Users
Necterine is for Zillenials who are dissatisfied with existing dating app options and actively seek more guidance and support in their dating lives. These users are interested in tools like dating coaches and role-playing scenarios to enhance their dating skills and build confidence.
Necterine aims to transform how people connect by valuing every interaction. The platform offers tools and experiences that enable users to explore various relationships, ranging from brief encounters to long-term commitments, as a means of self-discovery.
By blending digital and real-world elements, Necterine strives to make dating and connecting both enjoyable and meaningful. The platform is designed to support users in their personal growth, learning, and journey towards their relationship goals.
How Might We empower individuals to navigate their relationship journeys with confidence and joy, whether single, searching, or committed?
Role Product Designer
Team 3 Engineers, 2 Marketing
Mobile app design, prototyping, branding, web design, marketing
Tools Figma, Adobe Premiere Pro, Illustrator, Photoshop, Google Suite, Slack, Notion, AI: Perplexity, Squarespace, Firefly
The Problem
Zillenials are digital natives, yet they're underserved by the current dating app landscape. Tired of superficial connections and endless swiping, they crave something more: a dating experience that feels authentic, supportive, and tailored to their needs. Existing platforms often lack the personalized guidance and skill-building tools needed to navigate the complexities of modern relationships, leaving users feeling lost and discouraged. This represents a significant opportunity: to create a dating app that empowers Zillenials to confidently build meaningful connections through coaching, skill-based exercises, and a community that prioritizes personal growth alongside romantic exploration.
The Product
To create a world where Zillenials approach relationships with self-awareness, communication skills, and the tools to build healthy, joyful connections.
The Process
As the sole Product Designer at Necterine, I collaborated closely with a team of three engineers, leveraging their initial screen designs as a foundation for a more refined and user-centered experience. I led the rebrand process, conducting a comprehensive redesign of core app screens, including discover, profile, chat, and coaching features. My work encompassed not only visual enhancements but also a focus on clarifying user flows, improving usability, and ensuring a cohesive brand identity. Beyond the app itself, I partnered with the Marketing team to create consistent visuals that effectively conveyed Necterine's unique vibe and mission across all platforms.
Why a dating app?
While the dating app market continues to grow, there's a noticeable trend of users experiencing 'dating app fatigue' and disengaging from existing platforms. This is driven by several factors, including a perceived lack of authenticity, a focus on superficial metrics, and frustrations with algorithmic matching that often feels unfair or ineffective. Some users feel trapped in a cycle of endless swiping without making meaningful connections. The result is a growing sense of disillusionment, with many Zillenials seeking alternative solutions that prioritize genuine connection and personal growth. This shift presents a critical opportunity for Necterine: to disrupt the status quo by offering a more human-centered approach that combats fatigue and focuses on empowering users to build fulfilling relationships, rather than just accumulating matches.
The Fundamental Human Need: At its core, Necterine addresses the fundamental human need for connection, companionship, and love. Dating apps have become a primary means of fulfilling this need in the modern world.
Large and Growing Market: The online dating market is massive and still growing.
Statistic: "Revenue in the Online Dating segment is projected to reach US$4.38bn in 2025." (Source: Statista, you'd need to find the exact report for citation)
Statistic: "The number of users in the Online Dating segment is expected to amount to 412.7m users in 2025." (Source: Statista, you'd need to find the exact report for citation)
Convenience and Efficiency: Dating apps offer unparalleled convenience, allowing users to connect with potential partners from anywhere at any time. They also offer advanced filtering and matching algorithms to increase the chances of finding compatible matches.
Why Zillenials?
Digitally Native Generation: Zillenials (generally defined as those born between 1993 and 1998) are digital natives who are comfortable with technology and rely on it to manage nearly every aspect of their lives, including their relationships.
Dissatisfaction with Existing Options: Zillenials are increasingly voicing their dissatisfaction with the superficiality and lack of support offered by traditional dating apps. They are looking for more authentic and meaningful connections.
Value Authenticity and Transparency: Zillenials prioritize authenticity, transparency, and emotional intelligence in their relationships. They are more likely to value open communication and shared values over superficial attributes.
Open to Guidance and Support: Zillenials are more open to seeking guidance and support in their dating lives. They are willing to invest in coaching, skill-building resources, and community support to enhance their relationship skills.
Large and Influential Demographic:
Statistic: "Zillenials make up a significant portion of the dating app user base, representing [Insert relevant percentage from a reliable source] of users in the agerangeofZillenials]demographic."agerangeofZillenials]demographic."Source: You will need to find a supporting statistic for this point and properly cite it.]
Longer Lifespan Value: Targeting Zillenials means acquiring users who will potentially stay with the platform for a longer period of their dating lives, building loyalty and increasing long-term value.
Competitors
The dating app landscape is crowded, with a range of options targeting different demographics and relationship goals. Necterine aims to stand out by focusing on Zillenials seeking more meaningful connections and providing tools for personal growth alongside dating.
Here's a look at how Necterine compares to key competitors:
Key Takeaways: How Necterine Stands Out
Necterine differentiates itself through its comprehensive approach, by:
Prioritizing Personal Growth: Necterine is not just about finding a match; it's about becoming a better dater and building healthier relationships.
Offering Skill-Building Tools: Dating coaches, role-playing scenarios, and curated content provide users with the practical skills they need to succeed.
Fostering a Supportive Community: Necterine aims to create a space where users can connect with others who share their values and goals.
Targeting Zillenials' Unique Needs: The app is designed specifically for the digital natives who are seeking more authentic and meaningful connections.
Focus on Empowerment: Necterine empowers users to approach dating with confidence, self-awareness, and the tools to build relationships that align with their values.
By focusing on these key differentiators, Necterine can carve out a unique space in the crowded dating app market and attract Zillenials who are seeking a more authentic and supportive dating experience.
Users at the Center
At Necterine, our primary focus is on the user experience. We believe that building meaningful connections starts with empowering individuals on their personal relationship journeys. That's why we've designed a platform that prioritizes personalized guidance, skill-building tools, and a supportive community, all tailored to the unique needs and aspirations of Zillenials. Every design decision, from the intuitive interface to the curated content, is guided by a deep understanding of our users and a commitment to creating a dating app that truly puts their well-being and success at the forefront.
Rebrand
Recognizing the need to align Necterine's visual identity with its target audience and brand mission, I spearheaded a rapid rebrand initiative. Addressing feedback that the existing design felt like "a Millennial trying to resonate with Gen Z," the goal was to create a more authentic, vibrant, and relatable brand experience.
Challenges:
Tight Timeline: The rebrand needed to be completed quickly to support upcoming marketing initiatives and developer sprints.
Target Audience Alignment: The existing brand aesthetic, including the color palette and typography, felt out of touch with the Zillenial demographic.
Lack of Cohesion: A polished look did not translate well to our intended "cool kid" aesthetic.
Logo Incongruence: The original floral fruit icon did not fully embody the brand's core values of connection, playfulness, and authenticity.
Deliverables:
New Color Palette + Secondary Font
New Logo Mark (Word Mark was retained)
Redesign of all UX Screens: User Profile, The Squeeze Content Hub, Coaching Pages, etc.
Deck Template to Reflect New Branding
Redesign of the Website
Outcome:
The rebrand resulted in a fresh, cohesive visual identity that authentically captures Necterine's essence. I created a new color palette that feels more elegant and refined while still evoking a sense of spirit, liveliness, and LA-cool-kid vibes. The logo was transformed from a floral icon into a bubbly, interconnected "N" that's friendly, approachable, cute, playful, and even references the yin-yang concept with its looping form. I also redesigned the website and collaborated with Marketing on visual assets to ensure brand consistency across all touch points. The result is a cohesive brand experience that better resonates with Necterine's Zillenial target audience.
