Swanned, LLC.
British & Irish Expat Dating App
Swanned, LLC. was founded on the enduring symbolism of one of nature's most recognizable birds. The black swan, native to Australia, represents individuality and new beginnings, while the white swan has long been associated with the United Kingdom, where, by tradition, the British Crown holds ownership rights over many unmarked mute swans. By uniting these two iconic symbols, Swanned, LLC. reflects the heritage of British and Irish communities while embracing a global perspective.
Inspired by the lifelong bonds of swan mates—renowned for their loyalty, commitment, and graceful courtship—Swanned, LLC. was created to foster meaningful relationships rather than casual encounters. When two swans intertwine their necks, they naturally form the shape of a heart, symbolizing the lasting connections this product seeks to inspire.
This product was designed specifically for British and Irish expatriates, providing a welcoming space for individuals to meet compatible partners after relocating abroad, with a purpose beyond casual dating. The mission is to help British and Irish expats connect through shared culture, and find the perfect swan date or mate.
Category :
Online Dating
Timeline :
May 2021, 6 Weeks
Role on Team ( 4-Person Product Team ) :
Visual UI Designer
Objective
Our team redesigned the Swanned, LLC. experience to expand its reach beyond Australia and attract British and Irish expatriates worldwide. The goal was to encourage meaningful friendships before romantic relationships, helping users build genuine connections and lasting compatibility before relocating and meeting in person.
Secondary
Research
Our secondary research explored how people build meaningful relationships after relocating and how modern dating behaviors influence those connections. While forming friendships is a natural part of everyday life, creating authentic relationships online presents unique challenges. We found that many dating platforms encourage a "swipe-first" culture, where first impressions are driven primarily by appearance rather than shared values, interests, or personal experiences.
Research
Discovery
These findings highlighted an opportunity to design for deeper connections, especially for British and Irish expatriates adjusting to life abroad. Instead of prioritizing quick judgments, our team envisioned an experience where users could first explore a person's background, interests, and story before deciding whether to match. By shifting the focus from appearance to compatibility, Swanned, LLC. aims to foster genuine friendships that can naturally evolve into meaningful, long-term relationships.
Competitive Analysis
To better understand today's social and dating landscape, we evaluated leading platforms that prioritize friendships, community, and meaningful connections. Our analysis revealed an opportunity for Swanned, LLC. to differentiate itself by helping British and Irish expatriates build authentic relationships before relocation—shifting the focus from instant matches to lasting compatibility.
Empathy Mapping
Our empathy mapping exercise revealed that expatriates are motivated to build meaningful friendships but often feel uncertain, isolated, and overwhelmed when starting over in a new country. These insights reinforced the need for an experience that prioritizes trust, shared experiences, and genuine compatibility, allowing users to form authentic connections before meeting in person or relocating abroad.
User Persona
Laura's persona highlights the emotional and social challenges of relocating abroad. Her goals and pain points reinforced our decision to design an experience that fosters authentic friendships through shared experiences, helping expatriates build confidence, community, and meaningful connections before pursuing romantic relationships.
User Flow
The user flow was designed to guide new members through a structured onboarding experience that prioritizes trust, compatibility, and meaningful connections. Rather than immediately presenting users with potential matches, the journey begins with profile creation, a personality quiz, and friendship goals to better understand each individual's interests, values, and intentions.
By allowing users to customize their preferences and optionally complete a compatibility quiz, the experience balances personalization with flexibility. Once onboarding is complete, users can confidently browse matches, initiate conversations, and transition toward meeting in person when a genuine connection has been established.
This flow supports Swanned, LLC.'s mission of helping British and Irish expatriates build authentic friendships before pursuing romantic relationships. Each step was intentionally designed to reduce uncertainty, encourage thoughtful interactions, and foster lasting connections that extend beyond relocation and into everyday life.
Wireframing
As the Visual UI Designer, I designed the wireframes and interactive prototypes that introduced the choice between Date Mode and Mate Mode, creating an intuitive journey tailored to British and Irish expatriates seeking meaningful connections. Working closely with the developer, I translated the user experience into polished interfaces and animations while preserving the familiarity of Swanned, LLC.'s existing design. Guided by founder Natalie Smith's vision, every design decision modernized the experience without straying from the product's original identity.
Design System Implementation
Founder Natalie Smith and the lead developer entrusted me with the company's established design system to transform low-fidelity wireframes into polished, high-fidelity prototypes. By adhering to the brand's existing color palette, typography, iconography, spacing, and iOS design conventions, I delivered a modern, intuitive user experience while preserving the product's visual identity. This collaboration demonstrated my ability to seamlessly integrate into an existing design system, work cross-functionally with developers, and create production-ready interfaces without compromising brand consistency.
Usability Testing
While my teammates facilitated the usability sessions and presented the findings, I supported the testing process by designing the interactive prototypes they used to evaluate the user experience. Watching participants engage naturally with the animations and navigation validated the design decisions behind the redesigned interface. Following the final round of testing, Natalie Smith, Founder of Swanned, LLC., expressed her enthusiasm for the refined experience and approved the redesigned assets for implementation by the development team in preparation for the app's Android and iOS relaunch.
Design Handoff
To conclude the project, I delivered a comprehensive design handoff that equipped the developer with production-ready assets, including design specifications, typography, color palettes, iconography, spacing, and iOS interface guidelines. By providing clear documentation and interactive prototypes, I ensured a seamless transition from design to development while maintaining visual consistency across the product. This final deliverable reflected my ability to collaborate effectively with developers and create implementation-ready designs that support an efficient product launch.
