Hong Kong
Category:
Product Design
2024
Project Year
An app for the super-lookers.
Problem Statement
Key Insights
What are we solving?
A growing population of singles is actively seeking connection, and their digital habits show a clear appetite for more immersive, meaningful experiences. A strong weekly engagement coupled with a dominant app already shaping the scene makes the market primed for innovation, especially for one that could bring real-time interaction into the mix.
1.21 M
The number of unmarried adults aged 25–64
61%
Users of a dating app that log in at least once a week
55%
Tinder's market share in the region
Source : Hong Kong Census and Statistics Department (2024)
Why live video elevates
For these users, dating apps can become a daily ritual, and connections become a commodity rather than a target. By weaving live video into the matchmaking flow, we cut straight to the human element: face-to-face chats build trust faster, "ghosting" can be reduced, and turn passive scrolling into meaningful interactions. In a market starved for authenticity, video isn’t just a gimmick—it’s the edge everyone’s been waiting for.
Picturing the user
James is a marketing executive living in Central, Hong Kong. His demanding workweek leaves little time for traditional dating, so he turns to mobile apps to meet new people. Being someone that's quite tech-savvy, he finds himself trying new dating apps every so often.
He checks his dating apps during commute and breaks, and he values quick, authentic interactions over endless swiping.
He wants authenticity from the interactions, but also the thrill of spontaneous actions.
“I’d rather spend two minutes on a video call than two days typing back and forth."
Here are the key hypotheses:
The user doesn't want to have a "swipe fatigue" where they endlessly swipe profiles without substance or any sort of return. This is of course, a very understandable human-driven action. What we are doing is accommodating the needs of these types of users with the app's own design. With that in mind, I devised these early conjectures that will be in my mindset when designing:
Face-to-face video early on can build trust
Quick video-check-ins and more opportunities to meet in person can feel more genuine than just texting
Blending video streaming with common dating flows can help people forge real connections better.
Using conventional means to think outside the box
With this in mind, we decided to weave a form of in-app currency into the core dating flow—think tokens to book dates and digital gifts to be given during live streams. Rather than one-sided swipes that offers great uncertainties, every token spent signals genuine interest, boosting trust and cutting down on blind taps. Users can top up coins via an in-app shop, give gifts in real time during streams, and even schedule mutual hangouts with our built-in calendar tool.
Keeping it real
I think the most important thing to acknowledge during this step is the fact that we are on a very early stage of this product's discovery phase. I've mapped out the basics of the product flow, but we haven’t had live user feedback yet—so we’re treating all of this like version 0.1. In the end, this will become something that requires careful, yet consistent efforts in its future iterations in order to properly cater the target audience's needs.
Making sure it all comes together
The main theme here is genuine boldness. I want to make sure that Not Lonely, as an app that provides genuine connections, can reflect that in its branding as well. And so, me and the team focused on making the overall concept quite playful in nature, but still grounded enough to be used comfortably on a day-to-day basis. We used colors that pop and shine with a 60-30-10 rule for balance, as well as a ribbon and string-like theming to represent the relationships that we want to create.
Starting small and seamless.
I wrapped the KYC section in the same vibrant coral pink and dark blue, striking a balance between brand cohesion and modern minimalism. Users breeze through only the essentials: name, age, and preferences, while optional fields are prepared for them below the fold to nudge extra details without slowing the whole process. Progress markers and succinct microcopy keep the journey feeling light, and a clear “skip for now” link on non-mandatory questions gives control back to the user.
The result? A lean, mean onboarding machine that gathers enough intel to spark genuine matches, without ever turning first impressions into a commitment marathon.
Homepage and Profile
I opted out of endless swipes for a more straightforward, social-feed vibe: the “Recommended” section handpicks your best matches, so you just tap to explore. Need more control? Toggle granular filters, look for names with the search bar, or kick off a meet-up in one click via the “Schedule Date” button. I wanted to make this as a "center" point for all of user actions, removing the necessity to switch tabs for the app's own primary purpose.
Profiles are also unique as they adapt to the way you plan to use the app. If you’re all about creating content and streaming, you’ll see voice-preview snippets and real-time stream stats front and center. If you’re here to find connections, your own preferences and match data take the spotlight. These were all asked as questions based on your answers during the KYC process before. Both also presents a gamification via one leveling system that tracks your activity and unlocks perks progressively the more you use the app.
Live connections made every day
This is where streams become conversations. Creators can stream their own daily lives, and viewers can join the fun with live chat and virtual gifts. When a viewer sends a connection request (and it’s returned), the two unlock private hangouts of their choosing, whether that’s a coffee break or a movie session. The chat feature helps to connect both parties in sparking a connection before, during, and after every event.
The shop
Unlock exclusive perks and richer connection tools with our tiered subscriptions, or grab one-off coin packs to send live-stream gifts and other in-app tokens without a plan commitment.
Subscribing isn’t about tipping—it’s a promise you’re making to yourself and your matches that you’re serious about finding something real. Our tiered plans unlock in-depth filters, priority access to high-engagement streams, and exclusive one-on-one rooms where rapport can flourish without distractions. Think of coins not as gratuities but as conversation catalysts, and users can still buy token packs a la carte to spotlight their interest in someone’s livestream. Whether you opt for a subscription or standalone coins, you’re signaling commitment and ensuring every swipe, stream, or chat is grounded in mutual respect and genuine connection.
