Create a dating journey that’s worth it
Redesigning a leading dating platform to foster meaningful connections
Meetic, part of the Match Group (Tinder, Hinge, OkCupid), is Europe’s leading online dating platform. With the rise of new competitors like Facebook Dating and a growing sense of “dating fatigue” among users—especially women aged 30–45—Meetic needed to reinvent its experience to remain relevant, emotionally resonant, and product-driven.
Meetic, part of the Match Group (Tinder, Hinge, OkCupid), is Europe’s leading online dating platform. With the rise of new competitors like Facebook Dating and a growing sense of “dating fatigue” among users—especially women aged 30–45—Meetic needed to reinvent its experience to remain relevant, emotionally resonant, and product-driven.
79% of dating app users has experienced dating fatigue
Endless swiping leaves them overwhelmed, disillusioned, and emotionally drained.
FightingMeaninglessconnections
Slow dating
Real love stories
From frustration to function: solving real user pain points
Meetic’s outdated UX/UI and inconsistent design caused confusion and fragmentation. Siloed teams led to poor execution, while women 30-45 faced dating fatigue and lacked personalization. As Art Director & designer,
I led a redesign, aligning teams through co-design workshops and introducing a scalable design system. This boosted consistency, efficiency, and collaboration, delivering a more engaging, user-centered experience.
Guiding with gestures
Guiding with gestures
Breaking barriers to overcome friction
To address the challenges Meetic faced, I redefined its product design strategy by introducing a more structured and user-focused approach. I helped establish 3 specialized feature teams, each dedicated to a crucial aspect of the user journey. The Discover team focused on enhancing the onboarding process and profile discovery, offering a personalized homepage. The Exist team aimed to improve profile completion and matching through guided prompts and behavioral insights. Meanwhile, the Interact team redesigned messaging features, introducing conversation starters to encourage more meaningful connections.
To address the challenges Meetic faced, I redefined its product design strategy by introducing a more structured and user-focused approach. I helped establish 3 specialized feature teams, each dedicated to a crucial aspect of the user journey. The Discover team focused on enhancing the onboarding process and profile discovery, offering a personalized homepage. The Exist team aimed to improve profile completion and matching through guided prompts and behavioral insights. Meanwhile, the Interact team redesigned messaging features, introducing conversation starters to encourage more meaningful connections.
Designing for flow: principles of a seamless user journey
01
Discover, Onboard, Guide
The homepage is designed for easy exploration, featuring intuitive carousels and tooltips for better navigation. Streamlined profile searches save time with a clear interface. Addressing user needs with conversation suggestions based on shared criteria builds confidence in relevance, while highlighting open profiles encourages meaningful interactions.
02
Interact, Advise, Engage
Enhancing user engagement requires tailored advice for different relationship stages. Features like muting, blocking, and privacy settings allow users to control their messaging experience, leading to better interactions. Personalizing the user experience and showcasing insights can foster deeper connections and authentic relationships.
03
Exist, Coach, Humanize
Improving profile completion involves providing clear guidance and simplifying jargon. By helping users express their unique charm, we inspire confidence in self-presentation. Humanizing the process transforms it from a mechanical task into an enjoyable experience, fostering genuine connections.
A scalable design system
Meetic’s first scalable design system, KISS is hosted on Zeroheight, to ensure design consistency across all platforms and streamline collaboration between design and development.
Meetic’s first scalable design system, KISS is hosted on Zeroheight, to ensure design consistency across all platforms and streamline collaboration between design and development.
A Universal language
In parallel, we overhauled Meetic’s visual identity, incorporating a modern UI with playful illustrations and universal hand gestures to provide better guidance and make the platform more approachable.
Mastering connections
We give users smart tips tospark real connections.
Guiding with gestures
We use simple gestures toguide smooth interactions.
Embracing joyful moments
We amplify and celebrateusers' joyful moments.
A Universal language
In parallel, we overhauled Meetic’s visual identity, incorporating a modern UI with playful illustrations and universal hand gestures to provide better guidance and make the platform more approachable.
Mastering connections
We give users smart tips to spark real connections.
Guiding with gestures
We use simple gestures to guide smooth interactions.
Embracing joyful moments
We amplify and celebrate users' joyful moments.
Embracing joyful moments
Embracing joyful moments
Mastering connections
Mastering connections
Impact
This project was a turning point in Meetic’s evolution, reinforcing the power of user-centered design and cross-functional collaboration. By focusing on design consistency, meaningful engagement, and strategic UX improvements, we successfully redefined the online dating experience for millions of users.
This project was a turning point in Meetic’s evolution, reinforcing the power of user-centered design and cross-functional collaboration. By focusing on design consistency, meaningful engagement, and strategic UX improvements, we successfully redefined the online dating experience for millions of users.
✳︎ And +24% increase in likes
+120%
Increase in site visits → Improved user engagement & retention.
+80%
increase of mutual matches → Strengthened user interactions.
+4%