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Since the launch, the Tinder app has become a phenomenon. By January , the app boasted more than 10 million users. If you want to read more on the turmoil on the management team and lawsuits read more here. But in a world of heavily funded and popular services like Match. After viewing a profile the user can either swipe left, dismissing the potential partner, or swipe right, suggesting interest in starting a conversation with the person.

When a user opens Tinder, the app uses their last known location along with information regarding shared friends via Facebook , interests, and networks to generate potential matches. As Yagan explained in June Mythology and facts conflict in the story of how the app was actually founded. As the team gradually shifted their focus from Cardify to the dating app they were calling Matchbox, they realized the name was too similar to IAC-owned Match. As of December , Tinder had been downloaded more than 40 million times with users swiping 1 billion profiles every day.

Liquidity is the availability of buyers and sellers to participate in transactions. In a monetary marketplace there has to be enough supply for buyers and enough demand for sellers to participate. Without both sides of the market, there is no marketplace. This is often described as the chicken and egg problem—how do you get one side without the other? Seed the marketplace with supply and buyers come to participate. This works in reverse of course, but is typically done in this fashion. Tinder knew this and supply-hacked the dating app with women first, focusing on sorority girls as the early adopters.

As more women joined the platform, men were eager to download it and see who was available nearby for dates. The move was brilliant: The combination of supply seeding and word of mouth was like a spark on dry kindling. She would go to chapters of her sorority, do her presentation, and have all the girls at the meetings install the app. Word of mouth continues to be an important growth factor for Tinder.

Reality TV producer and aspiring comic Jamie Parks—who met her boyfriend of a year using the app—says she started using Tinder because all her friends were doing it. Whereas EHarmony is used by yourself and in private, Tinder users are more likely to share their activity on the service with their friends. The Network Effect With networks like Tinder along with Facebook, LinkedIn, Instagram, and others , the size of the user base is always critical to success.

In a town with only or so users, the fun would last one or two sessions at most before potential matches had been exhausted. This is where the collegiate greek system played a pivotal, dual role in growth. After a couple of sororities started using the app, the word of mouth between the sorority and fraternity houses of that campus would take over, instantaneously increasing the availability of potential matches for users in that area.

Once Tinder had gained a sufficient user base thanks to word of mouth, adoption began to snowball thanks to the network effect—the more users Tinder got, the more valuable it became, and so even more people joined. The User Experience and Dating 3. Beyond being a mobile, location-based dating app, Tinder innovated on and leveraged some core truths about user experience and psychology to make the app addictive and one worth talking about.

Here we take a look at some of those key differences and innovations that make Tinder memorable, addictive and worth sharing. The User Experience On the surface, the big difference between Tinder and other mobile apps is how you navigate through potential matches. This UX pattern has important implications for the user behavior. First, the experience of reviewing matches by swiping left to dismiss a match and right to confirm a match is satisfying and feels intuitive on a mobile device.

Second, by presenting match information on a card, there is more screen real estate available for larger pictures and more information.

Gamification of Dating and Variable Rewards Perhaps more importantly, however, is the variable rewards component of the platform. Because it is impossible to see who is next, the urge to swipe is powerful. What if that next card is your perfect match? Variable rewards is a powerful psychological concept used in gambling, and it works perfectly in Tinder as well.

After all, people used HotorNot. It may be the first dating technology that people in relationships actually wish they needed. For Bethany, Tinder was just another addition to her social media routine.

Soon, she was even Tindering at work. You test the boundaries of what you can and cannot say. Love at First Sight: As Chamorro-Premuzic explains, Tinder enables users to fulfill some very basic evolutionary and social needs: It also enables us to get ahead, nourishing our competitive instincts by testing and maximising our dating potential.

And lastly, Tinder enables users to satisfy their intellectual curiosity: In many ways, Tinder has an advantage over mainstream dating sites because it is much more realistic. What we do on Tinder is no different than what we already do," Rad says. You start with their face.

From there, you open a dialog. Where that goes is up to a person. They might all be there with wives who happen to be in the other room. For starters, that the person is single and open to the idea of meeting someone. Softening the Blow of Rejection: As Lapowsky points out: The process is a drag. This says nothing of the nerve required to approach a physical human person, which Tinder also does away with. Removing this slog makes Tinder more enjoyable, and the ability to unmatch unwanted matches gives the user control over who talks to them and when.

Wildly successful, totally beautiful women just waiting for somebody to ask them out. Through Facebook platform integration, identity is verified and photos are readily available. New users are able to go from App store to engagement with the Tinder app in a matter of minutes.

Externalizing the App with New Extensions Matchmaker In June of , Tinder released a feature called Matchmaker designed to allow users to introduce two friends—whether for romantic or other purposes. Once introduced those friends could then chat within the app. This seemingly simple feature opened up new growth opportunities for Tinder. Prior to Matchmaker, users of Tinder could only find matches for themselves. This restriction limited the number of Tinder users to presumably single people looking for dates.

With the launch of Matchmaker, however, Tinder made the application accessible to those not in the dating pool: Now, committed people who wanted to see what Tinder was all about had a feature set that made the application relevant to them and gave them a way to connect friends to other friends via Tinder. Moments Debuted in June of , the Snapchat-meets-Instagram feature entitled Moments allows users to share edited, ephemeral photos with all of their matches.

The new feature not only changes how people use Tinder, it also acts as a re-engagement and retention mechanism for users. Moments allows users the ability to interact with matches in a new way but also re-engage old matches who may have forgotten about them—reigniting old conversations. Along with Moments, Tinder added the ability for users to turn off discover mode, allowing them to still chat with existing matches while opting-out of being paired with new matches.

As Mateen explained at the time: Essentially the company would reach out to power users on social networks to get them on the site and promoting their presence on it.

Minor celebrities from Miss America to Olympic athletes have all been quoted as using the app in the press, which drives buzz and additional user growth. The growth there was horrendous compared to anywhere else. According to App Annie , as of February , Tinder was ranked among the top overall Android apps in 23 countries and among the top iOS apps in 44 countries.

Furthermore, among Android Lifestyle apps, Tinder ranked in the top for 62 countries, the top 10 for 41 countries, and the top 5 for 35 countries. Among iOS Lifestyle apps, Tinder ranked among the top for countries, the top 10 for 82 countries, and the top 5 for 56 countries. Like everything with Tinder, there is some murkiness in just how this pricing model works. The company told Quartz [32]: The service gives users the ability to: Rewind to the previous person you swiped left on.

This is one of the most requested features from Tinder users. Passport which lets users look for matches anywhere in the world, instead of just being constrained to their current geographic location. Which alludes to the fact that more ads will be coming for the free service, likely in the form of native ads like the Mindy Project example above. When matched with a spam account, users would be invited to an adult webcam session on an external website. Nevertheless, Tinder bots have been able to continue to scam users.

Image via Symantec [17] When users visit the URLs on prostitution profiles, however, they are typically redirected to an explicit personals website for casual dating and hookups. Whether adult webcam, app, or personal site, Tinder spambots are all part of affiliate programs, and the spammers receive compensation for converting unsuspecting Tinder users into leads.

For instance, from the end of January until mid-April , a campaign associated with a site called blamcams resulted in nearly half a million clicks across seven URLs. Depending on the offers given by the affiliate program and the number of successful conversions of leads, this particular spammer likely earned quite a bit of money.

The novel user experience of Tinder has been replicated in every type of application possible, and the ever-fickle millennial audience can tire of the site at any moment. Co-authored by Everette Taylor.


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