Metrics and Pitfalls

Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls
Goal :- To increase the Average Revenue Per User (ARPU)
Tinder’s Mission :- To increase the romantic connectivity across the world
Tinder’s Statistics
Sources :- DatingZest Earthweb
Observations
Chances of getting a match is very low because the sex ratio (the
190 75 M 78.1% 21.9% ratio between men and women) is quite low.

Only 10% of the people have purchased the subscription of Tinder.

Available across Monthly Active

of users are men of users are

countries Users women User needs to make on an average of 55 swipes to get a match.

Tinder’s revenue is growing in quite stagnant way with just 9% YOY

1.6B 30M 90mins 11 growth, with such a huge user base.
Swipes daily Matches daily Average usage time Average # of
sessions per day
7.2 mins 8.5mins 7.8 M 1.63%
Avg time spent byAvg time spent by Paid Subscribers Chances of
men per session women per session getting a match

JTBD Framework
There are different types of people on tinder with different goals, for
different people, tinder does the job differently
Exploring :- Helps to make friends and just pass the time

Long term or Short term :- To find the partner based on their

choice.
 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls
User survey of 34 people along with 13 user interviews (7 male/6 female users) was conducted in order to understand the true problem.
Target Audience Pain points validated through surveys and interviews Focus on Value. Why ?
Age :- 18-30 yrs ol 7/7 male users, get only 1 or 2 matches even after using Tinder subscribers
City :- Tier 1 and Tier Tinder daily. might stop buying
Active mobile users
5/6 female users, complained that they get too many likes subscription from
and they are not actually matched with the person they want next time because
Why ? 9/13 users, don’t know how to create an attractive bio or what
they are not getting
More than 50% users of Tinder fall under this age pics to choose to get better matches
4/5 Tinder subscribers felt they are not getting value from value from it.
group the subscription they have purchased and will drop it from the Users feel they might
following month buy subscription of
User Survey Data Survey Form 13/13 users, feel the money for subscription is not an issue,
but they would spend if they feel they will get a value from the Tinder, if they are
85% 40% 6% purchase. getting value from it.

Of respondents use Of respondents Of respondents have

dating platform use Tinder as the purchased the
dating platform Tinder’s subscription User Interview Insights
70% 65% 36% “Bhai match hi nhi aa rahe” “I don’t know what to talk “Bio mai kya dalun
Of respondents
purchased
Of respondents
feel subscription is Of respondents after getting a match” samjh nhi aata”
subscription for more not worth it. doesn’t know which
pic to add.
likes and swipes “Samaj hi nhi aata konsi pic “Itne likes aate hai samajh hi
dalun jo logo ko pasand aaye” “Paiso ki problem
40% 43% nhi aata kon best ladka hai
34%
Of female respondents sabko reply krne ka time nhi
nhi hai lekin
subsciption se
Of respondents Of respondents face
doesn’t know how to the problem of low gets too many likes and “Finally got a match phir pta hai” problem solve nhi
make a catchy bio matches don’t know who is the chala it was a fake id” “Tinder subscription is ho rahi”
best match for them
not worth it”
 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls
Lets break down the problem further What is the Problem Statement ?
People come with an expectation of meeting someone new online and Many male and female users of Tinder’s dating app are experiencing a lack of
with the hope of dating someone who matches their interests.
matches, despite their efforts to curate their profiles and use premium features
However, many people don’t get good matches even after purchasing Male users are struggling to receive matches and engagement from female
Tinder’s subscription, leading to low self-esteem, bad experience and users, leading to frustration and discouragement in their search for meaningful
hence leading to poor loyalty towards the app.

connections
Looking at the pain points stated above, I’m prioritizing the pain point of
male users experiencing a lack of matches, whereas females have a lot
of likes, which makes it hard for them to find an interesting match.
Female users are feeling overwhelmed by the sheer number of likes they receive,
making it difficult for them to identify potential partners who meet their
preferences.

How do we know its a real problem ?

The reason for choosing this is :-
Lack of matches is a major pain point for male users as it reduces 43% (15/34) 34% (12/34) 65% (10/15)
their chances of finding a partner and can make the app less User faces the problem User faced the User feel Tinder
enjoyable to use of less matches problem of huge likes subscription is
By prioritizing the pain point of lack of matches Tinder, can solve a useless.
very big problem and will create a positive experience for users and
hence will increase loyalty to the app.

Value generated for business

The rest of the reasons are also important but these two pain points are Increase in ARPU Increase in user More Market Share
the things we need to focus on retention
Being a dating app, Tinder should be focused on getting users Increase in match % will Customers will have Every competitor faces
matched attract more user and positive experience, these problems, by
Because the main reason of using Tinder is to get matches. which will lead to which will bring them solving this we will have
increase in subscribers back to the app again. first mover advantage.
 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls

Value generated for target audience Who are facing this problem ?
Reduces the burden of finding the right Rahul Scarlet
content for their profile Age :- 23
Age :- 21

Location :- Pune
Location :- Delhi

Profile set up becomes faster and easier, Occupation :- SDE 1 Occupation :- Student
as the AI creates personalized bio
Looking for long term relationships Exploring and looking for good partners
With more creative and attractive profile Has a busy schedule so purchased Tinder’s Dedicated individual, wants to make most
user will get more likes and matches.
subscription to get matches quickly out of her dating experience
No increases in matches after purchasing Has a busy schedule and relies on Tinder to
Frustrated and disappointed due to this. find potential partners.
Why should we solve it now ? Pain Points Pain Points
Alex Wong Earthweb Not getting matches even after purchasing Overwhelmed by no. of matches and likes
Tinder’s subscription plan Matches don’t meet preferences and are deal
Low Match rates Drop in ARPU Don’t know how to create an attractive profile breakers, waste of time and energy
Low response rates from the matches he get. Lack of conversation and connection with
Tinder - 1.63%
Drop of 2% as per matches, which leads to low satisfaction.
Bumble - 3% the year 2020
Goals/Needs Goals/Needs
Lesser downloads Increase Market Wants to create an efficient profile that can Wants to know among all the matches, who
Drop of 4.5% in Share attract people and convert them to matches matches more with her
downloads in the year Tinder has 28% market Find a meaningful relationship through Tinder Wants to find a partner with similar interests
2022. share, there is lot of scope Receive value from subscription he paid for. and values.
to capture more share’
 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls

Tinder Thomas - The AI Wingman Compatibility Meter

What? Uses AI to analyze user’s dating profile and with What? It helps user to determine their compatibility with the
access to data on what types of photos, bios and prompts are other users on Tinder.

popular on Tinder, AI can provide personalized recommendations

to users about their profile that are tailored to their preferences How does it work
and what is known to work well for the platform and hence user
can optimize the chances of getting a match.

User can answer a series of questions about their interests,

How does it work
User connects social media profile to app or fill a short
questionnaire for AI to understand about their interests
Machine learning algorithm analyzes based on the user social
media profile as well as the Tinder’s data on which AI is trained,
values and preferences
Questions can range from basic demographic info to more in
depth questions about lifestyle choices, personal beliefs etc
Based on the responses, system matches the answers with
other people on Tinder and displays a compatibility score with
each person we see on Tinder.

AI suggests bio, prompts

User can even upload photos and get suggestions from AI on Pain Points addresse
which ones are best suited.

A questionnaire based system can help address pain points of

Pain Points addresse
It can help users to improve their dating profiles by suggesting
improvements
This can lead to more matches & higher customer satisfaction.
preferences and develop meaningful connections.
too many matches and wasted time on incompatible matches
This can lead to higher satisfaction and retention rate dor
users by helping them to find matches that match their

 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls

Prioritizing Solutions User Stories

“As a user, I want to make my profile
attractive for my potential matches”

“As a user, I want to access some easier

methods to add bio or prompts to profile”

“As a user, I want to be matched with

people easily so that I can find a partner”

Chosen Solution :- “Tinder Thomas - The AI Wingman” How to sell it to users and increase revenue ?
How does it increase ARPU ? aving subscription plan H aving this feature as an
add-on eature, hich
H

Feature generates values to the customer, by solving a called “Tinder iamond”,

1 2
f w

user can purchase hile

D

major pain point of getting matches hich ill include all the w

purchasing a subscription
w w

features of previous plans

Only 1.63% chances to get a match and the this feature too. plan. his ill increase
T w

Reduces efforts and increases customer satisfaction reach of this feature.

 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls

User answers basic questions about their AI suggests personalized attractive bios, User shares their photos and AI based on
interests, so that AI can give personalized these are based on Tinder’s data for the Tinder’s data of attractive profile
recommendations engagement on various types of bios suggests user best pics to add.

User can either

connect their
social media User can edit or
profile or Tell add the bio
about their directly to the
interests profile, user can
also regenerate
the response.

User can answer

the questionnaire User can directly
or directly fill their add the pics to
interests in the their profile
Edit profile
section
 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls
Subscription plans by which user can avail
the benefit of “Tinder Thomas-The AI
After purchasing the subscription user
can find the option of Edit Profile with
User flow
Wingman” by purchasing it. AI Wingman in Edit profile section

“AI Profile
Wingman” is
provided as an
Add-On to the user.

“AI Profile Wingman”

is also provided as a
“Tinder Diamond”
subscription plan,
which has all the
features of all the
subscription plans

+ AI Wingman
 Overview User Insights Problem Definition Solutions Wireframes Metrics and Pitfalls

Metrics Business Metrics Happiness Metrics

North Star Metric L1 :- % increase in ARPU
L1 :- NPS Score

L0 :- # of people getting matches L1 :- # of people purchasing AI plan

L1 :- # of users who start dating

# of people who used AI Wingman

Engagement Metrics Pitfall and Mitigations
L1 :- Average # of likes/matches per user who used AI Wingman
Pitfall is user may not like suggested pics. To Mitigate it AI Wingman’s model
L2 :- Average # of conversation with AI Wingman per user
can be trained on old and new updated data evreytime
L2 :- Amount of time spent on a user’s profile by while swiping
Pitfall is irrelevant content generated by AI Wingman. To Mitigate it train the AI
L1 :- Time taken to get the first like on profile (should decrease)

model on various context such as religion, languages etc

Pitfall is less inputs provided by users. To Mitigate it users can be warned
Retention Metrics about less input which would lead creation of bad or generic profile
L1 :- % increase in # of sessions per user per day

Pitfall is AI may generate a bio with a different tone. To Mitigate it we can

provide a way to the users to mention the tone.
Reach Metrics
L1 :- # of users using AI Wingman/Total # of users of Tinder

L2 :- # of users who discovered the Add on/ Subscription plan

Second Order Thinking

Decrease in genuineness :- If every detail about user is transformed by the

Activation Metrics AI, this will decrease the genuineness in the matched profile
Influenced user behavior :- User will now have to put less efforts to get a
L1 :- # of users who first edited their bio with AI Wingman
match on Tinder, so this might change how people interact with Tinder
L2 :- # of users who first added pics suggested by AI Wingman.

Decrease in sale of other subscription plans :- If users start getting matches

Health Metric L1 :- Latency Rates & Error rates with this feature, people will not purchase other plans.