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Chance · 2022 to 2023

ChanceProduct Design Lead2022 to 2023

Personality matching while staying anonymous

Designing pseudo-anonymous dating for Gen Z’s trust crisis

Metric
users in first 2 months
10K
retention rate
+40%
paid conversion
+32%

Product Design Lead · Chance

Chance · Product Design

Chance: Personality matching while staying anonymous

7 Months (Intermittent), Feb 2022 - Apr 2023

02 The 30-second version

The 30-second version

The challenge

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.

What I did

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

The team

  • Anirudh PalaskarProduct Design Lead
  • Abhishek JainProduct Designer
  • Rishi KatariaProduct Team
  • Rajeet ParekhFounder
  • ShashikantDev

The 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.

The constraints

  • PrivacyUsers wanted to explore without their face or identity being judged first.
  • SafetyFamily discovery and unwanted exposure were real fears, especially in Tier 2 cities.
  • ResourcesLimited dev capacity and tight timelines meant every feature had to earn its place.

03 Key decisions

Key decisions

  1. 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.

    Avatars before photos

  2. 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.

    Personality prompts over profile cards

  3. 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.

    Mutual reveal, not unilateral exposure

The deep dive

04 Context

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.

The problemBuild authentic connections through personality matching while prioritizing user privacy and safety.

Where it hurt

  • Lack of PrivacyUsers’ photos and identities shared prematurely. No option to manage who views profiles.
  • Appearance-First MarketApps prioritize looks, ignore interests/values. Profiles judged almost entirely on appearance.
  • Fear of Family DiscoveryAnxiety in conservative cultures about being recognized by family members.
  • Swiping Without PurposeEndless swiping creates pessimism and dating app fatigue.

05 Research

Research

Competitive Analysis

  1. Photos keep users engaged, but personalized matchmaking remains limited.
  2. Swiping replaced by scrolling helps users slow down and enhances quality browsing.
  3. Interesting/funny answered questions aid conversation initiation.

Firsthand usage of competing dating appsAnalysis of hundreds of user reviews

User Interviews

  1. 98% said safety features like photo verification are important.
  2. 73% stated mutual friends would make them feel secure enough to meet.
  3. 54% concerned about being recognized by family members.
  4. 43% don’t meet matches because fear of rejection stops them.

I want to know someone before they know what I look like.

Interviews with current and former dating app usersTwo groups: active users and those who quit

Market Validation

  1. India’s average age is 28, one of the world’s youngest populations.
  2. Tier 2 cities witnessed 300% growth compared to metros in 2021.
  3. Over 50% of new users and 42% of revenue from tier 2 and 3 cities.

India demographic and market landscape analysis

06 Design pillars

Design pillars

  • 01Privacy-First IdentityUsers control what’s visible at each stage of interaction.
  • 02Personality Over AppearanceMatch based on interests, values, and prompts, not photos.
  • 03Earned TrustProgressive reveal makes the scary part (showing your face) feel earned, not demanded.

07 User flows

User flows

Anonymous BrowsingI want to explore without being judged on appearance.

  1. 1Choose avatar from 200+ combinations
  2. 2Fill personality prompts
  3. 3Browse anonymous cards
  4. 4Like based on personality
Anonymous BrowsingAnonymous Browsing

Progressive RevealI want to feel safe before showing who I am.

  1. 1Match on personality
  2. 2Chat anonymously
  3. 3Request profile reveal (mutual)
  4. 4Continue with full identity
Progressive RevealProgressive Reveal

08 Gallery

Gallery

Chance, screen 1Chance, screen 2Chance, screen 3Chance, screen 4Chance, screen 5Chance, screen 6Chance, screen 7Chance, screen 8

09 Reflections

Reflections

  1. Research Without Resources

    Tight timelines meant relying on existing research, design critiques, and quick user tests instead of lengthy studies.

  2. Designing Within Constraints

    Limited dev capacity required prioritizing implementable features over ambitious, time-intensive ideas.

  3. Achievement Despite Limits

    Successfully launching and validating the product with minimal resources was a significant accomplishment.

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