Buzz Credits:
Incentivizing In-Person Connection
August - October 2025
For the Advanced Interaction Design course at Carnegie Mellon University
Skills: Quantitative Data Analysis, Ethical Design, UI/UX Design, High-Fidelity Prototyping, Vibecoding
THE "TL;DR"
The Problem:
Bumble has over 50 million active users, but only a small fraction (4.8%) are paying users.*
*Data produced by the course
The Solution:
Buzz Credits, a new feature that turns location services from a "tracking tool" into a "dating assistant" by providing premium users with exclusive discounts and vouchers to local businesses.
USER RESEARCH
The Retention Trap:
Analysis of raw user data revealed that while map features keep users on the app, adoption of these features alone actually correlates with lower conversion rates unless paired with external incentives.
The Seasonal Insight:
Conversion rates naturally spike during warmer months when there are more real-world activities to do.
Building Trust:
Research into the "Power of Free" suggests that offering tangible vouchers to local businesses decreases the perceived risk of a paid subscription and builds user trust.
THE PROBLEM
A Problematic Brief:
The initial project brief required notifying users of matches using precise, real-time location services.
A Safety Audit:
I identified that constant location tracking is often viewed as intrusive and potentially unsafe for dating app users.
The Reframing:
I pivoted the goal to: "How might we reinvigorate the dating experience with excitement and anticipation while maintaining privacy and alleviating the pressure to find a 'perfect' match?"
THE DESIGN PROCESS
Vibecoding Iteration:
I used vibecoding to rapidly brainstorm and test high-fidelity micro-interactions, such as the "Connecting you and John..." animation, which was later integrated into the final design.
The Connection Loop:
To ensure safety, I replaced constant location sharing with a Bluetooth-enabled connection process that only activates when both users are physically at a voucher redemption site.
FINAL DESIGN
The Experience
Users receive two $15 co-vouchers to use with any of their matches, providing an immediate "reason to meet".
Smart Discovery
A map integration highlights eligible local businesses nearby (restaurants, cafes, bars), encouraging users to "adventure" in their own neighborhood.
Timely Notifications
Personalized, proximity-based pings alert users when they are steps away from a partner business (e.g., "Don't miss out! Use your Buzz Credits at Wushiland Boba nearby").
Business Dashboard
I also designed an onboarding portal for local businesses to track customer spending and manage their presence on the platform.
REFLECTION & NEXT STEPS
Key Learnings:
This project taught me that as a designer, I am an important line of defense for user safety. Redesigning a brief is sometimes necessary to align business goals (conversion) with human values (privacy and security).
Next Steps:
If I had more time, I would build out the "Business Portal" further to include more robust personalized analytics for small business owners.