Tell us of a problem with a product which bothers you.

● How would you use technology to solve the problem?

Propose more than one potential solution (max 3)
● Compare and choose the best solution for the problem
● How would you measure whether the chosen solution is
working?
● What might be the reason for this chosen solution to fail ?

Karan Patel
karanpatel.iitm@gmail.com
+91- 96649-01511
v.nnd.2015.06
CONFIDENTIAL
 A location based social and dating application

ABOUT BUMBLE BUMBLE PRODUCTS

50M $1B 150

User accounts Valuation Countries Bumble Date Bumble BFF Bumble Bizz
Find the one Expand Social Circle Career Opportunities

Completeness No Trash Talk Take Action

Dating, networking & Only women allowed to Unmatched if chat not
meets initiate a chat initiated within 24 hours

No ghosting Audio, video call

Unmatch a silent Connect without sharing
conversation personal details

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 User flow analysis: Women
The below analysis is done for heterosexual users
For homosexual users, anyone can initiate the conversation FOCUS AREA
YES Girls often get a lot of matches and are
SETUP not able to initiate conversation with
all the matches
Was there a
prospect of Many a times, they lose out on
YES connecting with potential good
interest?
matches
Was she active
SWIPE NO in last 24 NO
hours? PROBLEM
NO SOLUTION NEEDED Too many matches makes it tough
Did she
reply in 24 NO Girl is potentially not to choose the right guy
interested
hours?
MATCH PROBLEM ALREADY ROOT CAUSE
YES SOLVED There is no differentiation
BUMBLE BOOST
Paid subscription based between matches
solution
SOLUTION GOAL
CHAT Assist a girl in the choosing the
right guys

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 Solution 1: Introducing BumbleBeat – Differentiating matches by analyzing user behavior
NEED SOLUTION
LACK OF TIME ANALYZE BEHAVIOUR
Going through each match’s profile is Utilize app interaction data to predict
cumbersome on a busy day compatibility with matches

AVOID MISSING OUT DISPLAY TOP PROFILES

Girl does not reply and misses out Provide the girl with the top compatible
on potential good matches profiles among all the matches

OBJECTIVE IMPACT
HELP DECIDE IMPROVED CONNECT
Help the girl in focusing on her choices Reduce chances of missing out on a
amongst present matches potential dream connection

MATCH INTERESTS EFFORTLESS

Selecting matches based on mutual User Interface – Women Assess and pick from the
interests, hobbies & opinions recommended matches with ease

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 Solution 1: Introducing BumbleBeat – Differentiating matches by analyzing user behavior
UNIQUENESS

Data collection
Native User Engagements
No questionnaire
Match Beat Pick Revert
Recommendation Guy and girl Girl uses Beat to view top Girl chooses the Girl reverts back to
No particular order or percentage makes a match profiles from her matches guy from Beat guy within 24 hours

DATA COLLECTION ATTRIBUTES RECOMMENDATION USING USER BEHAVIOR* OUTPUT

IMPLEMENTATION

Profile Description Physical Millions of User swipes Predict

Extract user attributes Age profiles and matches Predict likelihood of
Height successful interaction within
Past Swipes Location current matches
Analyze user interaction Identify similar Find match that Develop user
Distance suits user’s profile
matches based “taste profile” Sort
among matched
Past Matches Intellectual on attributes profiles using Sort matches based on
Analyze success rate Hobbies likelihood
Collaborative
Qualification Filtering
Response Behavior Politics Recommend
Learn from match to chat Religion Display top matches as picks
conversations with BumbleBeat
BumbleBeat Recommendations
*A Content-Collaborative Reciprocal Recommender for Online Dating (Link)

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 Solution 2: Introducing BumbleBuzz – Differentiating matches by using Buzz Alert
NEED SOLUTION
NO DISTINCTION BUZZ ALERT
Girl does not know which match is BumbleBuzz distinguishes a match that
specifically interested in her profile has shown special interest

CONSTRAINED GET IN SPOTLIGHT

There is no way a guy can express his A guy uses BumbleBuzz and sets his
feelings to a girl before she initiates profile apart from the rest

OBJECTIVE IMPACT
INFORM THE GIRL BETTER CONNECTS
Inform the girl about special interest The girl can identify the guy showing
shown by a match for an initiation specific interest and replies back

HEAR THE GUY STANDOUT

Provide an avenue through which User Interface – Men BumbleBuzz being scarce makes the guy
a guy can express his feelings standout amongst other matches

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 Solution 2: Introducing BumbleBuzz – Differentiating matches by using Buzz Alert

USERFLOW
Match Buzz Pick Revert
Guy and girl Guy uses Girl notices special Girl reverts back
makes a match BumbleBuzz interest of boy to guy

BUZZ One use Non disturbing 24 hours

Premium Standout
per day alert maximum

UNIQUENESS TARGET USERS BENCHMARKING

To differentiate and not Women between top 30- 50
gain matches percentile based on matches Tinder’s success with
Superlike is promising for
A subtle alert to preserve Men under 60 percentile based BumbleBuzz
user experience on matches
User Interface – Women
INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE
 Comparing solutions

PARAMETER BumbleBeat BumbleBuzz

1 2 3 4 5 1 2 3 4 5
Helps sort amongst matches Depends on the guy’s Buzz
Effectiveness
HIGH
PRIORITY Automatic process User triggered process
Usage complexity

Optimizing algorithm Integrating design

Implementation ease
MEDIUM
PRIORITY Same level of engagement Increased engagement
User Engagement

Helps girl in selection process Helps male show his special interest
Value add
LOW
PRIORITY Dependence on Data Busy bees might not value
Drawback

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 Measuring Success of BumbleBeat

METRIC
METRIC METRIC
METRIC
Replies to Match-reply Sentiment Feedback
BumbleBeat conversion analysis from users

SOURCE
SOURCE METRIC
METRIC SOURCE
SOURCE
Average chat Average chat reply Length of Average time Tweets, tech blogs Swipe based
initiation per match conversation spent on app and articles feedback

INDICATOR
INDICATOR SOURCE
SOURCE INDICATOR
INDICATOR
Feature User Number of Session length & Likeliness of Viability of
Adoption Satisfaction sentences app launches application BumbleBeat

INDICATOR
INDICATOR
FEATURE MARKET
Effectiveness Engagement
of solve of user

PRODUCT

INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE

 Reasons of Failure for BumbleBeat
INTERNAL EXTERNAL

NOISY DATA RAM HEAVY TRUST ISSUE FEEL DISCRIMINATED

Fake Profiles and script Increased size of application Women’s disbelief in Incomplete knowhow of
SOURCE
based genuine app usage Data intensive app algorithmic matching online dating frameworks

Data Cleaning and Sharing positive user

SOLVE
frequent sanity checks Selective transmission Positive word of mouth
stories on social media

MOTIVATION

I found this person on Bumble whom I thought I would really click well with. However, I did
not get a chance to exchange texts. Incidentally, I ended up having a very good conversation
with the same person on Tinder. This motivated me to solve a bigger problem in Bumble.

THANK YOU!
INTRODUCTION PROBLEM SOLUTION COMPARISON BOTTOM LINE