OVERVIEW
Redefine Grindr’s brand perception by positioning it as more than a hook-up app. Highlighting the app’s role in empowering the LGBTQ+ community to seek connection, friendship, romance, or safe travel. Introduces four new features alongside a bold visual refresh.
Role
UX Research & Design, Motion Graphics
Team
Thalia Merino, Shalika Thappali, Vashtie Persaud, Elias Cherrier-Vickers
Duration
15 Weeks
Feb - May 2025
Tools
Figma, After Effects, Adobe Suite, Miro
PROBLEM
Although Grindr is the most used gay app in the world, there’s an extreme stigma surrounding it. Users are lacking a way to meet their needs beyond hook-ups and feel uncomfortable with the lack of digital boundaries and exclusion of identities, even within an LGBTQ+ space.
SOLUTION
Grindr will broaden its focus to include all individuals of the LGBTQ+ community and position itself as the premier geo-location app to foster greater accessibility and ease of interaction, making it the go-to space to build meaningful connections.
The 5-step process includes Discover, Define, Ideate, Design & Development, and Deliver.
RESEARCH SUMMARY
Current market dating apps focus on “real connections” and easy access to meet people. Meanwhile, more niche queer apps rely on inclusive and personalized features designed for users to improve their overall experience.
We soon realized that our current audience is limited and there are opportunities to be more inclusive within the LGBTQ+ community and capture a variety of identities and cater to those markets.
Primary Audience Expanded
Maintain our audience of Gay, Bisexual, Queer Men while expanding to include Lesbian, Bisexual, Queer Women of varied incomes and professions in minor and major cities.
EMPATHY INTERVIEWS
12 interviews were conducted.
The interviewees ranged in age from 20 to 28 and varied in gender (including male, female, non-binary, transgender male and female, and genderfluid), sexual orientation (bisexual, lesbian, gay, pansexual), and racial and ethnic backgrounds (White, Latino, Asian).
Key Quotes
“Lock you into a feeling of objectification and limiting yourself to who you are, what your identity is at a purely sexual physical state.”
“There are situations where I have to choose which bathroom you go into, either a woman or men...I get stared down.”
“People that have been the community for so long...I felt like there was a little bit of dissonance where as I was still learning everything.”
“Grindr visually is very robotic and it feels very transactional.”
USERS
Based on the conducted research and interviews, 4 personas were developed to capture the full spectrum of the LGBTQ+ community.
FEATURES
Four new features will be introduced and along with it a new system of modes: Home, Community, Romance, and Hook-Ups, to help users easily find what they need.