Empowering women to navigate dating safely and confidently
Role
Product Designer II
Feature Reskin & Adaptation
Timeline
3 Months, Q1 2024
Project type
Safety Product
Team
Cross-functional design and engineering teams at Tinder, MG Central, and Plenty of Fish
OVERVIEW
Working on Share My Date was one of my most impactful early projects at Tinder, as it aimed to directly improve user trust and perceived safety. This cross-functional initiative was a collaboration between Tinder and our parent group’s Central design team, building upon Plenty of Fish’s existing infrastructure to launch a Tinder-branded MVP. The ask was to reskin and refine the user experience to align with Tinder’s design system while ensuring the flow felt native and approachable for our users.
RESPONSIBILITIES
I was responsible for the end-to-end UX and UI design, from auditing inherited flows to defining scalable entry points and refining interactions within Tinder’s ecosystem. I collaborated closely with product, research, and engineering to align on usability, privacy, and Trust & Safety requirements. I also partnered with the brand design and marketing teams to deliver assets for the Women's Safety Campaign.
Received coverage from 1,200+ press outlets, reaching over 5.4B impressions with 99.6% positive or neutral sentiment, including features in Forbes, Mashable, Techcrunch, and ABC7 News.
CHALLENGE
Bridging manual safety habits into a trusted in-app experience
PROBLEM
Female-presenting singles experience increasing risk perception as they approach in-person dates. While users often share date information independently, Tinder lacked an in-app solution that built trust and demonstrated care for their safety.
How might we integrate an existing safety feature into Tinder in a way that feels native, trustworthy, and user-focused?
OBJECTIVE
This was an opportunity to translate manual, off-app behaviors into a seamless, trusted Tinder experience, demonstrating proactive care for user safety while integrating with existing infrastructure and broader product ecosystem.
User-centered: Build a flow that addresses real safety concerns and empowers users to share their plans with ease without creating friction or confusion.
Brand-centered: Reskin and adapt the existing Plenty of Fish feature so it aligns with Tinder’s visual style, tone, and design system, ensuring the experience feels authentic and native to the app.
Plenty of Fish
Share My Date Flow
DESIGN APPROACH
Identifying opportunities to improve the flow
UNDERSTAND THE FOUNDATION
Reviewed Plenty of Fish’s existing flow to identify reusable elements and UX gaps. Audited what could be reskinned with minimal development while spotting opportunities to enhance the experience, improve usability, and drive feature adoption.
ADOPTING TINDER'S BRANDING
Redesigned the UI using Tinder’s design system, refining microcopy with our content designer and visual hierarchy to emphasize safety and privacy while keeping the experience approachable.
CROSS FUNCTIONAL COLLABORATION
Partnered with Central Design on technical constraints, Brand and Product Marketing to deliver campaign-aligned assets, and Trust & Safety to ensure policy compliance and sensitive content handling.
USER RESEARCH AND IRL WORKFLOWS
Leveraged internal research and A/B testing to understand user pain points around sharing date details. Applied these insights to iterate on entry points, flow patterns, and micro-interactions, ensuring the experience was intuitive and aligned with how users actually share their dates IRL.
Tinder
Share My Date Final Designs
entry point
bottom sheet
introduction
add date details
preview date details
Date History
Deeplink Display
Mobile Web View
Public Profile View
Share My Date Info
DESIGN CONSIDERATIONS
Enhancing the experience beyond the original concept
ENTRY POINT A/B TEST
One of our first UX challenges was finding a consistent and scalable entry point for Share My Date. We evaluated the “Safety Shield” vs. “Ellipses” icons to address confusion in Tinder’s existing safety patterns. Based on an A/B test during user research, we chose the ellipses for better discoverability, standardization, and scalability within chat.
USER CONTROL & FLEXIBILITY
Through insights from Plenty of Fish, we learned that requiring users to fill out every detail (who, where, when) often created friction and led to drop-off. To simplify the creation flow, we only required the date and time. This approach gave users flexibility and control, making it easier to engage with the feature without feeling pressured to overshare.
TRANSPARENCY & SAFETY MESSAGING
Because safety perception is deeply emotional, the tone of our messaging mattered as much as the UI. We added clear safety tips and disclaimers to reinforce that Tinder doesn’t track users on dates and encourage meeting in public spaces. This helped set realistic expectations while reinforcing a shared responsibility model for safety.
LEGAL COMPLIANCE & DATA HANDLING
Given the sensitive nature of the data, legal collaboration was critical. Aligned with privacy standards by reducing data retention from 90 to 30 days and reusing Tinder’s “Share Profile” logic to safely link match details and photos. This not only streamlined implementation but also strengthened user trust through transparency and responsible data handling.
RESULTS & IMPACT
Boosted safety perception while scaling product engagement
AS OF 07/2024
ADOPTION & ENGAGEMENT
Drove 1.1M+ clicks on the Share My Date entry point, with 17.8K+ dates created and 4.9K+ dates shared. Achieved a 4.3% lift in women's retention rate, indicating stronger female engagement and retention.
MARKETING & AWARENESS
Supported by a global campaign reaching 67M+ social impressions and 5.4B+ press reach across 1,200+ outlets with 99.6% positive or neutral coverage in 34 countries.
PERFORMANCE ACROSS CHANNELS
The campaign outperformed expectations, driving stronger female engagement with a +5% lift in first messages sent, a 36% email open rate, and 7.6M+ merch card views. Despite limited visibility, the Share My Date feature surpassed Matchmaker in app opens (+17%) and interactions (+12%), proving the value of authentic, user-driven connections. Google placements reached ~881K users, generating 2.8K unique conversions and ~1K app opens.
LEARNINGS
Pushed the limits of design with data and insights under tight constraints
Working on Share My Date early in my Tinder tenure gave me the opportunity to design a user-facing safety feature while navigating cross-company collaboration.
I learned how to push the limits of an existing product reskin, advocating for UX improvements that increased adoption and clarity. Using data and qualitative insights, I translated strategic safety goals into tangible experiences, balancing constraints with user needs. Partnering closely with eng and marketing reinforced the importance of clear communication, iterative design, and aligning on measurable outcomes.
This project reinforced my ability to drive product impact through thoughtful design, cross-functional collaboration, and user-centered decision making.
