Bumble / Badoo
My role
Senior Product Designer
Year
2017 - 2019 & 2021
Two Tiers Premium
2021
Our main goal was to enhance our users' experience by introducing improved paid plans. We aimed to provide clear information and value explanations for the different plan choices. The focus was on creating a flexible system that could be customised for specific markets or user requirements. This approach was designed to increase revenue by both monetising a larger user base and encouraging upgrades among our top-paying users.
Problem
Despite a massive global user base, Badoo faced a persistent challenge: clarifying the value of paid plans and encouraging upgrades without alienating free users. Previous premium offerings were:
Confusing in terms of what value they delivered
Harder to customise for different markets
Lacking alignment across platforms
Primary Objective: Redesign and reorganise premium tiers to clearly communicate value, increase upgrades, and support flexible offerings tailored to regional and user-specific needs.
Process
I collaborated with product managers, analysts, and user research to uncover insights on user behaviour:
Many users were unsure what benefits they received from premium plans.
Users compared pricing and benefits across competitors before committing.
Markets varied significantly in purchasing power and feature expectations.
Design insight: Premium plans shouldn’t just list features—they need to explain benefits in context, with flexibility for localisation and cultural nuance.
Outcomes & Impact
Although metrics varied by market and platform, the redesigned premium experience delivered measurable improvements:
Clarity of value propositions increased, leading to higher engagement with plan comparisons.
Early adoption indicators showed improved conversion rates across key regions.
The flexible system enabled opportunistic promotional adjustments without heavy dev lift.
iOS & Android Apps
2017 - 2019
Badoo stands as the globe's premier dating app, boasting an impressive user base exceeding 386 million registrations. As a member of the design team, I actively contributed to the enhancement of the iOS and Android applications. My responsibilities encompassed the development of novel features, refining existing elements, and playing a pivotal role in the overall evolution of the product.
Web Rethink
2017 - 2018
I was also extensively involved in the development of numerous web features. One notable instance includes a comprehensive redesign of a landing page, a project I personally spearheaded. The task at hand was to refine Badoo's value proposition and enhance the page's conversion rate.
Meeting Rooms Booking System
2017
A substantial portion of the assignments at Badoo revolved around improving our internal tools and systems. I had the privilege of reimagining the ways in which we interacted with and navigated through our Meeting Room System.
