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A full content refresh of Bumble’s profile prompts, moving members from one-word answers to real conversation starters.
Profile prompts are one of the most powerful tools Bumble members have to express who they are, in their own words. But over time, the existing prompts had become outdated, misaligned with our warm simplicity tone of voice, and in some cases were driving low-quality, one-word answers that didn’t spark real conversations. I led a full refresh of Bumble’s prompts content, auditing the existing library, developing new content for prompts across all categories, and introducing new categories. The aim was to better reflect how members actually want to express themselves in 2025.
Led the end-to-end content strategy for the prompts refresh, from initial desk research and audit through to a tested, finalised shortlist.
Identified underperforming content that no longer aligned with Bumble’s warm simplicity guidelines.
Ran two rounds of brainstorming and facilitated reviews with dating coaches to gather expert input on what makes a great prompt.
Ran customer conversations and a structured content testing study with 20 participants across all prompt categories, using findings to refine wording, tone, and categories.
Wrote and refined the full shortlist of new and updated prompts across six existing categories and one new category, ensuring each prompt was clear, uplifting, and built for genuine conversation.
Developed the messaging manual for the Prompts feature, defining product messaging principles, style guidance, and tone of voice for the team going forward.
I facilitated a workshop to audit the existing prompts with a cross-functional team of other content designers, UX researchers, product marketing managers and product managers, all of whom had experience monitoring, testing or designing prompts. This helped me identify not only which prompts no longer served us, but what actually made a successful prompt. I also used AI to help me look for patterns in both high performing and low performing prompts, which would later help me define profile prompt writing guidelines.
Prompt performance data and member feedback informed the audit.
The refresh spanned all existing categories and introduced two new ones, developed in partnership with Bumble’s dating coaches.
Brainstorming and voting on new prompts, by category.
New: Life lately
New: Dating experts recommend
Old
"I get way too excited about..."
Could elicit a one-word answer.
New
"The last note I wrote on my phone says..."
Makes for a more specific anecdote, easier to answer.
Old
"I disagree when people say I’m..."
Complex framing and could elicit a one-word answer.
New
"Do you agree or disagree that..."
A clearer conversation starter for people to respond to.
A great prompt = an easy to answer prompt.
Short and easy to read, no more than 65 characters.
Easy to understand — we don’t want people to have to read it twice.
Should elicit more than a one- or two-word response, and work as a conversation starter.
No brand names or references that not everyone may be familiar with.
Adheres to our warm simplicity guidelines and tone of voice: be clear.
Avoid prompts that are time-sensitive or could become outdated quickly, unless for a seasonal or sponsored campaign.
In order to get the best ideas and results from AI when it came to writing new prompts, I spent time teaching it Bumble’s tone and writing style.
Providing as much relevant context as possible, on what a profile prompt is, what it’s used for, what the goal is for the user and what it is for the business.
Giving examples of good and bad profile prompts, and explaining why.
Uploading Bumble’s tone of voice guidelines and illustrating how it’s applied.
Listing any constraints or things to avoid, e.g. references that wouldn’t localise well.
Using AI to review prompts against category description and content guidelines.
The audit identified prompts across all six categories for removal or revision, giving the team clear, evidence-based rationale for every content decision. Rollout was still in progress when I left Bumble, but results from my own content testing were positive: content testing across 20 participants validated the new direction, with stand-out categories including Bit of fun, Self care, and Date night. Testing also surfaced clear, actionable findings on tone and category naming that directly shaped the final shortlist.
All six categories audited, with low-performing, one-word-answer prompts identified for removal.
20 participants validated the new direction in a structured content testing study.
Findings on tone and category naming directly shaped the final shortlist.