Onboarding teardown | Bumble | Harini Ramachandran

Generic: Are you finding it difficult to meet new people & make genuine connections in this large city, especially with the alarming safety concerns?

Men: Are you tired of the unresponsive matches on the dating apps?

On Bumble, women always make the first move once you match which means no more unresponsive matches or ghosting.

Female: Are you tired of and concerned about the unwanted advances from men on dating apps given the alarming safety issues?

On Bumble, women always make the first move. You heard that right.

Generic: Bumble is a platform and community that creates empowering connections in love, life and work beyond distances & differences. We promote accountability, equality, and kindness to end misogyny and re-write archaic gender roles.

Bumble Trivia:

• Headquarters in London, UK
• Reported revenue of $844 million in 2023 across the globe in 150 countries
• Significant market share in India, second only to Tinder.
• Significant presence with an MAU of approx. 4.1M (accounting for 15.74% of it’s global traffic)
• 36% of the Bumble users are female

Top competitors:

• Tinder
• Hinge
• Aisle
• Okcupid
• Happn

What do they offer?

• Bumble Date
• Bumble BFF
• Bumble Bizz

ICPs for the Bumble Date feature

ICP prioritization:

We shall focus on the JTBD, onboarding journey & activation metrics for ICP 1 & 2 - Shreya & Sushrut on account of the following reasons:

• High adoption rate
• Appetite to pay
• Distribution potential
• Sizeable TAM
• Willingness to explore

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Onboarding (1).pdf​

Hypothesis 1:

Users who update their profile at least once in the first week after the onboarding (change pictures, add more information, etc.)

Reasoning:

• • • When the users invest their time & effort, they expect to reap the benefits/ROI from it. This will ensure the users continue using the basic core functionality of swiping to get matches
    • This leads to improved outcomes, wherein it increases the odds of getting a match with
    • • a better profile completion percentage
      • a more presentable profile that might intrigue or interest people to swipe right on them
      • better visibility in the app’s recommendation algorithm based on your profile details

Hypothesis validation: Impact on

• • • • Retention - Medium
      • Referral or WOM - NA
      • LTV - Medium

Metrics to be tracked:

• • • Number of times the user updated their profile in the first week
    • Correlation - between profile update leading to more right swipes & matches - becoming causation
    • • Spike in the right swipes after profile update
      • Spike in the number of matches after profile update

Hypothesis 2:

Users who get a match within thei first 48 hours on the app

Reasoning:

• • • Users experience instant gratification, something that is quite an expectation for the ICPs or target audience as they are psychologically tuned to be at the receiving end of it through all the short-form content and even quick delivery.
    • Social validation - reinforcing the user’s belief that there can find compatible people or people who are interested in them.
    • A sense of joy - we are all social beings and any new social connection adds to the bucket of joy

Hypothesis validation: Impact on

• • • Retention - High
    • Referral or WOM - High
    • LTV - High

Metrics to be tracked:

• • • Number of matches in the first 48 hours
    • Time taken to get their first match
    • User behavior after first match - swipes, matches, response rate

Hypothesis 3:

Female users who send their opening message to & male users who receive a response from at least 50% of their matches in the first week (within the 24hour window of a match)

Reasoning:

• • • Female users are supposed to make the opening move on Bumble. If they get matches on Bumble and the let the match expire by not initiating a conversation, they are here only for the dopamine hit & social validation achieved through the number matches. These users shall be retained or resurrected but do not engage with the core value/feature
    • Same applies for male users who do not respond to the opening moves.

Hypothesis validation: Impact on

• • • Retention - High
    • Referral or WOM - Medium
    • LTV - Medium-High

Metrics to be tracked:

• • • User response rate - average time taken to respond to a message from their matches
    • Average time taken to receive the opening message from their matches in the first week

Hypothesis 4:

Users who exchange at least 4-6 messages with a connection in the first 24hours of the match in the first week

Reasoning:

• • • Only when the users exchange a conversation with their matches, will they realize the product’s core value proposition of enabling connections. Simply a Hi & Hello exchange is an advocate for a dead match.
    • Positive push: motivate the users to find more such meaningful connections, in turn triggering them to continue swiping.

Hypothesis validation: Impact on

• • • Retention - High
    • Referral or WOM - High
    • LTV - High

Metrics to be tracked:

• • • Average number of messages per match
    • Number of matches with at least 4 message exchanges in the first week
    • Number of matches in the first week
    • User behavior after a match with at least 4 message exchanges in the first week- swipes, matches, response rate
    • User behavior after a match with less than 4 message exchanges in the first week- swipes, matches, response rate

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• When a user gets their first match: ”What a match!”
• When a user accidentally runs into a profile on their feed who had SuperSwiped on them
• Users who liked you tab - to know the users ho had liked you
• Receiving compliments on your profile

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