Context

Dating apps and matrimony websites are evolving to include new features and interfaces, but for many Indian online daters, the information found on a dating profile isn’t enough. As more and more users use dating apps for fun or to find the love of their life, they are prone to risking their safety online, especially women. Through our research, we spoke to a diverse set of users and identified how they conceptualise and define safety.

Our Process

Pensaar Design conducted in-depth qualitative research with individuals across various functions within the company and US customers. The research was aimed at outlining the customer journey map, identifying points of interaction, pain points, joyful events and the overall experience at different touchpoints. Having identified opportunity areas for improving CX a CX strategy and roadmap were developed.

To complement the CX strategy and support it we also developed a CX playbook that will serve to support teams as they transition into becoming a more CX-focused organisation.

CONTEXTUAL INQUIRIES WITH EMPLOYEES: Deep-ended research to understand employee mindsets, behaviours and current practices. We used this information to then synthesise current mindsets

CONTEXTUAL INQUIRIES WITH CUSTOMERS: Deep-ended research discussions & observation of how customers engage with the company and make decisions on what products to onboard to their organisation. Understood attitudes, mindsets, behaviours and current practices through a series of exercises, conversation and observations. All the while we were looking for cultural contexts & nuances that influenced customers.

OUTCOME