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 connections, 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.
PROCESS
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 women 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.”
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.
DESIGN SYSTEM
Welcoming, bold, and colorful to illustrate the community’s interconnectedness and express its unrestricted nature.
KPIs
How can we determine the success of these new features? What can we measure?
Grindr Gather
Avg. time spent in hub
Number of repeat visits within a timeframe
Community hub content interaction rate
Grindr Glimpse
Avg. uploads of Glimpse
Number of views within a timeframe of feature launch
Avg. in-person meetings of matches
Grindr Check-Up
How many users turn on their health status
Avg. of health status shares between users
Number of questionnaires completed
Grindr Ground
Avg. times the feature is accessed
Activity increase of in-person meet-ups
Number of shares of personal location with contacts
TAKEAWAYS
An overall reflection of the project and the next steps.
Importance of Research
Key insights and behaviors were identified by leveraging empathy interviews and user testing. Overall, leading to intentional diction and pinpointing the user's pain.
Core Principles of UX Writing
Language is vital for users to use the app or a new feature. Be clear, concise, and useful.
Room For Improvement
Everything is a process; it's important to receive feedback and make improvements. I look forward to capturing more nuanced identities, pronouns, and intentions.
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