2023, Geosocial Networking
Revolutionizing HUD App: A User-Centric Redesign for a Modern Dating Experience
Overview
HUD app, a popular casual dating application with over 14 million downloads worldwide, approached our team seeking a UX audit and a redesign to specifically target female customers. The app's current state was plagued by outdated visual design, disjointed UX/UI elements, and a lack of appeal to female users.
As the product design lead, I took charge of establishing strong relationships with stakeholders, ensuring effective communication throughout the project, leading two other senior designers and navigating the entire process from pitching the work to successful delivery.
The Ask
Our task was to provide a comprehensive product strategy, conduct a full audit, undertake a discovery phase, and ultimately redesign the core app flows. The project had to be completed within a challenging 12-week timeframe.
The Challenge
Refreshing the app's brand identity was a significant challenge that initially fell outside the scope. The existing brand was outdated and needed a fresh look to attract new users.
The Solution
To address the client's needs, we started with a thorough UX audit of the HUD App. We evaluated the existing user flows, conducted user research, and analysed feedback, especially from female users.
A data-centric approach guided our decision-making process. We initiated with a comprehensive analysis of existing app metrics, identifying user behaviors and engagement patterns. User research metrics, including both quantitative and qualitative data, shaped our understanding of female users' preferences. Design concepts were evaluated using key performance indicators, allowing us to incrementally refine the user experience. Usability testing metrics quantified user satisfaction and informed adjustments, fostering an iterative feedback loop.
We facilitated client workshops and conducted empathy interviews to refine our understanding of the problems and validate our assumptions.
For the redesign, we generated multiple rounds of design concepts, exploring various visual styles, colour palettes, and typographies. Continuous collaboration with the client allowed us to refine and fine-tune the design options based on their feedback. We collaborated with an illustrator to create new, fun illustrations that resonated with the target audience. These illustrations were strategically placed throughout the app to enhance the user experience.
Usability testing played a crucial role in validating our concepts. We conducted user testing sessions, gathering feedback and insights to ensure the redesigned app met the needs and preferences of female users. This iterative feedback loop enabled informed design decisions and optimised the user experience.
In the product design phase, we utilised Figma to create a comprehensive design system. This system included reusable components and design guidelines, ensuring consistency and scalability. We developed a full working prototype that was shared with the client, allowing them to experience the redesigned app firsthand. The prototype was also used for additional usability testing, enabling further iteration and refinement based on user feedback.
