Muzz
Introducing gamification sees a 20% increase in User Retention
- Just Myself
Context
In the context of online dating, making the first move after matching with someone on a dating app was often a daunting task.
Users faced the dilemma of how to initiate conversation, grappling with uncertainties such as fear of rejection or feeling overwhelmed by the pressure to make a memorable impression.
Recent statistics underscored this challenge, revealing that fewer than 1 in 10 women took the initiative to start a conversation after matching online.
Opportunity
Recognising the significance of this initial interaction in shaping the trajectory of potential relationships, there is a clear opportunity for innovation to empower users to overcome these barriers and kickstart meaningful conversations.
The opportunity lies in devising a new feature that helps users, irrespective of gender, to break the ice and initiate engaging conversations with their matches. By providing a solution that simplifies this process, the aim is to enhance the overall user experience and increase the likelihood of successful matches on the platform.
Research
Market
- Muslim Population Using Dating Apps: There are over 1.8 billion Muslims worldwide, and a significant portion of this population is young and tech-savvy. In particular, a study by Pew Research indicates that younger adults are more likely to use online dating platforms. Given that about 19% of internet users are currently using online dating apps, it can be inferred that a substantial number of Muslims are also turning to these platforms to find life partners.
- Growth of Online Dating: The number of online dating users worldwide grew from 240.9 million in 2016 to 366 million in 2022. This indicates a robust growth trend, suggesting that more Muslims are likely adopting these platforms as part of this global increase.
Target User
Advantages
- Enhanced User Engagement: Introducing features that facilitate communication, such as conversation starters and ice-breakers, can significantly enhance user engagement. Gamification elements can further motivate users to interact, leading to a more vibrant community.
- Higher Success Rates: By making it easier for users to start and maintain conversations, the app can increase the likelihood of matches turning into meaningful relationships. This aligns with the primary goal of users: to find a life partner.
- Improved User Satisfaction: Users are more likely to have a positive experience if they find the app helpful in facilitating connections, which can lead to higher retention rates and positive word-of-mouth recommendations
Potential Disadvantages
- Overwhelming Users: Introducing too many features at once can overwhelm users, especially those who are less tech-savvy. It's important to implement changes gradually and provide clear guidance on how to use new features.
- Cultural Sensitivity: Features must be designed with cultural sensitivity in mind to ensure they resonate with the target audience and respect Islamic values.
Single people need a way to effectively communicate with matches in order to potentially discover their life partner.
White Paper
Research
Graph 1: Low Chat Rates Between Matches
The first graph illustrates the chat rates between matches on various dating apps. The data highlights that this is a common problem across dating apps, with Tinder having the lowest chat rate at 3%, followed by Bumble at 5%, Match.com at 7%, and Hinge leading with 10%. This indicates a significant challenge in converting matches into conversations across different platforms, with Muzz also facing similar issues.
Implementing features such as conversation starters, ice-breaker questions, and educational content on communication can help users engage more actively and successfully, thereby improving overall user experience and interaction on Muzz.
Graph 2: Usefulness of Introducing Gamification
The second graph demonstrates the effectiveness of gamification in increasing user engagement on dating apps.
Introducing gamification features significantly increases user engagement. Hinge, which heavily incorporates gamification, sees a 20% increase in engagement, followed by Bumble at 15%, Tinder at 10%, and Match.com at 5%. This suggests that gamification can be an effective strategy to enhance user interaction and engagement on Muzz.
Introducing gamification features can significantly enhance user interaction and engagement, making the experience more proactive and rewarding for users on Muzz.
Our research unearthed several key findings:
- Limited confidence and uncertainty in initiating conversations among users, particularly after matching with a potential match.
- Anxiety and apprehension surrounding the first move resulted in many matches remaining uncontacted.
- There was a strong desire for innovative solutions to facilitate smoother and more engaging interactions between matches.
Persona's
In crafting personas for this task, we delved into the nuanced motivations and behaviours of our target audience through extensive user research. By developing personas, we gained valuable insights into the diverse needs and preferences of individuals navigating the world of online dating within the Muslim community.
Two primary personas emerged, each representing distinct user profiles crucial to the Muzz ecosystem.
The first persona embodied a deliberate and cautious approach to online dating, prioritising authenticity and meaningful connections. This user valued transparency and sincerity in potential matches and sought features that facilitated genuine interactions.
The second persona reflected a more spontaneous and adventurous approach to online dating. This user was open to new experiences and enjoyed exploring a variety of potential matches, relying on the platform's features to facilitate serendipitous connections and exciting conversations.
User Journey
The aim was to seamlessly integrate an engaging and interactive feature into the existing platform, enhancing the overall user experience within the Muslim dating community.
This addition to Muzz introduces a new dimension to the user journey, providing users with opportunities for fun and interaction as they navigate through the dating process. By incorporating elements of gamification, we aimed to spark excitement and motivation among users, encouraging them to actively participate and engage with the platform.
This gamification element represents our commitment to continuously innovating and enhancing the Muzz platform, ensuring that users have access to dynamic and engaging features that facilitate meaningful connections.
Design
Inviting Match
Prompting Users to Play:
After a successful match, users will see a prompt within the chat interface, inviting them to engage in a fun, interactive quiz. This prompt, indicated by a games icon, is designed to catch the user's attention and encourage them to initiate a game at their convenience.
Invitational Screen:
When a user clicks on the games icon, they are taken to an invitation screen. Here, they can send an invitation to their match, inviting them to join the quiz session. This step ensures both participants are willing and ready to engage in the game, fostering a cooperative and enjoyable experience.
Starting the Quiz:
Once both users have accepted the invitation, they can begin the quiz. This interactive session is designed to not only entertain but also to facilitate conversation and connection between the matches, thereby addressing the issue of low chat rates and enhancing the overall user experience.
Quiz
Answer Selection:
Once the quiz begins, both users have 30 seconds to select an answer to each question. Either participant can lock in an answer during this time, but the final submission will be a joint decision, promoting collaboration and discussion between the matches.
Feedback and Results:
At the end of the 30-second window, the app will inform the match whether their answer was correct or incorrect. This immediate feedback helps maintain engagement and interest in the game.
Leaderboard Updates:
After each question, a prompt will appear showing the current leaderboard. This leaderboard keeps track of scores and adds a competitive element to the quiz, encouraging users to stay invested in the game and continue interacting with their match.
Next Steps
The immediate next step is to develop the functionality for users to select topics for the quiz. This feature will empower users to personalize their quiz experience based on their interests and preferences. By offering a diverse range of topics spanning various categories such as hobbies, culture, and current events, users can engage in quizzes that resonate with their unique interests.
Additionally, integrating a recommendation system based on user preferences and past quiz performance can further enhance the topic selection process, ensuring a tailored and enjoyable experience for each user.
Final Thoughts
In reflecting on the journey of developing the Muzz platform with the addition of gamification, it's clear that our vision of fostering meaningful connections and empowering individuals within the Muslim dating community has taken an exciting new turn. From the initial conception of the gamification feature to its implementation, every step has been guided by a commitment to enhancing the user experience and promoting engagement.
Together, we can create a future where finding love is not only rewarding but also fun and engaging. With the spirit of collaboration and a commitment to building a vibrant and inclusive community, we can pave the way towards a brighter tomorrow on Muzz, where every user feels valued, supported, and excited to connect.
Ventures
