For Boo ‘n’ Bae – Drove 53K Waitlist Sign-Ups in Under 6 Months
Using Opportunity-to-add-value calculations as derived from the Importance vs satisfaction framework, developed a conceptual improvement for Dating App Users.
The Product hypothesis was validated via 53K waitlist submissions prior to app development
ProductBoo 'n' Bae
CategoryProduct Marketing
InitiativesMarket Research, Persona Development, Value Proposition & Positioning Statement Derivation
Boo ‘n’ Bae is a Generative AI dating platform designed to address the unmet needs in the online dating space by prioritizing meaningful connections over superficial interactions. By integrating AI-driven conversation enablers and a compatibility scoring engine, Boo ‘n’ Bae aims to foster deeper relationships that go beyond appearance-based pairings.
ROLE Market Research | Persona Development | Value Proposition & Positioning | UX Design | Concept Validation
TOOLS Surveys | Focus Groups | User Interviews | Competitive Analysis | Storyboarding
DELIVERABLES Market Research Reports | Personas | Positioning Statements | User Stories | Competitive Analysis | Storyboards | User Testing Results
PROBLEM Despite the abundance of dating apps, the quality of relationships formed through these platforms remains questionable. Rising divorce rates, delayed marriages, and increasing mental health issues such as loneliness and depression indicate that existing apps are not effectively facilitating meaningful connections. All of this indicates the failure of online dating to deliver better relationship outcomes than methods that involve less social interaction between prospective couples (e.g. the arranged marriage system).
The problem lies in the heavy emphasis on looks and appearance-based selection, which often leads to shallow interactions and wasted efforts.
SOLUTION Introducing Boo ‘n’ Bae, an audio-first dating platform that redefines the online dating experience. With an AI-driven conversation enabler, a compatibility scoring engine, and a matchmaking system, Boo ‘n’ Bae focuses on connecting individuals based on deeper qualities of mind, character, and intellect.
RESEARCH & DEVELOPMENT
USER RESEARCH The R&D phase aimed to validate the concept of a more meaningful and context-driven dating platform. Through a combination of surveys, interviews, and focus groups, we identified the key pain points of current dating app users and developed a solution that could better meet their needs.
From our research pool, we found that users are frustrated with the time wasted on superficial interactions that do not lead to meaningful dates. They expressed a desire for a platform that would allow them to connect on a deeper level, with better guidance on how to engage in meaningful conversations.
COMPETITIVE ANALYSIS
To determine Boo ‘n’ Bae’s positioning in the market, I conducted a competitive analysis of popular dating apps like Tinder, Bumble, and Hinge, evaluating their user flows, onboarding processes, and features. While many apps focused on visual appeal and quick matches, none provided a holistic solution that encouraged meaningful conversations from the outset. While these platforms excel in providing a large pool of potential matches, they fall short in fostering meaningful connections that lead to long-term relationships.
For Boo ‘n’ Bae to stand out, it needed to be intuitive and focused on depth, offering users a more engaging and substantive experience that went beyond looks to include personality and compatibility. Boo ‘n’ Bae’s unique value proposition lies in its focus on audio-based interactions and compatibility-driven matchmaking, setting it apart from competitors who primarily emphasize visual appeal.
POSITIONING STATEMENT
Geoff Moore (In Crossing the Chasm) offered this syntax for a positioning statement: For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary alternative), our product (statement of primary differentiation).
For singles who are seeking deeper, more meaningful connections, Boo ‘n’ Bae is an audio-first dating platform that leverages AI to facilitate meaningful conversations and compatibility-based matchmaking. Unlike traditional dating apps that prioritize appearance, Boo ‘n’ Bae fosters genuine connections by focusing on the qualities that truly matter in a relationship.
PERSONA DEVELOPMENT
We were able to derive a number of personas that possess attributes that are consistent with an ideal Boo ‘n’ Bae user
Based on insights from user research and social media analysis, we developed a primary persona that represents the most strained segment of dating app users—those who are frustrated with the lack of meaningful connections. This persona guided the development of screening questions for future user testing and validation.
USER STORY DEVELOPMENT & STORYBOARDING
We then transitioned to the storyboarding phase, where we created user stories to guide the design of Boo ‘n’ Bae. These stories focused on scenarios where users would benefit from the platform’s unique features, such as AI-driven conversation starters and compatibility-based matchmaking.
CONCEPT VALIDATION The product hypothesis was validated through 53K waitlist submissions prior to launch, demonstrating significant market interest. Ongoing fundraising efforts are in place to bring Boo ‘n’ Bae to life and continue refining the platform based on user
VISUAL DESIGN
BRANDING With a deep understanding of our target users and their challenges, I embarked on the branding process for Boo ‘n’ Bae. The goal was to create a brand that would resonate with users looking for meaningful relationships in an era dominated by superficial dating apps.
I began by creating a mind map—who does Boo ‘n’ Bae serve? How can we empower users to form deeper connections while making the platform engaging and trustworthy?
Drawing on empathy for users’ frustrations with existing dating apps, I envisioned Boo ‘n’ Bae as an approachable and human-centric brand. It would be a safe space, free from the pressures of appearance-based judgments, and focused on genuine connections. The brand needed to feel warm, reliable, and supportive, encouraging users to feel hopeful and confident in their search for a meaningful relationship.
The style guide for Boo ‘n’ Bae reflects these principles, emphasizing a calm and inviting aesthetic that aligns with our mission to foster deep, meaningful connections.
PROTOTYPING, TESTING, + VALIDATION
For the initial prototype, I used Figma to create low-fidelity wireframes, which were then refined and transferred to InVision for the first round of user testing. The low-fidelity prototype can be viewed [here].
The primary goal of the first testing phase was to identify which elements of the user interface were intuitive and which were not. Based on user feedback, I decided to remove the “personalized icebreaker” feature for the MVP. While users appreciated the concept, they found it too complex and suggested that it might be better introduced after the MVP was established. Additionally, users felt that the onboarding process needed to be simplified.
The recurring theme throughout the usability tests was “keep it simple”—this became my guiding principle for subsequent iterations.
After implementing changes based on user feedback, I conducted preference tests to refine the visual design and user experience further.
In the second round of usability testing, the process went smoothly. Users found the interface intuitive and easy to navigate, and many expressed that Boo ‘n’ Bae was a platform they would eagerly recommend to friends.
The final high-fidelity prototype can be viewed [here].
CONCLUSION
WHAT WORKED WELL? Users loved the brand’s voice and personality, which made the platform feel inviting and unique. The simplicity and focus on meaningful interactions resonated strongly with the user base.
WHAT DIDN’T WORK SO WELL? The “personalized icebreaker” feature was too complex for an MVP and required further development and testing beyond the project’s timeline.
LESSONS LEARNED Prioritize user testing early and often, even with low-fidelity sketches. It’s easy to fall in love with an idea, but without testing, you risk creating a product that doesn’t meet users’ needs. Early feedback is invaluable for refining concepts and ensuring that the product aligns with user expectations.
Moving forward, I plan to start user testing earlier, incorporating rapid prototyping methods such as paper sketches to gather insights even before digital prototypes are developed.
Challenge: The Apex Surety, a provider of Commercial Surety Bonds, was struggling to expand its clientele among businesses seeking surety guarantees for high cost projects. Their existing PPC campaigns were underperforming, resulting in a high cost per lead.
Strategy
We executed a data-driven PPC strategy to maximize lead generation within a defined budget. Our approach involved Google Ads and targeted display campaigns. To pinpoint the most promising leads, we employed advanced audience segmentation:
Keyword Optimization: We optimized keyword targeting to focus on long-tail keywords relevant to the financial advisory services offered by the client.
Custom Audiences: We used Google Tag Manager to create custom retargeting audiences based on user actions such as prolonged dwell time on financial advisory articles, form interactions, and specific page visits.
LinkedIn Engagement: We utilized LinkedIn Ads to target decision-makers in across industries of Interest. Custom audiences were created based on job titles, industry, and seniority.
A/B Testing: We continually conducted A/B tests to refine ad copy and landing page design, ensuring maximum conversion rates.
Results
The results were remarkable. The CPC decreased to $1.74 per click, and the conversion rate for surety applications surged by 37%. This not only reduced the cost per conversion to $4.60 but also increased the quality of leads received by the Surety Firm
Prairie Trail Physio was looking to increase their online visibility and patient bookings.
Problem
The clinic struggled to attract new patients through their website. The cost per clicks were high and the cost per conversion metrics was trending below the profitability threshold since a 1 hour session was priced at $125
Strategy
Our PPC strategy for Prairie Physio included
Identifying relevant keywords related to physiotherapy services and local searches.
Crafting engaging ad copy highlighting the clinic’s experienced physiotherapists and personalized treatment plans.
Implementing ad extensions to display contact information and patient testimonials.
Utilizing local targeting to focus on potential patients in their service area.
Results
Over the course of the campaign, we achieved substantial improvements:
A 79% decrease in cost per booked appointment and paying patient
Achieved a 24.45% conversion rate
The clinic was able to fast track its growth by expanding its service catalog and staff strength
The client was City Looks, a boutique specializing in medical-grade wigs for cancer patients. The client aimed to boost online sales and raise awareness about their products.
Problem: The client’s website was not getting sufficient traffic, the product had a narrow, niche market, and the target keywords had a high potential for irrelevant traffic i.e. (Lots of irrelevant traffic for fashion-oriented wig buyers had been recorded even though ideal customer would need a special wig for cancer or alopecia conditions). This was the core of the client’s challenge
Strategy
We developed a comprehensive PPC strategy that included:
Using the data from past buyers, along with website events to create a audience cohorts that were exposed to ads that overlapped with their position in the funnel.
Conducted VOC research and mined product reviews to find all customer lingo associated medical-grade wigs, cancer patient support, and hair loss solutions.
Utilized ad extensions (Price & Call out extensions) to provide additional information about product type and use case so as to weed out irrelevant clicks
Implemented a geotargeting approach to focus on areas with higher demand for cancer patient support products.
Results
Within the campaign period, we achieved remarkable results leading to
A 120% increase in lead quality associated with website traffic and product sales
Myuz Artistry, an e-commerce brand specializing in unique cosmetic products, faced a significant challenge in achieving a return on ad spend (ROAS) greater than 5.0 from their Google Shopping campaigns i.e. For every $1 spent, they wanted a corresponding $5 in sales revenue.
Their existing campaigns struggled to deliver profitable conversions, necessitating a comprehensive strategy overhaul to enhance performance.
Task
To surpass the ROAS target while maximizing conversion value, it was essential to identify untapped opportunities in audience targeting and optimize product data feeds for better alignment with relevant search queries.
Action
We took a two-pronged approach to address the challenge:
Audience Targeting Enhancement:
Conducted research to identify 55 highly relevant websites within the art and design niche.
Built custom intent audiences in Google Ads using these websites to refine targeting for Shopping campaigns.
Feed Optimization:
Utilized feed rules in Google Merchant Center to enhance product data quality by:
Adjusting product titles to include high-performing search terms.
Embedding GTINs for improved product match accuracy.
Setting up granular Google Product Category identifiers across primary and supplementary feeds.
These measures ensured that the product listings were more closely aligned with major search terms, increasing their visibility and relevance to potential buyers.
Result
Between January and May 2023, the revamped strategy delivered outstanding outcomes:
Conversions: Achieved 583 conversions, far exceeding previous performance benchmarks.
ROAS: Recorded a remarkable ROAS of 12.35, more than doubling the initial target.
Revenue Impact: Generated $60,000 in conversion value, establishing Myuz Artistry’s campaigns as a significant revenue driver.
Overview: The Client was a Men’s Urology Clinic in Canada that offers Prostate treatments, Vasectomies and caters to Male Sexual health issues
Problem: The client was unable to run ads due to health policy restrictions. This was an issue that made it difficult for the client to scale their ad performance because Google did not approve of the terms on treatment pages of the site
Solution
I decided to run click to call ads to bypass the restrictions that derived from the restricted health terms present on the landing page.
I also decided to create new landing pages that could bypass Google’s policy restrictions. To achieve this I scraped off all words and replaced them with images so that the words will be embedded in an image, thus making it inaccessible to Google’s HTML crawlers. i.e. I created Image-only landing pages so as to avoid the text form of restricted terminology (which could have led to a suspension of the ads and the entire account) e.g. “Penile Enhancement”
Impact and Results
The new Landing pages passed the policy restrictions, thus allowing the previously disapproved ads to run. The result was a spike in lead volume from 9 leads and a $105 cost per conversion in March to 61 leads at a $30 cost per conversion in April.
In summary, within 30 days, we were able to
Reduce the cost per click (CPC) by 96.19%
Achieve a 577.78% increase in the number of patients scheduling appointments through the website.
Kern Hill wanted to sell high ticket furniture products from their Online store. However the prices were on the high side and due to buying inertia, their online store was not generating sales at the desired level, leading to vast wastages across their marketing funnel
The Intervention
To improve conversion rates, I introduced a Buy Now – Pay Later integration which helped to reduce the buying inertia and consideration time before a purchase
On the PPC side, I ran two main campaign types
Search Ads To Past Site Visitors (Non-Converters) + A Prospective Campaign: For Search ads, I used pricing and promo extensions to display discounts and offers right within the serps. We also used count down insertions to create a sense of urgency around these search campaigns especially for clearance items
Performance Max To Utilize Google’s Remarketing Capabilities Across Shopping Surfaces: We then created 25 feed-only performance max campaigns comprised of single product ad groups (S.P.A.G.S), while ensuring that the feed was optimized with granular precision i.e. Reviews, ratings, google product categories, stock quantifies, promos, and search query aligned title modifications were all aspects of the feed optimization process.
Results
With just $648 in ad spend, we generated 36 conversions at an ROAS of 12.30
