0
million adults aged 25-64
that are unmarried
Vinsen's Portfolio
Not Lonely
Not Lonely
2025 • FREELANCE •
The dating app for the busy minded.
The dating app for the busy minded.
Hong Kong has 1.21 million single adults and no shortage of dating apps competing for them. Not Lonely's answer to the oversaturation wasn't another swipe-based product; it was a platform that combines conventional matching with video livestreams, giving people a reason to actually show up rather than endlessly browse.
I led the product and app design, working with a commissioned brief to shape how the experience looks, moves, and feels from first open to first connection.
ROLE
ROLE
Product Design & Visual Identity
SCOPE
App design for an investor pitch — not built or shipped yet
YEAR
YEAR
2024
THE PROBLEM
Oversaturation means we're competing with others in terms of making an app that's being used as a daily ritual. A strong weekly engagement coupled with an already dominant app already shaping the scene opens up something new to the table, especially for one that could bring real-time interaction into the mix.
0
million adults aged 25-64
that are unmarried
0
million adults aged 25-64
that are unmarried
0
% of dating app users
who open their dating apps once a week
0
% of dating app users
who open their dating apps once a week
0
% of dating app users
who open their dating apps once a week
0
% of market share
owned by Tinder, the leading dating app
0
% of market share
owned by Tinder, the leading dating app
0
% of market share
owned by Tinder, the leading dating app
Source : Hong Kong Census and Statistics Department (2024)
THE RESEARCH
To effectively cover the bases, the app needs to cover a few grounds.
To effectively cover the bases, the app needs to cover a few grounds.
To effectively cover the bases, the app needs to cover a few grounds.
The app needs to be tailored to the market it's going into, so I started by researching it and the competitors, just to understand where we can fill the gap using a new, unconventional idea. The target was white-collared adults aged 25-64 and a part of Hong Kong's single demographic, which meant these personas come to play:
The app needs to be tailored to the market it's going into, so I started by researching it and the competitors, just to understand where we can fill the gap using a new, unconventional idea. The target was white-collared adults aged 25-64 and a part of Hong Kong's single demographic, which meant these personas come to play:
Tap to flip the persona cards
TAP TO FLIP THE PERSONA CARDS
Tap to flip the persona cards
James, Marketing (26)
Busy work week, no time for traditional dating, checks dating apps during commute and breaks. Tries new dating apps due to being tech-savvy.
Kim, Sales Assistant (31)
Has tried dating apps for 4+ years, but never worked due to her work needing sporadic shifts.
Eric, Legal (44)
Uses dating apps every now an then. Has no trust in normal dating apps, but uses them anyway for fun and not authenticity.
The Process
I began by mapping the flow, creating the sitemap, and the initial user flow.
I began by mapping the flow, creating the sitemap, and the initial user flow.
I began by mapping the flow, creating the sitemap, and the initial user flow.
I started by getting the whole picture of the app right. This is where I proposed several touchpoints that works as a high-value point, and several others that work best as complements to said touchpoints. The most important thing is to define the service and not to make it like a "daily chore".
I started by getting the whole picture of the app right. This is where I proposed several touchpoints that works as a high-value point, and several others that work best as complements to said touchpoints. The most important thing is to define the service and not to make it like a "daily chore".
Highlighted in pink are the key touchpoints and CTAs.
Highlighted in pink are the key touchpoints and CTAs.
The Brand
Not Lonely is themed around genuine boldness, but never removing that playfulness in every screen that carries the brand.
Not Lonely is themed around genuine boldness, but never removing that playfulness in every screen that carries the brand.
Not Lonely is themed around genuine boldness, but never removing that playfulness in every screen that carries the brand.
WARM PLAYFULNESS
The brand 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 the users are creating.
WARM PLAYFULNESS
The brand 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 the users are creating.
THE DESIGN
We had to explore a few directions at first, but we settled on making full use of the brand we've made and its rules. To cater this, I applied a lot of the "weaving spiral" motif as a supergraphic and used hand-drawn assets to enrich the experience, while still using a strict grid 5-column grid layout that emphasizes in knowing what to do on each screen.
We had to explore a few directions at first, but we settled on making full use of the brand we've made and its rules. To cater this, I applied a lot of the "weaving spiral" motif as a supergraphic and used hand-drawn assets to enrich the experience, while still using a strict grid 5-column grid layout that emphasizes in knowing what to do on each screen.
The FINISH
The result is a new but straightforward app that opts out of endless swipe for a more social-feed like vibe.
The result is a new but straightforward app that opts out of endless swipe for a more social-feed like vibe.
The result is a new but straightforward app that opts out of endless swipe for a more social-feed like vibe.
The value is in how you connect with people, which is through live feed and personalized actions. As an example, once matched, you can set a date for both parties to meet up in the real world. All of these include the user's own preferences into account and presents a gamification via one leveling system that tracks your activity and unlocks perks progressively the more you use the app.
The value is in how you connect with people, which is through live feed and personalized actions. As an example, once matched, you can set a date for both parties to meet up in the real world. All of these include the user's own preferences into account and presents a gamification via one leveling system that tracks your activity and unlocks perks progressively the more you use the app.
PERSONALIZED FEED
View the available list of profiles directly from the get-go. Get curated profiles that are serious about finding the perfect match.
PERSONALIZED FEED
View the available list of profiles directly from the get-go. Get curated profiles that are serious about finding the perfect match.
STREAMLINED FLOW
The KYC flow is designed to be both streamlined with progress bars and quick options, but still allow for the most personalization possible for the sake of that user ownership feeling.
STREAMLINED FLOW
The KYC flow is designed to be both streamlined with progress bars and quick options, but still allow for the most personalization possible for the sake of that user ownership feeling.
