I’ve worked for Ruby Life Inc. for 2½ years as the lead visual designer. Along with Cougar Life and Established Man, Ashley Madison is Ruby Life’s main product for discreet dating.

This project first started between me and other designers at Ruby Life Inc. as a rebrand concept proposition. After leaving Ruby Life Inc. due to the pandemic, I took upon myself as a challenge to continue this redesign project with the qualitative and quantitative data that I’ve acquired over the years.

Ashley Madison is the world’s most open-minded and discreet dating community. With over 15,000 daily sign-ups and millions of members in more than 50 countries use Ashley Madison to find discreet relationships of all kinds. Ashley Madison is for people between the ages of 35 – 60 years old who are open-minded and looking for a discreet relationship on both physical and emotional levels.

COMPLETED TASKS

  • Research
  • Personas
  • Sitemap
  • Userflows
  • Wireframes
  • Prototyping
  • Testing
  • Branding
  • Visual Design

01 / Superfluous users

These are not the ideal type of users because they are not what the product represents and they ruin the experience of other users who are looking for a real connection.

02 / Discreet browsing

Based on customer feedback, users want more discreet browsing options when using the product.

03 / User interaction management

Users can favourite other users, send and request private keys (to see their private photos) and manage who they’ve blocked. Unfortunately, these features are scattered throughout the app and make it hard for the user to obtain information.

04 / Low profile completion

Users who prefer to connect on an emotional level by reading profiles complain that there are not enough complete profiles.

These personas were created based on the most common userbase data acquired from CSRs and user interviews.

Problem / 01

Superfluous Users

Superfluous users consist of sugar babies, swindlers, and catfishing are not the ideal type of users on the platform. They ruin the experience of other users who are looking for a real connection.

Note: photos and information are blurred for user privacy

Sugar Babies

According to this user’s profile, she is currently looking for an older rich gentleman to buy her things. Not the ideal type of user for discreet dating.

Swindlers

By the looks of these messages, this user is not looking for a real relationship, but rather looking to make money with gift cards.

Catfishing

Inconsistent photos. The woman on these photos doesn’t look like one another.

Solutions

ACCOUNT verification

A photo verification system that requires users to take a selfie (not showing their faces) in real-time that matches a pose shown by a model in a sample image. After submitted, the CSRs can verify the photo. Once approved the user will be awarded a blue verified badge next to the profile photo or name.

Implementing this feature will reassure others that their profile is authentic and serious in looking for someone. This will also increase their chances of connecting with someone.

Report Users

To reduce the number of superfluous users, members can report sketchy profiles by clicking on the overflow or plus icon. Next, they’ll be asked to provide additional information about the account.

Userflow / ACCOUNT VERIFICATION

Userflow / Report users

Solution 01

ACCOUNT VERIFICATION

To start the authentication process, the user taps on the “Verify your account” bar and follows the process.

Wireframes

Solution 02

REPORT USERS

If a user comes across a profile whom they feel is violating the rules, users can send a report to the mod team.

Wireframes

Problem / 02

Discreet Browsing

Based on customer feedback, users want more discreet browsing options when using the product.

Note: photos and information are blurred for user privacy

Problem Analysis

Not only is Ashley Madison is a dating platform, but it is also a discreet dating platform. Currently, there is only one browsing mode on the discover page. When users use the app in public, it can grab the attention of others who are around with its large photos and icons.

Solution

My solution is to implement a toggle feature containing three different layout options and move the favourite and message icons (along with other options) to one discreet button. Users can then pick their preferred method of browsing according to their environment.

Userflow / Discreet Browsing

Solution

Large Profile Mode

This mode is for users who prefer to view larger images in private.

Wireframe

Final Result

Solution

Medium Profile Mode

This mode is for users who prefer more discretion when browsing the discover page.

Wireframe

Final Result

Solution

Small Profile Mode

This mode is for users who prefer total discretion when browsing the discover page.

Wireframe

Final Result

Problem / 03

User Interaction Management

In the app users can favourite other users, send and request private keys (to see their private photos) and manage who they’ve blocked. Unfortunately, these features are scattered throughout the app and make it hard for the user to obtain information.

Note: photos and information are blurred for user privacy

Hamburger Menu

Currently, the user can only access their favourites list and see who viewed them from the hamburger menu.

My Favorites Page

From here users can only un-favourite and send messages. To do anything else like request their private key or wink, they must visit their profile.

Who Favorited Me

The only way for a user to know if someone favourited them, requests for their private key, winks, is by receiving a message.

Solutions

While these are good features, they can be much better. My solution is to create a new page called “Interactions” with four sections: Favourites, Views, Private Keys and Privacy and integrated any updates into the notifications page.

Favourites Section

Users can see and manage their favourites and easily view who favourited them without going into the messages page

Views Section

Users can see the profiles they viewed, and see who viewed them.

Key Request Section

Users can see the current pending key requests without the need of checking their messages. They can also manage the keys they’ve given and seen the keys they have received.

Privacy Section

Users can see and manage users who they’ve blocked.

Userflow

Solution

INTERACTIONS Page

To better organize the user to user interactions, a new page called “Interactions” was created. The interactions page is a place where all of the users to user interaction history is available. This page consists of favourites, views, private keys and privacy features.

Wireframes

Problem / 04

Low Profile Completion

Users who prefer to connect on an emotional level by reading profiles complain that there are not enough users who complete their profiles.

Note: photos and information are blurred for user privacy

Onboarding Intro

This page explains to the user the importance of uploading photos and its tools and features available for their privacy.

Onboarding Questionare

Even though the onboarding questionnaires are short it makes it feel boring and it doesn’t excite the user on its new journey.

An Incomplete Profile

Users have the liberty of having a discreet profile, but that shouldn’t mean they can’t be creative and fun to grab the attention of others.

Solutions

Onboarding

Expand the onboarding process by adding a step by step optional questionnaire. These questions consist of relationship status and what they are looking for, physical appearance, about them and introduce a new feature called stories.

Stories

This new feature will consist of discreet questions. These questions consist of things they like, what would they like to do and what would they do in certain situations. They can be answered on the onboarding or in their profile. There will also be a stories section on the discover page were users can read other user’s stories. Ideal for those who prefer an emotional connection.

Profile Review

When the user is done filling out the onboarding questionnaires, there will be a system that scores them based on the information that they’ve entered. If the user scored poorly, the system will explain it’s ok if they want a discreet profile but it will also explain the problems of having an empty profile.

Missing Fields Notification

While browsing the discover page users will sometimes be notified that they have an incomplete profile and explain why it is not good to have one. When the user is browsing their profile, it will have visible indicators of the missing fields.

Userflow / Low Profile Completion

Intro Onboarding

Uploaded Photos

Your Height

Photo Upload

Relationship Status

Stories

Photo Editor

Body Type

Profile Review

Intro Onboarding

Entering Height

Incomplete My Profile

Photo Editor

Stories Questions

Stories on a Profile

Relationship Status

Profile Review of a Poor Profile

Stories section on Discover

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