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Hinge redesigns to get people to delete their dating apps

30 vs 1: Dating App In Real Life

The founders of the dating verification app bTru came to us with an ambitious intent. With a vision to become the premier authority of authenticity in the online dating experience, they were shaping an app to help online daters see who people really are before investing time and emotional energy in dating. To successfully create a transparency-driven movement and hold the dating industry to a higher standard, the founders knew they needed a strong brand platform. We were asked to evaluate the business proposition, and guide the brand naming and all communications. We developed the brand platform, designed the app and created the website and various touch points.

It offers something different than a dating site. As such, every extension of the brand must communicate this distinction clearly to potential users. Drilling this distinction down within the brand platform was essential; doing so helped keep subsequent communication on point.

To give the brand a face in the marketplace, we developed an identity and full expression stemming directly from the brand platform. Knowing that a key context for the identity would be within the app store, it was especially important to make the identity stand out visually among competitors. We ultimately designed a concept that is shaped like a seal.

Hinge redesigns to get people off dating apps

We walked a fine line between respecting the seriousness of the issue and generating a light-hearted approach to keep people engaged. Though the founders came to us with a working project name, they needed an official one to strategically position the brand within the marketplace. Our goal was to develop a name that would offer a direct departure from dating sites and signal a clear contrast between bTru and existing marketplace offerings.

Using the positioning statement and functional benefit as our guide, we created concept buckets and developed name possibilities. Ultimately, bTru was selected from the pool of contenders. It offers a bold call to action that quickly sums up the central purpose of the brand.

Over the past five years, the objective of dating apps has changed. It's no longer some fun. We have seen the commodisation of love by brands. Dating app Hinge has a new brand identity and interface design that looks to push its ethos of “designed to be deleted”, by encouraging users. Swipe right – What can dating apps today teach us about the marketing strategies we adopt in Target Audience Brand Strategy Marketing Strategy. There are.

Our team also spearheaded the user experience and user interface design for the bTru app. At every step of the way it was critical to keep in mind the end user. Given this, it was essential for the app to be as simple as possible at every step of the way.

Within the app we also included an informative video to clearly explain the features of the app and assist users. Hand-in-hand with the app, we developed a responsive website to introduce bTru to potential users. We knew the site needed to share the promise of the brand, explain the basic features of the app and offer an engaging experience.

To achieve these aims, we created an entertaining teaser video that is central to the site design. It quickly reveals the problem bTru promises to solve and embodies the spirit of the brand. The screenshots below the video easily sum up the key features of the app while incorporating subtle humor to surprise and delight people.

Prior to the launch we also wanted to ensure that the site could capture email addresses to build an audience base.

30 vs 1: Dating App in Real Life

Because of this, we included a sign-up form in a central location just below the video as a direct call-to-action. Post launch, the primary function of the site also shifted to include ability to download the app.

Overall, the site design respects the time and attention of users, maintaining a light-hearted yet truthful approach to a key concern in the dating world.

Launch btruapp. To support the launch of the brand, we designed additional materials including business cards, postcards and collateral for a blogger launch party. Beyond the website and in-app videos, we created a marketing video that explains the features of the application.

The app is just launching as we write this, so results will continue to unfold in the months to come. The majority of apps lose appx.

But Bumble does a great job making a positive first impression. Upon opening the app, users can seamlessly sign up through Facebook. Aside from a easy sign up process, keeping the app exclusive to Facebook also allows Bumble to combat bots, freaks, and other unwanted accounts. Just like Tinder, OkCupid, or coffeemeetsbagel, Bumble keeps the focus solely on the users. Because what else would you want to look at?

The first time the user dislikes someone, a little pop-up appears to confirm that person is indeed unattractive. The first time the user swipes right to like, a pop-up appears to confirm that the user wants to get it on.

Dating app branding

And if you match with someone, a cool little screen appears that shows the two of you are connected. An instant mood boost, validation, and heart-stopper all in one! Bumble made it so that SuperSwiping is very intentional. The user has to go out of their way to actually tap the icon — not just swipe.

How brands are getting innovative with dating apps to market their product. Hinge Logo. Designed to be Deleted. Download on the App Store · Get it on Google Play · Mission · Date Ideas · Careers. Phone Number Send Download Link. Looking through the lens of the many different dating apps available, Synthesio explains how to use Social Listening to differentiate your brand.

You would have just Super Liked someone and you have to sit and contemplate your actions. Do you apologize? Will they notice? Are you supposed to feel bad if they message you?

Who knows? Again, I personally think Bumble is a clean, well-designed product and I have no complaints whatsoever. The account is mainly used for customer service and updating followers about the latest Bumble news, but a nuance that typically gets overlooked is brand voice and tone. If the account was a person, it would be your 26 yr. Real, strong, and understanding.

Brands Utilising Dating App Partnerships To Market Their Products

One can check out the standard BTS look at the company, learn more about the latest news, and get tickets to upcoming events. You can purchase anything from branded shirts, matchboxes, necklaces, yoga towels, carry-on cocktail kits, and my personal favorite, sweaters.

Every good marketer knows that brand ambassadors are a great way to get apps unto the phones of college students — if done correctly. And surprise, Bumble is doing it right.

But although you deleted the app, Bumble might acquire five new users — the five friends you just told about the positive experience you had using the app. Marketing and branding is a mindset — not a compiliation of tactics. I truly believe every startup founder should look at Bumble as the prime example of an app done right.

I somehow managed to connect with Whitney through Bumble Bizz hours after starting on this piece, and found it extremely weird.

Bumble is one of the most popular apps in the App Store and is quickly becoming the go-to dating, friendship, and networking app. Here's a. Online dating has been around since the dawn of the internet but dating apps are a much newer phenomenon, with their millions of users. Match Group and the media brand Betches are partnering to launch an iOS dating app that allows users to help their friends pick out potential.

Hopefully I did your baby justice.

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