Redefining Engagement and Driving Revenue with Notes
Designing a way for users to message before making their match
The Problem .
Users within Affinity’s dating apps were facing a challenge in standing out to potential matches, as the competitive nature of online dating often made it difficult for individuals to capture attention. While A la carte items (ALCs) like Super Likes and Boosts were intended to help increase visibility, they offered limited ways for users to express their individuality.
Super Likes
They provide a way to demonstrate heightened interest in someone, but users found they often weren’t enough to distinguish their profiles in a crowded space.
Boosts
Boosts temporarily elevate a user’s profile visibility, but without additional personalized features, users still struggle to make meaningful connections.
The Opportunity .
How might we empower users to stand out and initiate meaningful connections, increasing their chances of getting matches while enhancing overall user engagement?
So, how does it work?
Sending a Note .
Users can send a message to another user without matching with them
Standing out .
When a user sends a Note, their profile is highlighted in the stack, ensuring greater visibility.
Prioritzed Messaging .
Users who send Notes are prioritized within the receiver’s messaging section, ensuring their message is seen first.
Results .
The introduction of Notes led to significant improvements in both user engagement and monetization.
Revenue Growth
Generated $2M in additional revenue.
Increased First-Time-Subscribers (FTS)
We saw a 3.2% growth in FTS
Boosted Engagement
Engagement surged with a 66% increase in Daily Active Users (Date lead increase).
Adoption Rate
The feature achieved a 35% adoption rate upon release, demonstrating strong user interest.
These metrics validated the feature’s ability to re-engage users and foster a more active, vibrant community. Daily Streaks not only met its immediate goals but also laid the foundation for future motivational tools within Affinity and beyond.
Behind The Scenes .
Strategic Thinker
I developed a clear vision for how Notes could integrate seamlessly into our ecosystem. This involved conceptualizing its use within the discovery feed, exploring opportunities to monetize social features, and balancing the needs of both subscribed and non-subscribed users. This approach ensured the feature would provide value across multiple touchpoints.
Adaptive
Frequent scope changes required flexibility in both concept and branding. Initially, we explored metaphors such as Gems and Intros, and I created mid-level fidelity branding and design concepts for these iterations. Pivoting with the team, I adapted quickly to align with shifting goals while maintaining a cohesive user experience.
Collaborative Leader
To meet the tight timeline, I effectively divided responsibilities —delegating visual design to fellow designers while focusing on strategy and user flows. By fostering open communication and cross-team collaboration, I ensured we delivered a high-quality feature that met our goals and resonated with users.