dating app hinge’s ceo justin mcleod says being authentic on your profile is key - school projector screen

Two weeks ago, I saw Justin mcloughd, founder of the dating app Hinge, give a speech on the future of dating.
"The story of the hinge starts with Kate, my sonand-
He stood in front of the projector screen and said, "I'm a college girlfriend . "
The couple had a very chaotic college relationship and Kate turned to school to avoid him.
"When I graduated from business school, I felt more like I was together," he said . "
"I contacted her at the time, but she moved to London and met a man.
In 2012, he founded Hinge.
Initially, the app was very similar to Tinder, just intended to pair users with friends of Facebook friends.
In 2015, McLeod read the story of Nancy Joe sales in Vanity Fair about how Tinder created the "date Apocalypse" and he completely changed
The article argues that Tinder and apps like it undermine daters's ability to commit to anyone.
Sales diagnosed the real problem Macleod thought of as the online dating industry.
"We realize that a lot of people are looking for a serious relationship, but most applications are not designed for that," mclawd said on stage . ".
Read more: How to deal with dating burnout: PapamarkoHow increases your chances of dating in 2017: SassboxDating app, when the dating apocalypse story goes crazy in 2015, it can be me data scientist and engineer for OkCupid.
Over the next two years, dating companies have competed to fill the gap in creating apps, helping millennials not only find connections, but also relationships.
Designed to shape yourself as a younger and more fashionable person than Match.
OkCupid changed its slogan to "you are not just a selfie, but more of a substance.
Hinge put it down
Just like brushing the interface and restarting, call yourself a "relationship app ".
Eight years after McLeod saw Kate in person for the last time, he sent Kate a message that ended his conversation: "meet me for 15 minutes, coffee? ” it read.
"Just to say Hello/Goodbye?
At that time, Kate lived in London and was planning to marry her at that time. boyfriend.
But mclawd convinced Kate to cancel her engagement and move back to New York to marry him --
She did it in February.
In the audience of McLeod's speech, Kate stood up and applause came from the crowd.
The love story of the couple is lovely.
It even has a place in the New York Times column modern love.
But even the founders of a popular dating app don't need their own product, what does this mean for online dating?
I sat down with McLeod and talked about his relationship, how to stay real in the appointment file, and the future of the hinges.
This is our conversation, edited for length and clarity.
When I was working at OkCupid, I had access to the database of the entire single man, but I ended up dating my colleaguesworker.
You created a dating app but got married to your college lover.
What's in the back of your head saying: Can I optimize more? Interesting. In a sense, no.
I met Kate in college and the people who ended up going to college with you were already curated.
But the other thing is that it is very helpful to increase people's pool area to a certain extent.
But in the past, it became a paradox of choice.
You may be happy with a lot of people, but how do you focus on building real connections with someone?
You work with someone day after day
I went to college with Kate.
You have to see the other side of your boyfriend and then you fall in. . .
Well, I don't know. . .
Are you still dating? Yes.
So you fell in love.
Kate and I happened to meet at a certain hotel.
Known as the real world
But for many people, the hinge is undoubtedly effective.
By chance, I have met my people.
But not only did I see the other side of my boyfriend offline, but I also saw the other side I would see through the dating app.
The time I spent with him made me like him better.
I totally agree.
I mean, you're definitely going to be with the wrong person.
But if you are forced to give up the rest of the options, you may be very happy with a large group of people.
Can we optimize and find the exact person?
I think you might believe what I believe is that it's a stupid game.
I'm not sure if this is possible, and it's not necessary, even if it's possible --
It's about finding someone who is good for you and cultivating your relationship.
Part of the rebranding of Hinge is the addition of profile issues that allow users to highlight their more authentic selves.
How did you decide which questions would do that?
Over time, we have optimized the Hinge profile question, making it a question that people are willing to answer and a question that may lead to dialogue.
We found that most people think some super
Know their special algorithms for Meyers.
Briggs and the ketchup they bought can find the right person. Really?
People don't believe in algorithms?
Yes, they don't.
Instead, we try to ask as many questions as possible about one person.
What we lack in precision, we make up for it in size: we can show you 20 people to find out who resonates with you.
So much attraction is X Factor.
The way a person looks or answers questions you think are cute is special.
Perhaps this is reflected in the algorithm running in your brain that calculates whether you are a good partner with someone.
But in terms of the fact that computers can express this accurately, I don't think we have.
What does it mean to be true on the appointment file?
This is a loophole.
Don't put three Snapchat filtered photos and a simple tag like: "The Australian guy who lives in Montreal.
It's not helpful.
Authenticity gives us a little bit of a loophole in the way we fill out our personal data and engage with people.
It's not true to just slide on someone's face.
I don't know if you're happy with everyone or if you're really thoughtful.
New hinge interface (
It replaces swiping with a system that allows users to comment on photos and profile articles)
Increased the cognitive load that forced me to think: what do I like about this person and what do I want to say?
It's a signal to me that the person is actually concerned and interested.
When it comes to swiping, a recent hinge Blog Post reported that the distribution of likes on the hinges is very distorted, especially for heterosexual men: only men get more than half of their similar products.
How do you deal with getting lower-tier users that are less preferred?
One of our key performance metrics is the percentage of our user base in a full conversation, not how many conversations per user occur on average.
Our algorithm aims to spread love as much as possible without overexposurehot people.
In the end, some users will be liked by everyone who sees them, while others will not be liked by so many people. . . but by a few.
So we do what we can to match these people.
In fact, we found in a previous study that this is actually a worse story for women because men have a more uniform taste than women.
Most men agree on what is a hot girl, what is not a hot girl, and women do not agree.
Note: Do you think it would be better to be a man or woman on the dating app?
It depends on which app and what your purpose is.
It's great to be someone looking for connections on Bumble, because you don't need to do anything other than swipe right on everyone.
Women have to do the work to show their interest, which sounds like a good role for men.
I think it would be nice to be a woman with hinges because you have a better filter to find out who likes your profile photo, instead of a hint of who has enough ideas to participate in your answer.
This helps you figure out where you should focus your time.
Hinge has been rolling back for a year.
Do you think we're past the date apocalypse? There is no past.
But I think the frontier of innovation is moving away from it.
Apps like Tinder and Bumble are still very large.
But I don't think the future is here.
Of course, there is a group of people who don't like the dating app and I see some data showing that their antipathy to dating services only increases over time.
Before, they thought, "not for me.
Now they say, "I will never touch it . "
"I hope we can make technology more accessible by making it more human.
If we can prove that the app helps you find real connections better than in the real world, maybe we will pull some of them back.