Twinby now is a well-known dating app on Russian market with 6.1 million downloads and  $2.6 million revenue. But back in 2021 it was only a rising startup in desperate need of ux adjustments. When I joined the crew as a  product designer, the app was in its early stage of development with only raw wireframes — incomplete, inefficient, and lacking user-centered principles. There was no structured onboarding, no user flow, and no engagement strategy.During this collaboration, I redesigned the onboarding process, adjusted microcopy to adapt it for the needs of Gen Z, helped to build a design system that aligns with branding and synced team’s understanding of our product and its values.

I reimagined onboarding as a conversation rather than a regular sequence of monotonous forms. Instead of static fields, users interacted with a virtual assistant that guided them through profile setup in a way that felt personal and familiar. The chat-based UI reduced friction, making onboarding feel more like a dialogue than a sign-up process.

To ease cognitive load, I introduced pre-filled message bubbles that let users select answers quickly, eliminating unnecessary typing. A progress indicator reassured users by showing how far they’d come, reducing frustration and uncertainty. Social logins were placed upfront, making sign-ups faster and ensuring richer profile data. Each data request was framed with clear, friendly explanations, addressing privacy concerns early and increasing user trust.

Breaking onboarding into small, manageable steps made the process feel effortless. The assistant guided users through each section naturally, balancing engagement with efficiency. Instead of a long, overwhelming registration, users progressed through a structured yet fluid interaction that kept them engaged.

Social login was prioritized strategically, ensuring a seamless entry point while reinforcing profile completion. Small interaction cues — such as subtle animations and clear transitions—helped sustain momentum. Every touchpoint was designed to feel intuitive, with the onboarding assistant providing reassurance when asking for sensitive data. These refinements encouraged users to complete the process without hesitation or frustration.

Dating apps need a good mix of users to work well. A big database helps find matches, keep users interested, and make the app successful. But asking users to give away too much info right away can be annoying and make them leave.Collaborating with stakeholders, we designed a progressive data collection strategy. Users could quickly pass onboarding with minimal input, allowing them to explore matches sooner. At the same time, we encouraged them to gradually enrich their profiles through a mix of subtle prompts and feature unlocks. Instead of enforcing strict requirements, we used a friendly, conversational tone to highlight the value of adding more details.This way, we made it easy for users to get started without feeling pressured or overwhelmed. And as they use the app more, they naturally add more info to their profiles.

Building this experience from scratch meant working closely with developers to ensure it was not only visually compelling but also technically feasible. We refined interaction logic and animations to keep transitions smooth without overcomplicating development.Throughout weekly sprints, I collaborated with engineers to resolve technical constraints, suggesting layout workarounds where needed. Gradual AB rollout (5% audience first, and then more) helped us verify that we enhanced the watching experience, which resulted in a substantial growth of the amount of registered users.

As the result, our strategy was proven to be effective.

To ensure long-term consistency and efficiency, I developed a modular UI kit that could be reused across future iterations of the product. Instead of designing onboarding elements in isolation, I established a system of components, styles, and interaction patterns that would scale as the app evolved.Each element was carefully documented in Figma with clear annotations, making it easier for developers to implement designs accurately. This approach streamlined handoff, reduced miscommunication, and minimized unnecessary revisions. By creating a structured, reusable system, the team could maintain design consistency across different features while also speeding up future development cycles.

Gradual AB rollout (5% audience first, and then more) helped us verify that we enhanced the watching experience, which resulted in a substantial growth of the number of registered users.  As a result, our strategy was proven to be effective. 

The conversational UI made the process feel faster, reducing perceived effort. With social logins placed strategically, profile completion rates were expected to rise. Users also expressed more confidence in sharing personal details due to inline trust-building explanations.The new flow not only made onboarding more engaging but also established 
a scalable, structured approach for Twinby’s future growth.