Tune Match is a new Bumble feature that recommends nearby users in BFF mode who are listening to the same song, album, artist, or genre as you in real time. By integrating live music data for BFF mode, the feature increases daily engagement among non-paying users and drives higher conversion rates through personalized, low-pressure connections based on shared music taste.
Role
Product Designer
UX Researcher
Background
Bumble is a social networking app designed for dating, friendships, and professional networking, but its BFF mode is used far less than its dating mode.
Only 15% of its monthly active users used BFF, according to a 2023 report by Forbes.
About the Users
72% of Bumble users are under 35 (Millennials & Gen Z).
How Do People Usually Make Friends?
1. People connect more easily with others who share similar interests or values.
2. Socializing feels more natural in shared environments like work or school.
3. More people now meet online first and build deeper connections offline.
15+ User Interviews
Identifying User Problems
Why Don’t Users Engage with Bumble BFF?
Through user interviews with five frequent dating app users and affinity diagramming of Reddit discussions, I identified three key sets of user pain points and needs.
User Pain Point 1
Bumble BFF is less known and used, and its features are not unique enough compared to the dating mode.
User Need 1
Users need unique, engaging features to clearly differentiate BFF from dating and increase usage.
User Pain Point 2
Using an app to find friends feels unnatural and socially awkward.
User Need 2
Bumble BFF should feel natural and socially acceptable, reducing stigma and avoiding a transactional experience.
User Pain Point 3
Matches rarely lead to meaningful conversations.
User Need 3
Users need tools or prompts to help initiate and sustain conversations after matching.
Ideation
Users hope to connect naturally through shared interests and experiences.
👉
I explored several matching angles.
Why Music? – User Perspective
Music stood out as the top choice among interview participants.
It appeals to the same Millennial and Gen Z audience as Bumble, drives high daily engagement, and offers a natural, low-pressure way for people to connect.
Why Music? – Business & Feasibility Perspective
Bumble and Spotify already have a partnership, and a music-based matching feature is low-risk and easy to test, making it both practical now and strategically valuable long-term.
User Flow
