Revolutionizing the internal engagement tool with consistency and accessibility.
Revolutionizing the internal engagement tool with consistency and accessibility.
Team
Social Media
Social Media
Company
Tinder
An outdated user journey
An outdated user journey
An outdated user journey
An outdated user journey
Over the past 2 years, Tinder launched over 1,500 campaigns, including 600+ product notifications, 180+ product marketing modals, 140+ banners, but lacked a scaled approach to have greater impact than one-offs. TLTR: Tinder’s Lifecycle program is outdated in strategy, copy, and design.
Over the past 2 years, Tinder launched over 1,500 campaigns, including 600+ product notifications, 180+ product marketing modals, 140+ banners, but lacked a scaled approach to have greater impact than one-offs. TLTR: Tinder’s Lifecycle program is outdated in strategy, copy, and design.
How might we
How might we
improve the notification experience on Tinder, resulting in
fewer, more effective notifications through the use of centralized delivery infrastructure, ML goal
prediction, and targeted messaging to drive activation, ongoing engagement, and retention?
improve the notification experience on Tinder, resulting in fewer, yet more effective notifications through the use of centralized delivery infrastructure, ML goal
prediction, and targeted messaging to drive activation, ongoing engagement, and retention?
improve the notification experience on Tinder, resulting in
fewer, more effective notifications through the use of centralized delivery infrastructure, ML goal prediction, and targeted messaging to drive activation, ongoing engagement, and retention?
improve the notification experience on Tinder, resulting in fewer, more effective notifications through the use of centralized delivery infrastructure,
ML goal prediction, and targeted messaging to drive activation, ongoing engagement, and retention?
Initial Results:
Initial Results:
Initial results:
Initial Results:
Nudge 2, which focused on expanding search improved SRR because users mostly narrowed their default radius and had higher propensity to like profiles closer to them.
• Increased swipe rate .9%
• Match coverage 0.2%
• Like Sent Coverage 0.3%
Nudge 2 improved SRR because users mostly narrowed their default radius and had higher propensity to like profiles closer to them.
• Increased swipe rate .9%
• Match coverage 0.2%
• Like Sent Coverage 0.3%
Nudge 2, which focused on expanding search improved SRR because users mostly narrowed their default radius and had higher propensity to like profiles closer to them.
• Increased swipe rate .9%
• Match coverage 0.2%
• Like Sent Coverage 0.3%
v1 test plan:
v1 test plan:
Day 0: Hide any revenue upsells; keep free impression
Update core tutorial to include profile detail
Update email/marketing content by encouraging mandated face photo
Add Swipe nudge 2 for all genders (Update distance preferences/rec stack)
V2's plan is to launch "Nudge 2: Expand search preferences" to all genders.