Expanding Bumble Premium’s reach
With this assignment, I was tasked with creating a new Bumble feature based on a design brief, functional specs, and analytics. It challenged me to complete additional research and reframe existing documentation in order to come up with an informed design. I was given the Material UI Design System to work within, and I was able to also add my own components to build on it.
I believe I achieved these goals by researching user behaviors and looking at analytics, iterating on wireframes, and incorporating feedback from class critiques.
Role
UX/UI designer
Services
UX/UI design
UX research
Course
Advanced Interaction Design
Instructors
Sinan Goral
Kelsey Dusenka
Timeline
6 weeks
Research & Ideation
Context
The design brief of this project pushed for the development of a new feature using location-based data in order to drive more paid member conversion. I first did a deep deconstruction of the project brief, functional specifications, and requirements that were provided. I then performed an analysis on the data given to me on Bumble’s existing location-based features: Map Integration and Proximity Alerts. I also began researching Bumble’s current social and dating features, as well as analyzing competitors. This helped me understand user expectations and identify gaps in the market.
Proximity Alerts: paid user rate
Map Integration: paid user rate
Findings
From my desktop research and analysis of the provided data, I identified key insights from two perspectives: First, for new dating app users, dating apps can be nerve-wracking experiences.
Despite the adoption of Bumble's existing location-based features, their impact on feature engagement was limited, with paid user rates across five cities steadily declining each month.
Interestingly, Bumble sees 94,000 new users join daily, and this group is particularly receptive to being influenced into purchasing Premium. Many new users also seek advice on how to overcome nerves before their first date and how to act naturally in front of their date. If Bumble can effectively target these new users and convert them to Premium, this presents a significant opportunity—94,000 potential Premium recruits every day.
How might we drive Premium conversions without over-exhausting a single user group and relying on an overused technology?
Bumble Tango
After research and analyzing different concepts, I decided that instead of trying to push lackluster location technology, I would pivot to catering to the new user demographic. Therefore, I created Tango (it takes two to tango!), a double dating feature where a user can pair with a friend to swipe together on other duos.
Critical Decisions
Where does Premium come into play?
I struggled to come up with a sensical introduction of Premium into this workflow. At first, I envisioned that Tango would be a Premium-only feature, and both users had to be paying users to participate.
However, I realized that this was realistic. Thus, I changed my approach: if a user swipes right on a duo but their partner swipes left even after the Summit, the user can opt to swipe on them normally, as an individual dater, if they have Premium. If they are not a Premium member, they will lose access to that duo forever.
Handling swipe conflicts with your pair
Because users will be joining with a friend to swipe on other duos, there needs to be a conflict resolution mechanism. Let’s say User A and B are paired. User A swipes right on another duo, but User B swipes left. What happens then?
If there are disagreements about a potential pairing, that pair is sent to the Summit section, where:
users can parse through the potential pairs that they have swiped left on but their friend has swiped right on, giving them a second-chance swipe.
users can trim through their own likes that their friend disliked
Design Evolutions
Showing two profiles in one
Since a user needs to pair up with a friend to create a single Tango profile, I needed to find a way to show dual profiles in one screen. I explored several ways to display two profiles in one.
Bumble only allows users to upload portrait cropped photos, Initially, I tried to adhere to this paradigm by placing one profile in front of the other, but quickly found that it then created a perception of one user being more “important” than the other, though they are both equally important.
Iteration: Using portrait photos, but unable to maximize screen real estate
Final: Two stacked landscape photos. Both users get the same exposure
Premium prompter
One of the more complex interactions I designed was the “last chance” feature, where if a pair can't agree on whether to swipe left or right on another duo, the user who initially swiped right has one final opportunity to save the match—if they have Bumble Premium.
I initially struggled to surface this information with minimal text, aiming to maintain a clean and concise interface. I experimented with various iconography and subtle UI cues.
However, I realized that a text-heavy approach would be the most viable and direct way to convey this feature. I opted for a brief but clear pop-up message explaining the “last chance” option and its exclusivity to Premium users. This decision prioritized user comprehension over minimalism, ensuring that the feature’s value proposition was communicated effectively.
Iteration: Minimal text, relying on iconography (the Premium star in the middle)
Final: Text-heavy but clear and effective value proposition
Final Deliverables
Bumble mobile app
Apple watch notifications
Two to Tango
AIxD Spring 2025 | Jyaleen Wu
Reflection & Takeaways
Communication
is key
Prioritizing clarity over minimalism ensured users understood my feature’s value and functionality, leading to (proposed) better engagement.
Balance newness with familiarity
Replicating Bumble’s user experience using MUI presented challenges, especially when introducing new feature functionality. Customization was often more complex than anticipated, impacting design flexibility.
The limitations of MUI forced me to think creatively about how to achieve the desired look and feel while working within the framework’s constraints.
Making animations in Figma
I never knew how goated smart animate was! My new best friend!