11. Lovoo. Strong design, strong features, strong Tinder contender.

• Lovoo encourages everyone to create richer more complete profiles by only revealing certain details about potential matches if you’ve also added that info to your own profile.

• Lovoo also does a great job of explaining the benefits of things like verifying your account and completing your profile e.g. ‘At least 3 photos in your gallery means 21% more matches”.

• Premium members get to meet people who’ve just joined the app first. Because the app is new and novel, people who’ve just set up an account are more likely to be active and engaged when they match.

• To increase the app's safety and avoid catfishing, Lovoo also gives you an incentive for verifying your profile.

• Gives you a quick way to scan potential matches who are close by instead of having to flick through one by one.

• Also gives you a fun and interactive radar display for seeing which potential matches are nearby.

• Lovoo uses visual metaphors and fun animations to bring the app to life and give it a sense of personality.

Hypotheses

• Carefully placed animations will inject personality into the app and strengthen the brand by baking in a feel of quality into the design (the Headspace app effect)
• Fuller richer profiles lead to more compatible matches.
• Hiding potential matches profile data until you add your own is an effective way to increase profile completion.
• The most effective way to promote paid features or to incentivise actions on dating apps is connect those decisions with the likely increase in the percentage of matches they could expect to see.