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Remember that I said there are some bright UX patterns that are strictly connected with the dark ones? well, Tinder’s good UX allows the limited swipe thingy thing to work: fast swiping. Why do they end up so quickly? well because of two reasons: But why it’s dark? because it’s strictly connected with the point n2, which tries to make you swipe more than you really needed (searching for the people you liked).Īnyway, 100 sounds a lot if you live in the countryside, but try using Tinder in a city: 100 right swipes end up in an hour or less. Photo by Darius Bashar on Unsplash 1) Limited swipes. By putting ads between profiles, Tinder indeed gets a high percentage clicking rate. Once you get comfortable with swiping, you’re becoming fast. Obviously, they give you the opportunity to try using one superlike a day: this is not generosity, but a way to convince you to buy more of them once you get addicted. One of the first Tinder features, superlikes allow you to directly notice someone that you liked (this was extremely useful in the past, but now too). The app tries to tell you that you’re probably going unnoticed because of how many likes that person receives, trying to convince you “waste” your superlike. This is a new update, that notifies you when you’re liking a “popular” profile. This principle is extremely used by Badoo too, and it allows popular users to stay in Tinder (customer loyalty) while trying to persuade unpopular ones, the majority, to pay for boosting services. Photo by Matthew Ansley on Unsplash 9) The ELO system.Įxtremely similar to shadowban, the ELO system is a way to score your profile by popularity: the more popular you are the more your profile is shown to others.
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To get a free “boost” I had to wait a couple of months, and then BOOM again 20 matches.īe careful of shadows.
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How to easily experience the shadowban: I have created over 10 different profiles in the years by using the same credentials, and I saw how it destroyed my matches: the first time I got over 20 matches easily, the second around 15…the third 7–8, down to one. Tinder uses shadowban to prevent users to delete and create new profiles too often, to “refresh” their possible match list or change particular swipes for free: in fact, Tinder t ries to sell these services for an expensive monthly subscription, and by lowering your matches, you feel forced to pay for a boost. A shadowban is a system that secretly hides your profile from social media, preventing you to do various things for different reasons. Tinder will never admit this, but there is a shadowban system. 10 Dark tricks (with a bonus one in the end). Let’s see how Tinder manipulates you, using these interesting design principles. I’ve analyzed Tinder for years, both by trying to find my twin soul and directly trying to discover how to design such a persuasive piece of software.
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Why did I say that Tinder is 100% dark? well because he makes his full system based on deceiving the user. Photo by Andre Benz on Unsplash Let’s go back to Tinder.
(a “Bright UX” instead would try to convince you that the ads are meaningful). You could say that this is simple persuasion, and I could agree, but generally, persuasion is obtained by telling the truth and creating pleasant experiences, while Dark UX goes the opposite way: lying and creating frustrating experiences to convince you changing your behavior is what Dark UX was born for.Ī self-explanatory example of Dark UX is a website where there are hundreds of pop-up ads positioned in a way that you easily misclick them.
If you don’t know what dark UX is yet, well it’s a kind of design where you try to deceive and trick the user to do something he doesn’t want to do in the first place, or simply “change his behavior” in an “evil” way.
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You decide to download it, but you start feeling that it’s trying to manipulate you to pay for its premium features a bit too much. There are a lot of choices, so you keep asking your friend what’s the best option, and he immediately answers: Your popular friend tells you that you should try a dating app to meet someone new, and maybe you’re even going to get some “dancy dance” in a couple of days. It’s Christmas time, and you feel a bit lonely. 10 dark tricks Tinder uses to manipulate you.
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