Dating App Concept · 2025
Reel You
Reel You
Reigniting Real Connections
Reigniting Real Connections
Reel You was created during my General Assembly UX Design Bootcamp, where I had the freedom to define my own problem space. I chose to explore the world of dating apps — often criticized for burnout, superficiality, and declining trust.
Reel You was created during my General Assembly UX Design Bootcamp, where I had the freedom to define my own problem space. I chose to explore the world of dating apps — often criticized for burnout, superficiality, and declining trust.
Skills
UX research · User interviews · Interaction design · Usability testing · Visual design · Branding
UX research · User interviews · Interaction design · Usability testing · Visual design · Branding
My Role
Product Designer (Solo)
Tools
Figma
Timeline
2 weeks
01
The Challenge
The Challenge
The Challenge
A dating platform reported a 5% drop in paying users, signaling app fatigue. The brief: Design an experience that rebuilds trust, re-engages users, and sparks a 10% lift in paying subscribers by Q2 2025.
A dating platform reported a 5% drop in paying users, signaling app fatigue. The brief: Design an experience that rebuilds trust, re-engages users, and sparks a 10% lift in paying subscribers by Q2 2025.
Product Strategy
Product Strategy
Product Strategy
Build trust and retention by delivering upfront value, while defining a USP that speaks to a critical yet overlooked group: young male users in Singapore.
Build trust and retention by delivering upfront value, while defining a USP that speaks to a critical yet overlooked group: young male users in Singapore.
Build trust and retention by delivering upfront value, while defining a USP that speaks to a critical yet overlooked group: young male users in Singapore.
Grounded in user research
Grounded in user research
Grounded in user research
Clear USP by addressing pain points of male users
Clear USP by addressing pain points of male users
Clear USP by addressing pain points of male users
Future-ready with premium features in mind
Future-ready with premium features in mind
Future-ready with premium features in mind
UX Vision
UX Vision
UX Vision
Put authenticity at the center to spark meaningful connections.
Put authenticity at the center to spark meaningful connections.
Put authenticity at the center to spark meaningful connections.
Enable dynamic, honest self-expression
Enable dynamic, honest self-expression
Enable dynamic, honest self-expression
Reward participation through positive feedback loops
Reward participation through positive feedback loops
Reward participation through positive feedback loops
02
The Solution
The Solution
The Solution
Reel You is a dating app concept that puts authenticity first. Instead of polished profiles and endless swiping, it’s designed to tackle the frustrations men often face in dating apps — one-sided effort, surface-level connections, and performative conversations.
Reel You is a dating app concept that puts authenticity first. Instead of polished profiles and endless swiping, it’s designed to tackle the frustrations men often face in dating apps — one-sided effort, surface-level connections, and performative conversations.
Link to prototype
03
User Insights
User Insights
Based on 6 user interviews with men aged 20–30 in Singapore, four recurring themes emerged:
Based on 6 user interviews with men aged 20–30 in Singapore, four recurring themes emerged:
Based on 6 user interviews with men aged 20–30 in Singapore, four recurring themes emerged:
Shallow profiles
Surface-level bios made conversations dull.
“Girls just say they love bubble tea and dogs — how do I even respond to that?”
Judged by the Surface
Men felt judged on jobs and titles, making dating feel performative.
“Dating in Singapore is harder because everyone has high expectations”
Invisible Unless You Pay
Lack of transparency in algorithms lowered trust and engagement.
“Apps make you visible at the start, then your likes drop unless you pay.”
Broken Trust
Overly curated photos led to disappointment.
“I met someone who looked totally different from her pictures.”
04
User Persona
User Persona
User Persona
Alex, 26, is a data analyst in Singapore. He’s tech-savvy and socially connected, but dating apps leave him drained. Profiles feel generic — “love bubble tea, dogs, and travel” — and conversations fade quickly. He puts in effort to start chats but often meets silence or shallow replies. Worse, he feels judged more for his job title or photo setup than for who he really is.
Alex, 26, is a data analyst in Singapore. He’s tech-savvy and socially connected, but dating apps leave him drained. Profiles feel generic — “love bubble tea, dogs, and travel” — and conversations fade quickly. He puts in effort to start chats but often meets silence or shallow replies. Worse, he feels judged more for his job title or photo setup than for who he really is.
Over time, Alex’s trust in apps has eroded. Algorithms teased him with visibility, only to reduce it unless he paid. A mismatched photo-to-reality encounter reinforced his skepticism. What Alex really wants is a space where people show up as themselves, where conversations spark naturally, and where connection feels genuine, not transactional.
Over time, Alex’s trust in apps has eroded. Algorithms teased him with visibility, only to reduce it unless he paid. A mismatched photo-to-reality encounter reinforced his skepticism. What Alex really wants is a space where people show up as themselves, where conversations spark naturally, and where connection feels genuine, not transactional.
“Dating in Singapore feels like applying for a job — endless applications, multiple rounds, and constant rejection.”
“Dating in Singapore feels like applying for a job — endless applications, multiple rounds, and constant rejection.”
“Dating in Singapore feels like applying for a job — endless applications, multiple rounds, and constant rejection.”
Goal: Build genuine connections
Goal: Build genuine connections
Needs: Prompts that spark real conversation
Needs: Prompts that spark real conversation
Frustrations: Generic bios, unclear intentions
Frustrations: Generic bios, unclear intentions
Behavior: Often initiates but feels overlooked
Behavior: Often initiates but feels overlooked
05
Problem Statements
Problem Statements
Problem Statements
Alex’s pain points reframed into design opportunities:
Alex’s pain points reframed into design opportunities:
Alex’s pain points reframed into design opportunities:
01.
One-sided effort
Alex can’t tell if someone is genuinely interested, making it unclear where to invest his time.
How might we design for clearer, mutual signals of interest?
How might we design for clearer, mutual signals of interest?
How might we design for clearer, mutual signals of interest?
02.
02.
Shallow profiles
Generic bios and curated personas make it hard to see the real person.
How might we help users express personality beyond photos and clichés?
How might we help users express personality beyond photos and clichés?
How might we help users express personality beyond photos and clichés?
03.
Flat conversations
Small talk fizzles quickly, leaving users disengaged.
Small talk fizzles quickly, leaving users disengaged.
How might we design features that spark dynamic, flowing conversations?
How might we design features that spark dynamic, flowing conversations?
How might we design features that spark dynamic, flowing conversations?
04.
Broken trust
Misleading photos and opaque algorithms undermine confidence.
Misleading photos and opaque algorithms undermine confidence.
How might we create transparency and authenticity in the dating journey?
How might we create transparency and authenticity in the dating journey?
How might we create transparency and authenticity in the dating journey?
06
Competitor Analysis
Competitor Analysis
Competitor Analysis
To position Reel You, I looked at three apps mentioned by interviewees:
To position Reel You, I looked at three apps mentioned by interviewees:
To position Reel You, I looked at three apps mentioned by interviewees:
Hinge.
Takeaway: Prompts work, but need to spark authentic self-expression
Takeaway: Prompts work, but need to spark authentic self-expression
Takeaway: Prompts work, but need to spark authentic self-expression
Pros
Popular with Gen Z
Popular with Gen Z
Popular with Gen Z
Natural-feeling prompts
Natural-feeling prompts
Natural-feeling prompts
Clean UI
Clean UI
Clean UI
Cons
Conversations still felt surface-level
Conversations still felt surface-level
Conversations still felt surface-level
Matches can feel transactional
Matches can feel transactional
Matches can feel transactional
Bumble.
Takeaway: Find ways for women to express themselves without always making the first move
Takeaway: Find ways for women to express themselves without always making the first move
Takeaway: Find ways for women to express themselves without always making the first move
Pros
Conversation starters
Conversation starters
Conversation starters
24-hr chat timer
24-hr chat timer
24-hr chat timer
Cons
Female-first approach didn’t solve frustrations for men
Female-first approach didn’t solve frustrations for men
Female-first approach didn’t solve frustrations for men
CMB.
Takeaway: Serious intent is good, but it must feel fresher, faster, and less transactional
Takeaway: Serious intent is good, but it must feel fresher, faster, and less transactional
Takeaway: Serious intent is good, but it must feel fresher, faster, and less transactional
Pros
Reputation for serious daters
Reputation for serious daters
Reputation for serious daters
Daily curated matches
Daily curated matches
Daily curated matches
Cons
Seen as outdated and slow-paced by Gen Z
Seen as outdated and slow-paced by Gen Z
Seen as outdated and slow-paced by Gen Z
07
The Inspiration
The Inspiration
The Inspiration
BeReal proved that people crave authenticity. Its candid, time-based sharing highlighted the appeal of unfiltered moments — but it wasn’t built for lasting conversations or deeper connection.
BeReal proved that people crave authenticity. Its candid, time-based sharing highlighted the appeal of unfiltered moments — but it wasn’t built for lasting conversations or deeper connection.
BeReal proved that people crave authenticity. Its candid, time-based sharing highlighted the appeal of unfiltered moments — but it wasn’t built for lasting conversations or deeper connection.
I re-framed BeReal’s mechanic of spontaneity for dating — transforming raw, fleeting reels into meaningful sparks that go beyond a daily post.
I re-framed BeReal’s mechanic of spontaneity for dating — transforming raw, fleeting reels into meaningful sparks that go beyond a daily post.
I re-framed BeReal’s mechanic of spontaneity for dating — transforming raw, fleeting reels into meaningful sparks that go beyond a daily post.
BeReal.
Takeaway: BeReal proved the appetite for in-the-moment sharing. But without tools for deeper interaction, authenticity stayed short-lived.
Takeaway: BeReal proved the appetite for in-the-moment sharing. But without tools for deeper interaction, authenticity stayed short-lived.
Takeaway: BeReal proved the appetite for in-the-moment sharing. But without tools for deeper interaction, authenticity stayed short-lived.
Pros
Viral among Gen Z
Viral among Gen Z
Viral among Gen Z
Promotes raw, unfiltered sharing
Promotes raw, unfiltered sharing
Promotes raw, unfiltered sharing
Strong cultural relevance around authenticity
Strong cultural relevance around authenticity
Strong cultural relevance around authenticity
Cons
Engagement drops once novelty fades
Engagement drops once novelty fades
Engagement drops once novelty fades
Not designed for sustained interactions
Not designed for sustained interactions
Not designed for sustained interactions
Lacks features for building deeper connections
Lacks features for building deeper connections
Lacks features for building deeper connections
08
Product Strategy
Product Strategy
Product Strategy
Inspired by BeReal's model, Reel You is the antidote to dating fatigue — a playful, authenticity-first app that transforms dating from performance into genuine connection.
Unfiltered by design
Unfiltered by design
Catch Real Moments
Catch Real Moments
Catch Real Moments
Spontaneous reels keep profiles raw and alive, not staged.
Spontaneous reels keep profiles raw and alive, not staged.
Spontaneous reels keep profiles raw and alive, not staged.
Everyone invests equally
Everyone invests equally
Balanced Effort
Balanced Effort
Balanced Effort
Both sides contribute daily before matching, reducing one-sided strain.
Both sides contribute daily before matching, reducing one-sided strain.
Both sides contribute daily before matching, reducing one-sided strain.
Play replaces pressure
Play replaces pressure
Playful Connection
Playful Connection
Playful Connection
Conversations feel like play, not performance — dynamic prompts spark genuine exchanges.
Conversations feel like play, not performance — dynamic prompts spark genuine exchanges.
Conversations feel like play, not performance — dynamic prompts spark genuine exchanges.
09
Testing & Iterations
Testing & Iterations
Testing & Iterations
Conducted usability testing with 5 participants and refined flows.
Conducted usability testing with 5 participants and refined flows.
Conducted usability testing with 5 participants and refined flows.
Before
Match alerts redirected users to the inbox, breaking the excitement of a new match.
Match alerts redirected users to the inbox, breaking the excitement of a new match.
Match alerts redirected users to the inbox, breaking the excitement of a new match.
“When I get a match, I want to chat right away. Going to the inbox feels lackluster.”
After
Users can now click the alert and message their match instantly — keeping momentum and excitement alive.
Users can now click the alert and message their match instantly — keeping momentum and excitement alive.
Users can now click the alert and message their match instantly — keeping momentum and excitement alive.
10
Branding
Branding
Branding
Reel You plays on “Real You”, inspired by the ocean and the search for authenticity — like finding Nemo in a sea of curated profiles. The brand embodies freshness and depth, positioning itself as the antidote to dating fatigue. It signals that real connection starts not with polish, but with showing up as your true self.
Reel You plays on “Real You”, inspired by the ocean and the search for authenticity — like finding Nemo in a sea of curated profiles. The brand embodies freshness and depth, positioning itself as the antidote to dating fatigue. It signals that real connection starts not with polish, but with showing up as your true self.
Reel You plays on “Real You”, inspired by the ocean and the search for authenticity — like finding Nemo in a sea of curated profiles. The brand embodies freshness and depth, positioning itself as the antidote to dating fatigue. It signals that real connection starts not with polish, but with showing up as your true self.
Moodboard
Style Tile
Header
Header
Sora
Sora
Body
Body
DM sans
DM sans
primary
cyan
blue
#0A5C63
#0A5C63
accent
accent
modern
coral
#FF6B4A
#FF6B4A
neutral
neutral
coral
reef
#F5F1ED
#F5F1ED
neutral
neutral
mystery
black
charcoal
mist
#2D2D2D
#2D2D2D
neutral
neutral
icy
blue
#F9FCFD
#F9FCFD
neutral
neutral
off
white
#FFFFF
#FFFFF
Design Assets
11
Final Prototype
Final Prototype
Final Prototype
The prototype brings Alex’s journey to life: from feeling stuck in one-sided interactions to capturing unfiltered moments and sparking genuine conversations.
The prototype brings Alex’s journey to life: from feeling stuck in one-sided interactions to capturing unfiltered moments and sparking genuine conversations.
This prototype brings Alex’s journey to life: from feeling stuck in one-sided interactions to capturing unfiltered moments and sparking genuine conversations.
Link to prototype
12
Closing Reflections
Closing Reflections
Closing Reflections
Takeaways
Think structurally → Frame challenges, map flows, iterate with purpose.
Think structurally → Frame challenges, map flows, iterate with purpose.
Think structurally → Frame challenges, map flows, iterate with purpose.
Listen deeply → Sharpen empathy through interviews & usability tests.
Listen deeply → Sharpen empathy through interviews & usability tests.
Listen deeply → Sharpen empathy through interviews & usability tests.
Design systematically → Build confidence in Figma & design systems.
Design systematically → Build confidence in Figma & design systems.
Design systematically → Build confidence in Figma & design systems.
Bridge strategy & craft → Grew from “just a designer” to solving complex problems with both lenses.
Bridge strategy & craft → Grew from “just a designer” to solving complex problems with both lenses.
Bridge strategy & craft → Grew from “just a designer” to solving complex problems with both lenses.
Next Steps
Expand validation → Test with a wider mix of users.
Expand validation → Test with a wider mix of users.
Expand validation → Test with a wider mix of users.
Strengthen trust & safety → Explore privacy, consent & real-time sharing.
Strengthen trust & safety → Explore privacy, consent & real-time sharing.
Strengthen trust & safety → Explore privacy, consent & real-time sharing.
Refine monetization → Evaluate sustainable models beyond “pay to reel more.”
Refine monetization → Evaluate sustainable models beyond “pay to reel more.”
Refine monetization → Evaluate sustainable models beyond “pay to reel more.”
Broaden potential → Extend concept into friendships & networking.
Broaden potential → Extend concept into friendships & networking.
Broaden potential → Extend concept into friendships & networking.