Online dating has been a complex system even before the arrival of the pandemic. Though social interaction is limited, this project tries to understand the surge in app activity through systemic analysis and provides new intervention strategies for the limitations brought by COVID-19.
Design methodologies used:
Systemigram, Persona journey, Causal loops, Iterative inquiry, Three horizon map, Causal layered analysis
Online dating is a complex social system involving a multitude of actors—various types of users, those building the interface, managing the operations, the matchmaking engine, etc.
Fraught with complex issues like harassment, data and privacy breach, accessibility. Many users find the system superficial, ‘like a part-time job’ and stressful. Vast competitive landscape catering to different mindsets—finding love, finding a spouse, interested only in “hookup culture”, catering to those with specific religious and cultural preferences.
Framing the System
1) User Perspective
Starting at point zero - the desire to find a romantic partner - to understand the end point i.e., to fulfill the basic human need of love and belonging. The needs of the user are focused upon throughout the journey, hence framing the problem as:
How can users interact with online dating systems and what problem points can be leveraged for intervention to help them?
2) Iterative Inquiry
It helped us identify stages of activity the users go through in their journey of using online dating systems based on which we narrowed our boundary at the ‘Progress of Initial Relationship’ stage because stages beyond this point are outside the realm of this system.
3) Drawing personas
Narrowing down our approach we chose to work on four user personas with different journeys and pain and gain points within the setting of the ongoing pandemic and physical distancing measures.
Research Question
How might we build romantic connections and relationships in the time of physical distancing using online dating systems?
User Persona Journeys
We chose to approach the system from the perspective of 4 personas. The personas and their journeys are based on primary and secondary research. Primary research involved interviewing individuals on their current and past experiences with online dating. Secondary research sources entailed articles, reports, and online forums revealing several possibility spaces to intervene in the system.
While the possibility space, the “Initial Relationship Progress” was common to all four users, they all had unique problem points. To understand this deeper for each persona, we used system archetypes causal loops.
Persona journey map
Tragedy of Commons loop
Persona journey map
Causal Loop: Fixes that Fail
Persona journey map
Limits to Success
Insights gathered
Video chatting is a band-aid solution - It arises with human problems of anxiety, discomfort and insecurity which does not suit every type of living arrangement.
Amplifies issues of harassment - Online dating during a pandemic may amplify harassment and safety issues. A surge in users also means surge in bad users!
Accessibility/language barriers - Online dating sites are unsuited for users with accessibility issues (no alt text or auto-sentencing) and those unfamiliar with local lingo.
Relationship, interrupted - Relationship milestones (Meeting online, establishing a connection, going out on date) are altered. Virtual courtship takes longer which evokes uneasiness in users.
Whither dating? - Ultimately, online dating sites are just ‘finding a potential partner’ sites. The dating happens afterwards, and often outside of them.
Thinking long-term: Three Horizons
Systemigram
This map represents the complex system of online dating through visual representation including the user journey maps and potential overlap of intervention spaces that drive towards possible strategies.
Intervention Strategy model
Proposal
Purpose of Proposal
To create a platform that makes ‘virtual’ dates more fun, engaging, entertaining and safe.
To provide an alternative to plain old video chatting
To provide all these different activities under one umbrella
To create a platform that goes beyond the pandemic
Key Characteristics of the Proposed strategy
One-stop dating and courtship platform
Increased AODA & linguistic accessibility
Tighter data and privacy regulations
Fun and ‘getting to know each other’ activities for intimacy
Logistics and Activities
The following activities and logistics of making the proposal a success are briefly outlines below. Activities are remodelled engagement strategies to achieve the purpose of proposal which entails support and contribution from potential partners as well as finances.
Breaking the loop within the System
The proposed intervention has the potential to break the causal loops that have been drawn for the four personas which have been applied to synthesize the system of online dating.
Learnings
We worked on this project during the pandemic that enabled 'today design', designing for the situation at the moment. From the time period from initiation to end of project, some of the proposed ideas were seen to have developed after recognition of user needs such as lack of physical intimacy and need for social interaction.
Working on this project I learnt that there is no such thing as an unsolvable problem. The problem may merely be too big for comprehension and requires an expansive outlook to identify the root cause which may be governed by other actors or actions within the system.
Systemic analysis breaks down the multitude of actors into smaller components that can be addressed individually or moderately.
