How you Bumble: your choice, your way

The goal of this user research paper was to find out what is and isn’t working for Bumble as a dating app and to suggest the next steps for the app to better serve its users. What we found was that women don't always prefer making the first move. Some women actually don't like to make the first move at all and so are switching to other dating apps (like Tinder) even if that means they have to compromise on the quality of their matches. 

 

Based on this research, I came up with a creative brief for a marketing campaign for Bumble.