Description:

Dating apps are no new thing, but we know how exhausting swiping through them can be. Women particularly are often underserved, unprotected and stigmatised in this space. As a casual dating app, HUD knew they needed to bring some fresh excitement to the dating game, while ensuring the experience felt empowering and safe for all users.

Years of growth for HUD introduced a multitude of features, but the user experience suffered due to a lack of cohesion. Paloma teamed up with the HUD team to help refresh and revitalise the app, giving it a user experience that aligned with their mission to redefine dating apps and rebel against outdating norms.

The HUD redesign involved a multi-layered strategy, focused on user research, inclusive design, and a safety-centered approach.

A visual refresh was at the heart of creating an empowering experience for users. The design focused on expression, injecting the playful essence of dating back in to the app experience with vibrant colours and playful illustrations.

Moving away from traditional dating swipe gestures for profile browsing, we introduced a more intentional but still familiar interaction, encouraging users to take the time to view profiles. Coupled with streamlined navigation and clear communication cues, the app experience was transformed into a more user-friendly and robust dating experience.

The innovative My Bedroom™ feature empowers users to take control of how they express themselves. Going beyond simply showcasing desires and preferences, users can curate a space that reflects their unique personality and boundaries. They can highlight what excites them, and just as importantly, what's off the table for them. This transparency fosters deeper connections based on shared desires and compatibility, creating a foundation for safe and fulfilling encounters.

Taking it a step further, Bedroom Archetypes were added to inject a playful layer of personalisation.

Sexual wellness, a facet of our overall well-being, deserves recognition and acceptance. As Hud's "Bedroom" feature gains traction, it's not merely about connecting people but about pioneering a transformative movement. A world where sexual desires are celebrated, not concealed; where shame gives way to pride; and where every individual feels seen, understood, and celebrate.