Pitch Social
Pitch Social
Rethinking online dating around shared experiences instead of endless swiping.
As lead product designer, I shaped the product strategy and full experience for a dating app centered on events designed to turn digital interest into in person plans.
DEFINING THE PRODUCT
The central product question was how to reduce the uncertainty between matching and actually meeting. Instead of making profiles and endless swiping the destination, I framed shared activities as the core product model. This gave people a clearer reason to connect and a more natural next step.
DESIGNING THE CORE LOOP
I mapped the journey from onboarding and event discovery through creating a pitch, responding to an invitation, matching, messaging, and planning. Research and iterative prototypes helped simplify decisions, clarify intent, and keep each interaction moving toward an in person experience.
BUILDING THE EXPERIENCE
I created the interaction model, high fidelity prototypes, visual design, brand identity, and supporting design system. Reusable components and clearly defined states kept iOS, Android, and web experiences coherent as the concept moved toward launch.
LAUNCH AND OUTCOME
Research showed that users cared more about shared experiences and human connection than secondary features such as venue-based discovery, which helped keep the product focused. I carried the work through launch support. In its first six months, Pitch Social reached 2,000+ users, achieved 72% onboarding completion, and earned a 4.6★ App Store rating.
ROLE
Lead Product Designer
PLATFORMS
iOS · Android · Web
PRODUCT AREAS
Onboarding · Event discovery · Activity pitches · Social matching · Messaging · In person planning
DESIGN & SYSTEMS
Product strategy · User research · Interaction design · Prototyping · Visual design · Brand identity · Design system
PRODUCT MODEL
Shared activities instead of profile first swiping · Clearer intent · Fewer decisions between matching and meeting
DELIVERY
Concept development · Iterative prototyping · Across platforms design · Launch support
IMPACT
2,000+ users in the first six months
72% onboarding completion
4.6★ App Store rating
FROM SIGNALS TO SHARED PLANS
Onboarding gathered the signals that made each connection more relevant: what people were looking for, where they wanted to meet, and the interests that could start a real conversation. I carried those inputs into discovery and refined the profile UI to surface plans, shared interests, and activity prompts at a glance. Together, the flow moved people from setting intent to finding common ground and proposing something to do in person.
