eHarmony Success Couples
Finding every happy couple who met
and fell in love on eHarmony
In our Special Projects department, we were tasked by the CEO to build a reacquisition flow to find users who found love through the site (an eH "Success Couple"). These couples were not routinely tracked since the company's inception until this project, so a CRM was also built to house the data.
Objective
Our goal was to incentive people who had not used the dating service in some time to come back and tell us their status and story. We intended to do this by offering their initial communications - their messages between one another.
Role
Since this was the Special Projects department, I was able to work on project requirements, sitemapping, sketches, mock reviews, and wire-framing.
Initial Experience Flow
User Research
I was able to conduct user result through surveying a sample of the Success Couples we had already identified and used in our marketing. I talked with several of them, asking for their insights and gauging their comfortability around such a flow. This survey also allowed us to see if the incentive of offering a downloadable PDF of their communications was enough for them to click through and complete.
Initial Success Page
Initial Email
Challenges
Since the project was robust and timely - containing the CRM sync-up and communications retrieval - we knew we needed a quicker solution in the meantime to allow us to capture ongoing users who were exiting the site in real time. Therefore, we created a Phase One and Phase Two flow.
The temporary Phase One contained a simpler flow - users inputted their information to receive a gift, which was manually handled by a gift vendor.
Phase Two - Experience Flow
Final Designs
My manager and I worked on rounds of mock-up critique and wireframe iterations.
Personalisation
Created unique flows for users of different relationship statuses, as well as using subtle pieces of their relationship in the flow to create a more personalized experience, knowing the flow was for them and their significant other.
Searchable
Since the user gave us their eHarmony sign-up email, a search query for all their past matches was easily made.
Reduce scroll
Since our Success Couples were diverse in age, we wanted to have an experience that suited all tech levels. Since older users have trouble with scrolling pages, we implemented a card design that reduced the need to scroll.
Each relationship status served up a different flow. Dating was created to capture users who were exiting their subscription even if it was new love.
We sourced stories for marketing purposes through this optional step.
Result
This exit flow launched in Dec 2013. In the following 6 months, we were able to identify 1.2M users who self-identified through the flow, or 600K eHarmony couples.
See final at eharmony.com/tellus