Ember App - How I Built and Scaled a Top 10 Dating App to Acquisition
Mobile App Development, Product Design, Growth Strategy
Project Overview
Ember is a cross-platform dating app I built from the ground up using React Native, available on both iOS and Android. Designed to offer a unique and engaging user experience, Ember quickly gained traction with over 100,000 downloads and peaked at #10 in Canada’s lifestyle category. Featuring swipe-based matching, AI-powered content moderation, and real-time chat and calling, Ember was ultimately acquired by a Match Group executive. As the sole developer, I handled every aspect, from development and design to branding and growth strategy.
Key Accomplishments
Scaled Ember to over 100,000 downloads, reaching #10 in Canada’s lifestyle category.
Achieved acquisition by a Match Group executive, validating the app’s market appeal and technical quality.
Managed end-to-end development, design, and growth strategy as the sole developer and technical lead.
Technical Highlights
Developing Ember required implementing robust technical solutions to ensure scalability, performance, and user safety in a fast-paced and demanding industry:
Cross-Platform Development with Scalable Architecture
Ember was built using React Native (MERN stack) with additional native modules in Swift and Kotlin to ensure seamless functionality across iOS and Android. The backend was powered by an Express Node.js server and a MongoDB database, deployed on AWS Elastic Beanstalk. Using EC2 instances with a load balancer, I created a scalable infrastructure capable of supporting 100,000+ users. Key features included live websocket integration for real-time interactions, AWS S3 for storing user-uploaded images and app content, and AWS Lambda for automated image compression. AWS CloudFront served optimized content from edge locations, ensuring lightning-fast load times—critical for a visually driven dating app like Ember.
AI-Powered Content Moderation and Fraud Prevention
In the dating industry, maintaining a safe and trustworthy environment is crucial. I implemented AWS Rekognition for automated moderation of user-uploaded images, ensuring that explicit or graphic content never reached the platform. Additionally, I used OpenAI models to identify and filter inappropriate text-based content, providing a clean, user-friendly experience. To combat fraudulent users, I integrated IPQualityScore to analyze user IP addresses, blocking high-risk or fake accounts. This entirely automated approach eliminated the need for hired moderators, meeting the high compliance standards of the iOS and Android app stores.
Real-Time Functionality for Seamless User Interactions
Ember included real-time chat, video calls, and audio calls, powered by Stream Chat SDK. This enabled users to connect instantly and securely, enhancing engagement and user satisfaction. These real-time features were supported by a robust backend with websocket integration, ensuring low-latency communication at scale.
Data-Driven Growth and Optimization
Leveraging Adapty, I implemented detailed funnel analytics and subscription management to monitor and optimize user behavior and monetization strategies. These insights helped refine user acquisition campaigns, improve retention rates, and scale growth effectively. With AWS tools for notifications and message queuing, I ensured users stayed engaged with the app.
Features and Innovations
Ember’s success was driven by cutting-edge features and thoughtful design, delivering an engaging, user-friendly experience while addressing the unique challenges of the dating industry.
Swipe-Based Matching
Designed and implemented a smart matching algorithm that connects users based on profile data and interactions. This feature enhanced user engagement by providing highly personalized matches, creating a seamless and enjoyable dating experience.
Live Chat and Calls
Built real-time messaging, video, and audio call functionality using Stream Chat SDK. These features allowed users to connect instantly and securely, fostering deeper relationships and increasing user retention.
AI Content Moderation
Leveraged AWS Rekognition and OpenAI to create an AI-powered moderation system that automatically detected and flagged inappropriate or graphic content. This ensured a safe, welcoming environment while maintaining compliance with app store standards.
Branding and Growth
Designed the Ember brand from scratch, including its logo, color palette, and UI/UX. Created high-impact app store screenshots, digital ads, and social media campaigns to drive growth. Through targeted Apple Search Ads and ASO strategies, I successfully scaled the app to over 100,000 downloads and a Top 10 ranking in Canada’s lifestyle category.
What I Learned
Building Ember taught me invaluable lessons about creating a successful product in a highly competitive industry:
High Standards in a Competitive Space
Competing with billion-dollar apps like Tinder and Bumble taught me the importance of perfection in speed, performance, and user experience. In the dating industry, even minor flaws can turn users away, so setting a high bar for quality is essential.
Scalable Architecture and Automation
As a one-man team, I learned how to build a scalable infrastructure capable of handling hundreds of thousands of users. Leveraging AWS tools, load balancers, and AI-driven automation allowed me to maintain performance and moderation without relying on human intervention.
App Store Growth and Marketing
I gained deep insights into app store algorithms, ASO strategies, and growth techniques. From designing effective onboarding flows to generating reviews and optimizing screenshots, I learned how to grow an app’s user base and climb the rankings.
Business and Acquisition
Navigating the acquisition process taught me how to pitch to investors, handle rejection, and finalize deals. From crafting a compelling story to managing legal and business requirements, I developed essential skills for building and selling a business.
