Online Dating Made Equitable
In the last decade, online dating has become one of the most common ways to meet new people. A lot of meaningful relationships have come out of it, but online dating does not offer everyone the same experience. Discrimination, deception, and abuse are all-too-common and certain people are at a higher risk of receiving this mistreatment. Sparked set out to make a positive change with their video speed dating app that focuses on kindness and sincerity.
“We were on a mission to create a space where people could feel comfortable to be their authentic selves, free of judgement and harassment.”
User Personas & Brand Attributes
Sparked is a product of Meta’s NPE initiative (New Product Experimentation). We partnered together to create a brand for their online speed dating app. The Sparked team did extensive research to learn about the state of online dating today. Who are the users, what are their pain points, and what do they want from these experiences? To minimize blind spots and build a more equitable experience, we conducted user interviews with a wide range of participants. We learned that popular dating apps are underserving marginalized people groups, and many users suffer traumatic, degrading, and humiliating experiences. Those most commonly mistreated are women of color, considered overweight, between the ages of 28-38 (approx). This information shaped our key user personas, which we use when making product decisions. The brand’s identity started taking shape through defined core attributes and mood board exploration. We were on a mission to create a positive space for people to feel comfortable to be their authentic selves free of judgment and harassment.