Tinder Case Study Personal Project, 2019
This case study was shared on Medium. If you want to see the original article click here.
Note: This case study was conducted in 2019, so the findings may no longer be applicable or accurate due to the potential changes in the evolution of Tinder since then.
Why Online Dating?
Have you ever used Tinder or Bumble? If yes, it's normal, as dating apps have become a common way to meet people in today's digital era. I use dating apps, and so do most of my friends and colleagues. I believe they provide an easy and efficient means to find relationships.
However, I do find Tinder to be a bit frustrating at times. While swiping, I often feel overwhelmed by the sheer number of profiles that I have to go through individually in order to find the right match. I noticed that many others share the same problem and are looking for a solution.
Goals
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Help people find what they are looking for.
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Encourage people to choose Tinder over other dating apps in a highly competitive market.
Understanding Users
To gain insights into users' experiences with online dating apps, I conducted interviews with a diverse group of individuals. The majority of the interviewees are expats residing in Singapore and hold stable professions. I reached out to friends and matches on Tinder, totaling 28 participants.
Interesting Results
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Tinder emerges as the most popular online dating app among the interviewed users, with 25 out of 28 participants using it. This highlights both its widespread usage and the extensive pool of profiles available on the platform.
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An impressive 90% of the interviewees have had in-person meetings with individuals they connected with on dating apps, underscoring the efficacy of these platforms in facilitating real-life interactions.
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Interestingly, it appears that women show a greater inclination towards seeking serious relationships compared to men.
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When it comes to initiating conversations, men tend to take the lead, while women rarely initiate interactions.
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Approximately 36% of the interviewees express the belief that they have the potential to find the right person through dating apps, acknowledging the unpredictable nature of such endeavors.
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Regarding the aspects that users prioritize when evaluating someone's profile, the following factors stood out as significant considerations:
Affinity Mapping
Main Pain Points
Pain point #01: Limited profile filtering options
The existing discovery filter on Tinder only allows users to specify location, distance, gender, and age range.
This limitation forces users to personally inquire about specific details they are interested in, which can be awkward at times. For instance, imagine a user who is a devout Christian and is specifically seeking to connect with individuals who share the same faith. Additionally, personally, I'm not particularly interested in meeting someone who is just passing through my city. Considering the time-consuming nature of swiping and the busy lives we lead, it would greatly benefit Tinder to provide more comprehensive filters, such as current place of residence, religion, ethnicity, height, and more.
Pain point #02: Lack of transparency regarding users' intentions
One of the frustrations with Tinder is that we often don't know why someone is using the app unless they explicitly state it in their bio or disclose it during conversations. Engaging with a Tinder match without understanding their intentions can lead to unnecessary drama and, needless to say, it's a waste of time that cannot be recovered.
There are numerous reasons why individuals use Tinder, and these reasons can change over time. Some reasons may be predictable, while others may be completely unexpected. To address this issue, I propose the implementation of a tag filter on the Match screen, where users can indicate their current purpose for using Tinder. These tags could represent various interests or activities, such as #sports, #coffee, or #drinks. This filter would not only provide insight into users' intentions but also give a reason to initiate conversations based on shared interests.
Idea and Sketch
Wireframe & User Flow
Note: The suggested screens below focus on new features rather than interface design, so they may resemble the current Tinder interface.
Suggestion #01: Detailed filter for profiles
Introduce a new feature called Tinder Ideal, which empowers users to find more specific matches based on their individual needs, providing them with greater control over their search.
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User Flow:
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User opens the Tinder app and navigates to the search/filter section.
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Within the filter section, a new tab labeled "Tinder Ideal" is displayed.
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The user taps on the "Tinder Ideal" tab to access the detailed filtering options.
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Wireframe Screens:
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Filter Section: The existing filter section is expanded to include a new "Tinder Ideal" tab.
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Tinder Ideal Interface: The interface presents two key features: "Required" and "Matching Targeting."
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Detailed Features:
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Required: Users can set specific conditions that other users must meet to be shown as featured Tinder Ideal matches. This allows users to prioritize certain criteria, such as religion, height, interests, or any other important factors.
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Matching Targeting: Users can indicate a percentage for their desired matching targeting. For example, if a user sets a 30% matching targeting, Tinder Ideal will suggest profiles that meet at least 30% of the user's selected ideals. This feature provides flexibility for users who may not have rigid preferences.
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By implementing these new features, Tinder Ideal enhances the filtering process, enabling users to discover more tailored matches based on their specific requirements and preferences.
Suggestion #02: Increase transparency in one's usage purpose
To address the lack of transparency regarding users' intentions and make it easier to understand matches' purposes for using Tinder, we propose the implementation of a new feature that allows users to search and filter matches based on tags.
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User Flow:
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User opens the Tinder app and navigates to the search/filter section.
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Within the filter section, a new tab labeled "Tag Search" is displayed.
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The user taps on the "Tag Search" tab to access the tag filtering options.
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Wireframe Screens:
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Filter Section: The existing filter section is expanded to include a new "Tag Search" tab.
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Tag Search Interface: The interface provides a search bar where users can enter specific tags of interest.
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Detailed Features:
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Tag Search: Users can enter specific tags related to their interests or desired purposes for using Tinder. For example, #sports, #coffee, #drinks, etc.
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Matching Results: Tinder will display matches who have used those tags in their profiles or have indicated similar interests. This allows users to easily identify common hobbies or interests they share with their matches.
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Enhanced Conversations: Having shared interests makes it easier for users to initiate meaningful conversations and establish common ground with their matches.
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By incorporating this tag search feature, Tinder enables users to filter and search matches based on specific interests or purposes, promoting a more transparent and efficient matchmaking process. It facilitates discovering shared hobbies and interests, enhancing the potential for engaging and enjoyable conversations.
Takeaway
The proposed features aim to improve the user experience of Tinder by addressing pain points and increasing transparency. However, from a business perspective, it is worth considering the potential strategy of intentionally refraining from implementing such features to keep users engaged in continuous swiping.
It is true that offering these advanced features as part of a premium subscription, such as Tinder Plus or Tinder Gold, could be a viable business opportunity. By providing additional filtering options and enhanced search capabilities, users may be willing to pay for a more tailored and efficient matchmaking experience.
Even though I am simply sharing my humble experiences and suggestions, I hope they inspire ideas that can contribute, even if in a small way, to enhancing the user experiences of online dating apps.
This case study was shared on Medium. If you want to see the original article click here.