, feel confused or uncomfortable while going through activation and profile setup.
To observe where users hesitate, feel confused or uncomfortable while going through activation and profile setup.
✅
Analytics review
Analytics review
To identify the exact steps in the funnel with the highest drop-offs and connect them to specific parts of the flow.
To identify the exact steps in the funnel with the highest drop-offs and connect them to specific parts of the flow.
✅
Pattern & competitor review
Pattern & competitor review
To see how other sensitive products frame safety, consent and personalisation from the first sessions.
To see how other sensitive products frame safety, consent and personalisation from the first sessions.
(05)
Insights
Insights
1.
1.
1.
People share more when they see a clear value exchange
People share more when they see a clear value exchange
Users were more willing to answer sensitive questions when it was clear how this data improves their experience (better filters, more relevant matches, clearer safety). Without explanation, the same questions felt intrusive.
Users were more willing to answer sensitive questions when it was clear how this data improves their experience (better filters, more relevant matches, clearer safety). Without explanation, the same questions felt intrusive.
2.
2.
2.
Self-expression and safety need structure from the first session
Self-expression and safety need structure from the first session
In the first session, people don’t want long texts and worry about their data. With structure (short steps, interests, tags) and early safety settings, profiles became more complete and anxiety dropped.
In the first session, people don’t want long texts and worry about their data. With structure (short steps, interests, tags) and early safety settings, profiles became more complete and anxiety dropped.
Product experience
Product experience
Product experience
(01)
Core solutions
Core solutions
⏱️
Make onboarding feel shorter and clearer
Make onboarding feel shorter and clearer
I turned onboarding into a sequence of small, themed steps instead of one long form, so users always knew what this step is about and roughly how much is left.
I turned onboarding into a sequence of small, themed steps instead of one long form, so users always knew what this step is about and roughly how much is left.
🛡️
Reframe sensitive questions as part of value and safety
Reframe sensitive questions as part of value and safety
For topics like orientation, disclosures and partner preferences, I added short explanations and options so these screens looked like tools for better matches and safety, not an interrogation.
For topics like orientation, disclosures and partner preferences, I added short explanations and options so these screens looked like tools for better matches and safety, not an interrogation.
🧩
Guide people to a match‑ready profile, not just a filled form
Guide people to a match‑ready profile, not just a filled form
I split self-presentation into several smaller steps — about you, interests, tags, photos — and used structure instead of “write a big text”, so profiles became fuller without extra effort.
I split self-presentation into several smaller steps — about you, interests, tags, photos — and used structure instead of “write a big text”, so profiles became fuller without extra effort.
🔒
Bring safety, rules and control into activation
Bring safety, rules and control into activation
I integrated community guidelines, notification settings and basic account management into early steps after onboarding, so users saw from the start how to control their comfort level.
I integrated community guidelines, notification settings and basic account management into early steps after onboarding, so users saw from the start how to control their comfort level.
✅
Align feedback patterns in login, recovery and profile updates
Align feedback patterns in login, recovery and profile updates
I unified error and success patterns across login, password reset, verification and profile edits, so critical actions felt predictable and safe.
I unified error and success patterns across login, password reset, verification and profile edits, so critical actions felt predictable and safe.
(02)
Impact
Impact
43%
43%
of new users now complete onboarding and select their interests, up from 28% before the redesign.
64%
64%
of users now finish profile setup with at least 3 photos, up from 39% in the previous flow.
19%
19%
reduction in early D1–D3 churn after registration, from 30% down to 24% with the new onboarding.
21%
21%
reduction in time to first meaningful interaction, from 14 minutes down to 11 minutes.
37%
37%
increase in new users who reach the core experience, from 38% to 52% after the new flow.
(03)
Key learnings
Key learnings
💡
Design activation as a value exchange
Onboarding works better when every question is clearly tied to better matches or safety, not just “because we need it”.
Onboarding works better when every question is clearly tied to better matches or safety, not just “because we need it”.
💡
Structure reduces effort and anxiety
Small steps, clear sections and ready-made interests/tags help people complete profiles without feeling overwhelmed.
Small steps, clear sections and ready-made interests/tags help people complete profiles without feeling overwhelmed.
💡
Safety has to be visible from the start
Showing rules, controls and expectations in the first session makes the product feel safer rather than riskier.
Showing rules, controls and expectations in the first session makes the product feel safer rather than riskier.
💡
Activation and personalisation are tightly linked
The way we collect data in onboarding directly defines how quickly the product can deliver a personalised, relevant experience.
The way we collect data in onboarding directly defines how quickly the product can deliver a personalised, relevant experience.
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@2024 Natalia K.
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Looking for a new talent?
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natalia.ux.ui.design@gmail.com
@2024 Natalia K.
available for a full - time position
Made by Natalia K.
Releted Projects
{ view all projects }
Looking for a new talent?
Let’s talk!
natalia.ux.ui.design@gmail.com
@2024 Natalia K.
available for a full - time position
Made by Natalia K.