DOWN · B2C · casual dating app
Test app icons in a color no competitor uses, with playful characters
Current winner after hundreds of icon tests; no lift numbers given
Workedaso
What they did
Mapped competitor icons in dating search results (Tinder, Bumble, HER in reds/oranges/yellow; Hinge, Feeld, Pure in dark, clean typeset styles) and designed to contrast: a deep purple no competitor uses, the D and O of the logo personified as two flirty characters, and hints at the product (devil horns on the O, flirtatious eyes, tongue out). The icon matters most because it appears everywhere in search results, while screenshots need a tap; DOWN's traffic comes mostly from its top ~20 keyword searches. Has A/B tested hundreds of icons and keeps testing.
What happened
This icon is the one currently performing better in tests
- Stage
- Scale (mature app)
- Effort
- Hundreds of icon variants tested over the years
“at DOWN, we've tested hundreds of icons, right?”
“So we go with a a deeper purple that none of our competitors are using”
“we do hint a bit more at what it's about, with the devil horns on the O, the little flirtatious eyes there, and the tongue coming out.”
“the icon is pretty much everywhere when you search. Um and especially we get a lot of our traffic from keyword searches, not from necessarily people browsing the category.”
Related topics
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More from this episode
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