Case Study

Ariel Matrimony

Ariel Matrimony

Role: Product Designer — Platform UX, System Unification, Add-on Design

1. Project Overview

Ariel Matrimony is a Kerala-focused matrimonial platform built to help individuals find compatible life partners through a structured, trust-driven digital experience.

The client approached us with only an idea — to build a matrimony platform that could compete with established players like Kerala Matrimony, but with better control over privacy, profile quality, and monetization.

There was no existing product, no flows, no feature clarity.
The platform was designed and executed from scratch, and after launch, it enabled 4,500+ successful marriages in the initial phase.

2. Context & Opportunity

The Kerala matrimony market is crowded, but most platforms suffer from common issues:

  • low-quality or incomplete profiles

  • poor privacy controls

  • aggressive monetization that breaks trust

  • complex user experiences

The opportunity was to create a platform that balances:

  • openness before registration

  • trust after registration

  • clear value-based upgrades

3. Problem Statement

How might we design a matrimony platform where:

  • users can explore freely without friction,

  • serious intent is encouraged through structured flows,

  • privacy is respected by default,

  • monetisation feels fair and contextual,

  • and the platform scales as a real business?

4. Goals & Success Criteria

User Goals

User Goals

  • Discover matches easily

  • Control who sees personal information

  • Feel safe sharing photos and details

  • Understand clearly what paid plans offer

Business Goals

Business Goals

  • Drive high-intent registrations

  • Convert upgrades at the right moment

  • Maintain profile quality

  • Build long-term trust in the brand

5. My Role & Responsibilities

While working at Tenor Hut, I led this product end-to-end:

  • Defined the entire feature set

  • Designed user and member flows

  • Structured the monetization and package logic

  • Led UX/UI direction (web)

  • Worked closely with developers during execution

  • Acted as the product decision owner from ideation to launch

This was not just a design role — it was product ownership.

6. Discovery & Research

Instead of starting with screens, I focused on:

  • analysing existing matrimony platforms

  • understanding user hesitation points

  • mapping where trust breaks in the journey

  • identifying moments where users are willing to pay

A key insight:

Users are happy to browse, but only serious users are willing to upgrade when access is meaningfully restricted.

This insight shaped the entire flow.

7. Defining the Product Structure

I designed the platform around three core layers:

1. Public / Non-Member Layer

1. Public / Non-Member Layer

  • Browse profiles

  • View limited details

  • Build curiosity without commitment

2. Registered Member Layer

2. Registered Member Layer

  • Complete profile with real data

  • Limited access based on plan

  • Dashboard with clear locked vs unlocked features

3. Premium Layer

3. Premium Layer

  • Full profile access

  • Messaging

  • Advanced search

  • Auto-matchmaking

  • Controlled visibility & privacy

This layered approach ensured intent-based progression, not forced conversion.

8. User & Member Flow Design

I created clear flows for:

  • public browsing → registration

  • profile completion → dashboard access

  • intent actions (view contact / message) → upgrade trigger

  • post-upgrade feature unlocking

Instead of blocking users early, restrictions were placed only when intent was high — a deliberate UX and business decision.

9. Monetization & Package Design

Rather than generic pricing, packages were built on capability limits:

  • express interest count

  • contact info views

  • image visibility

  • profile privacy controls

  • package validity

Silver, Gold, and Platinum plans were designed to:

  • gradually increase engagement,

  • respect privacy,

  • and align value with seriousness.

This model reduced spam behaviour and increased genuine interactions.

10. Information Architecture & Admin Thinking

Beyond user flows, I also structured:

  • admin moderation logic

  • profile approval

  • photo privacy rules

  • reporting and blocking mechanisms

Trust and safety were treated as core product features, not afterthoughts.

11. Execution & Collaboration

The product was executed as a web platform.
I worked closely with developers throughout the development phase, clarifying logic, edge cases, and feature behavior.

Design decisions were continuously validated against:

  • feasibility

  • scalability

  • long-term maintainability

12. Outcome & Impact

After launch:

  • 4,500+ successful marriages were recorded in the initial phase

  • The platform gained strong regional adoption

  • Users trusted the privacy and structure of the system

  • Monetisation felt transparent and contextual

  • The product proved viable against established competitors

13. Learnings & Reflection

This project reinforced several core lessons:

  • In trust-based products, flow matters more than visuals

  • Monetisation should follow intent, not interrupt it

  • Privacy is a feature, not a setting

  • Good product design is about when to allow, when to restrict

Building Ariel Matrimony from zero strengthened my ability to think beyond UI — into product strategy, business logic, and real-world outcomes.

14. Next Steps (At the Time)

Planned future phases included:

  • mobile experience

  • deeper matchmaking logic

  • engagement-driven recommendations