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Designing a Matchmaking Experience for Hum Tum Users

A UI/UX solution crafted to transform Hum Tum into a standout digital matchmaking platform helping users to find their romantic partners. It’s not just another dating app but incorporates entertaining features that uses the “Tree of Life” concept.

industry

Enterprise & SAAS

Services Provided

UX/UI & Digital Product Design

UX Research

PLATFORMS

Mobile App

BUSINESS TYPE

B2C

Overview

Hum Tum is a matchmaking app that goes beyond basic profiles and swiping. It lets users express personality traits, lifestyle choices, emotional tendencies, and even zodiac compatibility to foster deeper, more reflective connections. The goal was to create a digital experience that stood apart from mainstream apps like Tinder or Bumble.

THE Challenge

Designing Insight-Driven Profile Discovery Experiences

Meaningful Matchmaking in a Crowded Space

The main challenge was to design an experience that not only felt intuitive but also emphasized depth over shallow interactions. The interface needed to make profile discovery engaging while allowing users to understand compatibility in a more meaningful way than conventional swipe-based platforms.

our Approach

The Method Behind Magic

Our Strategic Design

We studied user behaviour patterns focused on matchmaking, how people perceive compatibility signals, and what motivates users to continue exploring connections online. Insights from this research guided the information architecture and core interface flows.

Decoding the Ecosystem

A 360° View

The final product delivered an engaging and less transactional matchmaking experience. Users benefited from a clean, minimal interface that highlights personality traits and preferences. The introduction of the Wingman companion and the MAYBE swipe option improved user interaction and retention by adding flexibility to the decision process.

Structuring Meaningful Match Discovery

The UX audit revealed friction caused by generic swipe patterns and limited context around profiles. We restructured discovery flows to help users understand compatibility beyond surface-level information.

Brand Character Tonality

We understood the emotions users go through towards the journey. At different stages users experienced different emotions that needed a different kinda nudge to move forward towards the rest of the journey.

Key Themes Identified

Clear Onboarding Builds Comfort

Users wanted clarity on how the app works before committing—what information they need to share, how matches are formed, and what each interaction leads to.

Visual Clarity Matters

Respondents preferred simple, distraction-free interfaces that made profiles easy to scan without overwhelming them with excessive data.

Simplicity Fosters Trust

A transparent and predictable experience helped users feel more comfortable sharing personal details—critical for a platform centred around emotional and personal connections.

Indirect Competitors

Over-reliance on swipe mechanics leads to shallow engagement.
Users lacked flexibility in decision momentum.
Experiences should feel lightweight and intuitive across devices to encourage frequent use.

direct Competitors

Binary yes/no decisions often feel rushed and limiting.
Highlighting compatibility factors early builds confidence in interactions.
Transparent communication around matching logic and user actions increases trust and long-term engagement.

Core problems

Ordinary swipe dynamics failed to represent personality depth.
Users struggle to connect deeply when the visual identity feels generic or predictable.
Minimal emotional context in typical interactions.

Key Opportunities

Introduce personality-centric discovery.
Build interactive guidance through design features.
Enhance flexibility and reduce decision regret.Architecting Experience.

Architecting Experience

From Insights to Frameworks

We transformed research findings into navigation systems and content flows that helped users explore matches intelligently, without losing context or engagement.

Solution

Wingman: An imaginary mascot

We created an imaginary mascot, Wingman, who would guide users through a predefined compatibility test and give results based on it. It offered a guided compatibility experience, instead of shallow swiping.

A MAYBE Option

Instead of a simple “YES” and “NO”, we decided to add an additional “MAYBE” field to add a response. The addition of the MAYBE option acknowledged user uncertainty and reduced the pressure of binary choices.

Cross-Touchpoint Consistency

Brand elements were tested and validated across formats from digital interfaces and social, to event branding and print to ensure cohesion.

Form Meets Function

Designing Engaging Interfaces

We used the Quicksand font for a clean, readable interface, paired with a red monochrome palette to symbolize love and connection. Bright multicolor gradient line icons add vibrancy while keeping the UI minimal and expressive.