Book titled 'It's a Match! Investigating User Experience and Algorithmic Trust in Dating Platforms' with a pink cover featuring a black and white illustration of hands holding a smartphone with a pixelated heart on the screen. The book is lying on a white surface with a white background.

It’s a Match - Investigating UX & Trust in Dating Apps

Industry
Software / Entertainment

UX research + design proposal focused on improving user agency and transparency in algorithm-driven dating platforms.

Year
2024

Type
Student Project

Timeline
4 months

About

“It’s a Match” is a UX research project developed as part of my Master’s thesis, focused on understanding how users experience and trust algorithm-driven dating apps. The problem space centered on issues of bias, user agency, and lack of transparency in matchmaking algorithms.

Through a combination of surveys, interviews, and thematic analysis, I uncovered user concerns around fairness, control, and emotional safety. Building on these insights, I proposed a conceptual design solution aimed at fostering respectful behavior and increasing trust during onboarding. This project showcases my ability to work with complex, real-world topics and translate research into actionable, user-centered design ideas.

Challenge

Modern dating apps rely heavily on algorithmic matchmaking, yet most users have limited visibility into how these algorithms work - or how much control they truly have over their experience. Through my thesis, I set out to explore how UX design contributes to (or undermines) user trust, agency, and emotional safety in dating platforms. The problem wasn’t just technical; it was human. I wanted to understand:

How do users feel about algorithmic decisions in dating apps, and how can design make those interactions more transparent, respectful, and empowering?

The Process:

To investigate this, I conducted a mixed-method study that combined:

A user survey (n=130) to gather quantitative insights on app usage patterns, emotional experiences, and perceptions of control,
Qualitative interviews (n=5) that explored users’ real-life dating journeys, frustrations, and expectations,
Thematic analysis to identify key patterns and pain points.

Bar chart showing responses to the question: 'Would you agree that your preferences were taken into account in the match suggestions?' with 130 responses. The chart displays percentages: 2.3% for response 1, 26.2% for response 2, 29.2% for response 3, 30.8% for response 4, and 11.5% for response 5.

Key insights included:

One of the survey questions

#1

Users often felt misled or confused by algorithmic decisions.

#2

There was a desire for more control and transparency in profile visibility and match selection.

Diagram showing various aspects of social media or app experience, divided into different colored sections representing user interactions, system features, and technological components.

#3

People wanted respectful and emotionally safer interactions, especially during onboarding and messaging.

Diagram with six themes related to app environment, design barriers, user behavior, decision-making, inclusion, and user control, featuring color-coded notes.

Miro Board / Thematic Analysis based on survey & interviews data

Miro Board / Thematic Analysis based on survey & interviews data

Published survey

Survey Respondent’s Quote

“The algorithm is designed for you to need to constantly come back… it does not support you in finding your future partner.”

Survey Respondent’s Quote

“If they resolve the issue of data sharing or privacy concerns, it will be a great value addition to these dating apps. [...] Make it more encrypted and personalised.”

The Solution:

Based on these findings, I proposed a conceptual onboarding flow designed to build trust from the start.

It included:

A short, interactive quiz introducing users to community values (e.g., kindness, no hate speech, no unsolicited images)
Design elements that set behavioral expectations and affirm user agency
Subtle affordances to guide respectful interactions without overwhelming the user experience

Moodboard

In the second deliverable (high-fidelity prototype), I applied a vibrant color palette and graphics inspired by the project’s moodboard. Since research indicated that the target audience of dating apps is predominantly aged 18–35, the design leans into aesthetics that resonate with Millennials and Gen Z - evoking a sense of nostalgia while keeping interactions playful and engaging.

The interface integrates elements such as a progress bar for clear orientation and a highlighted selection state to provide immediate feedback. This combination ensures the experience feels intuitive, rewarding, and consistent with familiar app patterns.

The moodboard for the dating app concept draws heavily from the vibrant and nostalgic 90's pixelated aesthetic, combining bold colors and pixel-art elements to evoke a retro digital atmosphere.

Sharp, blocky pixel graphics and chunky typography create a playful yet straightforward visual language, reminiscent of early computer interfaces and video games. The color palette features saturated hues like electric blues, neon pinks, and bright yellows, enhancing the energetic and fun vibe.

This design choice not only taps into the growing trend of retro nostalgia but also imbues the app with a friendly, approachable personality that stands out in a crowded market.

Overall, the moodboard balances vintage tech charm with modern usability, crafting a unique and engaging user experience rooted in the spirit of the 90s digital era.

Four colorful mobile phone screens with the same dating app interface, each with a different background color: pastel green, lavender, sky blue, and yellow. The app has a pink header with the text 'Date Like a Pro' and a pink heart icon. Below, a message reads, 'PoV: You've just matched with someone. What's your ideal first message?' Followed by four message options labeled A through D. At the bottom, a progress bar indicates 70% completion.

2nd Deliverable: High-fidelity wireframes - prototype

While I did not fully prototype the entire app, I designed key screens to visualise how research insights could inform real UX decisions.

This concept demonstrates how design can act as a bridge between complex algorithmic systems and human values like trust, safety, and self-expression.