INDUSTRY:
Social Networking Apps
CLIENT:
Clover
YEAR:
2019
ROLE:
UI Designer, UI Motion Designer
Clover
about.
Clover is a dating app designed to help users meet new people, competing with services like Bumble, Tinder, and Hinge. My focus was on creating motion graphic ads to drive user acquisition and differentiate Clover positively from competitors as well as enhancing the app's user experience.
challenge.
Attracting and retaining women in a male-heavy environment
Many dating apps have a predominantly male user base, making it harder to convince women to join or stay.
Quality of matches & first impressions
Women often judge an app’s value by the quality of the first few interactions they get. If the existing male pool is low-quality or overly aggressive, churn rises quickly.
Network effect hurdle
You can’t just “add more women” in isolation — both genders need to feel the ratio and quality are good for them to stay, which is tricky to balance.
Brand positioning
Clover is competing with Tinder, Bumble, and Hinge, each of which had a clear female-focused angle (e.g., Bumble’s “women message first” rule). Clover needs a strong differentiator that actually appealed to women.
target users.
This data was collected from 602 respondents aged 18 years and older who were currently using the app.
Age Group: 18-55+ years old
Platform Users: Social media savvy individuals using platforms like Facebook, Twitter, Instagram, Google, YouTube, Snapchat
Frequency of Logins: users typically open the app about four times a day. This frequent use highlights how integral it is to users’ daily routines.
Income Range: users come from a variety of income levels, with the largest group earning between $60K and $80K per household.
Education Level: In terms of education, about 35% hold a bachelor’s degree, 20% have a postgraduate degree, 30% completed some college, and 15% have a high school diploma
competitive analysis.
• I downloaded and created accounts on the direct and indirect competitor's apps, and analyzed their strengths and weaknesses. I looked at several rival services, including other offerings from the Match Group, the company behind Tinder.
• Analyzed ad engagement data and platform performance, identifying that the 19-42 age group—primarily males—was the most engaged audience.
• Researched competitor ads to understand effective strategies and adapted these insights to optimize motion graphic ad variants across Facebook, Snapchat, and Google.
static ad campaign concepts.
I developed targeted ad campaigns aimed at female audiences, using tailored imagery and messaging designed to resonate with this demographic. I created multiple ad variants and conducted A/B testing to measure performance, optimizing underperforming ads with data-driven insights to improve engagement and acquisition rates.
motion ad campaign concepts.
In addition, I designed dynamic image-based motion graphics for both web and mobile platforms, working closely with marketing and user acquisition teams to ensure strategic alignment. To maximize audience reach and campaign effectiveness, I utilized a variety of platforms including Facebook, Instagram, Twitter, Google, YouTube, and Snapchat.
micro-animations for user engagement.
I have also designed and animated UI elements for multiple use cases, including the Apple and Android app stores, website, and marketing materials. Provided visual guidance for developers to ensure smooth integration and consistency across platforms.
Chat Feature Ads: Created engaging motion graphic ads showcasing the chat functionality, enhancing user awareness and engagement.
UI Animations: Developed and animated UI components for seamless user interactions, improving visual appeal and usability across various platforms.
business impact.
• User Acquisition: Increased the user base among the target demographic of 19-42-year-olds.
• Gender Balance: Improved the ratio of female to male users by creating targeted ad campaigns.
• Ad Performance: Enhanced ad engagement and effectiveness through data-driven design and testing. Leveraged user insights and data analysis to drive design and marketing strategies to achieve ta business results.
• Competitive Positioning: Differentiated Clover from competitors with visually unique motion graphic ads.
By employing a user-centered design thinking approach, I was able to create effective motion graphic ad campaigns to boost user acquisition and improved gender balance on Clover.
