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Gavinda
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KUNDALI
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Idika Laghari
32y
•
Delhi, India
Hindi, Hindu
•
Divorced
Ananya Iyer
23y
•
Mumbai, India
Hindi, Hindu
•
Divorced
Ishita Rao
25y
•
Montreal, Canada
Hindi, Hindu
•
Divorced
Aarohi Nair
21y
•
Pune, India
Hindi, Hindu
•
Divorced
Priya Sharma
34y
•
Washington, US
Hindi, Hindu
•
Divorced
Neha Bhatia
32y
•
Toronto, Canada
Hindi, Hindu
•
Divorced
Meera Desai
27y
•
Bangalore, India
Hindi, Hindu
•
Divorced
Aunties+Algorithm
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EDUCATION
OCCUPATION
KUNDALI
LIFESTYLE
HABITS
PERSONALITY
PHYSICAL CHARACTERISTICS
COMMUNITY
RELIGION
HOBBIES
RECREATIONS
Compatibility Threshold
80%
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Idika Laghari
32y
•
Delhi, India
Hindi, Hindu
•
Divorced
Ananya Iyer
23y
•
Mumbai, India
Hindi, Hindu
•
Divorced
About
In the delicate balance between tradition and technology, I set out to reshape the future of matrimonial services. A+A became more than just a platform—it became a vision for what matchmaking can be in a world where family, culture, and AI collide.
Challenge
The biggest challenge was merging traditional family expectations with modern tech, ensuring that users felt in control while respecting the cultural importance of marriage without alienating families from the process.
Impact
By engaging users in participatory workshops and testing, I helped shift their mindset, allowing them to embrace digital matchmaking services while fostering honest, family-driven conversations about finding a spouse.
Team
+3
My role
Lead UX/UI Designer
Research - Ideation - User testing - Key flows design - Interaction Design - prototyping
Timeline
June 2021 - October 2022
Problem Area
The Dilemma: Family Expectations vs. Digital Innovation
When I first took on the lead designer role at A+A, the challenge seemed clear: how do you respect the deeply rooted traditions of matrimonial services while harnessing the power of modern technology? In an industry defined by centuries of tradition, could AI and machine learning play a meaningful role without diluting the cultural significance of marriage?
CHALLENGE
I knew that I needed to find a way to empower users without disrupting the delicate balance of family dynamics that define matrimonial services.
Participatory Workshops
Users as Co-Designers of the Future
As the first phase of the user research, I introduced participatory workshops where users weren’t just the audience; they became the co-creators. We speculated together about near-future services and how AI might work for them in the context of a lifelong commitment.
7
First Activity of Participatory Workshops: Profile Analysis Activity via Google Meet
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Zoya Kumar
21 yrs
Gender: Female
Punjabi, Sikh
Hospital Nurse
Ludhiana, India
Hobbies
Goals
Reading Time
Workout/Diet
Mental Health
Care for Environment
Immigration
Social Media
Occupation
Learning New Skills
Your Matches
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
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22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
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22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
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22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
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22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Everyone gets three chances, which means three dates!
If you cancel your match, you'll have two dates left. Go on the date, and if you decide to drop, you'll earn one more spin.
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
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22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
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Santosh Pangali
21 yrs
Gender: Female
Punjabi, Sikh
Hospital Nurse
Ludhiana, India
Pick from these parents’ profiles to learn more about their daughter!
Brinda’s Parents
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Idika’s Parents
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Brinda’s Parents
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Brinda’s Parents
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Brinda’s Parents
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Brinda’s Parents
22 yrs, 4’ 7” Librarian
Konkani, Hindu
Delhi, India
Connect now
Lo-Fi Speculative matrimonial interfaces
Services Designed by our Co-design Participants During the Workshops
INSIGHT
The surprises? Families wanted to be involved, but users craved personal control. This insight formed the bedrock of my design approach.
Explorations
Concept #1
Concept #2
Concept #3
Designs
Designing A+A Key Flows to Balance Personal Control and Cultural Context
The core design of A+A emerged from the need to give users control while respecting traditional expectations. Key flows like the customizable matching wheel and later parental syncing made it clear that this was not just a typical matchmaking platform.
AUNTIES+ALGORITHM
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Gavinda
Govinda Pangali
Male
•
34
•
Hindi, Hindu
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec urna justo, blandit at dignissim eu, dignissim at dui. Integer volutpat purus ac imperdiet moles. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec urna justo, blandit at dignissim eu, dignissim at dui. Integer volutpat purus ac imperdiet moles.
Date of Birth
December16, 1990
Birth Country
India
Martital Status
Single
Religion
Hindi, Hendu
Languages
English
•
Punjabi
Country/City of Residence
United State
•
Philadelphia
Education, Occupation
These are questions about your education level, your job, and your income. These help our compatibility algorithms establish your most compatible matches.
Kundali
These are questions about your Star and Raasi. These help our compatibility algorithms establish your most compatible matches.
Physical Characteristics
These are questions about your physical characteristics. These help our compatibility algorithms establish your most compatible matches.
Personality
These are questions about your opinions and habits. These help our compatibility algorithms establish your most compatible matches.
80%
AUNTIES+ALGORITHM
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Parents
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Gavinda
EDUCATION
OCCUPATION
KUNDALI
LIFESTYLE
HABITS
PERSONALITY
PHYSICAL CHARACTERISTICS
COMMUNITY
RELIGION
HOBBIES
RECREATIONS
Compatibility threshold:
80%
This slider determines a base level of match you want in a partner. We only show you people who meet or surpass your threshold.
Matches tailored for you
Generate matches
Idika Laghari
32y
•
Delhi, India
Hindi, Hindu
•
Divorced
Ananya Iyer
23y
•
Mumbai, India
Hindi, Hindu
•
Divorced
Ishita Rao
25y
•
Montreal, Canada
Hindi, Hindu
•
Divorced
Aarohi Nair
21y
•
Pune, India
Hindi, Hindu
•
Divorced
Priya Sharma
34y
•
Washington, US
Hindi, Hindu
•
Divorced
Neha Bhatia
32y
•
Toronto, Canada
Hindi, Hindu
•
Divorced
Meera Desai
27y
•
Bangalore, India
Hindi, Hindu
•
Divorced
Usability Testing Insights
I Improved A+A by Simplifying Algorithm Modalities, Adding Parental Involvement, and Enhancing UI for Clarity
The Wizard of Oz Technique
With the design becoming clearer, I knew that we needed to test the platform in a way that was fast. I turned to the Wizard of Oz technique.
CREATIVE WORKAROUND
Could our speculative ideas work in the real world? Instead of building complex prototypes, I simulated the core interactions. With a screen recording, we started testing the platform with users.
First insight: I realized that technical jargon like 'algorithm modalities' confused users. I shifted to familiar categories like 'community,' 'religion,' and 'lifestyle' to make it easier for them to prioritize what mattered most in their matches
Subculture specific
Facial Recognition
Crossed path
Question-based
Preference-based
Distance matching
Previous-matches-based
EDUCATION
OCCUPATION
KUNDALI
LIFESTYLE
HABITS
PERSONALITY
COMMUNITY
RELIGION
PHYSICAL CHARACTERISTICS
HOBBIES
RECRETIONS
Second insight: Parents Are Involved, But Not in the Way We Expected
The next pivot? Family involvement. So I introduced a feature that allowed parents to interact with the platform without controlling the process—The Parents Account, which synced with the user’s profile, but gave parents a limited say.
AUNTIES+ALGORITHM
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Gavinda Pangali
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Govinda Pangali
Male
•
34
•
Hindi, Hindu
Date of Birth
December16, 1990
Date of Birth
December16, 1990
Birth Country
India
Martital Status
Single
Religion
Hindi, Hendu
Religion
Hindi, Hendu
Languages
English
•
Punjabi
Country/City of Residence
United State
•
Philadelphia
Country/City of Residence
United State
•
Philadelphia
Govinda Pangali
Male
•
34
•
Hindi, Hindu
Date of Birth
December16, 1990
Date of Birth
December16, 1990
Birth Country
India
Martital Status
Single
Religion
Hindi, Hendu
Religion
Hindi, Hendu
Languages
English
•
Punjabi
Country/City of Residence
United State
•
Philadelphia
Country/City of Residence
United State
•
Philadelphia
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Design System
Incorporating Visual Identity
I developed the entire design system for A+A from scratch, crafting more than 80 unique components. This provided the foundation for a seamless and cohesive experience, ensuring the app's scalability and future growth.
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Some of the main components of the A+A design system.
Impacts
IMPACT
By engaging users in the design process, I helped shift their perspective on modern matchmaking services. Initially hesitant, they came to see how these platforms could respect cultural values while offering personal control, leaving them empowered to have more open, meaningful conversations with their families about finding a spouse
Reflection
REFLECTION
Navigating Uncertainty Despite focusing on user needs from the start, the complexity of A+A brought moments of uncertainty. Over time, we adapted with creative testing methods, proving that uncertainty can be managed step by step.
Conclusion: End Scene: What’s Next?
The MVP is now in development, with fake profiles being populated to conduct further testing. A+A is on its way to becoming a platform that not only transforms matrimonial services but also bridges the gap between tradition and the future.
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