Turning Dating into a Social Game Show Experience.
Haystack is a dating app that reimagines matchmaking as an interactive, game show-style experience. By combining entertainment with connection, Haystack aimed to stand apart in a crowded dating market and appeal to younger users looking for more than swipes.
https://gojilabs.com/wp-content/uploads/2023/03/Haystack-o1_v2.mp4
The Challenge
Dating apps are notoriously competitive, with most platforms offering near-identical features. Haystack wanted to differentiate itself by adding a unique twist—transforming dating into a game show format that was both entertaining and effective in fostering connections.
The challenge was to design an experience that felt playful but still credible as a dating tool. The app had to balance gamification with usability, ensuring that users weren’t distracted by gimmicks and could actually form real connections. Scaling for performance was also a concern given the fast-paced interactions at the heart of the product.
Our Approach
We worked with Haystack to design and develop an app that merged game mechanics with dating essentials. Our process began with research into user behavior across dating and gaming platforms, which guided our design strategy.
From there, we created interactive flows that captured the excitement of live game shows, while ensuring smooth user onboarding and match-making. We delivered scalable mobile app development for iOS and Android, and tested extensively with target demographics to refine the balance between fun and functionality.
- Researched dating and gaming user behaviors
- Designed playful but intuitive UI elements
- Developed scalable infrastructure for fast-paced interactions
- Conducted usability testing with target age groups
The Impact
Haystack launched to immediate buzz, with users embracing its unique game show format as a refreshing alternative to traditional apps. The platform gained traction among younger users seeking entertainment alongside authentic connection.
The impact extended beyond adoption rates: Haystack positioned itself as an innovator in the dating app space, with engagement levels higher than industry benchmarks. Its playful design created stickiness, encouraging repeat use and organic growth through word-of-mouth.
- Increased user engagement and session length compared to dating app averages
- Strong early adoption among target Gen Z and millennial demographics
- Positive feedback for innovation in blending gaming and dating
- Positioned Haystack as a challenger brand in the online dating industry
Project Review
Ron Leshem
CEO Haystack
“Goji Labs was very responsive to my needs and concerns. The app is fun, fresh, and still gets people connected.”
