When Tinder debuted its interactive dating experience Swipe Night in 2019, Kyle Miller, the company’s VP of product, core experience, recognized the risk of wrapping Tinder’s primary function—creating matches among its millions of users, 10.4 million of which are paying customers as of parent company Match Group’s third-quarter earnings—in what could’ve been seen as a trendy gimmick under the discerning gaze of the platform’s core demo of Gen Z.
“Tinder is so iconic in the way that it’s created today that it’s scary to do something different,” Miller says. “They’ve experienced Tinder in a very specific way over the last eight years. Do people want this?”
Turns out they do.
Globally, 20 million Tinder users participated in first iteration of Swipe Night and saw a 26% increase in matches.
“One of the big learnings for us is that there was a lot of demand for shared experiences on Tinder, even on a global scale,”…
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Source : fastcompany.com
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