MEDIAWEEK – Bumble has rebranded its dating app to better serve women, introducing the "Opening Moves" feature, allowing women to set questions for matches to answer. According to Bumble's research, 75% of women value an app's look and feel, and 65% say design impacts usability. Lucille McCart, Bumble's APAC communications director, spearheaded the rebrand to address community feedback and provide women with greater control over their dating experiences. The campaign, reflecting the rebrand named "We've changed so you don't have to," emphasizes Bumble's commitment to empowering women.
by Amy Shapiro
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