Meetic · B2C mobile app

Introducing Love Note: a flexible messaging offer for hesitant users

User research
User experience design
User interface
Usability testing

Research showed that a significant group of users avoided interaction due to subscription concerns.

Love Note offered them a simple, commitment-free way to try messaging, improving engagement and diversifying Meetic’s monetization strategy.

1 / 3

of monthly active users logged in regularly yet never took action

18%

of the targeted segment adopted Love Note

22%

of Love Note buyers later subscribed

Challenge to impact

Converting curiosity into opportunity

Data comparing users with and without a subscription

1Challenge

A significant share of Meetic’s monthly active users were engaged but not converting.
Around one-third of monthly active users logged in regularly yet never took action.
Research revealed two main blockers: reluctance toward recurring subscriptions, and the need for a low-commitment way to try the experience.
Goal: unlock revenue while creating a low-risk, low-commitment experience.

2Process

Partnered with data analysts to study patterns within the engaged-but-reluctant-to-subscribe segment.
Combined quantitative metrics with qualitative interviews to identify blockers and needs.
Identified a clear opportunity for a pay-per-message, à la carte model.
Co-designed and prototyped Love Note, an à la carte messaging offer.
Ran usability tests to refine understanding, pricing clarity, and reassurance patterns.

3Impact

Love Note created a new entry point for hesitant users.
Around 18% of the targeted segment adopted the feature.
The 5-note pack became the preferred choice.
22% of Love Note buyers later converted to a subscription.
A new incremental revenue lever aligned with user needs: a low-commitment, low-pressure way to interact.

Snapshots from user interviews and usability sessions, faces blurred — Faces are blurred to protect user privacy. These are a few snapshots from the interviews and usability sessions.

Personas

Engaged but reluctant to subscribe

The Explorer

Not sure this will work for me, and the subscription is too expensive.

They regularly open the app, explore profiles, and imagine potential matches, but they’re not ready to commit financially without first understanding the real deal. They need a simple way to try key features before deciding whether a subscription is right for them.

The Curious Observer

I can’t see the profiles who like me, I don’t know if it’s worth paying.

This user enjoys browsing and discovering new people but often wonders whether others will be interested in them, which makes them hesitant to invest in a subscription. They want a gentle, low-commitment way to express interest and gain confidence before fully engaging.

The Thoughtful Seeker

If I subscribe, I feel I have to get the best value from my pass, and that puts a lot of pressure on me and on dating.

An experienced dater who knows what they’re looking for, they prefer to take things at their own pace rather than feel uncomfortable with long subscription commitments. When someone genuinely stands out, they’re willing to engage, but they want the flexibility to move forward without added pressure.

From sender to receiver

The Love Note journey

A seamless flow designed to create meaningful first connections.

The sender discovers the offer, chooses the pack that suits them best, completes the payment, and personalizes their message before sending it.

The recipient is notified of the message when they open the app, where they can choose to view it or continue browsing. Once opened, the message plays a short animation and then reveals the sender’s profile. The message is also prioritized in the recipient’s inbox.

Outcomes & learnings

Designing low-commitment experiences that spark meaningful connections.

Outcomes

New entry point for hesitant users: Love Note engaged around 18% of previously engaged-but-reluctant-to-subscribe users, giving them a simple, low-risk way to take action.
Preferred à la carte offer: the 5-note pack became the most popular choice, allowing users to engage at their own pace without pressure.
Revenue impact: 22% of Love Note buyers later converted to a subscription, creating a new incremental revenue stream aligned with user needs.
Enhanced brand perception: users reported feeling more comfortable and encouraged, reinforcing Meetic’s human-centered and empathetic brand image.

Learnings

Low-commitment interactions can convert hesitant users while maintaining trust and emotional safety.
Personalization, thoughtful microcopy, and subtle visual cues create moments of delight and foster confidence in taking action.
Understanding user reluctance and friction points is key to designing experiences that feel intuitive, safe, and rewarding.
Targeted design solutions can simultaneously drive business goals and deepen users’ emotional connection to the brand.

“It’s freeing to know I can go at my own pace and enjoy dating without feeling I need to make the most of my subscription.”

Sender user

“Before, paying a monthly subscription felt like too much commitment. Now I can try it for just €8 and see if it works for me.”