I was hired to overhaul the first UK based LGBTQ dating platform, Gaydar both on the web and app stores.

First, we redesigned the landing page that still got significant monthly organic traffic, but the conversion ratio was below 0.1%. The new, mobile optimised landing page performed month on month from 21.6% to a whopping 38.8%.

The second problem we had to solve was the nature of the product. While we operated mobile apps as well as a web platform, about 60% of members preferred to use mobile browsers instead of installing applications that could be found on their phones by other people.

As the web app was far from the experience of the apps, while we modernised the user experience on the applications, we ensured that the web app also mimics the behaviour and experience of the mobile apps. Using an atomic based design system allowed us to work fast while keeping consistency. This approach almost tripled retention rates and significantly increased the number of premium subscriptions on both the existing and new member base. The new app experience also increased a 1.2 average app store rating to 3.5 within a few months, so overall, this short project was a great success.

Agile, Mobile-first approach, Webapp, Mobile app, Dating platform, User testing, User flows, B2C, UI Design, UX Design, Conversion Optimisation