Fruitz – Bumble Inc.

Senior product designer2022 – 2025App Store

Fruitz is the dating app my own generation actually uses. You pick a fruit, and the fruit says what you are looking for, from Cherry #LongTerm to Peach #JustForTonight. Over 3 years there was not a screen in it I did not touch.

600K people open it every month, in the most crowded category on the App Store. My job was to take a product that already worked and make it feel like nothing else in there.

Sign-up

A thin profile makes for thin matching so we asked for more and the flow ended up twice as long. It should have cost us. Instead completion held and fresh profiles came out twice as full, 30% to 60%, because every step explains itself and belongs to one larger story.

Landing

Interest picker, tags grouped by category with 6 of them selectable in total — Interests

Photo step, a six slot grid with two filled and the line more pics, more matches, add three or more — Photos

Profile

Everything used to live in the bio, so people swiped on the photo alone. A profile went from 4 sections to 10, room enough to be someone rather than a face, and each always in the same place, so you can scan one in seconds. The average profile now sits at 75% full.

Editing hub

Prompt editor, two answered prompts that can be dragged to reorder and a slot for a third — Prompts

Height

Full profile

Navigation

Over time feature entry points and card actions got mixed on the home, which buried them and left no room for new ones. So we took Like and Dislike off the deck. Swiping was a dating app standard nobody had to be taught. That space became a features bar with up to 5 slots. We could ship again and feature discovery doubled.

The old home screen, five feature entry points crowded into the top bar and five action buttons under the card — Before and after

The new home screen, a cleaned top bar and a features bar of four slots below the card — Before and after

The Ideal Smoothie sheet, who you are looking for, age and distance sliders, and a filter by fruit — Filters

Empty state at the end of the deck, ghost cards behind the line That's all for now and a button to change filters — End of deck

Safety

Nobody picks a dating app for its safety and nobody stays on one without it. So we kept investing: profile verification, explicit content folded behind a tap so it never lands unasked, the tool our moderation team works in, and plenty more. By the time I left reports had fallen from 20 per 1000 profiles shown to 2.

Verification flow

A crushnote flagged as explicit, held behind a Show message button instead of being deleted — Explicit content

Moderation tool

Brand

The logo broke in monochrome, so people kept fixing it themselves, and the brand no longer matched the interface we had redesigned. I pulled the palette from the app's signature pink and purple, and gave every colour an official Pantone. The peach was redrawn to survive monochrome and trace in one line, so it animates. The brand system lives in a Notion hub every marketing partner can use.

Logo

The palette, every colour carrying a hex, a CMYK and a Pantone, one official colour per fruit and two gradients — Palette

The identity out in the world, on signage, a tee, a wax stamp, a food truck, a billboard, a skateboard and a lighter — Applications

Marketing

The brand did not stop at the product. I took it into the store listings and their in-app events, onto posters, onto ad shoots, and through the partnerships that used it. The further it got from the app, the further it got from my job, and the more it had to look like one thing.

App Store screenshot 1 of 6, the first card of the carousel — Store listing

App Store screenshot 2 of 6, the second card of the carousel — Store listing

The App Store event sheet for the navigation release, Matching made easy, over its own artwork — In-app event

A bus shelter poster reading Vous craquez, vous croquez, vous faites comme vous voulez, above the line Pour des rencontres sans pepins — Out of home

Concepts

Every product has work that never lands: timing, a technical limit, a roadmap that moves. These are mine. Secret Garden was 4 guilty pleasures face down, one flipped at random per profile, and you only got to look if you had filled yours in. Stickers came from the people you chatted with, so safety stopped being only our job.

Secret Garden

Stickers

Playlist editor, up to 3 Spotify tracks with cover art and an inline play control — Playlist

Impact

#1: free app in Lifestyle, French App Store
€10M: annual recurring revenue (ARR)
600K+: monthly active users (MAU)
4.5: App Store rating, 161k reviews

Conclusion

I joined a product millions already used and left it senior three years later, having rebuilt it screen by screen until it looked and moved like nothing else in the most competitive category there is. It still runs on that work and it still makes couples every day.