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It reviews current product direction, including reducing swiping and encouraging profile interactions, and quantifies market position, revenue, and active users. The document analyzes why matches fail to become planned dates, summarizes survey interview insights, and frames user and business outcomes via retention, engagement, and conversion metrics.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/designed-to-be-deleted-goal-current-state-of-hinge/306026/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/designed-to-be-deleted-goal-current-state-of-hinge/306026.png","ImageObject",442,249,{"name":88,"@type":89},"Aurora","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-01","2026-09-19",true,{"@type":98,"interactionType":99,"userInteractionCount":73},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What is Hinge’s main aim and how does it relate to deletion/anti-retention?","Question",{"text":108,"@type":109},"Hinge is positioned around anti-retention by encouraging users to be themselves, connect more deeply, form relationships, and ultimately delete the app after finding what they need.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"Why do matches often fail to convert into successful in-person dates?",{"text":113,"@type":109},"Users struggle to craft personalized experiences, lack date ideas, and remain unaware of the other person’s preferences. This leads to repetitive plans and difficulty moving from matches to date outcomes.",{"name":115,"@type":106,"acceptedAnswer":116},"What safety and reliability concerns do interview insights highlight?",{"text":117,"@type":109},"Safety-conscious users want verified profiles and secure meet-up options, guidance toward reputable locations, and features that let them share plans with friends or emergency contacts to reduce catfishing risk.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},306026,1790872425,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":73,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":76},4810365810221,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","“Designed to be Deleted”  \n5  \nIndian Dating app market is the 5th fastestgrowing dating market in the world  \nThe main aim of Hinge is anti-retention, encouraging users to “be themselves”, get to know each other on a deeper level, form relationships,  \nGoal  \nand ultimately delete Hinge.  \nMaking date planning easier and more enjoyable improving user retention and satisfaction  \nCurrent State of Hinge   \nEmphasis on fostering long-term relationships rather than casual hookups, differentiating it from competitors  \n Hinge abandoned the swiping feature and instead encouraged users to engage with profiles ( photos or prompts) of potential dates through likes and comments  \nHinge Statistics   \n\n| | |  |  |\n| --- | --- | --- | --- |\n| \u003Cbr>\u003Cbr>$396 million Revenue in FY23 | \u003Cbr>9%\u003Cbr>CAGR (2024- 2029) | \u003Cbr>10M +\u003Cbr>\u003Cbr>4+ | \u003Cbr>1.3 Mn Active User\u003Cbr>|\n| | |  |  |\n\nHow does it matter for Hinge to plan dates? Actors   \nOpens up a new revenue stream  \n Word of mouth Marketing, new user acquisition  \n Leverages users with innovative date ideas to fulfil the mission of Hinge  \n Help matches make more informed decisions  \nKey Players    \nCasual Dating  \nLadies make the first move  \nFor long lasting relationships  \nHow does Hinge make money?  \nSubscription Model  \n Hinge+  \n HingeX  \nIn-App Purchases  \n Boost  \n Roses  \nTarget Segment to solve Date Planning   \n\n| |\n| --- |\n| |\n| |\n\nTarget User Segment-User seeking long-term relationship Why Choose them?  \n 41% growth when there is a 3% increase in Premium users  \n $2.39 Mn Increase in revenue of users who seek long-term relationship  \nAssumptions & Impact Calculation  \nHypothesis:  \nWhen matches happen, true value comes when the date happens, some challenges faced maybe:  \n Collaboration Chaos: Coming to a consensus on where to go, what to eat, etc.  \n Information Overload: Too many choices lead to repetitive dates  \n Safety and Concerns: Females prefer to go out on date in day time.  \n| Business Outcomes\u003Cbr> User Retention\u003Cbr> User Engagement\u003Cbr> Revenue |  | | | Product Outcomes \u003Cbr>\u003Cbr> Number of matches leading to Planned dates\u003Cbr> Increase Engagement score | |\n| --- | --- | --- | --- | --- | --- |\n| \u003Cbr>Revenue = (Number of free users * Free user ARPU) + ( Number of premium users * subscribed user ARPU) |  |  |  |  |  |\n| | \u003Cbr>User Retention can be measured as:\u003Cbr>Conversion Rate ( Matches to Date)  Date Satisfaction\u003Cbr>|  |  |  |  |\n\n“I think dating is a pretty personal topic, and unsurprisingly there isn’t a lot of qualitative data available! Here’s w hat I did find out.”  \nSurvey Link   \nPain Points  \n1 : 1 Interview Insights (4 Females || 2 Males)  \n It feels like a lot of pressure, I just want someone else to pick the date for me  \n I don’t want to talk too much, I want to get on date as soon as possible before we both lose interest.  \n The app doesn’t do anything to help propel the match forward. I wish there was something but I don’t know what  \n Both women & men find it difficult to make it to dates post matches because due to catfishing.  \nPersona-The Safety-Conscious User  \nJannat Brar, 30, Female  \nDirector of Operations  \nMumbai  \nGoals & Needs:  \nEnsure safety with verified profiles and secure meet-up options. Meet in highly recommended and well-reviewed locations.  \nOffer automated date ideas that fit schedules, with features to share plans with friends or emergency contacts for added safety.  \nPain Points:  \nConcerns about personal safety when meeting new people Difficulty finding reliable and safe date locations Difficulty trusting potential dates due to prevalent catfishing  \n| Jobs To Be Done\u003Cbr>When... I arrange to meet someone new from dating app But... I have concerns about my personal safety and the reliability of the meet-up location .\u003Cbr>Help me... ensure that my date is safe and the location is reputable\u003Cbr>So... I can feel secure and comfortable while enjoying my date . | |\n| --- | --- |\n\nDiscovery Time   \nWhat feels to be the true problem ?   \nDespite the","cbCaiqRcxUUmdSm2","https://ap.wps.com/l/cbCaiqRcxUUmdSm2","pdf",9031643,9,"English","# Goal\n# Current State of Hinge\n# How Hinge Plans Dates Matters\n# How Hinge Makes Money\n# Target Segment to Solve Date Planning\n# Assumptions & Impact Calculation\n# Survey Insights: Pain Points and Persona\n# Discovery Time: Defining the Real Problem\n# Value Generated by Solving the Problem\n# Customers and Market Timing\n# Possible Solutions","[{\"question\":\"What is Hinge’s main aim and how does it relate to deletion/anti-retention?\",\"answer\":\"Hinge is positioned around anti-retention by encouraging users to be themselves, connect more deeply, form relationships, and ultimately delete the app after finding what they need.\"},{\"question\":\"Why do matches often fail to convert into successful in-person dates?\",\"answer\":\"Users struggle to craft personalized experiences, lack date ideas, and remain unaware of the other person’s preferences. This leads to repetitive plans and difficulty moving from matches to date outcomes.\"},{\"question\":\"What safety and reliability concerns do interview insights highlight?\",\"answer\":\"Safety-conscious users want verified profiles and secure meet-up options, guidance toward reputable locations, and features that let them share plans with friends or emergency contacts to reduce catfishing risk.\"}]","Designed to be Deleted - Goal - Current State of Hinge | PDF",1789832150]