USERS
01
These are the people
in their 20s,
divorcee, or LGBTQ
who are looking for
relationships. Either
they are single,
ready to mingle(no
brainer) or they are
desperate to enter
into a relationship
due to their age,
social or peer
pressure.
02
This user persona is
between 25-45.
They are oddly
settled in marriage
and comfortably
settled in their
profession with a
mid to high income.
They are at a stage
where they feel
unfulfilled as
individuals.l
03
These are young
adults, freshly out of
high school. They are
not looking for
serious relationships
or matching
wavelengths with
their companions.
They just want
someone nice to
hang around with.
They are curious and
happy to use multiple
dating apps.
UNDERSTANDING HOW THE PRODUCT
MAKES MONEY
Hinge is a dating app that generates
revenue primarily through its premium
subscription called "Hinge Preferred."
This subscription offers enhanced
features and functionalities to users,
such as unlimited likes, the ability to
see who likes them, and access to
additional filters and preferences. The
app also monetizes through in-app
purchases and potential advertising
partnerships.
Analyzing the problem
User Engagement
Value Proposition
User Experience
Analyzing user behavior and
engagement patterns is crucial to
understand how users interact with
the app and identify opportunities for
improvement. This analysis can
include metrics such as the number
of swipes, matches, conversations,
and overall app usage. By studying
user engagement data, you can
identify areas where users may be
dropping off or experiencing friction
in the user experience, which can
impact conversion rates.
Evaluating the features and benefits
offered by Bumble Boost is essential
to identify areas where additional
value can be provided to users. This
analysis involves assessing the
current premium features, such as
unlimited swipes and rematch
capabilities, and determining their
perceived value by users. It also
includes understanding the
competitive landscape and
identifying potential areas where
Hinge+ can differentiate itself to
attract and retain users.
Assessing the user experience
involves evaluating the app's
usability, navigation, and overall
design. This analysis aims to identify
pain points and areas for
improvement that may affect user
satisfaction and conversion rates. By
conducting user research, such as
usability testing and gathering
feedback from users, you can gain
insights into specific pain points or
usability issues that need to be
addressed.
Validating the problem identified with user research: survey
5
23.3%
no
26.7%
yes
30%
1
6.7%
3
20%
yes
40%
no
60%
no
70%
yes
73.3%
Are you a Hinge+ member?
Are you aware that Hinge+
comes with additional
features?
Will you consider subscribing if
new features comes in like
advanced insights, gamification
etc?
4
46.7%
Rate your Hinge
experience on a level
of 1-5.
Survey responses = 30
Note: All the respondents already have Hinge or have used hinge.
Link to survey: bit.ly/42UtSBc
Mapping the business outcome to relevant product outcomes
REVENUE
REVENUE
subscribers
The business outcome of increasing
ARPU can be achieved by driving higher
conversion rates from free users to
Hinge Preferred subscribers and
encouraging existing subscribers to
retain their subscriptions. Some of the
product outcomes for our subscribers
are:
Better Judgement
Gamification
Advanced Insights
User feedback loop
Speed dating
subscribtion
fee
New
users
Reactivated
users
Returning
users
Returning
users
Ideating possible solutions and deciding on the proposed solution:
ENHANCED
MATCH
PREFERENCES:
01
Allowing free users
to have more
control over their
match preferences,
such as additional
filters based on
lifestyle, interests,
or relationship
goals, to provide a
more personalized
and tailored
experience.
EXCLUSIVE
INSIGHTS:
GAMIFICATION
ELEMENTS:
Offering free users
limited access to
insights about who
has liked their
profile or shown
interest in them,
providing a glimpse
into potential
matches and
anticipation level,
engagement index,
unique quotient etc.
Introducing
gamification
elements within the
app to enhance user
engagement and
incentivize users to
subscribe to
premium offerings.
This could include
challenges, this or
that, spin the wheel
and rewards tied to
premium features.
02
03
LIMITED-TIME
PREMIUM
FEATURES:
04
Introducing
temporary access
to select premium
features for free
users, allowing them
to experience the
benefits of Hinge
Preferred for a
limited period,
increasing the
perceived value and
incentivizing
conversion.
02
01
Anticipation Level quantifies
the number of right swipes
the profile has received,
which signifies the profile's
preference and likeability by
other Hinge users
Compatibility Score
describes the compatibility
of the user with the profile. It
can be measured on the basis
of common prompts and
previous swipes
03
04
Engagement Index describes
the engagement of the
profile with a match over
chat. This can be useful to
gauge the chances of
interaction with the profile
Anticipation Level
62%
Compatibility Score
72%
Engagement Index
68%
Unique Quotient
80%
Unique Quotient quantifies
the uniqueness of the profile
over other Hinge Profiles. It
could be essential to figure
out copied prompts and
preferences
Measuring success
for the proposed
solution: Metrics
01
Conversion rate: The percentage of free users who
upgrade to Hinge Preferred subscriptions after
experiencing limited-time premium features.
02
Retention rate: The percentage of Hinge Preferred
subscribers who continue their subscriptions beyond the
initial limited-time period.
03
User engagement: Metrics such as time spent on the app,
number of likes, and active user count.
04
User satisfaction: Regular surveys and feedback loops to
gauge user satisfaction levels and overall experience.
Pitfalls
1
2
3
Lack of perceived
value:
Overemphasis on
short-term gains:
Ineffective
communication:
If the limited-time
premium features do
not provide a
significant value or fail
to create a noticeable
difference in the user
experience, free users
may not feel
motivated to upgrade
to Hinge Preferred.
If the focus is solely
on short-term
conversions without
considering the longterm value proposition
and user satisfaction,
it may lead to higher
churn rates and
negative user
sentiment.
If the benefits and
availability of limitedtime premium features
are not effectively
communicated to free
users, they may not be
aware of the
opportunity or
understand the value
it provides.
4
Insufficient
iteration and
optimization:
Failing to continuously
refine and optimize
the limited-time
premium feature
offering based on user
feedback and
preferences may
result in lower
conversion rates and
suboptimal results.
5
Misalignment with
user preferences:
If the introduced
gamification elements
do not resonate with
the target user
segment or if they feel
artificial or gimmicky,
it could lead to lower
user engagement and
conversion rates.