Digital Product, Prototyping & User Experience Specialists

moneygascityInternet και Εφαρμογές Web

8 Δεκ 2013 (πριν από 4 χρόνια και 24 μέρες)

68 εμφανίσεις

Digital Product, Prototyping & User Experience Specialists

CHALLENGE

Create a new premium type of dating service that matches based on compatibility,


schedule & location, simplifying the dating process to make it more fun, certain & easy


SOLUTION

Conceived
, designed & developed a game
-
like mobile
date
-
scheduling app that
arranges


real
dates when
and where members
are
free and sends them to members for approval


RESULTS

Launched 2012; received great press & startup
awards


DETAILS

Design,
development,
marketing, research, customer development




OTV
conducted extensive market
& competitive research to devise strategies for market disruption and growth


MiniDates incorporated several
complex user
flows
and interactions

that combined
sophisticated
matching, scheduling and
recommendation
logic

into single views. The overall
architecture required careful
consideration, planning and mapping.
The flows were then tested with
target users before launch.

Early wireframes defined rough functionality; then the final
prototype mapped

the launched site experience. A later video prototype with screenshots can be seen at minidates.com.

MiniDates was targeting the 30 and 40
-
something urban
professional who was seeking more than a hookup and who
was looking for an easier, better alternative to Match,
Eharmony, OKCupid, jDate or It’s Just Lunch.


The goal of MiniDates branding was to evoke

1950’s
-
era romance and courteousness to make an
essentially blind
-
date experience


feel comfortable and safe.


Hundreds
of names
were

conceptualized
and researched.

Dozens
of design directions

and
logos were created and

tested
.

The final name and

logo for
MiniDates

implied


“short but sweet” and made

the idea of automated dating

seem friendly, casual,

even quaint.

MiniDates visual design went through several iterations. The final design uses “wallpapers” to

convey the idea meeting in multiple venues. It has a cosy, intimate feel
-

in contrast with most competitors.


MiniDates

digital marketing helped grow
awareness, refine messaging and branding and
improve conversion rates. Tactics included:

-
Email list lead
-
generation and list
optimization (using Malichimp), with
4,000 opt
-
in leads by launch

-
Facebook & Google Adwords SEM

-
Extensive Landing Page multivariate and
A/B testing and optimization and
refinement (using Unbounce)

-
In
-
person, event and venue

partner marketing using “street teams”


MiniDates
was designed & developed in
HTML5 (mobile
web) using some of the
first HTML5 frameworks and long
before
mobile
websites
became the norm
.



MiniDates’ matching algorithm is
proprietary and highly flexible. The tech
stack featured the latest technologies,
approaches and languages at the time it
was first being developed in 2011:


HTML5
+ Coffeescript + JavaScript +
SASS + Python
+ NGinX + Tornado
+
MongoDB


Twilio anonymous direct SMS


Yelp / Citysearch location APIs


Google Maps API


Phonegap


Rackspace cloud + Github + Pivotal


“Live CSS” Style Guide



MiniDates was pitched and presented at the Hatchery (it won),
UltraLight Startups, Stamford Tech Meetup, iDate LA, NY Internet
Week, eAmore, SXSW and Starters & Startups.
Our product
dev. process was the focus of an OTV talk
at Agile 2012.

MiniDates

used offline
street teams of brand
ambassadors that
solicited partnerships
with local venues and
raised awareness with
singles at major events.
This in
-
person strategy
proved cheaper and
more effective than
digital marketing.

UX FEATURES


Sophisticated
Scheduling,
Locations and venue
-
selection



Mobile HTML5
-

Cross
Platform web app



Blind SMS
& Blind Email



Wizard
Setup



Unique
“intimate” design



Game
-
Like, Fun
Experience


KEY DRIVERS


1
st

service
to
try to disrupt
online dating with a
radically new offering of
automated date
-
creation



Effective

Time
-
saving value
proposition targeted high
-
value
professionals



Useful
Helped members find
partners!



Engaging
Dates were sent like
gifts
-

easy, fun, fast, feel
-
good



OTV DELIVERABLES


Strategy
&
research



Lean
Validation & customer
development



UX &
Concepts



Design &
Branding



Development &
QA



Digital & offline marketing