SL/SN in Gold Home | Joanne Ji Eun Lee

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Super Like & First Impression in Gold™

Driving Conversion through design

We elevated Gold Home by showcasing Super Likes and Swipe Notes up front—making it easier for users to spot interest, start conversations, and see the value of upgrading. The redesign didn’t just increase match quality—it directly drove revenue, especially among women. Gold Home proved to be the ideal surface for surfacing high-intent interest, teasing value, and upselling more effectively than merch cards or push CRM strategies.

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Role

Lead

Focus

Premium Experiences

Duration

1.5 Months

Contributions

Strategy, UX Design, Visual Design, Prototyping

Problem

Despite being premium features, Super Likes and Swipe Notes were underperforming:

🔍 50% of Super Likes were never seen by the recipient
😕 Users didn't know who had Super Liked them or why it mattered—especially non-subscribers
💸 ALC features like Super Likes weren’t driving the revenue growth expected

Meanwhile, Gold Home had the attention, intent, and scroll behavior needed to support a richer, more prioritized discovery experience—especially for non-subscribers browsing blurred likes.

Key Limitations

🔍 Lack of signal hierarchy: Super Likes were not surfaced in Gold Home, losing their premium intent.
😐 No emotional context: Swipe Notes, which carry personalized messages, were completely absent.
💸 Missed conversion moments: There was no tease or visibility for non-Gold users to see who had sent them a Super Like or Swipe Note, making upgrade prompts less compelling.
📦 Flat layout: The grid was tightly packed with minimal room for differentiation, which limited expressiveness and user understanding of the value behind different types of likes.

In short, Gold Home underleveraged its potential to be a discovery destination—and instead functioned as a static list, failing to highlight high-intent interactions or encourage meaningful engagement.