Client
Parship Meet Group
Project type
Application Feature
Discipline
Interactivity
Animation
UI
Role
Senior Motion Designer
Overview
Swipe is Parship Meet Group’s internal matching feature for the dating side of its applications.
In 2020, the MeetMe app family underwent a large-scale redesign of its profile viewing and matching experience. The goal was to refresh the long-outdated interface and align with modern user behavior primarily the swipe-based interaction model familiar to most dating app users.
As Senior Motion Designer, I was tasked with integrating motion into the redesign in innovative and engaging ways crafting animations that not only delighted users but also deepened interaction and boosted engagement.
Matching within MeetMe app before redesign
Goals
• Implement motion language that combines both the user’s interaction feedback & aligns with the organization’s goals while maintaining the defined aesthetic of the feature
• Create micro-animations that inform and encourage user engagement
• Elevate brand perception through delightful, purposeful motion that enhances the experience.
Challenges
• Establish motion language guidelines and specifications that developers could implement with minimal revision
• Leverage Lottie JSON animations to dynamically integrate user data (e.g. profile images)
• Design modern micro-animations that enhance the overall experience while preserving fast client-side performance
• Ensure animations were adaptable for rebranding and easily integrated across all host applications
Research and Best Practices
At the outset, I identified three key focus areas to guide my research:
• How motion is currently understood and utilized within the dating app sphere
• How competitors (including Tinder, Hinge, Bumble and Badooapply motion design in their user experience
• How to enhance user engagement without introducing motion clutter the visual overload that distracts from core interactions
I analyzed how leading apps balanced functional motion with expressive animation and identified opportunities to introduce movement that informed, engaged, and guided users — without overwhelming them.
Striking that balance was essential. Too little motion makes an app feels lifeless; too much becomes visually taxing and can turn users away. My goal was to create motion that supports focus and usability while enhancing engagement.
My Solution
In collaboration with Senior Director of Product Brian Singh and Senior Product Designer Kristina Bezouglova, I designed, developed and quality assurance tested a comprehensive motion design language for the redesigned matching experience, ultimately branded as Swipe.
Our collaborative process began with aligning department goals, interaction feedback, and emotional tone. I benchmarked against motion-heavy competitors like Hinge and Tinder, identifying the familiar actions users expected — then designed nuanced animations to distinguish our experience.
Throughout development, I maintained continuous collaboration with design, product, and engineering teams to ensure that motion design aligned with both UX goals and technical feasibility and met project deadlines.
Implementation
Partnering with cross-functional teams, I crafted motion experiences that not only guided interaction but delighted users — transforming functional gestures into memorable moments shared on the streaming side of the applications.
Key motion elements included:
• Swipe and drag gestures
• Animated match banners pulling live user profile images
• Toast and modal animations
• Loading states and transitional motion
• Full motion specification documentation for developer implementation
Each animation was designed to enhance usability and engagement while maintaining smooth performance across devices.
The Result?
Over 3.32 Billion Swipes since 2022
Since the redesign and launch, the Swipe Game has had a significant increase in activity in users in the form of...
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Over 3.32 Billion Swipes since 2022
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1.3 Billion ‘yes’ votes
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40.5 million matches
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143% increase in swipes per day
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125% increase in yes swipes per day
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550% increase matches per day
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165% matches per swiper
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75% day 7 return rate + 62% Day 1 Return rate
These results underscore the power of intentional motion design — not only as visual polish, but as a driver of engagement, delight, and sustained user interaction.
*according to EOY internal reporting across 3 applications