Online dating app, Hinge, uses Mixpanel to constantly develop, iterate, and improve its app to drive more interaction, retention, and ultimately matches.

400% increase in retention
13% reduction in messaging stalemates
More connections turned into dates

If we launch a new feature, I’ll always check in with the customer service team. But user analytics helps us monitor the whole ecosystem so we get both views.

Tim MacGougan, VP of Product, Hinge
Company

Founded in 2012, Hinge is an online dating app that uses members’ Facebook friends to make connections. With the tagline “Designed to be deleted,” the company is committed to helping people find the relationships they’re looking for. As longtime users of Mixpanel, the dating app turned to its data to redesign its product and continue uses it in everything it does today. 

Goals

Having used Mixpanel from its infancy, everything Hinge does is measurable. The teams use Mixpanel to choose the problems they want to solve and the impact they want to achieve. All the features they release have expected impacted metrics tied to them. By harnessing empathy through qualitative measurements and user behavior insights, Tim and the team continue to transform how relationships are formed online—ultimately accomplishing the good type of churn they like to see, finding love on the app.

Solution
Driving Users to Make More Connections

Using Mixpanel data, Hinge saw that people were procrastinating on connecting with their incoming likes because all likes were displayed in one list. Consequently, the common user behavior was to browse, pick a few connections, and forget the rest. After this discovery, the team switched to an interface that only displayed one incoming like at a time, making users more likely to go on dates. “This was aimed at solving the signal and noise problem—we wanted people to focus on their matches and not the next person.” – Tim MacGougan, VP of Product, Hinge

Letting Users Know the Ball is in Their Court

After two users “liked” each other, sometimes a stalemate would ensue. “Let’s say I like your photo and you choose to connect with me. Now whose turn is it to start the chat?” asked Tim. “People didn’t always know, so we gave them a nudge with a feature called Your Turn which placed a badge on the initiator’s profile that indicates whose turn it is to start the chat.” By implementing Your Turn, Time and team reduced conversation stalemates by 13%.

Using Quantitative & Qualitative Data

Hinge constantly keeps a pulse on what users say. “If we launch a new feature, I’ll always check in with the customer service team. I’ll ask them to tell us about any negative sentiment. The good result is that you hear nothing. But user analytics helps us monitor the whole ecosystem so we get both views,” says Tim.

Results

Always learning from its data, and evolving how they work, is the heart and soul of what’s made Hinge’s product successful. Today, Tim and the Hinge team continue to make strides and improve the user experience. They’re currently building features to help learn from users offline so they can go deeper and test more theories. And they’ll continue to focus as much on their process as they do on the product itself.

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