(*Click the images below to enlarge)
Brand Positioning
Dating app “designed to be deleted”—emphasises real, lasting relationships over endless swiping.
Brand Voice
Honest, Authentic, and Empathetic
Brand Tonality
Supportive, Caring, and Human
TASK
To propose an alternate
EMPTY STATE MESSAGE
ANALYSIS
Authenticity and Empathy are clearly coming across in the current copy. The heading is such that the user wouldn’t feel judged even if he/she has been inactive or hasn’t matched with anyone lately.
However, we may consider a heading that doesn’t assume every user with no match to be a new one. The subsequent part may nudge the user towards the action buttons by being more conversational.
REWORK APPROACH
The approach is to communicate the following:
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Inform the user about this empty state in a positive tone.
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Further inform the user about what this empty state shall accommodate during 'mutual likes'.
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Lastly, encourage the user towards the action buttons 'Boost' or 'Upgrade'.
Before
After
End of Case Study