MCU | Mika新网站2024

MOVIES CONNECT US

MCU is a dating app designed to connect people by matching them based on their movie tastes.

MCU is a dating app that connects users through shared movie preferences. Designed during my graduate research, it replaces superficial swiping with film-based matching, interactive mini-games, and themed events to foster deeper connections. This case study explores how aligning cinematic tastes can create more meaningful dating experiences.

Role

UX Researcher & Designer

Team

Jiahui Liu

Date

December , 2022

Problem Statement

Dating apps often rely on generic metrics like swiping or vague bios, leading to superficial connections. Movie lovers represent a niche group whose shared passion for films can serve as a strong foundation for meaningful relationships. MCU aims to:

Create deeper connections through shared interests in movies.

Provide an engaging, gamified user experience.

Foster community and interaction.

Goals

Create an engaging platform where users can connect through shared movie preferences.
Foster authentic interactions by providing movie-based conversation starters.
Ensure an intuitive and enjoyable user experience that encourages long-term engagement.

Research

User Interview

I interviewed 10 individuals aged 20-45 who identified as movie enthusiasts.

90% expressed frustration with generic dating app conversations.
70% struggled with breaking the ice on dating apps.
80% of respondents noted that movies play a significant role in dates, and finding someone with similar tastes could enhance compatibility.
70% thought people with similar movie preferences are often more likely to connect in other areas of life as well.

KEY FINDINGS

Participatory Design

In order to ensure that the final products and services meet the needs of users, I adopted the method of participatory design to conduct research.
I asked participants to choose some of our competing products and spend 10 minutes writing a breakup letter and a love letter explaining why they liked the app and why they didn't.

Persona

After the user interview and participatory design, I summarised two representative user portraits to help me carry out the subsequent design work

“I am currently a programmer, my favorite hobby is watching movies; I hope to find a girlfriend who doesn’t think I’m a movie nerd and can share my taste in film.”

Programmer | London

Omar, 30

Needs/Goals

To be able to go on real dates.
Meet people who share an appreciation for indie films and film festivals.
Make a deep connection with someone.

Frustrations

Wasting a lot of time on different dating apps without making any progress.
Generic matches on other apps that don’t share niche film interests.
Feeling depressed when being ghosted.

Frustrations

Struggles with breaking the ice on dating apps.
Finds it hard to keep conversations going.
There are many fake profiles on dating apps.
Loses passion for dating apps quickly.

Needs/Goals

Find someone who enjoys sci-fi movies and animated films.
Introduce a mini game to help break the ice and engage both sides effortlessly.
Spot fake online profiles from real ones.
Be able to discuss movies with others on the app even without the intention of dating.

“I’ve just moved to London and want to make some friends here. I like movies and TV shows a lot. It would be great if I could meet someone who shares my taste. Also, I’m quite shy, so I hope others will be able to take the first step.”