The evolution from search-based to swipe-based interfaces perfectly captures the tension between efficiency and thoughtfulness in product design. While swiping reduced friction and accelerated engagement metrics, it also gamified human connection in ways that may ultimately work against the product's stated goal. The challenge for dating platforms is that success (users finding relationships) directly conflicts with retention (keeping users active). This creates perverse incentives that few apps have figured out how to resolve sustainably.
Spot on! It's a tricky task to keep retention numbers high without attacking the 'positive' retention, which is, ultimately, 'left because I found someone' churn reasons. However, there's an interesting statistics that actually have a strong argument for the dating app model - for a young person, it takes 4-7 years of active dating or 30-50 first dates before they find their life partner. So, it takes years of attempts before one leaves dating apps for good :)
The evolution from search-based to swipe-based interfaces perfectly captures the tension between efficiency and thoughtfulness in product design. While swiping reduced friction and accelerated engagement metrics, it also gamified human connection in ways that may ultimately work against the product's stated goal. The challenge for dating platforms is that success (users finding relationships) directly conflicts with retention (keeping users active). This creates perverse incentives that few apps have figured out how to resolve sustainably.
Spot on! It's a tricky task to keep retention numbers high without attacking the 'positive' retention, which is, ultimately, 'left because I found someone' churn reasons. However, there's an interesting statistics that actually have a strong argument for the dating app model - for a young person, it takes 4-7 years of active dating or 30-50 first dates before they find their life partner. So, it takes years of attempts before one leaves dating apps for good :)