• Insights

    The secret to millennial success.

    What made Tinder so hot? A look into one of the biggest millennial success stories to date and how they did it.

    • By George Biddle | 11th September, 2017
    • Having burst onto the dating app scene in 2012, Tinder quickly spread like the wildfire it’s name alludes to. A simple review of its user engagement stats present some pretty hot numbers, but did it really win the hearts and minds of young hopefuls across the globe?

      Simply put, no, it didn’t. The real answer lies in human psychology. Tinder doesn’t retain such enormous daily activity levels because it provides users with a great dating experience - on the contrary, many who use the platform will match with several fellow swipe-addicts a day and never even so much as send a half-amusing gif to the recipient.

      Tricks of the trade.

      What really keeps users busy swiping away in the small hours of a Tuesday night is a little something called instant gratification. Almost born with an iPhone in hand, we as the typical millennial have become accustomed to things happening immediately. Perhaps the biggest example of this is the way we socialise, and the way social media platforms such as Facebook, Twitter and Instagram have completely changed how we interact with the world.

      Growing up in a world of likes, comments, and instant messaging has manifested a kind of in-built expectation in our brain, where we’re constantly checking to see how many notifications we’ve got. Now, merge that need for constant interaction, with the reaction in the brain that occurs when receiving compliments, and out pops Tinder.
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    Who doesn’t love the compliment of knowing that someone thinks you’re good looking? Well you may not realise it, but every single time you get a match on Tinder, you’re experiencing this very sensation on a miniature scale, and receiving a very potent form of instant gratification in the process.

    People sit on this app all day, swiping away. I’ve seen it happen - on those bored Monday evenings at Uni when everyone gets back from their arduous single afternoon lecture and begin to engage in an evening of witty banter, pulling out their phones for a quick 10 minute swipe and comparison of who’s matched with who, before making chicken goujon’s on toast for dinner. People don’t use Tinder to find relationships, they use it because it provides even the most self-assured people with a quick pick me up, a way to boost self-esteem and quench that millennial-born craving for instant gratification. People become addicted to it.

    The same logic can be applied to any field.

    The real value here however, is realising that this is by no means restricted to dating apps. When building Signin – an albeit education and recruitment focused app - we took the logic behind this and thought, why can’t we apply the same fundamentals to another audience? What can we do to ensure they use it every single day? And for such a simple addition to the UX design process, this really isn't something you can afford to ignore.