Tinder
(Passions Feature Launch)
Project Overview
Company: Tinder
Industry: Dating Technology
Role: Contract UX Writer
Duration: 1 Month
Project Background
In the summer of 2022, the dating landscape of connection was set to evolve with Tinder's introduction of a groundbreaking feature: "Passions." This feature was a vibrant avenue for users to express up to five interests, fostering matches with shared enthusiasms. My collaboration with Tinder focused on unveiling this feature, entwining users' interests to spark deeper connections between users. My role was to craft a content strategy to introduce "Passions" and kindle curiosity and engagement among the Tinder community.
The problem
My research process quickly cemented that the issue lay in expectations between male and female users. Thus, their product team dreamed up "Passions," a simple yet efficient way of first assessing a possible connection. "Oh! You love Murakami's book too?" or "Can you believe the Eagles made the playoffs this year?" From a glance, users can quickly assess their match before the first interaction to see if their intentions align.
Objective
The mission was clear and multi-faceted:
- Craft captivating push notification copy.
- Develop engaging email content.
- Create enticing in-app messages to introduce the feature.
Strategic Approach
Working in synergy with the Tinder team, my journey began with penning compelling push notifications. Each message was a beacon, drawing users to explore and embrace "Passions." The email campaign was a tapestry of narratives, each thread weaving stories of how "Passions" could enrich the Tinder experience. For in-app ads, we painted scenarios showcasing the feature's potential to enhance user connections. Whether it was books, movies, or sports, users could instantly get a better sense of who they matched with through storytelling.
Innovative Tools at Play
To ensure the precision and impact of our messages, we employed advanced tools such as:
- Analytics software to track user engagement and feedback.
- Heatmaps for real-time user experience insights.
Outcomes
The launch of "Passions" was not just timely but triumphant. The user feedback resonated with positivity, echoing a new era of meaningful connections on the app. The Tinder team reported a remarkable surge in quality matches and an uplift in user satisfaction, validating the potency of the feature and our content strategy.
Conclusion
My short journey with Tinder and the "Passions" feature was a testament to the power of targeted content in transforming user experiences. By bridging interests with words, we didn't just launch a feature; we ignited a new spark in the world of online dating.
Crafting Connections, One Passion at a Time: Our Tinder Success Story.
Tinder
(Passions Feature Launch)
Project Overview
Company: Tinder
Industry: Dating Technology
Role: Contract UX Writer
Duration: 1 Month
Project Background
In the summer of 2022, the dating landscape of connection was set to evolve with Tinder's introduction of a groundbreaking feature: "Passions." This feature was a vibrant avenue for users to express up to five interests, fostering matches with shared enthusiasms. My collaboration with Tinder focused on unveiling this feature, entwining users' interests to spark deeper connections between users. My role was to craft a content strategy to introduce "Passions" and kindle curiosity and engagement among the Tinder community.
The problem
My research process quickly cemented that the issue lay in expectations between male and female users. Thus, their product team dreamed up "Passions," a simple yet efficient way of first assessing a possible connection. "Oh! You love Murakami's book too?" or "Can you believe the Eagles made the playoffs this year?" From a glance, users can quickly assess their match before the first interaction to see if their intentions align.
Objective
The mission was clear and multi-faceted:
- Craft captivating push notification copy.
- Develop engaging email content.
- Create enticing in-app messages to introduce the feature.
Strategic Approach
Working in synergy with the Tinder team, my journey began with penning compelling push notifications. Each message was a beacon, drawing users to explore and embrace "Passions." The email campaign was a tapestry of narratives, each thread weaving stories of how "Passions" could enrich the Tinder experience. For in-app ads, we painted scenarios showcasing the feature's potential to enhance user connections. Whether it was books, movies, or sports, users could instantly get a better sense of who they matched with through storytelling.
Innovative Tools at Play
To ensure the precision and impact of our messages, we employed advanced tools such as:
- Analytics software to track user engagement and feedback.
- Heatmaps for real-time user experience insights.
Outcomes
The launch of "Passions" was not just timely but triumphant. The user feedback resonated with positivity, echoing a new era of meaningful connections on the app. The Tinder team reported a remarkable surge in quality matches and an uplift in user satisfaction, validating the potency of the feature and our content strategy.
Conclusion
My short journey with Tinder and the "Passions" feature was a testament to the power of targeted content in transforming user experiences. By bridging interests with words, we didn't just launch a feature; we ignited a new spark in the world of online dating.
Crafting Connections, One Passion at a Time: Our Tinder Success Story.
Tinder
(Passions Feature Launch)
Project Overview
Company: Tinder
Industry: Dating Technology
Role: Contract UX Writer
Duration: 1 Month
Project Background
In the summer of 2022, the dating landscape of connection was set to evolve with Tinder's introduction of a groundbreaking feature: "Passions." This feature was a vibrant avenue for users to express up to five interests, fostering matches with shared enthusiasms. My collaboration with Tinder focused on unveiling this feature, entwining users' interests to spark deeper connections between users. My role was to craft a content strategy to introduce "Passions" and kindle curiosity and engagement among the Tinder community.
The problem
My research process quickly cemented that the issue lay in expectations between male and female users. Thus, their product team dreamed up "Passions," a simple yet efficient way of first assessing a possible connection. "Oh! You love Murakami's book too?" or "Can you believe the Eagles made the playoffs this year?" From a glance, users can quickly assess their match before the first interaction to see if their intentions align.
Objective
The mission was clear and multi-faceted:
- Craft captivating push notification copy.
- Develop engaging email content.
- Create enticing in-app messages to introduce the feature.
Strategic Approach
Working in synergy with the Tinder team, my journey began with penning compelling push notifications. Each message was a beacon, drawing users to explore and embrace "Passions." The email campaign was a tapestry of narratives, each thread weaving stories of how "Passions" could enrich the Tinder experience. For in-app ads, we painted scenarios showcasing the feature's potential to enhance user connections. Whether it was books, movies, or sports, users could instantly get a better sense of who they matched with through storytelling.
Innovative Tools at Play
To ensure the precision and impact of our messages, we employed advanced tools such as:
- Analytics software to track user engagement and feedback.
- Heatmaps for real-time user experience insights.
Outcomes
The launch of "Passions" was not just timely but triumphant. The user feedback resonated with positivity, echoing a new era of meaningful connections on the app. The Tinder team reported a remarkable surge in quality matches and an uplift in user satisfaction, validating the potency of the feature and our content strategy.
Conclusion
My short journey with Tinder and the "Passions" feature was a testament to the power of targeted content in transforming user experiences. By bridging interests with words, we didn't just launch a feature; we ignited a new spark in the world of online dating.
Crafting Connections, One Passion at a Time: Our Tinder Success Story.