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Baddhia

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Baddhia which serves as a comprehensive solution for matchmaking, intimacy-building, and social commerce. The primary goal of True Expressions is to facilitate the creation of lasting, fulfilling romantic relationships by helping users find compatible partners, fostering intimate connections, and providing opportunities for social commerce within the platform.

Role: User Experience Designer

Project Duration: Four Months

1. Project Objectives:

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1. Global Adaptability:  Transform the UI design to embrace a universal aesthetic, ensuring a seamless experience for users worldwide, irrespective of cultural backgrounds.

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2. Elevated User Engagement and Retention: Enhance overall user engagement and retention by developing a design that resonates with a diverse audience, encompassing both African and non-African users.

2. Research and Discovery

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2.1 User Persona Development

The design process began with thorough user persona development to understand the diverse needs and preferences of the target audience. This involved creating detailed profiles of potential users, considering factors such as age, demographics, relationship goals, and technological proficiency.

 

2.2 Market Analysis

A comprehensive market analysis was conducted to identify existing competitors, industry trends, and user pain points. This research informed the design strategy by highlighting opportunities for innovation and areas where True Expressions could stand out.

3. Design Strategy

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3.1 Branding and Visual Identity

To establish a unique and memorable brand, a distinctive visual identity was crafted. The color palette, typography, and imagery were selected to evoke emotions associated with romance, trust, and excitement. The brand language was designed to be inclusive, and appealing to a diverse audience.

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3.2 Information Architecture

The platform's information architecture was meticulously planned to ensure a logical flow of actions for users. The matchmaking, intimacy-building, and social commerce features were seamlessly integrated, making it easy for users to navigate between different sections while maintaining a coherent experience.

4. Onboarding Process: Universally Inclusive Interface

To ensure Baddhia caters to a global audience, the “Mobile App Intro Screens” were revamped for inclusivity:

  • Inclusive Imagery:  Replaced tailored images with globally relatable visuals, fostering a sense of belonging for both African and international users.

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  • Culturally Neutral Elements: Curated visuals transcending cultural boundaries, creating a universally resonant onboarding experience.

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  • Inclusive Language: Adopted language free from cultural assumptions, ensuring clarity and relatability for users worldwide.

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  • User Testing and Accessibility: Iteratively tested with diverse participants, incorporating feedback for both inclusivity and accessibility considerations.

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  • Continuous Improvement: A commitment to ongoing refinement, adapting the onboarding process to evolving user needs and expectations.

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This redesign ensures Baddhia onboarding is universally welcoming, reflecting its commitment to a global community seeking meaningful connections.

Old Onboarding Screen Design

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Revamped Onboarding Screen Design

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Simplify the sign-up process: Reduce it from 11 to 4 steps.

i. Profile Page: Welcome! Let’s Meet You (Username, First Name, Last Name, Gender, Promo Code (Optional)
ii. Enter your Email Address, Create a Password, and Confirm the Password, Check the “Terms of Service” and “Privacy Policy” boxes
iii. Enter OTP to verify the email address.
iv. Enable Location.

 

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Edit Profile – Complete User Sign-up

Edit Profile – Complete User Sign-up
i. User clicks on the “Like” button via “Profile Suggestions”, “Moments” OR “Get Result” in the “Find Your Perfect Match” interface
ii. System checks if the User has completed their profile
iii. If Yes, the User proceeds to “Like” a profile or “Get Result” in the “Find Your Perfect Match” interface
iv.  If No, the system displays a dialogue box with the message: Your profile is hidden! Please complete your profile to connect. Cancel or OK button
v. If “OK”, the system directs the user to the “Edit Profile” interface under “Profile Summary”
vi. If “Cancel”, the system closes the dialogue box.
 

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Rewind profiles on the Home Page

i. The user clicks on the “Rewind” button on the Home Page to undo canceled profiles in “Profile Suggestions”.
ii. The system checks if the user has an active “Rose Subscription Plan”
iii. If Yes, the system returns a recently canceled profile in “Profile Suggestions”
iv. If No, the system displays an upgrade to the “Rose Subscription Plan” interface.

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Call To Action Emoji – Process Redesign

i. Display all available products (without gift box) in the CTA Emoji Library
ii. User can SEARCH a product with “Product Name” in the CTA Emoji Library
iii. User clicks on any product to “View Details” or “Send”
iv. System displays “product information” with “Cancel” and “Send” button
v. Product Information: • Product Image • Product Name • Product Price (Currency based on Sender’s location)
vi. When the user clicks on the “Send” button
vii. System checks if the user has sufficient wallet balance to buy the product
viii. If Yes, the system returns a dialogue box with the message: N9,210 will be removed from your wallet. Do you want to proceed? Decline or Proceed button
ix. If “Proceed”, the system deducts the amount and sends the product to the Recipient
x. If “Decline”, the system closes the interface

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Display Emoji – Process Redesign

i. Display all available emojis in the Display Emoji Library
ii. The user can SEARCH an emoji with “Emoji Name” in the Display Emoji Library
iii. User clicks on any emoji to “View Details” or “Send”
iv. System checks if the User has any available purchased emoji
v. If Yes, display editable interface with “Cancel” and “Send” button
vi. If No, display a non-editable pictorial interface with the following details
vii. Emoji Icon
viii. Pre-filled Text (180 Characters)
ix. Emoji Name
x.  Emoji Price
xi. “Increase or Decrease Purchase Quantity” button 
xii.  “Pay Now” button

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Wallet and Payment

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“Moments” – Formerly “Gallery”

i. Adopt the “WhatsApp Status” model to display content in Moments
ii. Content is displayed for only 24 hours from the time of posting
iii. System groups uploaded content under “Latest Moments”, “Seen Moments”, and “Blocked Moments”
iv. System displays profiles within a 50KM radius of the user in Moments
v. User can upload Photos, 30-secs Videos, and Texts in Moments
vi. Display the “Upload Time” of the user’s Moments e.g., 1 min ago, Today, 5:10 pm, Yesterday, 9:11 pm etc.
vii. The user can choose from any of 5 background colors to upload Texts in Moments
viii. Engrave “Baddhia Logo” on all background colors to promote the brand
ix. System tracks the number of profile views per content
x. Users can delete contents uploaded in Moments
xi. User can “Block” and “Unblock” other user’s Moment.

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DARK MODE

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WEBSITE DESIGN

The primary objective is to design a responsive interface that seamlessly adapts to various devices, ensuring a user-friendly experience. The focus lies on facilitating the establishment of enduring and fulfilling romantic relationships by aiding users in discovering compatible partners, nurturing intimate connections, and integrating opportunities for social commerce within the platform. The responsive design approach ensures accessibility across devices, enhancing user engagement and accessibility for individuals seeking love, intimacy, and social commerce through the True Expressions platform.

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Challenges and lesson learned

1. User Privacy and Security:

  • Challenge: Ensuring robust security and privacy features in an intimate relationship-centric platform.

  • Lesson Learned: Prioritize data encryption, stringent privacy policies, and regular security updates to build user trust.

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2. Balancing Functionality:

  • Challenge: Integrating diverse functionalities without overwhelming users.

  • Lesson Learned: Streamline features through user research, offering a seamless and intuitive experience.

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3. Cross-Platform Consistency:

  • Challenge: Maintaining consistency across various devices and platforms.

  • Lesson Learned: Adopt responsive design, conduct extensive testing, and prioritize a unified design language.

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4. Social Commerce Integration:

  • Challenge: Integrating commerce within a relationship-focused platform.

  • Lesson Learned: Provide unobtrusive opportunities, ensuring they enhance rather than disrupt the user experience.

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