App prototype design using Adobe XD.
Through research of the current Gen Z dating landscape, its negative impact on mental health was highlighted. The proposed Fuse App aims to identify this problem through a wellness lens. It addresses Gen Z needs, found through research, by sustaining healthy relationship and dating wellbeing through App features, content and communication. Its branding is based on Gen Z fashion trends and is reliant on netnography research for its tone of voice.
App Design
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Idea Generation
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Marketing Strategy
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App Design • Idea Generation • Marketing Strategy •
What is Fuse?
Fuse is a brand created specifically for the App, and it exists within the dating app landscape. Because of its consumer-facing morals, it distinguishes itself from its competitors Tinder and Hinge. This brand is best described as 'Gwyneth Paltrow meets John Gallino' for a mash-up of nourishment, romance, and context-emotion.
To Summarise.
This self-devised project began with research into Gen Z's social and sexual health, as well as current landscapes addressing these issues, such as social media, online dating, and wellness platforms and brands. I determined that the landscape needed to change to target a Gen Z demographic based on consumer research. The Fuse App's features arose from significant research into wellness practises and every design element was created in alignment with this aspect. This will target the Gen Z population and revolutionise the wellness and dating environment by using events, influencers, and constant social media communication to exchange and generate user traffic.
