About 40 million Americans today use online dating - and it’s working. According to industry reports, about 5% of all Americans currently married or in a long-term relationship met their partner online. Among couples together for ten years or less, 11% met online. But the digital world of dating inevitably comes with real-world problems that singles need to navigate.
Dozens of dating apps compete for users, but the vast majority have a photo-centric approach that emphasise physical appearance. In 2013, Spoonjuice, a repeat client, asked Sourcebits to build a new dating app that would innovate the space.
It started with a simple question...
Spoonjuice asked Sourcebits:
How can a dating app help people meet better matches?
Our answers - twine & twine canvas
- Create a unique personality-first experience to connect interesting strangers.
- Help people overcome the hurdle of starting new conversations.
- Generate global interest at launch and beyond to drive downloads.
- Create a second app with more visual content that allows users to self-select interesting matches.
We flipped the old “meat market” model on its head to focus on personality first and improving in-app conversations.
Our agile development process and close collaboration with design allowed for rapid prototyping and iteration.
We built a rich data analysis platform for user behaviors and marketing acquisition. Data has driven the product roadmap.
We designed both app interfaces to be visually rich and fun, with an intense focus on delightful user experiences.
From user acquisition and web design to media outreach and email marketing, we covered the launch spectrum.
Based on user feedback and competitive analysis, Sourcebits identified an in-app purchase opportunity for twine.
A tale of Two Twines
Spoonjuice launched twine (the first intellectual flirting app) for iOS and Android in July 2013.
The App Store featured twine at launch in the “What’s New” category. A flurry of media attention and user acquisition efforts resulted in 200,000+ downloads. Users reported having more interesting conversations and meeting cool people. Spoonjuice then decided to expand its matchmaking portfolio.
After Sourcebits conducted extensive user testing and analyzed app data, Spoonjuice asked us to build another dating app in less than 3 months.
The goal: focus still on personality, but create a more engaging, interactive and visual experience - like Instagram. Spoonjuice launched twine canvas (express yourself to meet interesting people) for iOS in January 2014.