The Original Ask:
The project brief initially asked for a feature that would use precise location tracking to notify free users of nearby matches, hoping to convert them to paid subscribers.
However, analyzing the data revealed not only that similar approaches had failed previously….
In this project, I propose Bumble Buzz Mixers... an in-person mixer feature for city users to meet organically through curated events near them. This network only available to premium users will boost conversion rates due to the increased desire to meet people organically.
Bumble Buzz Mixers bring the Bumble experience into real-world settings through:
In answering "How might we use location tracking to enhance online dating?", I explored multiple directions before landing on the Mixers feature.
My exploration led to three distinct concepts:
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User testing with CMU graduates confirmed in-person mixers as the optimal solution, balancing user needs, business goals, and technical feasibility by:
My initial approach relied heavily on Google Material Design patterns with traditional list/map toggle navigation. While functional and in alignment with the Google brand, this direction felt disconnected from Bumble's distinctive brand and design language.
The breakthrough came when I pivoted to a swipe navigation interface—echoing Bumble's core interaction model of swiping right/left for acceptance/rejection. This created an intuitive consistency between matching with people and discovering events.
I maintained a secondary map view option on the top menu based on analytics from Bumble's previous location features. Despite both features being discontinued, map integration (25.17% adoption) significantly outperformed proximity alerts (12.27%), suggesting visual exploration provides genuine value to a subset of users.
Early watch iterations simply miniaturized the mobile UI (copy/paste) —a common but ineffective approach to wearable design. I challenged myself to instead create watch-native experiences that leveraged geolocation meaningfully.
I reframed my design approach by asking myself....
Q: What’s more valuable to users than a mixer notification?
A: "You've arrived" with a scannable BeeKey for seamless check-in
This insight transformed the watch from a mere notification device into an essential part of the event experience. By using geolocation to detect arrival, the watch becomes a convenient check-in tool that eliminates the need to pull out a phone—perfect for social settings where staying present matters.
Dating apps face declining engagement, with users fatigued by superficial interactions. This is especially pronounced among Gen Z users, who are increasingly seeking real-world connections over digital ones.
Bumble Buzz Mixers directly address this challenge by connecting the digital and physical worlds in a way that's valuable to users, data-informed, and technically feasible.
With 50 million active users and 2.8 million premium subscribers, Bumble has the reach to transform how people meet. By analyzing previous geolocation feature data, I designed a solution that avoids past pitfalls while retaining the elements users valued – delivering location-based discovery with transparency, but without constant, invasive tracking.
This hybrid digital-physical approach isn't just a feature addition—it's a strategic advantage that addresses users' desire for authentic connections, while opening new revenue opportunities.
