So much work done in all these years. Unfortunately not all of it had the opportunity to take off but, the most important it’s always the process to come up with the idea that will understand and shape where culture will go.
The context
01
Badoo underwent a repositioning to present itself as an honest and transparent dating app. In 2021, the brand decided to launch a campaign (Badoo Hotline) addressing the importance of mental health at a time when this conversation is beginning to gain relevance, but they didn't achieve the desired impact with the campaign. They need an idea to amplify the campaign and also to improve the app's penetration among the female audience.
The problem
02
The usage of dating apps among the male audience doubles the usage rate (3M vs 1M) compared to women, who don't use them as much due to various factors, including the low sense of security they feel when meeting someone through the app.
The insight
03
People (specially women) on first dates pre-judge as they have chatted before they meet but also they feel more insecure at first sight.
The concept
04
Vali · Date
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Been in the whole process but mostly in insighting exercise for the two features.
App experience: Vali-date, a feature that served to verify that the date had gone well. Three alerts would be sent to ensure that the date was progressing as it should. If there was no response by the third alert, the app would automatically contact emergency services, which we requested beforehand.
