CREATIVE REVIEW – Apr 11 – Dating app Hinge rolls out a vibrant new interface. CMO Nathan Roth spoke about the app's approach to measuring success and the design features that encourage users to delete it. Hinge is reminding its users repeatedly that it is "Designed to be deleted". The app actively encourages users to meet and take things offline. "We measure success by the number of dates we set up each week," said Roth. Last year, the app launched a feature called 'We Met' to get feedback on its people's dates, with the aim of learning more about individual members and streamlining any future recommendations. "It's working. Hinge members only spend six minutes a day setting up dates." he says. Last year, Hinge also made the news for announcing they were looking to recruit an Anti-retention Specialist, a role which is in the final stages of being filled. Roth says this 'digital wellness expert' will help identify more ways to encourage users to to get off the app.
by Salonee Gadgil
See full article at Creative Review
Subscribe to OPW + Join IDEA + Hire Us