Beyond dates, there is a story. The story of a company driven by the idea that digital could enable true love.
What if we could date people we don’t yet know using the internet? That was Marc Simoncini’s revolutionary idea in 2001 during a dinner with some divorced friends. Since then, Meetic has gone from an innovative French online dating pioneer to the market leader in Europe. Driven by a belief that everyone can find love through online dating, Meetic is committed to finding new, innovative ways to create meaningful connections between singles
Client
Match Group
Year
2019
Creative Lead
Johann Lucchini
UX Designer
Salma Griyech
Illustrator
Marion Deveille
Art Director
Aurélie Radom
The main target is the committed woman
Online dating has created a more challenging environment for women from 30 to 45 who suffer most from dating fatigue, so the priority was to look after them. The more women feel safe and satisfied with their experience with Meetic, the more men follow. These women go for it. These women want the means to find what they are genuinely looking for. Single women are self-confident and decisive. They are also more selective and pragmatic. They are not afraid to search for fewer but better experiences which meet their specific needs.
They feel comfortable with online dating. They are socially aware and don’t feel embarrassed about meeting others online. However, they want to control their love life and the kind of people they want to meet. They also try to put less pressure on their dates, knowing they won’t always go perfectly. But that’s what keeps life interesting! They have a unique vision of love and inspirational dating behaviour we want to celebrate and sustain. We are committed to fighting the fatigue of meaningless connections. This is our promise.
Slow dating. Real love stories.
Give me a hand
Illustrations are a visually powerful tool. They bring emotion into our communication with users. They can often better convey an idea when words fail to do the trick. We chose a colourful, playful, illustrative style with hands as the main characters. This creates a visual dialogue with
the user through universal and straightforward gestures. The hands drive the user journey. They simplify the understanding of the features while adding life and making the interface more playful. Happy moments deserve a beautiful celebration.
The user experience is built around three principles
Give Users Control
In today’s world of dating, the number of men is much higher than that of women. Women from 30 to 45 years old suffer most from dating fatigue because they are overwhelmed by interactions. Meetic wants to reestablish a trusting relationship with these users to give them control in multiple ways:
- Choose only users who match their criteria
- Select who can enter their conversation and trust zone
- Ability to refuse or block invitations from undesirable users
Be relevant
It’s about personalizing the content addressed to the user according to his tastes and his expectations (for instance: Discover lists, Search, coaching with Lara). The system should always inform users about what is going on through appropriate feedback within a reasonable time. The design should keep people aware of where they are within the overall experience consistently and clearly. If you show them where they came from and where they’re going, they’ll have the confidence to sit back, relax and enjoy the ride.
Create emotions
Happy moments deserve beautiful celebrations! We need to enhance the moments of joy to boost users’ satisfaction. Designs should have flourishes of warmth, kindness, whimsy, richness, seduction, wit — anything that incites passion and makes the person feel engaged and energized. Illustrations, animations, micro-interactions… All these powerful emotional design vectors must be used to enhance the experience.
