25 min
How Hinge Muted The Gamification Of Dating Repeat Customer
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- Marketing
When dating app Hinge shifted its platform to mobile and adopted the swipe feature along with other apps like Tinder, its customer base soared along with its valuation. But as hookup culture gripped the Millennial demographic, founder Justin McLeod realized Hinge's new customer experience was working against its mission of helping people find lasting and fulfilling relationships.
Relationship expert Dr. Monica O'Neal outlines the rapidly changing landscape and impact of online dating and mobile dating; Chris Stegner, Founder, and CEO of Very Big Things, weighs in with the impact of UX; and Justin recounts Hinge's risky decision to confront the gamification of dating apps, as well as how his own romantic situation influenced that decision.
When dating app Hinge shifted its platform to mobile and adopted the swipe feature along with other apps like Tinder, its customer base soared along with its valuation. But as hookup culture gripped the Millennial demographic, founder Justin McLeod realized Hinge's new customer experience was working against its mission of helping people find lasting and fulfilling relationships.
Relationship expert Dr. Monica O'Neal outlines the rapidly changing landscape and impact of online dating and mobile dating; Chris Stegner, Founder, and CEO of Very Big Things, weighs in with the impact of UX; and Justin recounts Hinge's risky decision to confront the gamification of dating apps, as well as how his own romantic situation influenced that decision.
25 min