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The new Grindr is all about that face. The company redesigned its iOS and Android app this month, abolishing text from a person’s first glance profile. If a user wants more information on someone than just their picture, they’ll have to click further to surface the profile summary. The matchmaking app for gay men also introduced a timing feature that tells two matches how long it would take them to walk to one another. It’s a little like Uber’s interface, but for your hookup — the bold new world of on-demand dating.
Despite the fact that it’s a comparably old app in smartphone years, Grindr has held sway over the gay male population since its launch in 2009. It’s self-funded with advertisements and subscriptions, and its biggest challenge is making sure it doesn’t lose its users to a new up-and-comer.
The redesign helps with that mission. By staying one step ahead of mobile dating trends, setting them instead of following them, Grindr hopes to keep its crown. And as Om Malik explored in this thoughtful post, the future of the web is visual. Images are easier and faster for our brain to process, they transcend language barriers, and they tap into our emotional reservoirs. As Om put it, “We are built to process visual data…That’s why the web is increasingly becoming visual.”
Grindr’s new imagery focus strips away any semblance of profile depth, arguably catering to a mobile dater’s more shallow instincts. But Grindr founder Joel Simkhai says he’s just giving the users what they want.
“One of the things we’re big believers in is men are visual creatures,” Simkhai says. “Copy and text are a lot less important. At this stage you’re not that interested in every little thing they’re interested in.”
The picture cues speed up people’s processing time for each profile. It allows users to swipe quickly through their choices, making faster split second decisions.
And speedy selection is, after all, the hallmark of mobile dating. Grindr arguably pioneered the industry, launching years in advance of the more heterosexually inclined Tinder app. When Grindr makes design decisions, it’s worth watching in case the rest of the mobile dating players follow suit.
But Simkhai doesn’t think we’ll see Tinder, Hinge, or other mobile dating apps minimize profile text any time soon. “Our target market is men and their target market is women because that’s what they need to make their app successful,” Simkhai says. “Women prefer it to be a little slower.”