Rishta Pakistan

Building a better matrimonial match making experience for Pakistanis around the world: A UX Redesign for RishtaPakistan.com

ICR mosque app mockup
My Role
UX Designer, UX Researcher and Usability Analyst
Duration
4 months
Platform
Desktop, Responsive Tablet and Mobile
Tools
Figma, Photoshop, pen and paper
Background
RishtaPakistan is an online matrimonial platform that connects Pakistani singles from around the world, allowing them to browse profiles, initiate conversations, and explore potential relationships leading to marriage proposals.

The Problem


While RishtaPakistan.com boasts a large database of profiles, the conversion rate for finding matches remains low. Many users abandon the platform after registration, failing to connect with potential partners.
We suspect this drop-off stems from usability issues that hinder users' ability to search for and evaluate matches effectively. We hypothesize that the current user experience might be making it difficult for users to:
  1. Singles seeking potential partners often express concerns about the authenticity of profiles and the overall safety of the online matchmaking experience. This lack of trust leads to user hesitancy, hindering engagement and ultimately reducing the platform's success rate in facilitating meaningful connections.
  2. Users encounter profiles with missing information or misleading details, making it difficult to assess potential matches accurately.
  3. Users receive messages from incompatible profiles, wasting time due to sender carelessness. Limited control over unwanted contacts creates a frustrating experience, potentially driving users away.
By addressing these potential issues, we aim to optimize the user experience and improve the overall success rate for users finding their perfect match on RishtaPakistan.com.

Target Audience:


Pakistanis seeking marriage, residing in Pakistan or abroad, and friends and family members of potential candidates.

Research

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User Feedback Surveys

Conducted feedback surveys with users and gathered feedback received through website suggestion form to understand users specific pain and expectations from a matrimonial website.

Website Analytics

Analyzed existing website data extensively to understand user behavior on the platform, popular pages visited, search filters used, time spent on profiles, and drop-off points in the registration or matching process.

Competitor Analysis

Analyzed the websites of other successful Pakistani and international matrimonial platforms. Identified their strengths and weaknesses in terms of user experience, features offered, and trust-building mechanisms.

Pain Points

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Trust

Concerns about the authenticity of profiles and user information.

Design

Outdated design that feels unprofessional or unappealing.

Process

Excessive or unwanted messages that discourage engagement.

Actionable Insights from User Research

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Initial Design Concepts


I did a quick ideation exercise to come up with ideas for how to address gaps identified in the research. My focus was on clear call-to-action buttons, comprehensive profile information, and important action buttons.
Paper wireframes

Home Page Redesign

RishtaPakistan.com home page redesign prioritizes a clean and minimalist aesthetic, featuring clear buttons to register and log in for existing users. Registering now requires minimal details to get you started. As the most popular Pakistani matrimonial website, RishtaPakistan.com highlights this trust factor to give you confidence in finding your perfect match. The redesign emphasizes the paid featured members.
Old Home Page

New Home Page

Clear Calls-to-Action Buttons


Encourage users to register, save or block profiles, send messages to profiles, or learn more about paid membership options to give more control to the user for effective communication and to build trust.

Encourage users to register with a register button on navigation
Clear call-to-action buttons on profile for users to contact other members
Option to save or block the profile with clear buttons at the bottom of profile
Call-to-action buttons to encourage them to convert into a paid member

Profile Page

Based on the research findings, we’ve made significant enhancements to profile readability on RishtaPakistan.com. The clear organization ensures that related information is easily accessible. A well-defined visual hierarchy, including prominent call-to-action buttons and compatibility indicators, guides users’ attention. By strategically utilizing screen space, we’ve accommodated essential details without clutter. These improvements create a more user-friendly and informative experience for both profile viewers and owners.
Old Design Profile Info
New Design Profile Info

Conclusion


RishtaPakistan.com's redesigned platform prioritizes user experience, streamlining community engagement for Pakistani looking for a match. Addressing user needs and simplifying essential functions, the new interface empowers members to connect more easily. Intuitive navigation, effortless access to information, and user-friendly features create a more connected and interactive experience.

Next Steps

  1. Conduct research on how successful the website is in reaching the goal of providing community engagement.
  2. Add advanced search filters to find profiles that meet users' specific criteria religion, education, location, profession, etc.
  3. Implement profile verification features like phone numbers or social media integration to increase user confidence.