Chance·Product Design Lead·2022–2023
Personality matching while staying anonymous
Designing pseudo-anonymous dating for Gen Z’s trust crisis
10K
users in first 2 months
+40%
retention rate
+32%
paid conversion
Problem
Every dating app optimizes for engagement: more swipes, more matches, more time in-app. But Gen Z users reported feeling exposed, exhausted, and unsafe. In India, 54% also feared being recognized by family members. The market needed an app that earned trust before asking for exposure.
Constraints
Privacy
Users wanted to explore without their face or identity being judged first.
Safety
Family discovery and unwanted exposure were real fears, especially in Tier 2 cities.
Resources
Limited dev capacity and tight timelines meant every feature had to earn its place.
Key Insight
Users didn't leave dating apps because they couldn't find matches. They left because they felt overexposed from the first swipe. This meant designing identity protection as the core interaction model, not a setting buried in menus.
Solution
A privacy-first interaction model. Users start anonymous, build connections through personality prompts and avatars, then request mutual identity reveal when both sides feel ready. The scary part (showing your face) became something earned, not demanded.
My Role
- Product Design Lead, 0→1
- Owned research, flows, prototyping, and UI
- User interviews with active and lapsed dating app users
- 7-month intermittent build, launched April 2023
Duration
7 Months (Intermittent), Feb 2022 - Apr 2023
Team Collaboration
Product Manager, Founder, Developer, Product Designer
Impact
10K
users in first 2 months
+40%
retention rate
+32%
paid conversion
The choices that shaped the product
Key Decisions
Decision 01
Avatars before photos
The easy path was uploading a selfie during signup. But 54% of users in our interviews feared being recognized by family. We designed 200+ avatar combinations so users could represent themselves without exposing their identity. Signups increased because the emotional barrier to entry dropped to zero.
Decision 02
Personality prompts over profile cards
Every other app opens with a grid of faces. We replaced that with question prompts ("What's your perfect Sunday?", "What's a small thing you love?"). Users liked based on answers, not appearance. This changed the matching criteria from looks to compatibility and set the tone for the whole experience.
Decision 03
Mutual reveal, not unilateral exposure
When users wanted to see someone's face, they had to request a reveal. The other person had to accept. Neither side could see the photo until both agreed. This removed the asymmetric power dynamic of traditional dating apps and gave both users the same level of control. Paid conversion jumped 32% because users trusted the system.
Context
Most dating apps expose users’ personal information before meaningful connections are established, creating discomfort and safety concerns.
The current dating landscape prioritizes superficial attraction over genuine compatibility.
Most Indian dating platforms sit at opposite ends: either hyper-casual, looks-focused or rigid, marriage-oriented matchmakers.
Problem Statement
“Build authentic connections through personality matching while prioritizing user privacy and safety.”
Pain Points
Lack of Privacy
Users’ photos and identities shared prematurely. No option to manage who views profiles.
Appearance-First Market
Apps prioritize looks, ignore interests/values. Profiles judged almost entirely on appearance.
Fear of Family Discovery
Anxiety in conservative cultures about being recognized by family members.
Swiping Without Purpose
Endless swiping creates pessimism and dating app fatigue.
Research
Sixteen weeks from market analysis to human truth, validated at every step.
Phase 01
Competitive Analysis
- Photos keep users engaged, but personalized matchmaking remains limited.
- Swiping replaced by scrolling helps users slow down and enhances quality browsing.
- Interesting/funny answered questions aid conversation initiation.
Phase 02
User Interviews
- 98%said safety features like photo verification are important.
- 73%stated mutual friends would make them feel secure enough to meet.
- 54%concerned about being recognized by family members.
- 43%don’t meet matches because fear of rejection stops them.
I want to know someone before they know what I look like.
Phase 03
Market Validation
- India’s average age is 28, one of the world’s youngest populations.
- Tier 2 cities witnessed 300% growth compared to metros in 2021.
- Over 50% of new users and 42% of revenue from tier 2 and 3 cities.
Design Pillars
The principles that guided every decision from sketches to ship.
Privacy-First Identity
Users control what’s visible at each stage of interaction.
Personality Over Appearance
Match based on interests, values, and prompts, not photos.
Earned Trust
Progressive reveal makes the scary part (showing your face) feel earned, not demanded.
User Flows
Two roles, one shared system. Built so coordination feels invisible.
Anonymous Browsing
“I want to explore without being judged on appearance.”
Progressive Reveal
“I want to feel safe before showing who I am.”
Gallery
Reflections
Research Without Resources
Tight timelines meant relying on existing research, design critiques, and quick user tests instead of lengthy studies.
Designing Within Constraints
Limited dev capacity required prioritizing implementable features over ambitious, time-intensive ideas.
Achievement Despite Limits
Successfully launching and validating the product with minimal resources was a significant accomplishment.
