![]() ![]() On the new app, he says, more than 50% of matches result in conversations – a number he hopes to improve further. And when they are interested back in you, you get the connect button and can start the conversation.” And when you do that, you show up in their impressions sections. You can like one of their photos, you can comment on one of their photos, you can respond to one of the questions that they answered. “If you are interested in someone, rather than swiping them right, you engage with them in some way. Instead of swiping left or right on other people, users will now be “dropped straight into their stories”, says McLeod. But instead of following through on the match, users then chase after another and another. Swiping, he says, tends to dehumanize people and gamifies online dating, making it akin to playing a slot machine where after each swipe the user expects a jackpot: a match. So he and his team went back to the drawing board and decided to build something new, something with no swiping. ![]() ![]() On the old app, just 15% of Hinge matches resulted in conversation. And then we started to do our own research, only to find out things like: more than four in five users who were looking for relationships never found one on a swiping app.” “The Vanity Fair article came out at that time. For a large part, people were having a bad experience. We were trying to add new features to help turn matches into conversations and they would make small gains, but not huge gains,” he says. “At the end of last year, we felt like we just weren’t living up to our mission of helping people find relationships. McLeod – once a subject of the New York Times’ Modern Love column – wants his app to create lasting relationships rather than one-night stands or connections that lead nowhere. McLeod says the Vanity Fair piece was a “little bit sensational” but it also helped him see clearly what he had suspected for a while: online dating was not exactly as he imagined it and swiping ended up being distracting and superficial. Instead of being matched with strangers in the nearby area, Hinge matches its users with friends of friends. Those are the two main changes made to Hinge, an online dating app that McLeod launched in 2011. His solution: No swiping and a $7 monthly fee. Justin McLeod, 32, is hoping to alleviate that anguish. Justin McLeod, founder and chief executive of Hinge. ![]()
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