Born to Be Deleted: Hinge's New Design is for Serious Dating Only
- 2019-05-30 10:10
Unlike Tinder and its numerous doppelgangers, Hinge seeks to provide a new dating experience to its users. The central idea behind the company's strategy is "It's guaranteed you will delete our app", implying that Hinge adepts will unavoidably find a couple. The app's freshest design is meant to make that promise come true even quicker.
The design upgrade has been announced in December 2018. Recently it has become ready to be tested by regular users. According to Tim MacGougan, a person in charge of Hinge development, this is the most positive dating app on the market. Its motto Designed to Be Deleted promises that eventually every Hinge user will end up happily dating someone.
So what's the reason behind Hinge getting revamped? On the one hand, we have a dating service, created for mature people who want to establish a long-lasting relationship. On the other hand, it still must be fun to use and retain an attractive GUI. Romance can never be boring after all!
At the moment changes include:
- new colors for the speech bubbles: purple, salmon, grey;
- intuitive and smooth profile registration;
- animations that will encourage you to make the profile more complete with more photos, auto-biography, preferences, and hobbies, etc.
The last element features a funny short animation of people manually wrecking or blowing the word Hinge away with a hair-dryer. The message is clear — sooner or later you'll have to delete it.
According to MacGougan, the company isn't scared of limiting their success and profits by narrowing the target audience. Hinge has been designed for people who want to put the commitment in their relationship and dream of building a firm "union of two loving hearts". It may be not quite useful for those who search for a brief innocent liaison or a one-time thing. And as MacGougan adds: "That's great. We really only want to be attracting people who want to meet somebody and delete dating apps."
Whether this strategy will be successful or not, only time can show. As of now, Hinge has been download slightly more than 1 million times, according to Google Play. Meanwhile, the likes of Tinder and Badoo easily score 100+ million downloads each.
Probably, this marketing strategy will pay off as more of the mature single people discover the app. Especially now when it outlines one serious thing: somebody's profile can be interesting even if it features only a few pics. App sections that focus on hobbies, dreams, and aspirations have received more room in the recent update.