DATA4900
Innovation and Creativity in Business Analytics
UX, CX and Ethical innovation case study
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Introduction
Online dating platforms have become common with the current COVID-19 pandemic, which is why the increased use stems from the current social distancing measures. Another social feature that has developed in the recent past is the development of safety applications for users, especially ladies. In response to this, this report suggests coming up with a dating application that could be modeled like the Bumble Premium application where females are allowed to make the initial move in a secure space. Applying the design thinking structure, the report will show the UX and CX principles applied to the development of the app. For the target persona’s need, this paper will use datasets that are found on the Kaggle platform given that they are open source. In this report, there will also be a consideration of legal and ethical issues to do with data privacy and security.
Problem Statement
The main issue, related to the concept of this application, is to develop a safe and efficient dating application that gives women a chance to be the initiators. Examples of these features will be filters, an option of who has admired the user, traveling mode, as well as the always-swipe feature that will still be safe for the user usage.
Target Audience
Youth: Youth from the age group of 24 to 34 are mainly the users of this application.
A person who is looking for a partner: this app is mainly used by people who are looking for a partner in their life.
Explorer: here in this app, many users are looking for friends from all around the world. They are also the target audience for this app.
The Screenshots are formed using Power BI tool. The dataset of Marketing Campaign was used to generate the results.
Figure 1: Complains by Marital Status
Figure 2: Income by Marital Status & Complain
Figure 3 Education and the amount spent on categories of products:
Persona
To design, we have developed a persona based on a character we have named Charlotte utilizing public datasets from Kaggle. From the demographic& psychographic analysis, it is possible to define the target user of Charlotte as a single woman 28 years old, who is familiar with technologies and has an active and fast pace of life with (Think Design 2024) safety concerns regarding meeting strangers online. Charlotte is a sociable, fashionable, and self-sufficient lady, so it means that she will like the options of the dating application, which allows females to make the first step.
Figure 2 user persona
(source: Author 2024)
Customer Journey Mapping
It is also very important to follow the life cycle of Charlotte, with getting the word about the app through sign-up and selection and then ending with finding a match. Below is a customer journey map emphasizing Charlotte’s thoughts and feelings at each stage:
1. Discovery: One day she sees an advert for the same app on other social sites and she downloads it. For privacy issues, she feels more drawn towards it but not as close as for the OS.
2. Sign-up: Charlotte enlisted for the service, and although she was pleased by the process of registration she has fears about how her information will be handled by the organization.
3. Profile Setup: Firstly, when she is personalizing her profile in Charlotte she likes the filters but she was not quite sure about some of the (?Judit Casacuberta 2018) securities such as backup and blocking.
4. Browsing Matches: The decision might need some enhancements, although the Beeline feature, which allows Charlotte to see her admirers, is rather practical.
5. Making the First Move: Charlotte mentioned she likes that the girl makes the first step and there are features such as self-destructive messages like in the friends’ section.
This trip has some concerns and how to improve them. For instance, privacy setting that is improved safety measures and a better combination.
Ideation
Using "How Might We" statements, we can cluster ideas around Charlotte’s needs and pain points:
- Safety and Privacy: It is possible to promote user safety while being protective of data by the following;
- Efficiency and Control: How could we make the process any faster and more user-friendly for the like of Charlotte?
- Empowering Women: As for the new feature enabling the female users to send the first message, how it can be improved, and what can be provided to attract the users?
By clustering these statements, we identified the following key themes:
- User Safety: Safety functions including encryption type, the possibility of setting self-deleting messages, and robust reporting function (?GeeksforGeeks 2023).
- Efficiency: Presenting some possible improvements of filters that could potentially deprive a person like Charlotte of a certain degree of control in exchange for a more unified interface.
- Empowerment: Building on elements of the concept of ‘first move’ with such features as additional fields to consent forms regarding the contacts.
Lo-fi Wireframe Design
To achieve that, a black-and-white sketch was designed and used to illustrate what the main functions of the app would look like.
Figure 3 Lo-fi wireframe design
(Source: Author 2024)
These include:
- Login page: it consists of the login page where we need user id and password for the authentication.
- Advanced Filters: Just two drop-down menus with options to select interests, distance, or the level of physical activity.
- Safety Features: A report/block button is placed on top of the screen and always visible and the option of having an expiry basis where the conversation is automatically taken to an archive once there is no activity within 24 hours.
- Interaction Features: The precise and clear calls made regarding women to approach men and the ownership the women claim over the right to move back and forth in the numbered steps.
The key goals at the wireframe level are simplicity, clarity of structures, and use of natural, easily understandable concepts for the application interfaces so that the user, specifically Charlotte, can easily and intuitively operate within the application without being frustrated by the layout or interface (?Careerfoundry.com 2024).
Testing Approach
The wireframe to be created initially would be later presented to a select group of respondents that could be characteristic of Charlotte in nature. The test would consist of factors such as how difficult or easy it would be to find the safety features, who would have the privilege of initiating a conversation first and so on, and how a stranger with ill intentions would take time manipulating the profile. Feedback from the test would highlight the following:
- Pain Points: Here are some of the risks that the users might face confusion in some of the privacy options or the dilemma in the sortition (?Mockplus.com 2024).
- Positive Aspects: Such facilities like the Beeline (indicating lovers) can be expected to be welcomed.
Fast Iteration
With user feedback, quick iterations could be filed to arrive at an improved design. For example, we could develop a tutorial or tooltip explaining how to backtrack because something like this would confuse users like Charlotte. This iterative process would continue until the app met both user expectations and business goals.
Feasibility
From a UX perspective, the design proposed is very viable since it relies on an uncomplicated and widely available technology. The advanced filters, Beeline, and features related to security as the expiration of conversations can be based on algorithms and security protocols that already exist. However, more investment may need to occur to make many of the features scalable when there are more users out there.
User Requirements
This application is user-centered and designed to keep Charlotte's needs in mind. For instance, privacy and safety-related features address her caution, while streamlined profile setup and interaction processes address her busy lifestyle. The app gives more power to women in that they can control the pace and nature of conversations, thus contributing towards an enhanced user experience.
The legal and ethical concerns for dating apps surround user data protection and consent. Compliance with GDPR and other legislation about privacy, sensitive information of the users must be encrypted and stored securely. The app must keep the users informed about the usage of their data at all times and must provide options to opt out of the data usage easily. Ethically, it should treat users autonomously and with respect, without women like Charlotte becoming the object of harassment and unwanted advances. Safety features are going to play an important role in ensuring this environment is respectful and safe auto-deletion of conversations and very robust reporting mechanisms are part of this.
The proposed dating app of Bumble Premium incorporates UX, CX, and ethics into the design thinking for safe and user-friendly innovation for ladies such as Charlotte. This design thinking and customer journey mapping allow the development of the key user needs into a context that will allow privacy and safety. Continuing with iteration and consideration of user feedback and legal legislation, this has the potential to expand into a scaled business.
Reference:
Think Design 2024, Prototyping, retrieved 23 Sep. 2024, <https://think.design/user-design-research/prototyping/>
?Judit Casacuberta 2018, Perfect Your UX Design Process: A Guide to Prototype Design. Toptal Design Blog, retrieved 23 Sep. 2024, <https://www.toptal.com/designers/prototype/guide-to-prototype-design>
?GeeksforGeeks 2023, What is Prototyping? Definition, Types, Qualities and more, GeeksforGeeks, retrieved 23 Sep. 2024, <https://www.geeksforgeeks.org/what-is-a-prototype-and-how-to-create-it/>
?Careerfoundry.com 2024, Intro to UX Prototyping, retrieved 23 Sep. 2024, <https://careerfoundry.com/en/tutorials/ux-design-process-for-beginners/intro-to-ux-prototyping>
?Mockplus.com 2024, Design, Prototype and deliver your digital future, retrieved 23 Sep. 2024, <https://www.mockplus.com/>
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