June. 2022 - July. 2022
Optimization of the Dcard App Card Profile Filling Process
A new profile completion process designed to enhance user experience during profile setup.
Background
Dcard is the largest social forum in Taiwan, highly popular among the younger generation. Its unique “Card" feature pairs users with a new friend at midnight each day.
During 2022-2023, Dcard was actively expanding into international markets focusing on the "Card" feature to foster natural social connections among students worldwide.
*At that time, we focused on markets such as Japan and Peru.
Introduction to the Card Feature
“Some bonds have only a brief 24-hour chance; once missed, they’re gone forever.”
Every midnight at 12 AM, users receive an anonymous invitation card matched by the Dcard system. If both parties are interested in each other and send a friend request, they can become friends and start building a connection.
*To use the card feature, registered members must complete additional profile information.
Original Card Feature
Some issues…
Profile Information Discontinuity
After completing the registration process, there is a discontinuity in profile information filling. Users need to click the card function to start filling put the profile.
Cumbersome Profile Completion Process
The profile information filling process is cumbersome as users need to come up with content themselves and cannot skip it.
Goal
Increase new users' completion of profile information after completing the registration process to qualify for card.
Reduce the complexity of filling out personal information, enhance the diversity and interest of social information, and improve future interactions.
Challenges
There are some existing constraints that must be adhered to.
Compatibility Considerations
Due to the non-compulsory app update policy, compatibility issues between new and old versions must be considered, especially when users participate in new and old card feature.
Existing Framework
It is essential to maintain the existing framework, such as requiring mutual confirmation for successful friendship matches, and allowing only one friend match per day.
Research
I conducted a comprehensive competitive analysis of several well-known domestic and international dating platforms, including Bumble, Tinder, Coffee Meets Bagel (CMB), and OkCupid.
Additionally, I conducted a few user interviews in preparation for expanding into new markets such as Peru and Japan, and integrated these insights into the product.
Here is the New Design!
New process for profile completion:
After the registration process, directly guide users to the profile completion process.
In addition to essential information, questions will be made skippable to simplify the process of filling out personal details.
More multiple-choice questions to increase willingness to complete profiles.
Include fun questions to make the friendship-building process more relatable to real life.
Besides that, I further optimized the matching process.
Clear explanations are provided to ensure users understand the purpose and usage of the card feature.
Lottie animation to reduce user anxiety during waiting matches.
Additionally, I made some improvements to the "got a match" page by adding an expanding animation, giving the interface a more modern look. This minor redesign also helped unify the differences between the iOS and Android versions.
A Great experience
The redesign brought significant improvements:
Membership Registration Conversion Rate for Access to Card Feature Increased from 40.5% to 64.7%
Given the complexity and adherence to existing logic, the process was divided into two phases. Ultimately, it was successfully completed, and I'm really pleased with the outcome!
