Tinder Landscape Analysis
A landscape analysis of the Tinder dating app, focusing on its core features, interaction design and accessibility. The analysis aims to evaluate Tinder’s strengths and areas for improvement by comparing it with two other leading dating apps: Bumble and Hinge. By examining these popular competitors, the study provides valuable insights into the user experience, feature set, and overall design patterns in the online dating space.
Timeline: 3 weeks
My role: Researcher/Editor
Goal: to improve the overall usability and functionality of the app through the evaluation of its interaction design, accessiblity, and overall app features
By analyzing similar dating apps, we can gain valuable insights into their strengths and weaknesses. This comparison allows us to identify best practices and areas for improvement, which can then be applied to enhance Tinder’s user experience.
Who Are Tinder's Main Competitors?
Hinge stands out as a dating app 'designed to be deleted,' highlighting its focus on helping users find meaningful, lasting connections. It appeals to those genuinely seeking serious relationships.
Bumble is a social and dating app that emphasizes building connections beyond just dating, fostering a broader social experience. While Hinge and Tinder are primarily dating apps, Bumble can also be used as a networking app
Comparing Features
Features are distinct functionalities and tools an application provides to enhance the user experience.
We will be comparing each apps' strengths and weaknesses in their feature design
Strengths:
Weaknesses:
Automatic message prompts for when you don’t know what to say in a conversation.
Seeing new matches at top of screen. Visual match confirmation with clear initiative on next steps
Specific communities (friends, dating, etc) to easily filter through what you are looking for.
Creative prompts to add to profile to stand out from the crowd.
Poor Feedback Loops for Users: Tinder does not provide users with actionable insights or feedback on their swiping behavior or profile performance, which could help refine matches and increase user satisfaction.
Freemium app, locking features behind paywall can cause a two tiered user experience based on what you can afford.
Strengths:
Weaknesses:
Users can send "roses" (a super like) through the "Standouts" tab, which uses an algorithm to gather profiles similar to those they typically like, organizing them in one place.
Users can see everyone who has liked them (without a pay wall)
Users can directly input their dating preferences in terms of gender identity, neighbourhood, distance, age, ethnicity, religion, and relationship type without a subscription. This feature offers the most flexibility amongst all competitors.
Hinge includes voice prompts that users can use.
​"Voice prompts, video prompts, and prompt polls give users plenty of room to express themselves." - CBS News
Hinge has a growing LGBTQIA+ base, as they include inclusive language and prompts within their features for users to answer/create conversation starters.
Hinge advertises itself as an app “designed to be deleted” aiming to bring people together for a serious relationship.
Hinge will stop you from sending more "likes" when you have 8 or more unanswered messages. Users have to upgrade to a premium subscription to have unlimited likes.
Hinge will only allow 8 likes for a free user; likes will reset at 4:00AM local time.
The same profiles that a user might’ve rejected will reappear in case of reconsideration.
Hinge has no measure of verifying an individual’s profile which can lead to catfishing and a misuse of identity.
Strengths:
Weaknesses:
Users can comment on another user’s profile to express special interest and spark conversation.
Users also have the option to click the icons instead of swiping.
Scrolling through a person's photos (without opening their full profile) reveals key information, interests, and other important details such as political stance and pets.
Offers creative prompts to help display your interests, lifestyle, and preferences.
App can be used for various types of relationships including romantic, friendly, and professional
App makes users verify their identities.
On Bumble, in heterosexual matches, the woman must send the first message to start a conversation. This requirement can sometimes limit the potential for new relationships to form
Most features are locked behind a paywall, making it challenging for users to assess whether the app is worth the investment, as they haven't experienced enough of the app to form a strong impression.
Once a user swipes right or left on a profile, they cannot undo this action.
How can Tinder Improve its Features?
Providing users with more premium features: Hinge is a great example of giving you a taste of premuim features without going in-depth. Tinder should adopt this style, which would bring in more users.
Doesn’t offer a variety of creative prompts; feels limited to users. Adding more creativity with prompts through more prompts, voice prompt responses, or video prompt responses would be more engaging.
Prioritizing the category-communities within Tinder’s information architecture creates a "best of both worlds" dating application scenario for users.
Comparing Interaction Design
Interaction design is how applications interact with their users; how does the user use the application? How does the application respond to user's actions or choices?
Strengths:
Weaknesses:
Users can swipe left or right to show interest in someone, with icons like a heart for 'like' or an 'x' for 'not interested' appearing as they swipe.
Animated text adds a more engaging experience like “like,” or “nope.”
Users also have the option to click the icons instead of swiping.
Tapping through a person's photos (without opening their full profile) reveals key details they’ve shared, such as their bio, interests, and answers to questions.
Allows for faster and more engaging experience, futher allowing the ability to view more profiles.
Misleading Patterns - On Tinder, the option to read more of a user’s bio is indicated by an upward arrow, which suggests that swiping up will reveal additional information. However, swiping up actually results in sending a "super like" to the user, rather than expanding their bio. To view more of the bio, users need to tap on the section, which can be confusing and may lead to unintended super likes.
On Tinder, once you’ve set your name, you cannot change it. This can pose an issue if someone needs to edit it for any reason.
Strengths:
Weaknesses:
On Hinge, users must like a specific photo or prompt or select the ‘x’ from a potential match, rather than simply swiping left or right.
To "like" someone on Hinge, users comment on a photo or prompt before sending a like.
All of a user's profile information is easily seen by simply scrolling down.
Users are less likely to accidentally "like" someone on Hinge compared to other apps, thanks to additional steps in the user flow before sending a like.
When selecting the ‘x’ on a profile, the entire screen follows with an animation for user confirmation.
On Hinge, users must tap to “like” or “dislike” an individual rather than swiping like other applications.
Users have to scroll to see specific user preferences/information, which isn’t indicated. this is poor discoverability.
Users have additional steps in the user flow before sending a like, which can be seen as a weakness or strength. It is a strenght in the sense that it prevents a user from "accidentally liking" someone's profile. It may also be seen as a weakness, however, because of all the added effort for something as simple as liking a profile.
Strengths:
Weaknesses:
Users can swipe left or right to show interest in someone, with icons like a checkmark for 'like' or an 'x' for 'not interested' appearing as they swipe.
Users also have the option to click the icons instead of swiping.
Scrolling through a person's photos (without opening their full profile) reveals key information, interests, and other important details such as political stance and pets.
Photos are clickable and can be zoomed into.
Lack of interaction; swipes are static and only showcase simple icons.
On Bumble, once you’ve set your name, you cannot change it. This can pose an issue if someone needs to edit it for any reason.
Once you swipe left or right, you cannot undo this action.
On Bumble, women must make the first move in heterosexual relationships, which can create limitations in non-heterosexual pairings and limit a potential relationship from forming.
How can Tinder Improve its Interaction Design?
Users across various dating apps can indicate their interest by either "liking" or "disliking" a profile through swiping or tapping. Each platform incorporates some form of confirmation or interaction to finalize the decision. Confirming users' actions leads to smoother app navigation and seamless user experience.
Tinder's interaction design included misleading patterns, such as a swipe-up gesture that appeared to suggest "read more" but instead triggered a "super like" on a profile. This design caused confusion and often led to unintentional likes and matches. A tinder user's experience would be enhanced by more straightforward and transparent labels and symbols.
Comparing Accessibility
How usable and inclusive is the application. Is the application usable to people with cognitive or physical disabilities?
Strengths:
Weaknesses:
Dark mode option for improved readability and reduced eye strain.
Strong visual Hierarchy makes it easy to navigate through app.
Large, defined icons for key actions like liking, disliking, and messaging, making it easier for users with motor impairments to tap the correct button without requiring precise touch accuracy.
Navigation bar does NOT have any labels, just logos, which can make it hard for some users to determine what serves a specific function from a first glance.
An article published by Arizona State University’s Center for Cognitive Ubiquitous Computing analyzed the issues presented by this over-reliance on visual content. The study found that most dating apps are difficult to use, even with a screen reader.
Tinder offers no alternative text for images.
Strengths:
Weaknesses:
Users are allowed to click on content to like or reject an individual; doesn’t include swiping.
Strong visual Hierarchy makes it easy to navigate through app.
Mobile app design follows CRAP standards (Contrast, Repetition, Alignment, and Proximity) resulting in an overall digestible, cohesive design
There is no customization for display (dark mode) for users who might be sensitive to light or have a visual impairment.
Hinge violates success criterion 1.1.1 under “Perceivable” guidelines in Web Content Accessibility Guidelines (WCAG) because there is no text alternative that serves the equivalent purpose of a profile image.
There is no audio transcription for any voice prompts, etc.
Navigation bar does NOT have any labels, just logos, which can make it hard for some users to determine what serves a specific function from a first glance.
Strengths:
Weaknesses:
They evaluate their digital experiences, in line with WCAG 2.1 AA.
Bumble has worked closely with people with disabilities to test, learn and make improvements.
They have embedded accessibility tools and testing as part of our core workflows.
They have set up a digital accessibility program and capabilities across the organization.
Mobile app design follows CRAP standards (Contrast, Repetition, Alignment, and Proximity) resulting in an overall digestible, cohesive design
Navigation bar defines their logos.
The app lacks a dark mode option, making it less visually user-friendly in low-light environments.
Elements are not always virtually centered, leading to wasted space and a less cohesive overall layout.
Lack of options to customize a user’s experience according to their unique needs in settings.
No Alt-Text: Bumble is a visually-dominant platform with no option to add alternative text to images for visually-impaired users.
How can Tinder Improve its Accessibility?
Tinder does not have any labels, just logos and visual elements, which makes it hard for users to navigate at first glance, especially considering that there is no alt text.
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By adding alt text and labels, Tinder can improve its accessibility for persons with visual or cognitive disabilities.
Next Steps for Tinder
Features:
Providing users with more premium features! Hinge is a great example of giving you a taste of premuim features without going in-depth. Tinder should adopt this style, which would bring in more users.
Doesn’t offer a variety of creative prompts; feels limited to users. Adding more creativity with prompts through more prompts, voice prompt responses, or video prompt responses would be more engaging.
Prioritizing the category-communities within Tinder’s information architecture creates a "best of both worlds" dating application scenario for users.
Interaction Design:
Fixing up misleading patterns within visual design and user-interactions!
Adding another user flow/screen before liking an individual can help reduce accidents, and give users more control over their matches. ​​
Accessibility
Adding more accessibility features within the application: alt Text, zoom-Ins for photos/text, more labels on icons/navigation, text-to-speak options, and tap options for profile information.
Testing the application on users who have disabilities.
Add more prompt flexibility-including voice messages and captions for more accessibility-friendly ways of a user sharing more about themselves. ​​