DESIGN MANAGEMENT

MYXR

PITCH
PERSONA

Name: Ava
Age: 24
Background: College student juggling academics and part-time work
Problem: Ava feels pressured to present herself as perfect on dating apps to stand out. She fears that revealing her
imperfections and interests might lead to rejection. As a result, she engages in superficial conversations and struggles to find
authentic connections.
Experience: Ava often exchanges messages based on a checklist of desirable attributes but rarely shares personal stories or
experiences. She's encountered individuals who misrepresented themselves and struggles to trust that she's connecting with
genuine people.

Name: Olivia
Age: 35
Background: Successful professional in a demanding career
Problem: Olivia's busy life leaves her with limited time for dating. She's overwhelmed by the flood of options on dating apps,
making it hard to invest deeply in any one connection. She struggles to differentiate between matches and often resorts to
shallow conversations.
Name: Alex
Age: 42
Background: Divorced parent with shared custody
Problem: Alex values authenticity and seeks meaningful relationships on dating apps. However, he faces difficulties due to
ghosting and fading. He's hesitant to reveal his parenting responsibilities early on, fearing it might deter potential matches.

Name: Ryan
Age: 25
Background: Computer Engineer currently Unemployed
Problem: Over dependence on computers lead to them completely avoiding human interactions. Currently in a
"relationship" with an A.I bot that he handpicked from the internet.
 RESEARCH

➢ Twitter ➢ Tinder
➢ Instagram ➢ Bumble
➢ Facebook ➢ Hinge
➢ Grinder

Matrimonial apps

➢ Shaadi.com
➢ Tamil matrimony
➢ Shaadi matrimony
TINDER EXPLAINED

TINDER, 11(underage)

Icon: 2012 - Present

Icon: Matchmaking
Icon: Sean Rad, Jonathan Badeen, Justin Mateen, Joe Munoz, Dinesh Moorjani, and Whitney Wolfe.
Icon: West Hollywood, California, USA

About me: Hi, I'm Tinder, your go-to dating app! I connect people worldwide, making dating fun and
safe. Swipe to find your match and spark meaningful conversations. Let's make a perfect match! 😊

I’m inspired from…

a startup incubator called Hatch Labs, operated by IAC/InterActiveCorp.
Early Years(2012-2013): I was initially launched on college campuses in the United States. I gained traction quickly,
especially among young adults, for my simple and intuitive swipe-based interface. Users could swipe right to indicate
interest in a person or swipe left to pass on them. My popularity was making waves 💑💅

Puberty(2014-2015): My popularity skyrocketed, leading to rapid growth and expansion. It extended beyond college
campuses and reached a global audience. The gamified nature of swiping and the element of "matching" with someone
who also swiped right on you contributed to my success.

College Internship: Tinder Plus I introduced my premium subscription service called "Tinder Plus" in March 2015. This
subscription offered features like unlimited swipes, the ability to change your location, and the "Rewind" feature to undo
accidental swipes. Tinder Plus was a significant step toward monetizing the platform. (I was earning for the first time!)

Work Experience: Tinder Gold In August 2017, We launched "Tinder Gold," a premium subscription tier that included all
the features of Tinder Plus along with a new feature called "Likes You." This feature allowed users to see who had already
swiped right on them before they swiped on those profiles.
My struggles(2014-2016):
In 2014, my co-founder Whitney Wolfe sued Tinder and its parent company, IAC, for sexual harassment and discrimination. The
lawsuit was settled out of court, and Wolfe left the company. She went on to found the dating app Bumble.(My step-sibling &
rival)

I’ve travelled to:

Partnerships(& old flings):

*conclusion*

I continued to grow in popularity and user base, becoming one of the most widely used dating apps globally. My success
led to the expansion of the Match Group, which owns Tinder, acquiring other popular dating platforms like OkCupid,
Match.com, and Plenty of Fish.
I hope you found me cute and will swipe right on me:D

You may also like…

Brands That Used Tinder as a Social Media Marketing Platform

1. Social Tees Animal Rescue

Social Tees Animal Rescue and the interns at ad agency Bartle Bogle Hegarty decided to do.

Tinder users in New York City got a happy surprise when they saw that they could match with an adorable golden
retriever or black lab that needed a home. After exchanging a few texts with a pup that has caught your fancy, you
have the option of meeting up with the dog for a walk to help decide if you want to take the relationship to the next
level via adoption. Amazingly, over 1,500 matches were made within the first hour of the project.

2. Domino’s UK
Domino’s knows that only pizza can soothe the pain of being single on Valentine’s Day. As a result, they decided to
give away free pizza and discounts to Tinder users who matched with them on February 14th. According to Iris
Worldwide, the campaign had a social reach of over 230,000 people. While that random guy from Tinder may have
stood you up at the bar, pizza will always be there for you.
3. Suits

People who watch the USA’s hit show Suits typically fall within the same age range of Tinder users—18
through 49. It only made sense that the two ended up pairing up for the dating app’s first network
promotion. After swiping through a few people in their area, Tinder users had the opportunity to match
with character’s Harvey Specter or Rachel Zane, depending on their sexual preference.

“The most important thing is that we’re exposing the show to people who aren’t aware of it,” said USA’s
Executive VP of Marketing and Digital, Alexandra Shapiro in a Variety article. In reality, the network had
nothing to lose. The experimental promotion was free for the network since Suits was a favorite show of
two of Tinder’s top execs—Justin Mateen and Sean Rad, both of whom have since resigned.
https://mashable.com/roundup/best-dating-apps
https://www.linkedin.com/pulse/4-great-reasons-dump-matrimony-sites-srinivas-krishnaswamy/
Social media apps

Catfishing is serious business

It’s not difficult to imagine this scenario: You meet someone online and start a conversation. The person says the right things, asks the
right questions. The relationship starts to feel “real” and you begin to sense kinship. Before you know it, it escalates; all your guards
are down and you become impervious to red flags. You go as far as calling it love.

You and your new significant other make plans to finally meet in person. They claim they don’t have money for the trip. You trustingly
and lovingly send the money, only for this person to ghost shortly after.

The identity arms race

When bad actors create fake identities on dating apps and social media to defraud and harm others, it damages public trust and
undoubtedly impacts revenue for these platforms. Social media platforms wrestle daily to reconcile their business objectives of
maximizing usage with protecting user privacy — or face increased regulation and loss of consumer trust.

It’s vital to protect identities from thieves and hackers who would misuse it. Imagine a fake Twitter or Facebook account claiming to be
you, spreading hate statements. Without a way to disprove your involvement, you might lose your job or worse.
Social media can create unrealistic expectations
When bad actors create fake identities on dating apps and social media to defraud and harm others, it damages public trust and
undoubtedly impacts revenue for these platforms. Social media platforms wrestle daily to reconcile their business objectives of
maximizing usage with protecting user privacy — or face increased regulation and loss of consumer trust.

It’s vital to protect identities from thieves and hackers who would misuse it. Imagine a fake Twitter or Facebook account claiming to be
you, spreading hate statements. Without a way to disprove your involvement, you might lose your job or worse.

It can lead to jealousy

When bad actors create fake identities on dating apps and social media to defraud and harm others, it damages public trust and
undoubtedly impacts revenue for these platforms. Social media platforms wrestle daily to reconcile their business objectives of
maximizing usage with protecting user privacy — or face increased regulation and loss of consumer trust.

It’s vital to protect identities from thieves and hackers who would misuse it. Imagine a fake Twitter or Facebook account claiming to be
you, spreading hate statements. Without a way to disprove your involvement, you might lose your job or worse.
Twitter
Criminal activity - related to minors Indecisiveness
Social problems Hook up culture
Security and Privacy Gap between online and offline interactions
Mental issue Superficial interactions
Capitalization Fake profiles lack of verifications
Cybercrime Parents making accounts
Grooming Package and not person
Sexting Misrepresentation of peopleShallow connections
Harassment Unrealistic expectations
Lack of Privacy Monetization of people’s insecurities
Seeking Validation Social division
Limited social interactions Pressure and expectations
Catfishing Commercialization
Ghosting Gender imbalance
Comparison Pressure to get married fast
Equating money and self worth Another way for arranged marriages
Unsolicited pics Expensive subscription
Scams Lack of interest towards reality
Predators Dependent on their own fantasies
Venue Rental: This can be a significant expense, especially if you're renting a dedicated event space or a popular
venue.
Food and Beverage: The cost of catering, drinks, and snacks for your guests can vary based on the type of food
and drinks you choose.
Decorations: Decorative elements like banners, table centerpieces, and other thematic items can add to your
costs.
Entertainment: If you're hiring live music, a DJ, or other entertainment, this will contribute to your expenses.
Marketing and Promotion: If you're advertising your mixer through various channels, there might be costs
associated with marketing materials or online promotion.
Equipment and Rentals: Tables, chairs, audio-visual equipment, and other rentals might be necessary depending
on the event's scale.
Staffing: If you need event staff, such as servers, bartenders, or security, their wages should be factored in.
Miscellaneous Expenses: Don't forget to account for unexpected or smaller expenses that can pop up during
event planning.