Matchmaker

Image by Emily Wren Photography
Designing Love
The Brand Experience Investigation We’ve All Been Waiting For
Throughout our entire lives, we’ve been fed that love is one of the hardest things to do as a human being. Books, movies, and songs, all talk about the difficulties one faces to fall in love. And let’s be honest, fiction or not, finding “the one” is not exactly easy. However, thanks to dating apps and websites, your true love might only be a few swipes away. By tomorrow you could happily sit next to your future partner sipping coffee. These matches are no coincidences at all, because dating apps and websites use a variety of psychological and user experience strategy all coming together to create a good brand experience to keep you swiping.
What really is behind the online matchmaking and keeping users hooked goes far beyond the stack of profile pictures and lists of individual’s hobbies. Rather, it is the hands and making of user researchers, designers, and sociologists who could prove that finding a person to love doesn’t have to be a lifelong chase. Adapting to dating in the modern world, lead to experts not only using customer-friendly app design and convenience, but also analyzing data and metrics of user behaviors and preferences. Isn’t it romantic?
Behind the scenes – Why is Tinder so addicting?
Under the facade of the flirty exterior of Tinder, user experience and psychological strategies are working together to show you compatible profiles, keep you hooked and engaged, to finally meet your needs. Besides the overall efficiency and simplicity of the app, such as the ‘SwipeRight’ concept and the implementation of in-app gestures, the three most significant strategies of Tinder are formed around the aspects of gamification, personalization, and the use of artificial intelligence (more in Artificial Intelligence: You Modern Matchmaker). All aspects are driven by the goal to better understand user behavior and improve the overall brand experience. The aspect of gamification, such as swiping through profiles for matches, taps into the psychology of rewards, which ultimately activates the same pleasure as gaming or gambling. With this in mind, users are kept on the app seeking a ‘win’. Furthermore, Tinder succeeds in making every user feel valued by offering individual ‘most compatible’ suggestions based on the user's likes and dislikes. This is fueling a positive association with the app and eventually becomes brand loyalty.
Match or Mismatch?
Now it was time to see for myself and figure out where the hype is coming from. I wanted to give you my first-hand experience on what it is like to be a user of Tinder, from registration to ultimately going on a date with someone I met on Tinder. And this is how it went:
My account was set up within minutes and I was officially a Tinder girl. I had never seen myself within the dating app realm, but once I got started, I found the app strangely addictive. Swipe left and right on random people, finding out someone had ‘liked’ you, and receiving the mysterious ‘you have received a match!’ notification gives you a little booster of self-esteem time after time. Making you want to come back to get a little more of that validation and reassurance we are all secretly are desperate for. In a world of social media on the rise, people increasingly receive validation in form of likes and followers on for example, Instagram which determines your level of popularity. And that concept is applicable to using Tinder. Because in the end a real person chosen to swipe right on your pictures, which in the end makes you feel good. And you want to feel this way again, and again, and again. As I embraced the addiction of swiping through the stack of cards, I got my first match, my second match, until I couldn’t count them anymore. Even though this could have been overwhelming, the thought of always having the freedom to not further interact with them gave me the necessary endorphin and adrenaline kick without strings attached. I ended up engaging with some of them:

So far, I was very entertained and pleased with my experience and it was time to go on a date:
My worries
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Awkward silence and lack of connection
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Misleading profil
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Disrespectful behaviour
My Hopes
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Good chemistry
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Positive and respectful interaction
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Enjoyable and entertaining time
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Good intention
Overall my top three pros and cons of Tinder are the following:
The Good
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Simplicity and user-friendly interface is easy to navigate
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Swipe-based interaction makes it engaging and fun
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Wide reach and variety of people possible to meet
the Ungly
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Superficial nature heavily emphasizes physical appearance rather than deeper qualities
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Limited information on the person besides photos and a description
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In-app purchases and ads may be a source of frustration for users
Would I do it again? Sure, why not?
I believe that Tinder is a revolutionary way to make romantic connections. When used correctly, it can be a helpful tool to discover what you are really looking for in love. Tinder gives you the chance to find out how you communicate, who you are attracted to, and where you can or cannot cut back. Here are four tips I want you to keep in mind for your next Tinder experience.
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Tinder’s superficial nature is part of it and to a certain extent, it is ok. It will make dating much easier on yourself. Understand that attraction is unique to you and ever-evolving.
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The minute you feel uncomfortable, unmatch and block this person. Your well-being is your priority.
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It is hard to really get to know someone via text, but you should chat with them long enough to get a better understanding of them. This way you minimize the odds to go on a date to then realize that this person is not for you.
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Once you meet them, don’t feel awkward about the fact that you met through Tinder, but enjoy the time together. Dating apps are a common way to meet people nowadays.
~ Bisous, yours Tabea ~
Sources: mindbodygreen. (n.d.). mindbodygreen: well-rounded well-being for a life well lived. https://www.mindbodygreen.com/articles/easy-rules-everyone-should-follow-on-dating-apps#:~:text=Know%20your%20expectations,%20no%20matter,because%20you%20want%20a%20relationship. Quora Session with Jonathan Badeen. (n.d.). Quora. https://quorasessionwithjonathanbadeen.quora.com/