ESTUDIO DE OPTIMIZACIÓN DEL SERVICIO DE LA APLICACIÓN FIKTY UNA APP PARA CONOCER GENTE

Abstract

This article focuses on analyzing optimization strategies to enhance user experience on the Fikty application. With a clear focus on facilitating connections among individuals with similar interests, the study extensively reviews existing literature, emphasizing the importance of quality in relationships established through similar platforms. To address the research methodology more explicitly, a mixed approach combining qualitative and quantitative analyses was employed. Data collection was conducted through an online survey targeting the 325 active users registered on the Fikty application in Tunja, Colombia, representing 100% of the target population in this area, supplemented by semi-structured interviews. Selection was made from the pool of active users. The selected methodological approach is descriptive, allowing for a detailed analysis of the relationship with existing users and the exploration of marketing strategies to diversify sources for acquiring new users, beyond the website and launch events. The results indicate that specific strategies, such as collaborations with influencers and launch events on YouTube, can promote quality interaction, significantly influencing the growth and continuous improvement of the platform. The primary contribution of this study lies in user-centered strategies that will optimize the experience in dating applications like Fikty.