Our UX Academy students who were enrolled on the UX Design Course recently achieved great success working with Blindlee, a blind dating app. In this user experience design case study, we take a closer look at the dating app, including what the app does and why it exists, in addition to improvements that were recommended by our students and the positive outcomes achieved after the project. Student projects at UX Academy involve real-life company experiences, team working and mentorship. Below you can see their UX portfolio for Blindlee.

About Blindlee

Blindlee is a blind dating app connecting strangers (matching certain criteria) on 3-minute blurred  video calls, after which they have the option to match. Their gamified calls allow the first  impression to be based on personality rather than enhanced pictures on a digital profile. 

Blindlee’s mission is to connect people together through the power of video and make genuine connections without disappointment or potential cat-fishing.

“As Blindlee calls are synchronous, there is not always someone available on the other end of the line — a classic network effect problem.” – Sacha Nasan

The Challenge

Improve the user experience to maximise user engagement:

Initial Research

…and an unexpected learning curve  👀

The Brief

And so is beauty – but that shouldn’t be the first filter so it comes later during the call when you unblur!

TechCrunch Article

Forbes Article

Stakeholder Interview (Highlights)

How do you define maximising user engagement?

User Interviews

Target group:
People who haven’t used Blindlee before

User research goal:
How do people use online dating apps

HWM Statement

How might we help users get comfortable using the blurred video?

What if we designed a solution — around making users more comfortable using blurred videos — but didn’t actually solve the problem?

How did we pivot?

  • Got in touch with Sacha for user feedback
  • Come up with a new HMW statement
  • Did another round of crazy 8s
  • Empathy map and customer user journey
  • Developed and refined the concept
  • Maintained our sanity

“Design is an iterative process and it is normal sometimes to question an outcome and take a step back. It is part of a Design Thinking process and as designers, we should learn to become comfortable with that :)” – Giulia Barra

User Feedback from Sacha

User Research (Highlights)

New HWM Statement

How might we encourage users to stay more engaged on the app?

Empathy Map

Customer User Journey

Sketched Wireframes – Home Screen

Usability Testing – Key Findings

First Prototype – Screen Examples

Figma Prototype Presentation

UX Academy Alumni team members:

Denise Bernard
Felix Ma
Filipa Ferreira
Panit Nice Chantranuluck
Shel Soriano

Whether you want to start a career in UX, or just diversify your skillset in general, UX Academy has several courses available to suit your needs. Get the chance to work on real life projects and build your UX portfolio when you join UX Academy.

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