Tinder🔥 UX Case Study

Shannen Lee
Apr 1, 2019 · 6 min read

Why Online Dating?

Have you ever used Tinder or Bumble? If yes, it’s normal as dating apps are a common way to meet people nowadays as we’re living in the digital era. I use dating apps and most of my friends and colleagues do as well. I think it allows us to find any relationship in an easy and efficient way.

However, I do find that Tinder is a bit annoying to use sometimes. When swiping, I find myself overwhelmed as there are so many profiles that I have to individually swipe through to get the right match. I was able to easily find many others who complain about the same problem I faced and want to solve that problem.

Goals

  1. Help people find what they are looking for.
  2. Incentivize people to use Tinder amongst the sea of dating apps.

Understanding Users

I interviewed people about their experiences using online dating apps. My goal was to learn about how users feel about dating apps.

Examples of questions for the interview: 
Why do you use online dating apps?
Have you ever met someone in person via online dating apps?
What type of relationship would you look for?

Profile of the interviewees:
Majority of them are expats in Singapore and have stable professions. I reached out to friends and matches on Tinder — 28 people in total.

Interesting Results

  1. Tinder seems the most used online dating app (25 of 28 users). Besides the implication that it’s a commonly used application, this also suggests that Tinder has a wide range of profiles to select from.
  2. 90% of interviewees have met someone in person via online dating apps.
  3. Women are more interested in a serious relationship than men.
  4. Men often initiate conversations. Women almost never bother.
  5. 36% of interviewees think they could meet the right person via dating apps. We never know how things work out.
  6. The important parts that people prioritize when viewing someone else’s are:

Affinity Mapping

Main Pain Points

Pain point #01: No detailed filter for profiles
The current discovery filter only supports location, distance, gender and age range.

Thus, users themselves have to initiate profile questions to find out what they are curious about — which might be awkward sometimes. What if a user is a devout Christian and is only looking to meet Christians? Personally, I’m not really keen on meeting someone just traveling the city I reside in. Swiping already takes time and we’re all busy people. Tinder should offer more filters such as current residing, religion, race, height, etc.

Pain point #02: Lack of transparency in why someone is using Tinder
We don’t actually know why someone is on Tinder unless their bio clearly states so or people are upfront about it during converstations. I think exerting energy on a Tinder match without understanding what they are looking for can possibly create unnecessary drama — and needless to say, it’s a waste of time that we can never get back.

There are many reasons as to why someone would be on Tinder — and these reasons change from time to time. Sometimes due to predictable causes, sometimes completely unexpected. I’d thus suggest having a tag filter on the Match screen to find out one’s current purpose of using Tinder. It could be anything. For instance #sports #coffee #drinks. It could give a reason to initiate a conversation too.

Idea and Sketch

Wireframe & User Flow

Note: I only focused on new features not interface design, so suggested screens below look almost the same with the current Tinder interface.

Suggestion #01: Detailed filter for profile
Provide a new service called Tinder Ideal which allows users to find more specific matches based on user needs. Give more control to the users!

Tinder Ideal has a “Required” feature that allows you to select a mandatory condition other users must fit to be shown as a featured Tinder Ideal to you. Another feature is “Matching Targeting”. It enables users to discover profiles that meet one’s indicated percentage of Matching Targeting — for instance, if you are not very picky and you indicate 30% for “Matching Targeting”, Tinder Ideal will suggest profiles that meet 30% of your selected ideals.

Suggestion #02: Increase transparency in one’s using purpose
Instead of having to ask awkward questions or sift through the sea of biographies/profiles, we should let users search and filter through matches in a fuss-free manner.

This feature allows you to search for tags amongst your Tinder matches. Not only will this be easy to better understand your matches’ purpose for using Tinder, this will also allow you to discover your matches’ interests — users could then better spot hobbies/interests they have in common. When having something in common, you can easily have a nice chat with others.

Thanks for reading!

These features would minimize the noise coming out of Tinder. But also, on a business standpoint, what if Tinder intentionally refrains from building this kind of feature so people will keep on swiping (because he/she haven’t found the right match yet)? It’s also a good business opportunity if Tinder launches something like this people need to pay extra, like Tinder Plus or Tinder Gold.

Even though I’m just sharing my humble experiences and suggestions I hope it brings ideas that help experiences of online dating apps at least a little.

I truly enjoyed while doing this fun project. Thanks to friends and my Tinder dates who helped me with research the app. Some of my Tinder matches ditched me when I asked them about this project. Oops, sorry that I asked such unexpected questions on Tinder. Thanks for reading this article.

Wait… which one are you? 🤣

If you want to collaborate, talk about UX design, or just want to chat, email to me imshannen@gmail.com, connect via .

Note: I do not work for, nor am I affiliated with, Tinder. I did this UX case study as I wanted to build my UX design skill. I did this case study in Feb 2019, so some screens and flows can be different.

Shannen Lee

Written by

A designer. Building UX muscles.

More From Medium

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade