BLK is the FREE app for Black men and women to connect based on similar interests and likes. You can meet new friends, or match for #relationshipgoals!
My Role:
I developed compelling social media ad campaigns to improve BLK's metrics and played a key role in leading the branding direction. My experience includes using data to enhance design, especially in performance marketing channels. Additionally, I conducted research to explore innovative concepts for drawing attention to user profiles within the app and incorporated motion design on UI screens to make profiles stand out in the user card stack.
Case Study
Our research team realized that our app users wanted a way to express themself in their profiles. They were not happy with merely displaying some profile pics without really expressing themself. However, writing profiles seemed very much old school. Most of the dating apps in the pool like Hinge, Match, etc are currently doing that. BLK wanted to stand out from the crowd. I did some brainstorming and researched ways to solve this problem.
#1 Badge Approach
We're considering introducing expressive badges for users to purchase at an affordable price, allowing them to showcase their personalities on their profiles.
#2 Expressive Words Approach
After careful consideration, I opted to incorporate delightful animations to the words that allow users to express themselves on their profiles. When a profile becomes active, these animated words will come to life, adding an engaging and interactive element. Once displayed, they will gracefully disappear, providing a unique and enjoyable user experience.
#3 Frame Highlight Effect
To create a more engaging user experience and allows individual profiles to truly stand out amidst the crowd of others, I added a unique frame effect to catch the attention of users and make their profiles more visually appealing and memorable.