Coffee Boba Meets Bagel is a responsive web app designed for young Asians in English-speaking countries to apply to date each other.
Our app accumulated over 40,000 users and got acquired, all in the span of 1 month.
In 1 month:
Every Facebook group has their own set of rules, quirks, culture, and people. Subtle Asian Dating was no different. This was a group of 300,000+ Asian members looking to connect with each other and find their next partner. However, this was a unique use case in which Facebook Groups wasn’t designed for this level of intimacy.
How might we engage this Asian community in a way that fosters more connections and stronger relationships?
In Subtle Asian Dating, people auction off their friends in the form of posts.
Each post consists of:
Messages and profiles were fragmented.
If you were interested in someone, you had to reach out via LinkedIn, Facebook, Instagram, etc. It was difficult to keep track of people you've viewed and messages you've sent.
DM'ing someone was overwhelming.
The only way to show interest in someone was to DM them. This has always been a daunting task, so many people just don't do it.
OUR TARGET USERS
We first began by understanding our audience. We studied the Facebook group, read people's profiles, and looked at what people were posting in the group. It was easy to empathize with our target users since they were similar to us.
As a college student, I want to meet interesting people just like me, so that I can begin dating.
As a young professional, I want to find someone so that I don't have to feel alone while I'm working 9-5.
We noticed the majority of our target users were young and had little working experience. So, we rethought the dating lansdscape a little bit.
What if we treated everything like job apps?
What if people could apply to date each other in the same way they apply to jobs?
I worked on the branding and overall art direction. These were our values:
Our name was a play off of Coffee Meets Bagel. It was controversial (because it was similar to CMB) which grabbed people's attention.
Fun and playful
Our name, colors, visual design, and illustrations were all designed to give off these feelings.
Relative to the asian demographic
References to boba, Pikachu, Crazy Rich Asians, etc.
Maintain the nature of the FB group
As with the FB group, we used lots of emojis and words like "Shoot your shot".
We iterated on a number of design flows and concepts. In an effort to move fast, we finalized on 1 concept that we aimed to test as our MVP. We stripped it down to its very basic functionality:
Will people be interested? How well does this concept of applying to date someone resonate with them?
How will people feel about using a new app instead of staying within the Facebook group?
Loryn creates his page from Boba Meets Bagel's website. Then, he shares his page to the Subtle Asian Dating Facebook group.
Amy browses Facebook and notices Loryn's auction with a new apply to date link. She's interested so she taps on the link, creates her profile, and applies.
Bringing old school emailing back
Emailing was a critical part of this MVP experience. These needed to be fun and drive engagement. I designed and built these emails that our users would commonly interact with.
6000 signs ups
within the first 24 hours
~100 links shared
on Facebook during the first week
We were on to something...
Over the next few weeks, things were getting crazy. We were getting a ton of sign-ups, feature requests, people posting their page links, and memes.
Now that we knew our idea works, we aimed to increase engagement in our app.
Ability for people to go through the profiles one at a time in the app. This was a step in building more in-app experiences.
More new features
A page for when pages aren't found.
In 1 month:
This project is near and dear to our heart because of the level of impact we had and how collaborative and scrappy we were able to get to connect our asian community.
Not everything warrants a full design process.
It depends on constraints like time, level of effort, level of impact, and domain knowledge. Ultimately, it's up to you and your team to work with a process that works for your situation. Do what works for you.
Execution matters more than the idea.
There are so many dating apps out there. But, we were able to market this to a niche audience and brand it in a way that resonated with our people.