Design

Match Group has unveiled a fresh look for both its website and logo. The redesign comes as the company focuses on its global strategy and adds more interactive and entertainment-based content, indicating a shift from traditional swiping.

According to Global Dating insights, the new logo moves away from employing its traditional block letters to a more fluid and simple design. The capital M and G flow together in one continuous line with two dots above the “M” to represent two people whose hands are linked. The cursive G connected to the M also represents Match’s focus on the global community and to making connections across countries and demographics. Their new colors are also a cool electric blue and teal to make it more “inviting,” according to Global Dating Insights.

Dating App Tinder launched its new Tinder Explore section, where users can find a more interactive matching experience that is focused on events and areas of interest where users can make connections.

According to Tech Crunch, the new section will offer an events space that includes Swipe Night, its popular interactive series where users can watch and strike up conversations, and “Hot Takes,” the app’s virtual speed dating experience. Swipe Night returns to the platform for a second season later this year, featuring a who-dunnit style mystery. This time, the series will include a “Fast Chat” feature where users can interact with each other without having to match as they watch the story unfold together. 

Tinder’s Hot Takes feature will also be housed in Tinder Explore, where users can start chatting with anyone who’s there. As a timer appears, they will be given a limited time to decide whether to match before their chat expires and they are sent to the next potential match. This feature was tested earlier this year for limited periods of time, and the company says millions have used it so far.

Tinder CEO Jim Lanzone

Tinder CEO Jim Lanzone said the company is focused on more “immersive” experiences to appeal to a growing, younger Gen Z user base, including creating more original content for its platform. (note: a September 11, 2021 announcement stated as of September 27, Jim Lanzone will be the new CEO at Yahoo!)

Lanzone sat down with entertainment industry magazine Variety to explain why the company invested in its original interactive series Swipe Night, and how the response to it is helping shape the company’s focus moving forward. 

Gen Z users are looking for more “immersive” experiences, as Lanzone told Variety, and not just scrolling and swiping through profiles. He hinted at the company’s shift towards more of an entertainment platform to engage these young daters. 

SwoonMe is a new dating app that offers users avatars and audio clips in place of real photos and videos to encourage “less superficial” interactions, according to the company.

The app requires users to take a selfie and creates an avatar based on the photo. According to Tech Crunch, the user then records an audio clip for their profile, where they can share what they are looking for in a partner as well as give a brief introduction to who they are. Users can also answer questions, like what kind of relationship they are looking for and what their love language is. SwoonMe’s platform also encourages voice messages and ice breaker games to get to know each other, rather than messaging and photo sharing. 

The more a user communicates with a match, the more the profile photo underneath the avatar is revealed - until you can see the actual person. 

OkCupid Adds Super Like Feature

OkCupid has made a lot of changes to its platform over the past year, especially as activity and subscribers on the app increased during the pandemic. Among the most notable changes are a new pricing structure, added features like DealBreakers, and the ability to match with someone from across the world.

The popular dating app adjusted its pricing tiers and did away with its “A-List” membership in favor of Basic and Premium paid services. (The free service is still available for those who don’t want to upgrade.) With a Basic membership, you can Like an unlimited number of profiles instead of waiting for Likes to reset. You also get an ad-free experience, according to the company’s blog. 

The company ditched its Intros feature, which means that non-paying members can no longer message another user until they have both Liked each other.

Blink, the first audio-only dating app, aims to shift attention away from swiping and towards getting to know each other through conversation.

According to its website, matching over Blink is a two-part process. First, you sign up and provide only one photo for your profile, along with a few timeslots that you are available for ten-minute audio-only speed dating rounds. There’s no algorithm matching people on the app - instead it’s left to coinciding schedules and chance. During the 10-minute speed dating rounds, participants enter online “rooms” where they chat with a blind date, and then when the ten minutes are up, move to the next room and the next date.