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AILO began as an ambitious idea: a dating app built not on swipes, but on science. The founders wanted a platform where compatibility wasn’t left to chance or quick impressions, but driven by assessment, AI, and clarity. For over a year of continuous collaboration, Growww acted as AILO’s strategic and creative partner, shaping every aspect of the brand and product ecosystem—from the earliest sketches and moodboards to the live app, website, and optimization strategy.
Most dating apps suffer from the same pain points: endless swiping, shallow interactions, and decision fatigue. Users feel overwhelmed, undervalued, and often leave the platform without finding meaningful connection. The challenge was to design an entirely new model—one that felt human, intentional, and backed by a solid scientific foundation.
Our approach was holistic. We built AILO not just as an app, but as a complete compatibility ecosystem, supported by brand identity, digital storytelling, and optimized discoverability. Every decision—visual, functional, or technical—was rooted in solving one clear problem: help users find the right match faster and with confidence.
The foundation of the project was laid through comprehensive market research and competitor analysis. Growww examined not only the functional features of existing dating apps but also the emotional experiences of their users. The research revealed a recurring pattern: frustration with superficiality and fatigue from decision overload.
This insight led to the creation of detailed user personas and target audience definitions, capturing not just demographics but motivations, frustrations, and expectations. With these personas in place, Growww designed the project architecture and userflow logic. A meticulous process that mapped every step of the user journey. This stage was critical: the goal was to create flows that minimized friction, emphasized clarity, and built trust with each interaction. By structuring the app around these principles, AILO positioned itself as a solution to the very problems that plagued its competitors.
78% of users
feel exhausted
A 2024 Forbes Health study shows that 78% of dating app users report feeling emotionally, mentally, or physically exhausted, a clear sign of swipe fatigue and overwhelm.
10–13% of heterosexual
couples meet via apps
Recent data shows that only 8–13% of heterosexual couples met through dating apps—indicating actual successful matches are far less common than usage rates suggest.
35% leave apps
more pessimistic
A 2020 Pew survey found that 35% of users felt more pessimistic about dating after using dating apps, and 25% reported feeling more insecure.
Once the strategic foundation was in place, Growww transitioned into wireframing and experience testing. The wireframes served as a blueprint, allowing the team to test assumptions and validate flows before investing in full-scale design. This stage uncovered opportunities to refine the experience even further, ensuring that users would feel guided rather than overwhelmed.
Parallel to the wireframing, the brand style and standards were developed. This included defining the color palette, typography system, motion principles, and illustration styles that would carry across every platform. The design language needed to strike a balance: modern and technological on one hand, yet warm and human on the other. Through thoughtful choices in visual hierarchy, motion, and micro-interactions, Growww gave AILO a distinctive identity that reflects both its scientific foundation and its emotional purpose.
Research & Discovery
In-depth market research and competitor analysis to uncoveruser frustrations and identify opportunities for genuine innovation.
User Definition
Clear user personas and audience profiles were developed to guideevery design and product decision with precision.
Wireframing
Early wireframes mapped the app’s architecture and userflows, ensuring functionality and clarity before moving into design.
Visual Design
A refined visual language of colors, typography, motion, and illustrationestablished AILO’s distinctive brand identity across 150+ screens.
Prototyping & Testing
Interactive prototypes allowed for validation of logic and smoothness, aligning stakeholders and preparing for pixel-perfect development.
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In a dating landscape dominated by swipes and surface-level impressions, AILO introduces an entirely different model: science before swiping, authenticity before performance, and meaningful connection before distraction. Where most apps chase engagement metrics, AILO is built to minimize noise, reduce fatigue, and guide users toward connections that matter.
Science Before Swiping
AILO eliminates the fatigue of endless swiping. By using compatibility assessments and intelligent logic, the app presents only matches with 70%+ compatibility, allowing users to focus on depth rather than volume.
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Authentic Profiles
Traditional apps leave users to self-perform, often resulting in incomplete or misleading profiles. AILO creates AI-generated introductions based on user assessments, producing authentic and anxiety-free profiles that better reflect who people are.
Built for Connection,
Not Distraction
While most apps monetize by keeping users swiping, AILO’s design philosophy is the opposite: the goal is to move from introduction to connection as quickly and smoothly as possible. Every feature, from UX writing to motion design, emphasizes clarity, trust, and outcomes.
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By reframing how dating apps measure success, AILO positions itself not as another option in the marketplace, but as a new category of compatibility-first platforms—a model designed for those who value science, authenticity, and meaningful human connection.
The heart of the project was the design of more than 150 app screens. Each screen was not treated as an isolated piece of UI but as part of a larger narrative guiding the user from introduction to connection. Prototypes were developed to present the app’s functionality, allowing stakeholders to experience the flow firsthand and align on vision before moving into development.
A close collaboration with the development team ensured that design intent translated seamlessly into the final product. Growww monitored pixel accuracy, responsive behavior, and interaction quality, making sure that every detail worked smoothly across devices. This phase exemplified the value of design guardianship: by staying engaged throughout implementation, the team guaranteed that the final experience matched the high standards set during the design stage.
To extend the brand beyond the app itself, Growww designed and developed a Webflow-powered website that mirrors AILO’s philosophy and aesthetics. The site was conceived as a natural continuation of the app experience, blending dark, elegant themes with glowing golden accents to create a sense of sophistication and modernity. Advanced scroll animations, cinematic mockups, and carefully crafted micro-interactions elevate the storytelling, while poetic UX writing communicates AILO’s purpose with clarity and emotion.
The website was more than a showcase—it was built as a strategic acquisition tool. Every element was optimized for performance, consistency, and authority, positioning AILO as a serious player in a crowded industry.
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From the outset, Growww understood that visibility would be as important as experience. Beyond traditional SEO best practices, the team integrated schema markup and LLM-optimized files into the website architecture. This ensured that AILO’s content would be not only search-friendly but also optimized for AI-driven engines—a critical advantage in an era where large language models are reshaping discovery.
By combining semantic structure with performance optimization, AILO’s website was designed to rank competitively, surface in AI answers, and build long-term discoverability.
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The AILO project demonstrates how strategic depth and creative execution can combine to build a category-defining brand. From initial research to advanced app design, from website storytelling to AI optimization, Growww played a central role in shaping an ecosystem designed for long-term success.
Ambitious ideas require more than design—they require a partner capable of guiding vision into execution. Growww builds the brands and products that shape tomorrow.
“Working with Growww was transformative!They didn’t just design our brand, app, and website, they captured AILO’s essence and translated it into a powerful, elegant experience that speaks directly to our users.”
Haleh Gianni,
Founder & CEO, AILO
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