Assessing product market fit for Entangle

We partnered with Entangle, a dating concierge service, to design their brand identity and a mobile app prototype to assess market fit. Through user research, persona development, wireframing, and prototyping, we devised an end-to-end solution for the identified problem. Our goal was to determine the viability of monetizing such a service and assess its brand value in the market.

To comply with our non-disclosure agreement, we have omitted and obfuscated confidential information in this case study. All information in this case study is Yadhoom Digital’s and does not necessarily reflect the views of Entangle.

PHASE 1

Kickoff & discovery

We conducted stakeholder interviews and user research with 5 Indian single millennials to gain a comprehensive understanding of the pain points within the dating experience, specifically with dating apps. From this research, we developed user personas to capture our target audience and identified the direction for the brand and content strategy. Using this information, we identified the necessary features for the new dating app to solve the identified problems and meet the needs of our target audience.

Mira

Demographics

26-year-old female
NRI, lives in a metropolitan city
Works as a marketing executive at a tech startup

Behavioral attributes:

Mira is an extrovert and loves to socialize with people
She is looking for a meaningful relationship and wants to settle down
She is tech-savvy and spends a lot of time on her smartphone

Pain points:

Mira is busy with her job and does not have much time to socialize and meet new people
She has tried various dating apps, but she finds it difficult to filter out genuine people
She is not comfortable with the idea of meeting strangers in person

Goals:

Mira wants to find a like-minded partner who shares her interests and values
She wants a service that can save her time by pre-screening potential matches
She wants a safe and secure platform to connect with people

Rohan

Demographics:

29-year-old male
Lives in a metropolitan city in India
Works as a software engineer at a multinational company

Behavioral attributes:

Rohan is an introvert and finds it challenging to approach new people
He is looking for a serious relationship and wants to settle down
He is not very active on social media and prefers to keep a low profile

Pain points:

Rohan finds it difficult to initiate conversations with people, especially women
He has tried various dating apps, but he finds it overwhelming and confusing
He is not comfortable with the idea of meeting strangers in person

Goals:

Rohan wants a service that can help him connect with like-minded people without feeling overwhelmed
He wants a service that understands his personality and can suggest potential matches accordingly
He wants a safe and secure platform to connect with people without revealing too much personal information

PHASE 2

Brand development

To create a brand identity for Entangle, we first conducted research on the target audience, their preferences, and the competitive landscape. We then collaborated with the founder to identify the unique value proposition and brand personality of the company. Based on this information, we developed several logo concepts and presented them to the client for feedback. Once the logo was finalized, we developed a color palette, typography, and visual design guidelines that reflected the brand personality and resonated with the target audience. We also developed a tone of voice that aligned with the brand values and was consistent across all communication channels. Finally, we created a style guide that included all brand elements and guidelines to ensure consistent application of the brand identity across all touchpoints.

PHASE 3

Wireframing & prototyping

To explore various concepts for the Entangle app prototype, we carried out rapid wireframing. This involved sketching out ideas and concepts for the app’s UI and UX in a quick and iterative manner. We generated multiple wireframes to explore different design directions and potential layouts for the app’s various features.

After refining the wireframes, we created a high-fidelity prototype using Figma. This prototype allowed us to test the app’s functionality and flow without investing too much time and resources into development. We then carried out user testing with a sample group of potential users, collecting feedback on the prototype’s design and usability.

Using the insights gathered from user testing, we made necessary tweaks and modifications to the app’s wireframes and prototype to enhance its functionality and user experience. This iterative design process allowed us to refine and validate the app’s concept, ensuring that it met the needs of its target audience while also aligning with Entangle’s business goals.

Social media launch

To launch the brand on Instagram, we first created an Instagram account and optimized it by completing the bio section with a clear brand message, adding relevant hashtags, and creating an appealing profile picture.

Next, we created a content strategy that would showcase the brand identity and engage the target audience. The content we put out focused on providing value to our followers by sharing relatable dating tips, date ideas, conversation starters, and flirting tips. We also conducted polls and asked questions to interact with the audience and encourage engagement.

To make the brand more discoverable, we used relevant hashtags and also kept a consistent visual aesthetic by using brand colors, fonts, and a consistent tone of voice in all our content. This helped create brand recognition and increase brand awareness.

Overall, our Instagram strategy was aimed at building a community of engaged followers who would be interested in trying out the Entangle app and spreading the word to their friends.

Outcomes

We developed a mobile app prototype for validation and brand identity for a dating concierge service aimed at the Indian millennial market. While the app concept was not able to secure investment, both investors and the Entangle team saw value in the content strategy created. The team identified potential for Entangle to pivot to a content creator in the dating niche, monetizing the content through various channels.

By building a following through their content, Entangle could potentially monetize their audience through sponsored posts and partnerships with other brands in the dating space. Overall, the Entangle project provided valuable insights into the Indian millennial dating market and the potential for content creation as a monetization strategy. The team could explore this avenue further and potentially build a profitable business around their expertise in the dating niche.