Dil Mil
Founded in 2014, Dil Mil is the leading dating app for South Asians across the world. It's available on both Android and iOS and is free to use, also offering premium features for purchase. Dil Mil combines the swipe concept of Tinder, but also offers preferences like religion and community. It helps users seeking serious relationships and marriage, as opposed to the 'hookup' reputation associated with other popular dating apps. Dil Mil's user base is most active in U.S., U.K., Australia and Canada.
My Goal
To provide match options for same-sex/LGBTQ+ audiences. At the time I noticed Dil Mil only offered matchmaking for the opposite-sex. Being queer and South Asian, I was really disappointed. Users had privately and publicly expressed feedback to include match options for the LGBTQ+ community. I reached out to one of the founders, KJ Dhaliwal, and expressed the strong need for this to become a reality. KJ and the team allowed me to lead the research, leading to the eventual implementation of more inclusivity.
Research Plan
In order to implement LGBTQ+ matchmaking, I found out what features the LGBTQ+/South Asian audience wanted in a dating app. What are the strengths and weaknesses within existing similar apps? How can we improve on this? How can we best include all identities in the spectrum?
By conducting in-person interviews and gathering survey feedback from hundreds of members in the community, I got a deeper understand of their desires.
Finding Participants
I was already active in some popular South Asian LGBTQ+ Facebook groups that would hold discussions and social gatherings. Reaching out to members in similar groups like these were my target audience for surveys and interviews.
I reached out to as many South Asian LGBTQ+ specific groups I could find through Facebook and Google searches, throughout the U.S., U.K., Australia and Canada. I contacted the group admins, sometimes setting up phone calls, to explain the project goal and asking permission to post my survey + speak with others.
99% were onboard, cooperative and also excited this was being initiated. Many organization leaders even offered to help promote the hopeful app update by sending out my survey in their newsletters and other media outlets
Survey
I wanted to keep the survey quick, simple and to the point in order to get as many participants as possible.
I asked direct and specific questions to get the best sense of the user base demographics. Open ended response options allowed the user to fully express their thoughts and give us very valuable and personal feedback
Results
The survey results were overwhelming. Since this update was something many members of the community felt passionate about and were waiting on, we received lots of valuable and personal feedback, especially in our open ended responses.
What do you want to see in an app like this? What could we include that hasn't been done? Please, don't hold back! Tell us what you want!
“I’d like to see people being separated/matched by what type of relationship/nonrealationship they're looking for.”
“Real matrimony! Haha. Those who are seriously looking for partners.”
“Better user interface and more queer events to network."
“A clear intent on what a person is looking for. Usually, when asked what "brings you to this platform", the answers are pretty vague "whatever I can find". OKCupid does a good job of asking a lot of questions that helps in compatibility.”
“I want to see an interface that protects LGBTQI south east Asians since some of us are not out. I want to see something that allows users to connect on a more meaningful level than just looks.”
“I like OKCupid because it allows for more info about the other person. I also appreciate Tinder because it's straight to the point.”
1:1 Interviews
I also interviewed members within the community by incorporating my questions into a casual conversation. The intent of these interviews was to gather more personal insight and really listen to the user. I asked open-ended questions similar to the survey, about their experiences with existing dating apps, if they’ve ever used them, what they'd like to see in a dating app, if safety is a concern for them, and generally what might appeal to the South Asian LGBTQ+ community.
Shewtha, 34
Identifies as lesbian, cis woman
Shewtha expressed concern about the safety of her partner and others who identify as non-binary.
She suggested background checks and linked-in and facebook verifications for any new user.
Balu, 36
Identifies as a gay, cis man
"There aren't enough openly gay South East Asians." Balu suggested that similar to other existing apps for gay men, there should be an option for users to reveal their picture only once they feel comfortable after matching with another user.
"There aren't any long term type apps in the gay community. If there was a relationship type app, I would definitely use it."
“Some are looking to date only HIV + people.”
He said Black/Indian responses are lowest in other dating apps (adam4adam, grindr, scruff, planet romeo)
Sam, 28
Identifies as trans, non-binary
Wants transparency about who can access the app for queer and trans folks, when outness (especially in the South Asian community) is not always safe
Some users use pictures of others. They can catfish others with such pictures. A solution to this is a profile picture authentication method similar to "Blued app"
Stricter background checks
Key Takeaways
People seek:
A clear intent on what a person is looking for (ex. hookups vs more serious relationships)
Safety for users, strict user verifications, ability to hide photos
More about getting to know person, versus just pictures
An app for serious relationships
Comparative Analysis
After presenting a case with strong evidence for demand of this necessity to Dil Mil leadership, a same-sex gender filter was implemented! 🎉
Here’s what changed:
And following that, they’ve continued to add even more gender inclusive options. 👏🏽
