ANDREA PHILBIN, LILY GALLEO, MEGAN CRAIG, COLIN CAMPBELL
BUMBLE
APP BASED DATING ▸ Options for casual digital dating are limited ▸ Tinder is known for sleazy hook-ups ▸ Named the “dawn of the dating apocalypse” by vanity fair ▸ Other options like Match are known for very serious relationships ▸ Match
TYPICAL PROFILES ON TINDER
TINDER FOLLOWS HOOK-UP CULTURE
THUS THE CREATION OF BUMBLE ▸ CEO of Bumble, Whitney Wolfe, came from Tinder ▸ Passionate about ending harassment with digital dating ▸ Bumble uses the same swipe-to-like features to create a new app where women have to message first
CREATES SAFE SPACE FOR WOMEN ▸ Sexual harassment is a huge problem for women on dating apps ▸ With the power to message first, women have the power to steer the interaction in the direction they want it to go ▸ If they want to go on a date, or just casually hook-up ▸ The appeal is the choice women have
APPEALING POOL OF USERS
APPEALING POOL OF USERS
USERS: TARGET MARKET ▸ 55% women ▸ 60% young adults, 18-25 ▸ Majority of users 25-35 ▸ Well traveled, affluent, intelligent millennials who are looking to casually date
PRIMARY RESEARCH ▸ Participant observation found that users wanted to spend quality time on the app, not just swiping through quickly ▸ Quality of the match mattered more than quantity of matches “I got approval from my friends “I’m going to have to go [home] and work on this laying in bed” -Female Bumble user
on my photos for Bumble because I’m actually concerned about looking like myself than on tinder -Male Bumble user
PROBLEMS ▸ Lower user pool than other swipe-to-like apps (Tinder) ▸ Low brand awareness ▸ Low social media following ▸ Lack of diversity within the user pool
INSIGHTS ▸ Bumble has a higher quality pool of users than other dating apps ▸ When women chat first they set the tone ▸ It could be dating, serious relationships, hooking up, of just friendship with Bumble BFF ▸ Focused and meaningful conversations “[The Bumble user is] kind of looking for something, but it could either fizzle out or go to a boyfriend/girlfriend situation” -Male Bumble user
STRATEGY â–¸ Bumble brings authenticity to casual dating
JUSTIFICATION ▸ Women’s power to message first ▸ Women set conversation tone which prevents unwarranted comments, messages, or invitations ▸ Takes away the insecurity from men of pressure to message first ▸ Lessens bad behavior and aggression ▸ Women can only communicate with users that they have matched with ▸ Promotes reciprocation and reduces unwanted advances
JUSTIFICATION CONTINUED ▸ VIBee Badge ▸ App feature that users must apply to that is a “prescreening” feature ▸ Given to users based on an algorithm that measures the matches and consistency of conversations ▸ Cannot be given to user who was reported for harassment ▸ VIBees have option to only match with other VIBees
JUSTIFICATION CONTINUED ▸ Shake to Backtrack ▸ When a user accidentally swipes left (no) instead of right (yes) ▸ Reiterates idea of quality over quantity ▸ In the Tinder world, its a lost cause and the user would move on ▸ Bumble understands the potential for human connection and lets you take the time to consider a potential match again
WRAP-UP ▸ Bumble brings authenticity into casual dating ▸ Users embrace their best and true self with Bumble ▸ It doesn’t have the same stigmas as other dating apps so women can decide what purposes they use the app for; whether its dating, hook-ups, or friendships