Social Connection app
Connect, slowly unveiling identities like at a masked ball.
Category
App Design
Role
UI Design, UX Research
Tool
Figma, After effect, Photoshop
Timeline
3 months
ABOUT THE PROJECT
What is Mascarde?
This dating app is designed to encourage honest conversations and cultivate genuine relationships. Removing the pressure of surface level small talk and oversharing allows users to connect at their own pace sharing more as trust naturally grows.
OVERALL
Target users
Privacy conscious seekers & Socially isolated people & Deep conversationalists
Problem
Dating app users report feeling more isolated than ever. As platforms evolve to maximize engagement, negativity bias grows, resulting in shallow interactions and emotional fatigue.
Goal
To create a platform that overcomes digital isolation by facilitating genuine connections and real-time conversations in a safe and engaging space.
KEY FEATURES
Outcome Preview
Key Feature 1
Masquerade Style Connections
for Authentic Interaction
✔ Pressure free without bias from looks or background.
Key Feature 2
Gradual Sharing for Safer,
Trust-Driven Connections
✔ User-led, trust-based identity reveal for safer connections.
Key Feature 3
Smart Matching for Deeper Connections
✔ Meaningful. Intentional. Interest-based.
WHAT IS THE BACKGROUND
Gaps in Modern Dating Platforms
As users seek deeper, more meaningful interactions, current. dating apps struggle to. keep up, failing to provide emotional connection, adequate privacy, and genuine conversation.
DISCOVER THE PROBLEM
Desk Research
Before starting the design, I researched articles and websites through Google search to identify user frustrations with existing dating apps.
Dating App Usage Trends (2019-2024)
Declining dating app use among Generation MZ
(source : Axios)
A decline in usage is emerging among a certain age group (Generation MZ).
Social Media Usage Time per Day
Gen Z Reports Growing Fatigue with Dating Apps
(Source : Forbes Health)
79% of Gen Z feel bored and exhausted and struggling to find serious relationships.
Social Media Usage Time per Day
Daily Social Media Usage & Risk of Social Isolation
(Source : University of Pittsburgh Study (Participants: 1,787 adults)
2+ hours on social media daily doubles feelings of isolation than < 30 minutes.
Loneliness and Social Isolation
1/4 of respondents felt 4 emotions (20-50 years old)
(Source : Kaiser family foundation
1 in 4 people say loneliness affects their life and ties to 4 key bad emotions.
Defining the Problem
😩 79% of Gen Z feel bored and exhausted with dating apps.
Users experience emotional fatigue and lack of engagement.
💔 Many struggle to find serious and meaningful connections.
Dating apps often fail to build deep connections, leaving users feeling anxious and frustrated.
🤖 Current platforms promote surface-level interactions
Lack of emotional depth leads to a fragmented, unfulfilling experience.
RESEARCH FOR PROBLEM UNDERSTANDING
Competitive Analysis
I conduct a strategic analysis of competitive social apps, evaluating their features, strengths, and weaknesses to understand industry trends and user expectations.
Takeaways
🛑 Trust Issues
Fake profiles and instant personal exposure create friction for first-time users.
💡 Smart Matching
Shared values & goals lead to deeper, more genuine connections.
🎙️ Real Voices, Real People
Voice & video features boost engagement and help users express themselves authentically.
Opportunities
🔒 Trust & Safety
Lower entry barriers with gradual profile disclosure to ease user anxiety.
🎯 Smart Matching
Contextual and personalized matching fosters deeper, more intentional connections.
🎙️ Authentic Expression
Voice tools making conversations more engaging and emotionally resonant.
RESEARCH FOR PROBLEM UNDERSTANDING
User Survey
I conducted this survey to identify user frustrations with social media and explore what makes conversations meaningful.
Prevalence of Ghosting in Social Apps
Q1. Have you experienced ghosting?
80% + people have experienced ghosting while using dating apps.
Perceived Authenticity of Connections on the Apps
Q2. Do social apps foster genuine relationships?
People find it difficult to form serious relationships through dating apps.
Key Factors Influencing Social App Choice
Q3. What is most important factors for choosing an app?
When choosing a dating app, most people prioritize a trusted matching experience.
Importance of emotional connection
Q4. How important is emotional connection when using dating app?
85% + people prioritize emotional connection when using dating apps.
RESEARCH FOR PROBLEM UNDERSTANDING
User Interview Groups
To explore users' dating app experiences, I conducted a participant screening, identifying 3 distinct groups based on key findings.
Group 1
Tired of shallow, short interactions
Group 2
Exhausted by Repeated Ghosting
Group 3
Privacy Conscious Protective Users
RESEARCH FOR PROBLEM UNDERSTANDING
User Interview quotes
Rachel | 29
Student
“As an international student, I need local friends instead of long distance chats.”
Brain | 33
Engineer
"I rarely use app because relationships there are usually wasted. I don't think it's a tool to connect people anymore.”
John | 34
Software Engineer
“I don't have the energy to meet people outside after work because I had a hard day with my busy work."
Andrew | 24
Researcher
“I feel uncomfortable exposing my profile to coworkers or friends.”
Jane | 27
Marketing Manager
"I want to try social chat apps, but I don’t like posting selfies. I don’t get why so many apps require face photos."
Genie | 29
University Student
“Most conversations die out after a few messages. It feels like endless small talk with no purpose.”
Jessica A | 36
Marketing Manager
"I have many friends on Instagram, but interactions often feel meaningless. They usually fade within 5 to 10 minutes."
David L | 22
Influencer
“It's exhausting to keep swiping and matching, only to end up ghosted or disappointed.”
Kaily | 38
Student
“I always worry about how much of myself I should reveal up front. It feels risky to be honest.”
Key Frustrations & Core Challenges
🔐 Trust & Privacy Concerns
Users fear fake profiles and exposure to friends/coworkers. They want to gradually reveal personal info to build trust.
🚶♂️ Shallow Interactions
Users are frustrated by small talk and ghosting. We need to foster deeper, more meaningful connections.
🧩 Difficulty in Finding Meaningful Matches
Users struggle to find local matches with shared values and goals. Personalized matching is key.
😕 Emotional Disconnect
Text chats lack emotional depth. Voice and video features can make interactions more engaging and real.
Finding & Assumptions
Users perceive in-app interactions as superficial and lacking depth.
Finding 1
They're looking for quality over quantity in social connections.
Assumptions 1
Concerns about privacy and the exposure of profile photos create hesitation in using the app.
Finding 2
Gradual profile disclosure can reduce discomfort and lower entry barriers.
Assumptions 2
Basic algorithmic matching fails to foster meaningful relationship-building.
Finding 3
Matching based on experiences, location, and context can foster empathetic connections.
Assumptions 3
DEFINE
Who What Why
20–40-year-olds seeking safer, real connections.
Who What Why
They want meaningful conversations without fear of oversharing.
Who What Why
Most platforms feel unsafe or too surface-level, making it hard to build trust.
DEFINE
Persona
“ Whenever I'm home alone, I feel the need to talk to someone.”
DEFINE
Persona
“I consider myself a sociable person, but sometimes I feel terribly lonely.”
How might we?
How might we reduce emotional fatigue and boredom associated with dating apps while helping users build more meaningful and emotionally fulfilling relationships?
IDEATION & SKETCH
Rough Hand Draw Sketch Wireframes
USABILITY TEST
Iteration from user testing
How should I improve user experience?
Iteration 01
💬 Feedback
The avatars are fun, but they feel too generic. People can’t really express who are they.
🔍 Insight
Customize avatars with personality based traits, such as hairstyles and accessories.
✏️ Solution
Provide a short Matching preview with contextual cues before initiating a conversation.
Iteration 02
💬 Feedback
People enjoy meeting unexpected people, but excessive randomness makes feel uneasy.
🔍 Insight
While serendipity is a key appeal, users still seek minimal context to feel secure.
✏️ Solution
Add brief context such as shared interests or minimal profile cues before matching.
Iteration 03
💬 Feedback
Conversations often end quickly due to awkward starts.
🔍 Insight
People struggle with initiating conversations.
✏️ Solution
Automatically suggest short, engaging Icebreaker question cards.
FINAL OUTCOME
High fidelity designs & Description
Flow1 description
Avatars First, Real Connections Later
Choose an avatar to use for the profile
Start customize avatar
Change avatar's hairstyle
Change background for the profile
Flow2 description
A Trust First Approach to Connection
All locked before the profile revealed
Unlock voice to hear the user's voice
Unlock photo to see the user's photo
Unlock all 3 levels of profile
View full profile and add as friend
Flow3 description
Interest-Driven Discovery
Show your voice with voice recording.
Set your preferred age and distance.
Choose preferred conversation topic
Choose your personal preference
WRAP UP
01) Takeaways
Emotional Safety Drives Engagement
Gradual identity reveal helped users feel safe, reducing pressure and encouraging genuine interaction.
Users Want Purposeful Interactions
There's a clear fatigue from shallow small talk. Interest-based and intent-driven matching resonated more with users.
Progressive Trust Builds Lasting Bonds
Unlocking profiles over time created a narrative of trust, decreasing ghosting and improving retention.
02) Future Opportunities
Conversation Intent Tags
Let users set the tone before chatting, like “deep talk” or “just fun” to match expectations.
Post-Chat Reflection Tool
Add a quick self-check-in after conversations to fine-tune future matches and understand user sentiment.
Let's Connect
I see design as a bridge between cultures, emotions, and technology.
So, what’s the next story I’ll tell through design?
Let's create together!
©️ 2025 Haelyn Kim. All rights reserved.
