On Shaadi.com, people come in with very specific criteria. The reason they join is to better their odds of finding the perfect match. But the more specific the checklist, the fewer the matches. And yet, 8 million success stories later, people find love anyway. Because although love is emotional, the mechanisms to find love are mathematical.

Here are 3 UX principles we use at Shaadi to solve one of the most layered human problems:

1. Hick's Law: More profiles, more paralysis. Our daily recommendations narrow down your choices so decisions actually happen.

2. Mental Models: Parents, millennials, and Gen Z all use the same app but look for completely different things. We design profiles that speak to each group without alienating the others.

3. Progressive Disclosure: Going through hundreds of profiles is exhausting. We guide users step by step, reducing cognitive load at the moments that matter most.
   
   Each problem is unique, layered, and has multiple knowns and unknowns. The problem keeps evolving. So does the design.