Swipe Right for Fun
Jonathan @Badeen
Co-founder
History
• App Store in August 2012
• Rise in Popularity in January 2013
• Play Store in July 2013
• From 4 to 30 employees
History
• App Store in August 2012
• Rise in Popularity in January 2013
• Play Store in July 2013
• From 4 to 30 employees
History
• App Store in August 2012
• Rise in Popularity in January 2013
• Play Store in July 2013
• From 4 to 30 employees
History
• App Store in August 2012
• Rise in Popularity in January 2013
• Play Store in July 2013
• From 4 to 30 employees
App
App
App
App
App
Ideology
• Simple Setup
• Build Trust
• Reduce Feelings of Rejection
• Reduce Unsolicited Noise
• Be Fun
Ideology
• Simple Setup
• Build Trust
• Reduce Feelings of Rejection
• Reduce Unsolicited Noise
• Be Fun
Ideology
• Simple Setup
• Build Trust
• Reduce Feelings of Rejection
• Reduce Unsolicited Noise
• Be Fun
Ideology
• Simple Setup
• Build Trust
• Reduce Feelings of Rejection
• Reduce Unsolicited Noise
• Be Fun
Ideology
• Simple Setup
• Build Trust
• Reduce Feelings of Rejection
• Reduce Unsolicited Noise
• Be Fun
Today
• 1 Billion Matches
• 10 million matches per day
• 800 million swipes per day
• Celebrity and Olympian users
• It’s ...
Today
• 1 Billion Matches
• 10 million matches per day
• 800 million swipes per day
• Celebrity and Olympian users
• It’s ...
Today
• 1 Billion Matches
• 10 million matches per day
• 800 million swipes per day
• Celebrity and Olympian users
• It’s ...
Today
• 1 Billion Matches
• 10 million matches per day
• 800 million swipes per day
• Celebrity and Olympian users
• It’s ...
Today
• 1 Billion Matches
• 10 million matches per day
• 800 million swipes per day
• Celebrity and Olympian users
• It’s ...
What’s fun got to do with it?
Feelings of
Desperation
Embarrassment
Barriers for Tinder-like Services
How Tinder Achieved Funification
• Removing the usual chore of signing up
• Reducing decision making pressure
• Gamification
How Tinder Achieved Funification
• Removing the usual chore of signing up
• Reducing decision making pressure
• Gamification
How Tinder Achieved Funification
• Removing the usual chore of signing up
• Reducing decision making pressure
• Gamification
Gamify All the Things
• Design
• Tactile Response
• Transitions & Animations
• Language
Gamify All the Things
• Design
• Tactile Response
• Transitions & Animations
• Language
Gamify All the Things
• Design
• Tactile Response
• Transitions & Animations
• Language
Gamify All the Things
• Design
• Tactile Response
• Transitions & Animations
• Language
Gamify All the Things
• Design
• Tactile Response
• Transitions & Animations
• Language
Gamify All the Things
• Design
• Tactile Response
• Transitions & Animations
• Language
Congratulations!
It’s a Match!
Kee...
Credit: Rolf Glumsoe Nielsen
Surely it’s not all fun and games?
Hyperlocal
Universities Cities Nations
Swipe Right for Fun
Jonathan @Badeen
Co-founder
Swipe Right for Fun
Swipe Right for Fun
Swipe Right for Fun
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Swipe Right for Fun

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Presentation by Jonathan Badeen from Tinder at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

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Swipe Right for Fun

  1. 1. Swipe Right for Fun Jonathan @Badeen Co-founder
  2. 2. History • App Store in August 2012 • Rise in Popularity in January 2013 • Play Store in July 2013 • From 4 to 30 employees
  3. 3. History • App Store in August 2012 • Rise in Popularity in January 2013 • Play Store in July 2013 • From 4 to 30 employees
  4. 4. History • App Store in August 2012 • Rise in Popularity in January 2013 • Play Store in July 2013 • From 4 to 30 employees
  5. 5. History • App Store in August 2012 • Rise in Popularity in January 2013 • Play Store in July 2013 • From 4 to 30 employees
  6. 6. App
  7. 7. App
  8. 8. App
  9. 9. App
  10. 10. App
  11. 11. Ideology • Simple Setup • Build Trust • Reduce Feelings of Rejection • Reduce Unsolicited Noise • Be Fun
  12. 12. Ideology • Simple Setup • Build Trust • Reduce Feelings of Rejection • Reduce Unsolicited Noise • Be Fun
  13. 13. Ideology • Simple Setup • Build Trust • Reduce Feelings of Rejection • Reduce Unsolicited Noise • Be Fun
  14. 14. Ideology • Simple Setup • Build Trust • Reduce Feelings of Rejection • Reduce Unsolicited Noise • Be Fun
  15. 15. Ideology • Simple Setup • Build Trust • Reduce Feelings of Rejection • Reduce Unsolicited Noise • Be Fun
  16. 16. Today • 1 Billion Matches • 10 million matches per day • 800 million swipes per day • Celebrity and Olympian users • It’s a verb
  17. 17. Today • 1 Billion Matches • 10 million matches per day • 800 million swipes per day • Celebrity and Olympian users • It’s a verb
  18. 18. Today • 1 Billion Matches • 10 million matches per day • 800 million swipes per day • Celebrity and Olympian users • It’s a verb
  19. 19. Today • 1 Billion Matches • 10 million matches per day • 800 million swipes per day • Celebrity and Olympian users • It’s a verb
  20. 20. Today • 1 Billion Matches • 10 million matches per day • 800 million swipes per day • Celebrity and Olympian users • It’s a verb
  21. 21. What’s fun got to do with it?
  22. 22. Feelings of Desperation Embarrassment Barriers for Tinder-like Services
  23. 23. How Tinder Achieved Funification • Removing the usual chore of signing up • Reducing decision making pressure • Gamification
  24. 24. How Tinder Achieved Funification • Removing the usual chore of signing up • Reducing decision making pressure • Gamification
  25. 25. How Tinder Achieved Funification • Removing the usual chore of signing up • Reducing decision making pressure • Gamification
  26. 26. Gamify All the Things • Design • Tactile Response • Transitions & Animations • Language
  27. 27. Gamify All the Things • Design • Tactile Response • Transitions & Animations • Language
  28. 28. Gamify All the Things • Design • Tactile Response • Transitions & Animations • Language
  29. 29. Gamify All the Things • Design • Tactile Response • Transitions & Animations • Language
  30. 30. Gamify All the Things • Design • Tactile Response • Transitions & Animations • Language
  31. 31. Gamify All the Things • Design • Tactile Response • Transitions & Animations • Language Congratulations! It’s a Match! Keep Playing
  32. 32. Credit: Rolf Glumsoe Nielsen
  33. 33. Surely it’s not all fun and games?
  34. 34. Hyperlocal Universities Cities Nations
  35. 35. Swipe Right for Fun Jonathan @Badeen Co-founder

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