2. This study is about-
What
• Deconstructing
user
interaction
(UX) of
Tinder’s user
interface (UI)
Why
• Insight into
what’s
working/not
working and
identifying
growth
opportunities
How
• Qualitative
research and
Semiotic
analysis using
Piercean
framework
https://www.gqindia.com/
content/best-dating-apps-
2018/ (INDIA)
3. The world of Dating apps
• Globally, 200M people use digital dating services every
month
• There are many apps more aligned with specific desires of
users ranging from dating, hook-up, finding love, etc. and
users often traversing these spaces
• Apps facilitate meeting of new people with mutual consent,
allow greater choice, convenience of location and ease of
screening
• Gen Y/ Millennials characterised by heavy digital and online
usage, looking for instantaneous results and characterised
by shortened attention span are major users
https://www.economist.com/briefing/20
18/08/18/how-the-internet-has-changed-
dating
4. Key findings from Qual research
• Gen Y users described the interface to be easy to understand and the navigation-
self explanatory
• Women were discerning in right swipes most of which resulted in a match
• They had a sense of exercising choice, empowerment, position of power
• Men were indiscriminate in right swipe, resulting in far lesser match
• They had a sense of playing lottery, position of subordinate and being dependent
• Overall, the user experience of the app was found to be paradoxical to existing
social reality of gender dynamics
• Users reported using swipe (not tap) and compared using Tinder to playing video a
game (‘It is addictive like a video game’)
6. Deconstructing Tinder’s action ground
• Interactive Features-Like, Nope, Superlike, Chat
Deconstruc
tion
LIKE NOPE SUPER
LIKE
CHAT
Layout Bottom
right
Bottom
left
Bottom
middle
Top Right
Colour (V) Green Red Blue Grey/White
Shape (V)
Kinaesth-
etics
Tap/swipe
right
Tap/swipe
left
Tap/swipe
up
Tap->Type
(DF) Features->
(DP)Parameters->
8. • Position-Bottom Right
• Visuals-Heart shape. Green colour
• Kinaesthetics- Tap/Right swipe
•
Position as triadic sign
• Representamen: the relative
placement
• Object: Bottom right
• Interpretant: right is
dominant, majority, hence
acceptance (my side)
Visual as triadic sign
• Representamen: the shape
and colour.
• Object: Heart shape filled
with green colour
• Interpretant: To like/love, go
ahead (not a √ to depict right
choice/selection but a heart
with romantic/flirtatious
undertones
LIKE
Kinaesthetics as triadic sign
• Representamen: the
movement of finger (thumb)
• Object: swipe right on photo
• Interpretant: Flipping through
photos in an album and
shortlisting (selection)
* Bottom is for easy access with in thumb’s reach
9. Key observations-
1. Heart shape (symbolic sign) is depicted in green (iconic would be red),
adopting the convention of traffic signal which supports the intended
action-Go/Move ahead
2. Right-handed forms the majority in society (~90%), dominant and
familiar, and linked to acceptance. Swiping right (not left) is akin to bringing
on your/same side/selecting/going ahead
3. Graphic design of LIKE mimics a seal (iconicity) and invokes ‘seal of
approval’ or ‘stamping‘ on the person’s photo (exercise choice, feel
empowered)
LIKE
10. • Position-Bottom Left
• Visuals-Wrong. Red colour
• Kinaesthetics- Tap/Left swipe
•
Position as triadic sign
• Representamen: the relative
placement
• Object: Bottom left
• Interpretant: left is secondary,
sub ordinate (other side)
Visual as triadic sign
• Representamen: the shape
and colour
• Object: Wrong (symbolic) in
red colour
• Interpretant: No/Nope for
now, but not a permanent
‘rejection’
NOPE
Kinaesthetics as Triadic sign
• Representamen: the
movement of finger (thumb)
• Object: swipe left on photo
• Interpretant: Flipping through
photos in an album and
shortlisting (screening)
11. Key observations-
1. Wrong shape (symbolic) is depicted in Red (traffic lights
convention), which indicates the intended action-
Wrong/Reject/Stop
2. Left-handed forms the minority in society (~10%),
subordinate and less familiar, and linked to rejection. Swiping
left (not right) is akin to keeping away/discarding/rejecting.
3. Graphic design of NOPE mimics a seal (iconicity) and invokes
‘seal of rejection’ on the person (exercise choice, feel
empowered)
NOPE
12. Position as triadic sign
• Representamen: the relative
placement
• Object: Bottom middle
• Interpretant: SUPERLIKE in the
middle. Central position cues
prime importance
Visual as triadic sign
• Representamen: the shape
and colour
• Object: 5 point star in blue
colour (iconic) with a tail
• Interpretant: Super as
superlative, higher than like,
making a wish on sighting of
shooting star, rare and special
• Position: Bottom, Centre
• Visual: Star with a tail, Blue colour
• Kinaesthetics: Tap/Vertically
upward swipe
SUPERLIKE
Kinaesthetics as Triadic sign
• Representamen: the movement
of finger (thumb)
• Object: Swipe Up
• Interpretant: Swiping
Up/upward cues hierarchy
(upward/skyward/north is
higher order). Action also
results in Thumbs Up,
conventionally OK/approve
13. Key observations-
1. 5 point blue star (iconic) is shown with a tail (shooting star)
which plays on the myth that a wish made on sighting a
shooting star (a rarity) comes true
2. Placed in the middle and swipes vertically up contrasting
with left/right swipe, both in its limited number and spatial
movement. Upward (not downward) is indicative is elevated
hierarchy of SUPERLIKE
3. Graphic design of SUPERLIKE mimics a seal (iconicity) and
invokes stamp of approval on the person (exercise choice,
feel empowered)
SUPERLIKE
14. Position as Triadic sign
• Representamen: the relative
placement
• Object: Top, right
• Interpretant: Given most people
are right-handed, chat icon is on
right as it is likely to get used
more often
Visual as triadic sign
• Representamen: the shape and
colour
• Object: a pointy blurb in grey
colour (iconic) with a notification
red dot (symbolic)
• Interpretant:. Click to open and
start using
• Position: Top, Right
• Visual: A pointy blurb with 3
dots, Grey colour
• Kinaesthetics: Tap to open
CHAT
Kinaesthetics as Triadic sign
• Representamen: the touch/tap
• Object: tap on blurb to open
• Interpretant: Open chat window to
read/write (prompts action)
15. Key observations-
1. Chat blurb with 3 dots in a horizontal line draws from
interface design language where 3 vertical dots mean tap to
expand/enter (by convention in web design)
2. Chat blurb visually resembles (iconic) those chat boxes in
illustrations/comics with written words and highlighted red dot
is notification alert prompting user to check/use chat box
CHAT
16. Semiotic analysis snapshot
• LIKE a profile by swiping right is
positive, additive action
supported by signs like Heart,
Green Colour, Right Side, LIKE
stamp
• NOPE on a profile by swiping left
is negative, eliminatory action
supported by signs like X, Red
Colour, Left Side, and NOPE
stamp
• SUPERLIKE a profile by swiping
up is a very special, rare action
supported by signs like Star with
a tail (Shooting star), Blue
Colour, Upward and SUPERLIKE
stamp
• CHAT icon is a grey pointy blurb
with 3 dots drawing from
interface design on the web (3
vertical dots as menu/expand-
part iconic) and a red dot for
message notification (indexical)
17. Key conclusions
All the interactive signs used are closely aligned with TG’s intuitive behaviour, in that-
• Adopt universally recognizable symbols and
• Driven by function- simplistic design
This makes the app easy to navigate through by TG characterised by short attention
span, agnostic of their geographical boundaries
However, it misses out on opportunities for traction and growth which may arise out
of socio-cultural customisations
18. Indian socio-culture context
• Historically, Indian society has been closed and conservative
when it comes to interaction of men-women
• Women’s voice has been long supressed under the garb of
various socio-cultural taboos
• Dating as a socio-cultural phenomenon is a recently exported
item of the Western culture in to the country
• New age (Gen Y) women are fighting back against hypocrisy and
inequality to get their share of equal rights and opportunities
• Empowerment is perhaps the strongest singular sentiment for
millennial/ Gen Y female who like to take charge, be in driver’s
seat and play actively
19. Way forward-Growth strategy
• Customisation of interface (without compromising with ease of
understanding and navigation) to bring greater local connect
could be the way forward
• e.g. For Indian market, incorporation of signs, symbols and
features that typify the theme of empowerment would
automatically mean greater resonance and acceptance among
Gen Y, particularly women
• Ideas
• Polls on relevant issues related to gender. And, opinions/scores to
reflect on profile page
• In addition to open ended bios, pre defined descriptors to
understand people’s stand on contemporary gender issues
