Tawkify Onboarding
Industry
Matchmaking / Social
Company
Tawkify
Services
Product Design
Date
Summer 2023
Overview
Our core objective was to create a human-centric flow that not only efficiently gathered essential user information, but also strongly emphasized Tawkify's unique personalized matchmaker difference, setting it apart from other dating apps. The project aimed to transform a comprehensive web-based survey into an engaging mobile experience while ensuring consistency across both platforms.
Role
As both the Design Lead and Product Manager for this initiative, I led the strategic direction and execution of the mobile app onboarding redesign. My responsibilities encompassed defining the user experience, overseeing user research and analyzing outcomes, and ensuring stakeholder alignment.
Challenge
The existing web onboarding was a lengthy, survey-style process that led to significant user fatigue, especially for those who have already created numerous dating app profiles. Users expressed a strong desire to skip sections and access the core experience faster. The primary challenge was to transform this formal, time-consuming process into an exciting, mobile-first experience that felt more personal and less like a chore, all while ensuring all necessary data points were collected.
Solution
Through initial user interviews and comprehensive competitor analysis , I identified that a chatbot-style onboarding offered the highest impact for the effort involved. The solution was to implement a conversational chatbot, simulating an interaction with a Tawkify matchmaker. This approach humanized the brand, made the process feel more engaging and friendly, and allowed for a more dynamic flow.
Results
The new chatbot onboarding significantly improved key metrics. The profile completion rate jumped from 50-60% to an impressive 99% , and the average time to complete a profile decreased from 119 seconds to just 90 seconds. User satisfaction soared from 80% to 98%, with testers praising the "sleek experience" and stating they "loved chatting with a Matchmaker right away". This human-centric approach not only delivered measurable results but also laid the groundwork for future conversational features within the app.
