SinglesPlus
SinglesPlus
SinglesPlus is a community-driven dating and social connection platform focused on real-world interactions including mixers and meetups. The platform is designed for people seeking meaningful connections beyond traditional swipe-based dating.
The project so far focuses on redesigning the brand foundation and onboarding experience, the first and most critical touchpoint for users entering the platform.
SinglesPlus is a community-driven dating and social connection platform focused on real-world interactions including mixers and meetups. The platform is designed for people seeking meaningful connections beyond traditional swipe-based dating.
The project so far focuses on redesigning the brand foundation and onboarding experience, the first and most critical touchpoint for users entering the platform.
The problem space
The problem space
Currently SinglesPlus relies on:
Instagram for discovery and registeration
On-ground verification at events
Currently SinglesPlus relies on:
Instagram for discovery and registeration
On-ground verification at events
As user volume increased, this setup has became brittle:
User data is fragmented
Verification is inconsistent
Scaling beyond a single city or age group is difficult
As user volume increased, this setup has became brittle:
User data is fragmented
Verification is inconsistent
Scaling beyond a single city or age group is difficult
At the same time, the founders are rebranding from ThirtyPlus to SinglesPlus with an aim to:
Expand age eligibility (21+ for women & other genders, 25+ for men)
Support different user intents
Build a platform that could scale beyond manual operations
At the same time, the founders are rebranding from ThirtyPlus to SinglesPlus with an aim to:
Expand age eligibility (21+ for women & other genders, 25+ for men)
Support different user intents
Build a platform that could scale beyond manual operations
The immediate need is a brand refreshment and a structured onboarding experience - one that could support business logic, user trust, and future growth.
The immediate need is a brand refreshment and a structured onboarding experience - one that could support business logic, user trust, and future growth.
Reducing entry point friction
Reducing entry point friction
Onboarding couldn’t be treated as a single linear funnel.
SinglesPlus had multiple entry points:
Onboarding couldn’t be treated as a single linear funnel.
SinglesPlus had multiple entry points:
1
New users
2
Registered event attendees
3
Ticket purchasers without a profile
4
Returning users with partial or complete profiles
1
New users
2
Registered event attendees
3
Ticket purchasers without a profile
4
Returning users with partial or complete profiles
Designing one generic flow would either:
Ask too much from new users, or
Block high-intent users from quick access
We reframed onboarding as a state-based system rather than a checklist.
Designing one generic flow would either:
Ask too much from new users, or
Block high-intent users from quick access
We reframed onboarding as a state-based system rather than a checklist.
Approach
Approach
Designing for User States
Designing for User States
Instead of personas, I mapped user states based on verification status, existing data availability, intent (explore vs attend an event)
Instead of personas, I mapped user states based on verification status, existing data availability, intent (explore vs attend an event)
Each state determined data requirements. This allowed onboarding to adapt dynamically without duplicating flows.
Each state determined data requirements. This allowed onboarding to adapt dynamically without duplicating flows.
Progressive Data Collection
Progressive Data Collection
Social connection apps require detailed information, but early friction causes drop-off. Onboarding was broken off into progressive phases.
Social connection apps require detailed information, but early friction causes drop-off. Onboarding was broken off into progressive phases.
Each step would save independently, allowing users to resume onboarding after drop-off, recover from network failures and avoid re-entering data. Edge cases were designed early to reduce ambiguity for the developer, and stop pages were added to respect platform rules.
Each step would save independently, allowing users to resume onboarding after drop-off, recover from network failures and avoid re-entering data. Edge cases were designed early to reduce ambiguity for the developer, and stop pages were added to respect platform rules.
Visual direction
Visual direction
My design principles
My design principles
Minimal visual noise
Modern UI suited for a mature audience
Conversational copy to reduce cognitive load
Minimal visual noise
Modern UI suited for a mature audience
Conversational copy to reduce cognitive load
Brand evolution
Brand evolution
The old red palette felt jarring and evoked food-delivery branding. I retained red for brand continuity but refined it to a softer, cooler tone.
The old red palette felt jarring and evoked food-delivery branding. I retained red for brand continuity but refined it to a softer, cooler tone.
Before
After
I redesigned the logo to align with the new brand identity. Intention was to create a youthful yet contemporary design. The inverted S retains the playfulness while two dotes represent connection.
I redesigned the logo to align with the new brand identity. Intention was to create a youthful yet contemporary design. The inverted S retains the playfulness while two dotes represent connection.
Before
After
Addressing feedback
Early designs used fully rounded, pill-shaped components. Feedback from the team indicated this felt overly playful. I refined the system with reduced corner radii and sharper component structures.
Early designs used fully rounded, pill-shaped components. Feedback from the team indicated this felt overly playful. I refined the system with reduced corner radii and sharper component structures.
Building a scalable design system
Building a scalable design system
Outcome
Outcome
A state-driven onboarding system supporting multiple user paths.
A foundation that could scale beyond onboarding into the full product.
A state-driven onboarding system supporting multiple user paths.
A foundation that could scale beyond onboarding into the full product.
Next steps
Next steps
This phase marks the first foundational step in building SinglesPlus as a scalable product.
We plan to deepen onboarding personalization through user research and usability testing to validate and refine the experience.
Insights from this research will inform improvements in flow, prompts, and progression based on user intent.
In parallel, the team is defining the PRD for the dashboard and core features shaping the broader product experience.
This phase marks the first foundational step in building SinglesPlus as a scalable product.
We plan to deepen onboarding personalization through user research and usability testing to validate and refine the experience.
Insights from this research will inform improvements in flow, prompts, and progression based on user intent.
In parallel, the team is defining the PRD for the dashboard and core features shaping the broader product experience.
Stay tuned!
Stay tuned!