Motto: Social Dating App

Motto is a new app designed for queer men, transgender, and non-binary people to connect, meet, and have fun in an effective and respectful way.

Overview

Joel Shimkai, founder and former CEO of Grindr—the world's leading social networking app for queer connections—set out to design an elevated, inclusive hookup app for the queer community.
The goal was to cultivate satisfying experiences and connections with less frustration while improving upon the shortcomings of his previous venture.

My Role

Lead Product Designer

Problem Statement

Existing dating/hookup apps for the queer community aren’t effectively satisfy their users needs. It takes too much time and effort to get expected results while also exposing their users to a toxic culture.

Pain points

We defined three personas across a spectrum, from those seeking casual fun to those looking for meaningful romantic connections.

Navigation

After multiple rounds of workshops and ideation sessions, we shaped the product vision and strategy to align with business goals and market opportunities. As a result, we defined the app’s navigation into five main sections, ensuring a seamless and intuitive user experience.

Grid exploration

We explored different options, considering both our users' needs and how to stand out from competitors. Unlike other hookup apps—where photos are often optional, and some profiles may not display any at all—our app ensures a more visual and engaging experience. Instead of limiting profiles to a single image, we showcase multiple photos per user. We experimented with different layouts, including a grid with one photo per user versus leveraging our unique approach to display multiple images per row, giving users a more comprehensive view of potential matches at a glance.

Final Explore Section Included

Grid Interactions

Users can seamlessly navigate the app by swiping left or right from the main explore grid to remove profiles, view more details, or start a chat. This intuitive design offers quick access and an efficient experience for those who prefer to skip full profiles and get straight to the point.

Profile View

“Not enough/quality information to make a decision”

Profile view included: photo gallery, distance and ETA, status and intentions, most relevance stats, bio, searchable tags and instagram

Botom Toolbar

Our easy-access bottom toolbar allows users to effortlessly switch between their profile and chats with a simple swipe left or right, ensuring a smooth and intuitive navigation experience.

Setting intentions

Users have trouble finding what they what, when they want it. And what they want changes often

Chats and Shareable Photo Albums

“Too much time and effort spent in things users don’t enjoy”

Users can organize chats and easily create and share photo albums with their best pictures.

Real Members and Safety

“Too much fake/spam users”

Onboarding Flow and Waitlist

To build critical mass for our launch, we implemented a waitlist strategy seamlessly integrated into the onboarding flow. This approach helped generate excitement, foster community engagement, and ensure a strong user base from day one.

Design System

After defining the logo and the app's look and feel, the team focused on creating a cohesive design system. We collaborated closely with the engineering team to ensure a seamless development process and a consistent user experience.

Website

We designed and launched a marketing website featuring app download links, key information, and a dedicated FAQ section to support and engage users.

Final Accomplishments