When brainstorming new features, our focus centered on understanding the core desires of individuals seeking love. Primarily, we prioritized discretion, ensuring users felt confident and secure as they showcased their profiles to a vast audience of potential matches.

Central to our approach was seamlessly integrating these new features into an intuitive interface. We aimed for familiarity, making navigation second nature. Moreover, we recognized the importance of customer retention in the success of dating apps. As such, we crafted an experience that not only facilitates connections but also engages users, making the app enjoyable and subtly addictive.

From a branding perspective, once we settled on the name “Ten” the path forward became clear, and the initial feedback was overwhelmingly positive. The brand effortlessly communicates its purpose while maintaining a playful essence.

Designing the logo posed a bit more of a challenge. We explored several variations, ultimately finding consensus on incorporating a “Love Heart” and an “Arrow” symbolising the swipe gesture. Additionally, we aimed to infuse an element of sophistication into the brand, opting for a colour palette of Yellow, Black and White to convey a sense of elegance.

In today’s landscape, simplicity reigns supreme, yet the challenge lay in seamlessly integrating new features while maintaining intuitive user journeys. Thus, meticulous attention was devoted to optimizing the user flow to maximize UI efficiency.

Equally crucial was the seamless introduction of novel functionalities like ‘no screenshots’ and ‘auto-delete messages,’ which leveraged cutting-edge technology without compromising app speed.

Moreover, with Apple mandating the inclusion of their login details, streamlining the registration logic became imperative, ensuring ease of navigation for users.