Find your in the best way

Keep dating app

Keep is a dating platform app suitable for everyone that wants to find any connection.
Keep is allowing users to fully experience the app and enjoy everything it has to offer, giving the user a real and honest option to meet people and develop any relevant connections. ​

Role

Lead UX/UI designer and Researcher
• 3 Developers
• 1 Project manager
• 2 Designers

Process

• Project kick-off
• Discovery & research
• Ideation
• Testing
• Design
• Final Takeaway

Tools

• Figma/Figjam
• Adobe creative suite
• Jira
• Zoom
• Google workspace

Duration

18 months +

General idea

What Is It Exactly?

The dating apps in the market are very greedy and don't come towards the user, by limiting features, setting disproportionately expensive monthly subscription prices, and much more.

Project kick-off

I used the Kick-off as an opportunity to gather team members and address any questions or clarifications before diving
into the design process. It provided a platform for open discussions, allowing team members to seek clarity, share insights, and align their understanding of the project.

This agile approach ensured a smooth transition into the project and set the stage for a focused and collaborative design journey.

The following findings arose -
1. Trust & safety are critical barriers​
2. Cost vs. valuemMisalignment​
3. User goals are diverse ,not just hookups

  • The challange

    Understanding why users adopt or abandon dating apps, and uncovering the motivations that drive their decision to stay engaged.

  • The objective​

    Designing a solution that improves user trust, engagement, and satisfaction while also meeting business goals.

  • The scope

    Researching current user behaviors, pain points, and competitive gaps to shape the product direction.

Discovery and Research

Understanding the users

We created different personas whose demographics, motivations, goals, and frustrations represent the needs of the user. These personas, each of which embodied typical user goals and needs, highlighted potential problem areas that allow for improvement in user experience.

Competitive analysis

We checked out other similar platforms and read their customer reviews.
This helped us identify some drawbacks in the existing solutions and opportunities for a better user experience.

competitive audit-01
competitive audit-02
competitive audit-03
competitive audit-04
competitive audit-05
tinder google store page
okcupid google store page
bumble google store page
hinge google store page
tinder reviews page
okcupid reviews page
bumble reviews page
hinge reviews page

Ideation

Surveys form & results

We created a close questions survey to get a better understanding of the user's thoughts and needs.

which feature
what made you stop using apps_
biggest factor_
what is a legitimate price
are currently in a relationship
on which dating app
On which dating app did you meet your partner? (if relevant)
How long did it took you to find a partner_
how did you meet_
feature improve
did you subscribe to one of the apps

Research synthesis & mapping tools

To gain a deeper understanding of the user's needs, we conducted brainstorming sessions and identified user story ideas that align with their requirements.
After careful evaluation, we selected a few user stories that best address the user's needs and provide optimal solutions.

affinity mapping 2
affinity mapping 1
concept map
journey map

User flows

As part of the design process, we carefully crafted user flows to map out the anticipated user journey and inform design decisions.
This exercise proved to be incredibly valuable as it allowed me to visualize how users would navigate and interact with the product.
By following the user flows, we were able to identify any gaps or areas for improvement, ensuring a more intuitive and user-centered design

Design

Logo creation

The logo highlights the letter “K”, the first letter of the brand, with flowing looped lines to represent the ongoing cycle of connection and interaction.
We created a custom font for the brand name to ensure uniqueness and consistency. The choice of neon pink (#ff1665) conveys energy, excitement, and playfulness, while giving the brand a modern, bold, and recognizable presence in a crowded market.

App Structure

Wireframes

In the high-fidelity design phase, we focused on refining and enhancing the visual aspects of "Keep" to create a polished and professional user interface. This phase involved translating the wireframes and

app screens pencil sketch -01
app screens pencil sketch -03
app screens pencil sketch -02

App screens display

The app screens were designed in Figma, covering the full user flow from onboarding to interaction.
The design includes registration, personalization, swiping, chatting, and premium features, all unified through a consistent neon pink color scheme and soft gradients. The layout focuses on clarity, inclusivity, and engagement, ensuring a smooth and cohesive user experience across every step of the journey.

design system cover
design system second

Design system

As the lead designer, I took on the responsibility of establishing a cohesive and visually appealing design system.
This involved creating a comprehensive style guide that outlined color palettes, typography, iconography, and other visual elements.

By defining consistent design patterns and guidelines, I ensured that every aspect of the platform maintained a unified and polished look.
This design system served as a valuable resource for the entire team, fostering collaboration and maintaining visual coherence throughout the development process.

Take aways

This was my first large-scale UX project where I took ownership of the entire process — from initial research and competitive analysis to journey mapping, wireframing, and prototyping.
It gave me a holistic understanding of how all the pieces connect.
Starting from scratch meant I had to deeply investigate user pain points, motivations, and goals. I learned that investing time in affinity mapping, surveys, and user flows created a much stronger foundation for design decisions.

One of the biggest insights was seeing how often user priorities (trust, safety, fun use) can conflict with business priorities (subscription revenue, retention). Learning to visualize this tension with prioritization maps was a key skill I developed. Complex Problems Require Iteration Dating apps touch on sensitive, emotional, and behavioral issues. There’s no one-size-fits-all solution. Through journey maps and testing, I understood the importance of iterating continuously to balance simplicity with meaningful connection.

It set the standard for how I approach all future projects.

Additional Design Interface

The dark side

The idea behind dark mode is to reduce the light emitted by device screens while maintaining the minimum color contrast ratios required for readability.

We offer the user the choice of system-wide dark modes and the custom dark mode we created.

Coming soon