The project A dating app for LGBTIQ+ people aged 18 to 30 in Buenos Aires (CABA). The problem is insecurity and loss of control over visibility and consent when arranging in-person meetings. The proposal builds safety, consent and visibility control into the experience design, and the tone of every message is part of that solution. It includes conversation mining, a benchmark of three apps, the brand voice, a tone map and the microcopy for the onboarding and conversation flows.
AI use The interface was designed with AI support (Figma Make). My work focused on content strategy and UX Writing.
Role UX Writer
Year 2026
Tools Figma Make (AI) for the interface Key decisions 1 Define the voice before the screens I chose four traits with the “this, but not that” framework to set the limit of each one: the voice guides without invading, takes a stand without preaching and is warm without idealizing relationships.
2 A tone for each moment Serious at first contact, respectful in discovery and chat, casual in the profile and exploration, enthusiastic at the match.
3 Ask for data after giving control I designed the first flow to provide clarity, control and safety before asking for personal information.
Project stages 1 Context An active market with a trust problem → 2 Research How the apps talk and what people need → 3 Synthesis Three profiles and a central finding → 4 Strategy A brand voice and a tone map → 5 Design Screens written around consent → Each stage opens in interactive mode.
Project slides The slides and documents are PDFs in Spanish and are not translated: everything is also explained in the text of the case.
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2026 · UX Writer
My Valentine Connect in person. With consent.
UX WRITING UI DESIGN MOBILE APP Swipe sideways or use the arrows
Context
An active market with a trust problem What I did I defined who the app is for, LGBTIQ+ people aged 18 to 30 in Buenos Aires (CABA), its value proposition , which builds safety, consent and visibility control into the experience design, and the UX goal : letting each person control their visibility and arrange meetups in public spaces and events with explicit consent .
Why The leading platforms prioritize immediacy and constant exposure, and don’t build in mechanisms that regulate visibility and consent through the experience design. My Valentine sets out to fill that gap.
View the product description ⤢ View the goals ⤢
Research
How the apps talk and what people need What I did I applied conversation mining to the official websites of Tinder, HER and Taimi and benchmarked the three apps. I defined the target, early adopters with previous dating app experience , and built their empathy map .
Why I wanted to see which attributes, promises and values each brand prioritizes in its messaging, to compare positioning and find My Valentine’s place. I chose those three apps because they were the ones the target already knew: they were used to swiping, matching and geolocation.
What I found In the conversation mining, “citas” (dates) is the most repeated term (77 mentions) and “cerca” (nearby) the least (3). Tinder prioritizes immediacy and quick-conversion CTAs; HER , belonging and community; Taimi combines dating and a social network, with long subheads that spell out its values. None adapts its messaging to local speech: all three use neutral or standardized Spanish.
View the conversation mining ⤢ View the benchmarking ⤢ View the empathy map ⤢
Synthesis
Three profiles and a central finding What I did I synthesized the research into three proto-personas aged 24 to 30, with their needs, motivations and frustrations, and organized the findings into two main flows : onboarding and activation, and exploration and conversation.
Why The idea was to condense the research into concrete profiles, to design and write with someone specific in mind instead of an average user.
What I found Three core needs emerged: initial trust , less social anxiety and authenticity in interactions. They shaped the prototype into two flows that respond to different emotional moments.
View the proto-personas ⤢ View the findings and flows ⤢
Strategy
A brand voice and a tone map What I did I defined the brand voice with the “this, but not that” framework, built a tone map across six moments of the experience and tested the voice in a content prototype : a dialogue at an event, including presence activation.
Why The “this, but not that” framework sets the limit of each trait, so the voice doesn’t overflow.
Brand voice: this, but not that
Tap each trait to see what it means
Close but not invasive It guides without pressuring people or overexposing them in the interaction.
Smart but not arrogant The app takes a stand on responsible design and safety, without preaching.
Warm but not naive There is humanity, but it doesn’t idealize relationships or romanticize risks.
Rational but not cold It decides through design and structure, without creating emotional distance.
What I found The tone map adjusts that voice to each moment: serious at first contact, respectful in discovery and chat, casual when creating the profile and exploring, and enthusiastic when there is a match. The content prototype shows how it sounds in a concrete case: the app explains what is and isn’t visible before asking for any action.
View the brand voice ⤢ View the tone map ⤢ View the content prototype ⤢
Design
Screens written around consent What I did I wrote the screens of both flows in a high-fidelity prototype: the landing page , welcome, a three-step onboarding , sign-up, profile creation and visibility settings ; then exploration, the match , the chat and its menu. I added FAQs about presence, visibility and reporting. The interface was generated with AI support (Figma Make).
Why The order of the screens comes from the qualitative evidence. Flow 1 provides clarity, control and safety before asking for personal information; flow 2 aims to ease the anxiety of first contact and support a genuine connection.
Flow design
Tap each flow to see its screens
Flow 1 Onboarding and activation Flow 2 Exploration and conversation View the landing page ⤢ View the FAQs ⤢ View the content proposal ⤢