Kismet Konnection

Kismet connection is an AI based matrimonial platform that helps in connecting people through their unique compatibility algorithm. Their aim is to make that process as easy and stress-free as possible.

My Role: Lead UX designer, UX Researcher and UI designer.

Methods and Tools: Conducting UX Workshop, User interviews, Competitive Analysis, Usability Studies, Thematic Analysis, Empathy Mapping, Journey Mapping, Figma, Figjam and Google Sheets.

Stakeholder’s Direction

Vision

To bring excitement & courtship to the process of online matchmaking.

Mission

Provide customers with the opportunity to connect with compatible life partners quickly.

Key challenges

Lack of trust in online matrimony.
User engagement and matchmaking.
Competition and market saturation.

User Story

The Process

In order to create a user-centric solution, we employed the User Centered Design process, which involved conducting thorough research, engaging in iterative design and testing, and continuously incorporating user feedback to refine and improve the product.

Competitive Analysis

To understand what is working and lacking in the current market, we conducted a comp analysis. We compared apps like shaadi.com, jeevansathi, better half and aisle. We took into consideration both direct and indirect competitors for this.

User Interviews

One of the simplest methods for comprehending and empathising with the consumer is through qualitative interviews. Our goal was to comprehend the thoughts, emotions, and barriers of our potential consumers better. The information we obtained assisted us in creating more precise user personas, journey maps, and other product elements like features and workflows.

Our Approach

Methodology used for conducting interviews: Remote
Recruitment Process: We selected our participants on the basis of a few screening criteria such as:
- People who have used/ are using matrimony app.
- Equal number of male and female participants.
- Is between the age group 25-36 years old.
We conducted 8 interviews. Each session lasted from 15 mins to 45 mins, depending on different participants.

Interview Design

Analysis

We opted for a semi structured interview. We took a participant centric approach. The questions were open ended and consisted of a lot of follow up questions.

Few of the questions we asked,

How long have you been using the matrimonial site?
Is there any part of this experience that you enjoyed or looked forward to?
If you had a magic wand, what part would you change in your life related to this?

We performed thematic analysis for identifying themes within qualitative data. Some of the themes we found are:

User Interview Findings

People look different on their profile picture and real life.

“I wasted my time with one person for 2 months. I met them and realized that his age is not what he mentioned. He was very straight forward about it. But I felt deceived.”
-A person who got catfished

Users want privacy and control over their data and avoid unwanted calls and online stalking.

“I don’t prefer giving my number to just anyone. So that was the worst. I didn’t want a person googling my name and finding out where I work for more details about me. I was bought up in a very sheltered home”
-A woman who is new to online matchmaking

Delayed responses and inactive profiles confuse and frustrate users about match availability.

“Number one reason of irritation for me is the unresponsiveness of folks in the matrimonial apps.”
- A person who just switched from dating apps

To get a deeper understanding of the user's needs, emotions, and motivation we created an empathy map. It made us understand not only the painpoints but the actions that a user might take, how they felt and what was the root cause of their frustration with the existing platforms. For example:

Empathy Mapping

What user said:

“ I think what I don’t like the most is the wait after sending the request. Sometimes you don’t get reply for days and some times never.”

What this person thought:

“Does he/she/they not like me?” Or “Are they ignoring me?” Or is this profile even active? Was my message sent?”

What this user does:

Wait for the reply for days. Keeps checking their notifications or opening the application.

How they feel:

Vulnerable, unsure, frustrated.

With this we realized the significance of prompt communication and profile activity. To address this, we implemented features like request expiry time and profile status indicators to improve user engagement. Additionally, we prioritized active profiles in search results to enhance the overall experience.

Journey Mapping

Now that we were aware of numerous pain points experienced by our users. With journey mapping, we could visualise which stage of the interaction we had opportunities and areas of improvement.

Information Architecture

Added screens to the site map, updating it to reflect the new features that were needed. A user flow was then developed. In the user's journey, we identified potential roadblocks and decision-making moments.

Sitemap

Usability Study

We were now aware of a number of the problems that our users were having. With journey mapping, we could visualise that on which stage of the interaction we have opportunities and areas of improvement.

Type of user testing: Qualitative user testing, Remote.

No. Of participants: 7 (5 real + 2 test participants)

Metric used: Google’s HEART Framework. (Happiness, Engagement, Adoption, Retention and Task efficiency.)

Goal: The tasks set were set with the agenda to understand if the IA is working for the users or not. If the information we have grouped together makes sense for the users or not.

Remote interview session with participant 1

Brainstorming Workshop

Facilitated a collaborative workshop called Crazy 8 with our stakeholders and team members. It was a dynamic session where everyone contributed their ideas and perspectives to solve our design challenges. The workshop sparked creativity, generated practical and enjoyable ideas, and helped us make significant progress in a short time.

Visual Style

Typeface:

Colour Palette:

Low fidelity Wireframes

The design process involved creating initial sketches and low-fidelity wireframes. Iterations of the wireframes were developed and underwent thorough stakeholder reviews to ensure optimal information organization and presentation.

Splash Screen

Sign Up Screen

Home Screen

User's Profile Section

Prototype

Finally, we have completed the development of high fidelity wireframes, marking a significant milestone in our design journey. These wireframes are now undergoing preparation for another round of usability testing and UX benchmarking, allowing us to gather valuable insights and refine our designs for optimal user experiences.

Conclusion

This UX case study of the online matchmaking application showcases my journey of creating a user-centered experience from scratch. Through usability testing and user interviews, I gained valuable insights into user preferences and pain points.

One key learning from this project was the importance of advocating for user experience, even in the context of launching an MVP. While time constraints may tempt compromises, it is crucial to prioritize UX considerations to ensure user satisfaction and engagement.

By applying a user-centered design approach and iteratively refining the application based on user feedback, I was able to enhance the overall usability and functionality of the app.

Working on this startup project provided me with valuable experience in managing the UX design process, collaborating with stakeholders, and navigating the challenges of developing a product from the ground up. It reinforced the significance of user research, empathy, and continuous iteration to create meaningful and impactful user experiences.