Building a New

SCAD | DGMT 720 OL | Professor Hilary Collins | Spring 2018 TABLE OF INTRODUCTION 3 - 7 RESEARCH 8 - 158 CONTENTS Secondary Research: Social Networks & Networks 10 - 37 Primary Research: Interviews & Surveys 38 - 123 Network Users: Empathy Maps & Personas 124 - 138 Competitor Analysis 139 - 158

BUSINESS DEVELOPMENT 159 - 180 Building A Brand 161 - 169 Business Model Generation 170 - 178 Marketing Strategies 179 - 180

CONTENT DEVELOPMENT 181 - 193 User Driven Features 183 - 189 User Experience 190 - 193

PROTOTYPING 194 - 206 For Users 196 - 205 For Business 206 - 209

APPENDIX 211 - 245

2 THE GOAL of this project is to analyze the current social networking market and determine where there are opportunities for innovation. Using design thinking methods, we will construct a new social network and full prototype based on current gaps in the Online Dating social market. These gaps will be defined from contextual design inquiry, competitor analysis, and research into the user network. DESIGN THINKING is a highly effective approach to innovation which is based around a process, or a systematic way of thinking. The design thinking process follows a of steps which covers research toward understanding the current market and its consumers, analysis of all gathered information, visualization and quick prototyping, an emphasis on close collaboration with the audience and team within all steps — all through a business-lens approach.

Through these systematic steps for innovation, this approach will be successful in discovering a new approach to networking.

(Lockwood, 2011) The Team

Zubeida Alawi Rebecca Brand

Danielle Barisic Tracy Mextorf PROJECT TIMELINE WORKING WALL

Social Networks User Groups

PROTOTYPING

HMW Features Information Architecture Sketching- Mockups Online Dating Networks Empathy Map Sketch

Brand Color Ideas

7 RESEARCH

Secondary & Primary SECONDARY Contextual Analysis Procedure: We began by researching and breaking down current social networks to help us analyze social trends and topics within the RESEARCH current market space. Through synthesis of secondary research we decided to focus on and began developing an online dating network. We researched our PROCESS competitors and conducted interviews of current users, non users, bartenders and experience seekers. Then we defined our users, generated a business model of our network, developed a brand and created a network commercial.

1. Define ‘Social Network’ and Reasons Why People Use Them 2. Research and Compile Existing Social Networks Into Groupings 3. 2x2 Analysis Charts: Quantity vs. Quality 4. Define and Focus on One Opportunity Area: Online Dating 5. SWOT of Online Dating Networks 6. Different and Good chart

9 SECONDARY RESEARCH

Social Networks REASONS PEOPLE USE SOCIAL NETWORKING

We define Social Network as Serious Non-serious Platonic Relationships Relationships Friendships forms of electronic communication through which users create online communities to share information, ideas, personal messages, Mentorship & Part of a Business Sharing Learning Community Opportunities Content and content.

(Schauer and Schauer, 2018), (Boyd and Ellison, 2010) LANDSCAPE Initial Organization of Popular Social Networks

12 LANDSCAPE Online Dating Networks

13 LANDSCAPE Online Dating OVERVIEW OF COSTS & Networks FEATURES, CONTINUED

14

Google Drive link: https://docs.google.com/spreadsheets/d/1 wzjkqWdfFv4H1wRpmPP8TJ3I_nDdLFfXsd 89vhUV0rw/edit#gid=1543351677 LANDSCAPE To better understand the success of social networks, we bucketed the most popular Types of Social services by the following categories: Networks Personal Networks Status update networks Location networks

Used to share information Used to post short status Used to share one’s real-time about ourselves with detailed updates in order to location, either as public online profiles through communicate with other information or as an update only connecting with others users quickly and identify for contacts that you’ve given important people to follow permission to see

Content-sharing networks Shared-interest networks

Used to share content, such as Used to connect a subset of individuals music, photo and videos through who share a common interest such as personal profiles, with ability to hobbies, political affiliations, ethnic make connections and interact backgrounds, religious views, sexual with other users orientations or other defining interests

(Privacyrights.org, 2018) 15 A competitor analysis tool is a 2x2 where two axes are used to create a 2x2 comparison between two categories. We utilized this 2x2 tool to identify global, ANALYSIS large-scale trends and takeaways which would guide our next step in analysis. Users vs. Cost X Axis = Average # of Users Per Month Indicates the level of activity, and therefore, popularity (Most Famous, 2018). This was chosen to compare each of the top social networks in the five stated networking categories. To define the difference between less users vs. more users, the median value was used. Therefore, all platforms above 300M MAU were placed in the ‘More’ category and everything under that metric was considered ‘Less’ for this analysis.

Y Axis = Cost Specifically Free vs. Not Free, was chosen as a comparative measure to visually see which types of social networks are most popular compared to whether or not the service charges it’s users.*

*Due to the highly varying cost structures for some networks, and the varying types of features added at the different payment tiers, the cost axis was simplified to a binary category axis.

16

2x2: Users vs. Cost FREE

SnapChat 300 Million DeviantArt 11 Million 40 Million 300 Million 800 Million Life360 Swarm Reddit Youtube 10 Million 50 Million 330 Million 1 Billion Glympse FB Messenger 10 Million 175 Million 330 Million 1.2 Billion Neighbor Musical.ly Twitter WhatsApp 10 Million 200 Million 330 Million 1.5 Billion GromSocial LinkedIn Google+ 12 Million 260 Million 395 Million 2.2 Billion Houzz LinkedIn WeChat Facebook LESS # USERS 40 Million 260 Million 550 Million 2.2 Billion MORE # USERS PER MONTH PER MONTH Plenty Of Fish 90 Million

Tinder 46 Million

Match 24.5 Million

Personal Networks

Status update networks

Location networks

Content-sharing networks NOT FREE

Shared-interest networks

*Sources in Appendix 17 2x2 There is interest in researching Personal Networks further, since they have a unique, pay-for-service business model compared to other types of social ANALYSIS networks.

Users vs. Cost 1. Monthly Active Users among popular networks in all 5 buckets spans between: a. Facebook - 2.2 Billion Takeaways b. Nextdoor Neighbor -10 Million

2. ‘Not Free’ networks only fall under Personal Networks. Plenty Of Fish, , and Match, all gain revenue from not only ads, but also a subscription service.

3. Networks that fall under multiple social network buckets: a. Facebook - Personal & Status Update b. Twitter - Status Update and Location c. SnapChat - Content Sharing & Location d. LinkedIn - Personal & Status Update

4. Value in fulfilling multiple types of needs within one network, because the four above networks ranked the highest (Facebook) in the number of users or at least around the median value (LinkedIn). This indicates that there could be.

5. Status Update Networks are the most popular in terms of users: 4 out of 5 networks fall into the quadrant of ‘More # of Users Per Month’ and Free.

6. Shared Interest Networks are congregated mostly within: ‘Less # of Users Per Month’ and ‘Free’. A stand-out statistic is Reddit, which exceeds SnapChat in ‘More # of Users Per Month.

18 2x2 A second 2x2 was conducted in order to increase the number of meaningful large-scale takeaways across all social media buckets. ANALYSIS Users vs. Time X Axis = Average # of Users Per Month A global metric which indicates the level of activity, and therefore, popularity (Most Famous, 2018). This was chosen to compare each of the top social networks in each of the below five categories.

Y Axis = Time Spent on App Specifically 30 seconds - 90 minutes, was chosen as a comparative measure to visually see how much time people spend on an app.

19 2x2: Users vs. Time MORE TIME SPENT DeviantArt 11 Million 150 minutes/day

Tinder 46 Million 82 mins/day WeChat 550 Million Match 66 mins/day 24.5 Million 63 mins/day Plenty Of Fish 90 Million WhatsApp 45 mins/day Youtube Facebook 1.5 Billion 1 Billion 2.2 Billion 40 mins/day 40 min/day 35mins/day LESS # USERS MORE # USERS PER PER MONTH SnapChat MONTH 300 Million Instagram 32 min/day 800 Million 24 min/day Reddit 330 Million FB Messenger Pinterest 15 min/day 1.2 Billion 175 Million 15 mins/day 14.2 min/day Meetup Musical.ly 40 Million 200 Million 7 mins/day 13 min/day Houzz 40 Million Google+ 4.5 min/day 395 Million 3.5 min/day Personal Networks 50 Million 4 mins/day Status update networks Nextdoor Neighbor 10 Million Location networks 3 min/ day Twitter 330 Million Content-sharing networks 1 min/day LinkedIn Shared-interest networks 260 Million 30 seconds/day

LESS TIME SPENT *Sources in Appendix 20 2x2 Findings and insights from the second 2x2 identified an opportunity within the Personal Network in the area of ‘online dating’ because people spend a lot of ANALYSIS time on personal apps, relatively compared to the other social network buckets.

Users vs. Time 1. Time spent on social networks: 30 seconds (LinkedIn) towards 150 minutes (DeviantArt) per day Takeaways on any particular app.

2. Range of number of network users: 10 million (Nextdoor Neighbor) to 2.2 billion (Facebook).

3. Majority of users spend their time on Personal Networks and Status Update Networks and the least amount of time on Shared Interest Networks.

4. Most amount of users are on Personal Networks and Status Update Networks and the least amount of users on shared interest networks.

21 2x2 Based on the takeaways from 2x2 Analysis, the following are opportunities for further exploration. ANALYSIS Opportunity 1. Personal Networks: How might we further explore the an opening in the market using effective cost structure and Areas 1 the current drivers behind retaining network users.

2. Paid-service: How might we generate revenue by converting users into paying members.

2

22 2x2 Takeaways from 2x2 Analysis has determined that all further research for this project will focus on online dating networks. ANALYSIS Conclusions The three networks with stand-out properties from the 2x2 analysis all fall under ‘Online Dating’. Through further research, we discovered singles are turning to online dating more than ever, the industry has become saturated, and the overall revenue is slowing down. Some of the major challenges users are facing is sometimes feeling harassed or uncomfortable. Other challenges facing the market include fake online profiles, fraudulent traffic, breaches, and privacy safeguards to protect users. Some of the most active competitors outside the dating app network have high expectations due to quality control resource of matchmakers and dating coaches. These features are not commonly available in the online platforms as it introduces mediation features.

(Stewart, 2016).

23

RESEARCH Our team identified types of social networks across several platforms on a working wall. This process enabled us to synthesize our data and select one type of SUMMARY network to focus our research, online dating networks.

Social Network The research enabled identification of:

Landscape ● Target audiences ● The purpose of using relationship apps ● Driving factors of selecting certain apps over others ● Quality of features

Networking cost in dating application platforms commonly use the membership business models, along with targeted advertisement, which leaves a gap for exploration for innovative models. Having a localized networking features enhanced quality of the dating application, which is opposite of most applications that strive to expand personal connections worldwide. The value of the in-person meeting is a major competitive feature for similar apps that can only offer virtual connections.

Most online dating networks have enhanced features to validate or filter out people’s profiles. The gaps identified in our research can possibly enhance user-friendly solutions that respond directly to the influencing factors and offer additional support to the overall desired outcomes.

24 SECONDARY RESEARCH

Online Dating Networks

25

REASONS PEOPLE USE ONLINE DATING We define Online Dating as web-based platforms that focus on making it easy for

Serious Non-serious Platonic members to connect for chatting, flirting Relationships Relationships Friendships or falling in love. Members conduct searches for others by specifying their own preferences.

(Statista.com, 2018)

26 COMPETITOR In order to clearly identify competitors within the Online Dating industry, a 2x2 analysis was conducted to compare the cost of dating apps verses 2x2 ANALYSIS the users type of relationship expectation.

Online Dating

X Axis = Relationship Expectation Based on a relative scale of what the user predominantly seeks per it’s market reputation. The relative scale compares a casual relationship as the lowest relationship expectation and marriage as the highest relationship expectation.

Y Axis = Cost Chosen as a comparative axis for a visual comparison of how much users spend compared to what type of relationship they are seeking. For the following 2x2 analysis, the cost used for consistency was the cost for 1 month of use.

27 2x2: Cost vs. Relationship Expectation

HIGHER COST eHarmony

JDate

Match

Christian Mingle

Zoosk LESS SERIOUS MORE SERIOUS RELATIONSHIP RELATIONSHIP

Bumble OKCupid

Hinge

Plenty Of Fish Grindr Tinder Coffee Meets Bagel Her

LOWER COST 28 1. The lower the cost, the less serious the expectations are for the type of relationship sought and the 2x2 ANALYSIS higher the cost, the higher the expectations are for the type of relationships sought.

Cost vs. 2. If users are looking for a more serious relationship, they are willing to pay more for results.

Relationship 3. Among the 14 most popular online dating apps, the majority, or 9 out of 14, lean toward low cost, less serious relationships.

Expectations 4. A cluster of 6 apps all exist within a middle range of relationship expectation between casual and marriage. Takeaways 5. There are no users in the upper left quadrant. Therefore, users do not have the expectation that the more an app costs, the less they will be delivered in terms of the type of relationship they will end up with.

29

SWOT A SWOT is an analysis tool that compares the strengths, weaknesses, opportunities, and threats (SCAD Unit 1, 2018) and highlights the aspects of Introduction the market that will impact future strategic development.

To gain insight into the success of the online dating apps, a SWOT analysis will be performed for the ‘most extreme’ data point within each niche from the online dating 2x2. The strengths and weaknesses will focus on the app itself, and the opportunities and threats will be identified through a PESTEL analysis which is an additional way to break down macro-environmental opportunities and threats into concrete drivers of change. Understanding these political, economic, social, technological, environmental, and legal drivers will be useful when developing a new social media network (Johnson, Scholes and Whittington, 2008).

The following online dating apps will be further analyzed with this tool: ● Tinder ● Coffee Meets Bagel ● Zoosk ● eHarmony

30 SWOT: Tinder

STRENGTHS WEAKNESSES

● Easy swipes central to its design ● Low user verification ● User-friendly ● Matches based on images ● Location-based features ● Easy to ghost people ● No cost ● Missed opportunities based on dismissing ● High level of access to matches people by physical features ● High level of communication opportunities ● Dissociation from reality ● It's like a game with two-speed options ● Accidental left swipe ● Quick evening dates ● Mixes images of boys and girls or groups ● Users put effort into looking attractive ● Hard to tell what people are looking for

OPPORTUNITIES THREATS

P - Exciting adventures P - Negative experiences E - Features that engage the local businesses E - Stops people from leaving the house taking away S - Location-based features from economic benefits of restaurants or cafes T - Temporarily shared location feature S - Reported to makes people shallow Global expansion of data hosting and servers T - Loading problems and server outages L - Possible added personal connection features L - Liability of dating risks based on quantity of users E - Match filters E - Security and privacy on real-time locations Confirmation on the swipe to mitigate mistakes

(O, 2016) (Detector, 2018)

31 SWOT: Coffee Meets Bagel

STRENGTHS WEAKNESSES

● Limits accessibility to build anticipation ● Algorithm limits accessibility to sutiers ● The enhanced 'good feeling' after finding a match ● 7 day limit on connection with only five chances ● A limited number of matches per day ● Allowed more ● Mon sophisticated matching algorithm ● Most matches are friends or acquaintances ● Not popular yet outside of big cities ● Matches by professional topics and looks

OPPORTUNITIES THREATS

P - Always being compared to Tinder and considered to be one P - Promote inclusiveness notch above E - Ability to purchase extra time on features E - Cultural with ‘Pastries and tea’ S - Added features allowing better first impressions S - Limits to expanding horizons outside friend circle T- Premium features could end ghosting T - Low privacy in network L - External network matching options L - The bean currency value E - Use more frequently as social media E - Builds anxiety within the community by inducing a sense of urgency with timed features

(Oh, 2018) (Moon, 2017) (Vida, 2018)

32 SWOT: Zoosk

STRENGTHS WEAKNESSES

● Photo/email verification makes users feel safer ● Messaging isn’t free- hidden fees ● Innovative algorithm ● Easy for users to ghost ● Dating insight report increases match quality ● No option to match with both men and women ● Well designed and easy to use ● Low average of matches ● Fast sign up process

OPPORTUNITIES THREATS

P - revenue, reduced costs P - negative reviews E - E - competitive market S - young population, new users, workforce S - hestations to date online T - easy access to users T - government regulation L - user verification L - technological capabilities E - global growth E - regulations

(Anon, 2018) (Healthplace4u.com, 2018)

33 SWOT: eHarmony

STRENGTHS WEAKNESSES

● Thorough sign up process which increases your ● Can’t view photos or messages without a subscription chances of finding someone ● Long sign up process deters people ● Help users find a long term, meaningful connection ● LGBTQ community gets sent to a different site called ● Compatibility quiz Compatible Partners ● Limits the amount of matches per day so users are ● Deactivating account is slightly difficult not overwhelmed ● Blocking and reporting users is easy

OPPORTUNITIES THREATS

● P - popular industry ● P - large market ● E - unique product, low entry barriers ● E - competition can create comparable item for free ● S - demand is high, cultural diversity ● S - long adjustment periods ● T - strategic relationships with profile application ● T - new trends increase market size ● L - high success rate ● L - technological capabilities ● E - global growth ● E - many suppliers

(Anon, 2018) (Healthplace4u.com, 2018) 34 SWOT GAPS identified through analysis of four SWOTs. Takeaways 1. The matching algorithm could become unreliable if you do not use if for a long time.

2. Some apps focus solely on looks.

3. Zoosk and eHarmony both use a system quiz or questionnaire.

4. Zoosk claims they have an algorithm that helps filter people they think are potential matches into your feed, coins must be purchased to message people.

5. Urgency (anxiety-building) is the driver behind getting people to act on matches.

6. Devalues humans because it is turned into a game - makes people more shallow - how to keep basic level of value

35 A Different and Good chart (SCAD Unit 1, 2018) shows attributes that make DIFFERENT an offering Different from the others and what customers value, which is & GOOD represented as Good.

Online Dating GOOD BUT NOT DIFFERENT GOOD AND DIFFERENT Networks Zoosk eHarmony Plenty-Of-Fish JDATE Coffee Meets Bagel Christian Mingle The League Match The Grade OKCupid NOT GOOD BUT NOT DIFFERENT DIFFERENT BUT NOT GOOD

Bumble Tinder Grindr Her

TAKEAWAYS: Tinder was the only app which fell under Not good But Not Different, meaning it has little to offer users. The apps under Good & Different all stand out amongst users as being of higher value and different offerings.

36

Our team mapped out 2x2’s, SWOT analysis’, Segment Matrices together with a Different and Good chart to analyze and find gaps within the online dating network. SECONDARY RESEARCH The research enabled identification of:

SUMMARY ● A relationship between price of app and seriousness of users ● Insights into online dating apps strengths and weaknesses Online Dating ● Popularity of particular dating apps ● Understanding the opportunities and threats in terms of political, economic, social, technological, Network environmental, and legal drivers of the more popular dating apps ● Identifying and analyzing competition within our target industry

Core strengths of the dating apps we analyzed are that they are user friendly, location based, users are matched by professionals and innovative matchmaking systems are used. Weaknesses amongst the analyzed apps are ghosting, breadcrumbing, missed opportunities and a lot of valuable time is taken up using the app. A common threat for all the apps is that the market is very saturated with competition. On the contrary the opportunities are to go global, the use of advertising, creating unique features and finding a new target market.

Using the mentioned strength, weaknesses, opportunities and threats as inspiration for our network will help mold our solution to its strongest potential. We will look at Meetup’s main objective to foster in person meetings and see how we can integrate this into our network.

37 PRIMARY RESEARCH

Interviews & Surveys

38

RESEARCH QUESTION:

What are the barriers to converting matches from online dating into first dates and how can we remove those barriers to help facilitate the conversion into more successful first dates? RESEARCH What we need to discover from primary research How primary research will be obtained METHODS 1. Current user behaviors and interactions with dating apps Survey for Current Online Dating App 2. Past user experiences and how they have impacted current use Users (Google Form and posted online) 3. Personality traits which could contribute or have contributed to matches not turning into first dates 4. Understanding of expectations from the users: communication standards & expectations, type of relationship sought, distance willing to travel, date etiquette 5. Indicators of trust & the feeling of safety within communication exchanges 6. Indicators of success or lack of success on a first date

1. Experience with dating apps positive and negative Survey for Non-Dating App Users 2. Perception of dating apps throughout social network (Google Form and posted online) 3. Likelihood of using a dating app and why/why not 4. Attributes sought in a match

1. Observed behaviors of couples on first dates Interviews with bartenders (observers/fly 2. Typical date pattern and outcomes on the walls of first dates) 3. Most common dating apps which brought the dates together

1. Drivers behind planning experiences Interviews with experience seekers 2. Personal definition of experience-seeking 3. Experiences which provide the opportunity to bond 4. Personality traits of experience seekers 5. Indicators of success for first dates 40 Survey Research: Ethical Considerations RESEARCH For surveys created through Google forms and sent out to the public, we included an initial question which was mandatory before proceeding to the rest of the survey: Ethical ❏ I understand that all of my answers are anonymous, confidential, and will only be used for Considerations educational research purposes.

No identifying information was collected or is available through the published research takeaways. A few open-ended questions were modified to remove some identifying information while maintaining the context of the answers.

Interview Research: Ethical Considerations All of our primary research interviews were conducted by phone and advised that all information is being used for educational research purposes. Although each interviewee verbally agreed to use their name, we elected to redact the names of the establishments and participant names in the absence of a signed release form.

41 Analysis of Each Question RESEARCH The following research breakdowns and visualizations are based off of the answers to each question asked from the Google Form surveys. The most common responses or the averages were calculated Analysis and called out on quantitative answers for comparison between current dating app users and non-dating app users. Methods

Comparative Analysis Some variables were analyzed in comparison charts to determine if any correlations were present which could inform our thinking during the development or marketing phases. Some of these comparisons include age vs. relationship (current users), age vs. the amount of time spent on dating apps, and age vs. current relationship (non-users).

Bucketing Themes Open-ended questions were bucketed into larger themes for clear analysis and the ability to conclude takeaways.

42 OVERVIEW: Primary Research Collection

Interview: Survey: Survey: Interview: Experience Seekers Current Dating App Users Non-Dating App Users Bartenders 2 29 30 2 RESPONSES RESPONSES RESPONSES INTERVIEWS CONDUCTED

Survey questions: 6 Survey questions: 38 Survey questions: 23 Interview questions: 6

Participants: Female/26 and Created With: Google Forms Created With: Google Forms Profession: Bartenders to obtain a Male/38 second-hand account of dating from Posted in the following places: two Posted in the following places: popular first-date locations Conducted via: 1 phone interview personal Facebook profiles, SCAD Three personal Facebook profiles, and 1 in-person Design Management Facebook, SCAD Design Management Conducted: Via phone call Reddit - r/SampleSize, Link sent Facebook, Reddit - r/SampleSize, through friends and family Link sent through friends and family Establishments*: Bar in Santa Monica, CA Time open: 48 hours Time open: 48 hours Restaurant/Bar Tysons Corner, VA

43 INTERVIEW RESULTS

Experience Seekers

44

EXPERIENCE SEEKERS:

Are in their 20s-30s living near city centers. They are in college or recent college graduates who love to attend museums, art galleries and music venues. They seek out new things to do that are diverse and unconventional. They like to share their experiences and interests with others through social media and are very tech-savvy.

(Hirschman, 1984) Aiming To Understand: INTERVIEW ● The common characteristics of experience seekers ○ Gain an insight into users who would be interested in an app that offers unique date QUESTIONS experiences ● What types of experience settings tend to bond people most strongly to inform the types of partnerships we set up ● What do they consider when planning an experience so we can possibly leverage those as value within the platform in lieu of the user carrying out the planning themselves ● Indicators of success and what they are looking for in a significant other for comparison to other user segments

List of Questions For Experience Seekers: 1. How would you describe the idea of experience-seeking? 2. How would you describe your personality? 3. What do you take into consideration when you are planning experiences? 4. What experiences do you find provide the opportunity to bond with your match? 5. What would you consider an indicator of success for first dates? 6. What qualities are you looking for in a significant other?

46 How would you describe the idea of experience-seeking? INTERVIEW Trying new things, finding ways to use strengths, and going on different adventures.

Experience How would you describe your personality? Goofy, enthusiastic, but most of all loves people.

Seeker 1 What do you take into consideration when you are planning experiences? What do I get out of it, who do I get to meet, what do I get to see. I like new things, I like seeing things from a different perspective.

What experiences do you find provide the opportunity to bond with your match? Having a drink, alcohol, as well as if it’s something challenging people allow themselves to be more vulnerable. Team bonding when everyone is working together toward a common challenge allows people to open up. Just finished a half marathon where she met another girl and bonded over the challenges of the race.

Gender: Female What would you consider an indicator of success for first dates? Leaving with the sense that she was listened to and the idea that they laughed. I heard them and they heard me. Age: 26 Small talk. Finding a common passion. Gave an example about talking passionately about a school project which helped bond on the first date with her current significant other.

Location: Arlington, VA What qualities are you looking for in a significant other? Challenges you, thinks that whatever you do is interesting, but also lets you do it on your own. Complement Conducted via: Phone call interests-doesn’t want a clone of herself.

47 How would you describe the idea of experience-seeking? First of all the idea is never conscious, but when I INTERVIEW reflect upon my actions I identify with and would have to say that I am an experience seeker. It just that I’m interested in so many things, so my interests drive me. And I’m curious about the world, so when I’m curious about Experience something I have to go and satisfy that curiously, many times through an experience.

How would you describe your personality? I’m not shy. I like to get to know people and understand their Seeker 2 and their background. I’m curious about people and I like knowing about the world. I like traveling, I don’t identify with the everyday norms, in other words, a weekend BBQ with the same old group and Monday night football is not my thing. Although, I could be down for that once in a great while. I seek newness and upcoming trends. For example, if I was to go on a date, a dinner and a movie would not necessarily be a typical date for me. I would much rather go to a yoga class, or walk a museum, or food festival, or better yet take somebody to the sense deprivation tanks. To me I would have so much more fun with that kind of experience and I feel like I would get to know my partner better.

Gender: Male What do you take into consideration when you are planning experiences? How much time I have and how much time I’m willing to give to a particular experience. And I think about what other experiences I’m interested in and pick the one that makes the most sense. Also a feeling- sometimes I delve into something more cultural and other Age: 38 times things that have to do with music and film. In a way- it depends on what I’m interested in during that time frame. Location: Rancho Palos Verdes, CA What experiences do you find provide the opportunity to bond with your match? Well new experiences for the both of us are always great, because we then are both enjoying each other’s company and reacting to something new that we’ve never reacted to before. I think that helps me learn about my partner and myself at the same time. Conducted via: In person And new and exhilarating experiences are great for bringing us closer together in a faster kind of way.

What would you consider an indicator of success for first dates? Willingness to go on a second date. Feeling like I really had fun. A smooch.

What qualities are you looking for in a significant other? Somebody who also enjoys and values experiences in the same ways I do. Not a homebody. Not afraid to go out and try new things and talk to new people. Somebody who likes to travel and if they could find a good job in another part of the country or world and it made sense for their life they wouldn’t think twice to pack up and move. 48 INSIGHTS

Experience Seekers Personality Traits: Experiences which help bond matches: INTERVIEW ● Have many interests ● New for both people ● Are curious by nature and satisfy curiosity ● Experiences which help learn about each other Experience through experience and self ● Like trying new things ● Exhilarating - brings people together faster Seekers ● Love people and getting to know people ● Challenging experiences ● Outgoing ● Alcohol to help conversation ● Enjoy traveling Insights ● Crave variety of experiences and purposefully seeks unconventional Indicators of success of first date: ● Willingness to go on second date ● Had fun/laughed When planning an experience: ● A smooch ● Time available and time willing to give ● Felt heard ● Feeling of interest at the time ● Felt a connection over a passionate topic ● What they get out of it, who they meet, what they get to see Qualities sought in a significant other: ● Complements interests - not a clone with all same interests ● Enjoys experiences too ● Similar values ● Not afraid to try new things ● Travel ● Challenges you ● Finds them to be interesting

50 SURVEY RESULTS

Current Dating App Users

CURRENT DATING APP USERS are defined as people who use dating applications and to find and introduce themselves to new personal connections over the . They depend on the layout and functionality of the app to find a match with the goal of developing personal, romantic, or sexual relationships. Online dating app users are usually tech savvy and curious.

(Hoffman, 2011) SURVEY Demographics:

RESULTS Current Dating The majority of respondents are App Users FEMALE.

The majority of respondents live in an URBAN AREA.

Respondents N=29 *We asked for respondents’ ethnicities as a fill-in-the blank question. Due to the varying responses including both race and ethnicity, this information was not consistent and therefore was excluded from analysis. 53 SURVEY Relationship Status:

RESULTS Current Dating App Users 60.7% of survey respondents who currently use dating apps are single (n=17).

Total Respondents = 28

54 SURVEY Age:

RESULTS Current Dating App Users

Total Respondents = 29

MOST COMMON AGES AVERAGE AGE OF RESPONDENT 1. 26, 29 (n=3) each 32.6 years 2. 27, 28, 31, 38 (n=2) each

55 SURVEY Current Relationship Status vs. Age:

RESULTS Current Dating App Users

Total Respondents = 29

56 SURVEY Profession:

RESULTS Current Dating App Users

RESPONDENT TOP PROFESSIONS *Various subcategories of attorneys, designers, Respondents N=29 1. Student (n=5) and students, were combined into the respective 2. Attorney (n=4), Designer (n=4) umbrella term for this analysis.

57 SURVEY Worklife:

RESULTS Current Dating App Users

Note: The category, ‘71-100k’ was originally ‘70-100k’ on the questionnaire. This was changed to remove the overlap Respondents N=29 in categories and reflect the original intention of the question.

The category, ‘31-50 hours’’ was originally ‘30-50 hours’ on the questionnaire. This was changed to remove the overlap in categories and reflect the original intention of the question. 58 SURVEY Personality:

RESULTS Current Dating App Users 48.8% of responses included the personality trait of easy-going (n = 20).

Total number of responses = 41

*Respondents could choose more than one answer.

59 SURVEY Activities: What kinds of things do you like to do in your free time? RESULTS Current Dating App Users

Total Respondents = 29

*Answers were categorized into common themes for the purpose of analysis. 60 SURVEY Relationship Status & Dating App Use Correlation: RESULTS Current Dating

App Users 51-60 mins

41-50 mins

31-40 mins

21-30 mins

11-20 mins

1-10 mins

Respondents N=29 Significant cluster of users aged 26-32 who use dating apps 1-20 mins per day

61 SURVEY Type of Partner Sought: RESULTS What are you looking for in a significant other? Total # of Responses Best friend 22 Current Dating Soulmate 12 App Users Arm candy 2 Great person 1 Familiarity while at the same time fixing life-traumas through care and 1 compassion

Type of Relationship Sought:

Total Number of What types of relationships are/were you looking for? Total # of Responses Responses = 38 Long-term relationship 29

Total Number of Short-term relationship 12 Responses = 47 One-night stand 6

*Respondents could choose more than one answer.

62 SURVEY Perception of Seriousness:

RESULTS Do you think that online dating is a game? Current Dating App Users

Total Respondents = 29

The majority of respondents DO NOT (51.7%) believe that finding matches through a dating app is a game, indicating that they are serious about finding a match.

63 SURVEY First Date Barriers:

Barriers to Matches Turning to Dates Responses DATING APP RESULTS Dating app fatigue 15 FATIGUE (18.1%) Current Dating It was unclear whether your match wanted to meet for a first date 11 was cited as the App Users Social anxiety 10 most prevalent Match did not answer request for first date 9 barrier to turning matches into dates. Fear of rejection 9 Previous negative experiences with online dating 9 Ran out of time to respond 8

Afraid your match would not like date idea 4 Tired of dating; Needed a break to regain enthusiasm 1 Never have tried online dating 1 Matches never replied 1 Total Number of Too busy 1 Reasons cited = 83 Mismatch between what I offer and what I want 1 Distance 1 Lack of engagement 1 Incompatible people 1

*Multiple-choice question reflected major themes. Respondents could choose more than one answer. 64 SURVEY First Date Problems:

RESULTS The appearance of the match was different than portrayed online (33.3%) Current Dating was cited as the most common problem encountered on first dates. App Users Problems Encountered on First Dates (if applicable) Responses

Not sure what they looked like/photos look different 5 Bad conversation 3 Timing 2

Nerves 1

Unaware of their intentions 1 Personality different in person vs. text 1 Respondents = 15 No attraction 1 Feeling safe 1

*Fill-in-the- blank responses were organized to reflect major themes.

65 SURVEY Most Commonly Used Dating Apps:

RESULTS TINDER (25.0%) has the highest number of responses as the most commonly used dating app. Current Dating Dating App Total # of Responses Favorite App

App Users Tinder 18 GOLD (n=7) Bumble 15 SILVER (n=6) Match 8 BRONZE (n=5) Coffee Meets Bagel 7 (n=2) OKCupid 7 (n=2) Hinge 6 (n=1) Plenty Of Fish 3 JDate 2 Total Number of eHarmony 2 Responses = 72 Zoosk 1 TanTan 1 JSwipe 1 (n=1) Happen 1

*Respondents could list an unlimited number of answers. For the Favorite App category, “None” (n=4) was removed from the chart

66 SURVEY Relationship Status, Minutes Per Day Spent on Dating Apps:

RESULTS Current Dating

App Users

Total Respondents = 29

51.7% of respondents spend 1-10 minutes/day on dating apps

67 SURVEY Interaction with Dating Apps:

RESULTS Have you ever found yourself mindlessly swiping when using a dating app? Current Dating App Users

Total Respondents = 29

MINDLESSLY SWIPING (82.8%) is a behavioral indication of dating fatigue (Beck, 2018). “81% of Hinge users have never found a long-term relationship on any swiping app”; “54% of singles on Hinge report feeling lonely after swiping on swiping apps”; “Only 1 in 500 swipes on Hinge turn into phone numbers exchanged.” (Beck, 2018)

68 SURVEY Level of Effort Put Into Communication vs. Quality of Communication:

RESULTS Do you feel new users have to adjust to a new Current Dating communication style App Users specific to online dating apps?

69.0% YES (n=20)

31.0% NO (n=9) Respondents = 29

Although it appears that there is a positive correlation between the level of effort users put into communication within dating apps and the overall quality of communication, the R2 value only explains 10.3% of the correlation data which is not significant.

69 SURVEY Desired App Features: Desired App Features Primary Theme(s) RESULTS Selecting an area on a map for distance Filtering: distance Better filters Filtering Current Dating Conversation starters, prompts to ask to get fun conversation started Conversation-starting

Hmmm, maybe something to help sort through/organize matches based on interest level or a shared Match organization; Shared availability App Users calendar option to make picking a date easier???

Suggested questions to start conversation Conversation-starting Have a set of questions to ensure your values align with the individual Filtering: values Rating for others based on previous matches' observation Rating Suggest date ideas specific to location for matches. Suggested dates Filtering out tourists Filtering: tourists More ways to interact with someone, a game feature & helps get people to know each other Interaction: games Maybe the option to post a short video? Might be a little more personal than just pictures Interaction: video Scan driver’s license to verify person Security Voter registration status Filtering: politics Live chat Interaction: live chat Small-talk skipping, maybe by enticing similar conversation topics. Conversation-starting Video chat Interaction: video Keyword search Search Match on dislikes, rather than mainly similar interests Questionnaire: focus on dislikes Security Total Respondents = 21 Anonymous chatting with previous dates Interaction: anonymous chat More activity pictures; lots of detailed questions to fill in a profile Questionnaire *Responses were removed if they did not include desired features or had an answer of ‘None’, ‘Don’t know”, etc. 70 SURVEY Primary Theme(s) Desired in App Features: RESULTS Current Dating App Users

Total Respondents = 21

FILTERING features, INTERACTION features, and CONVERSATION-STARTING features were the most desired for future dating apps.

71 SURVEY App Features: Access to Video Chatting

RESULTS Current Dating App Users

75.9% 69.0% of respondents have not had an of respondents said video chatting would opportunity to communicate with a (Yes = 11) or might (Maybe = 9) match via video chat (n = 22). help them build trust more quickly. Total Respondents = 29

72 SURVEY Dating App Interactions:

RESULTS Current Dating App Users 86.2%

of respondents stated that an has NEVER reached out to help improve their experience.

Reasons cited for when the app DOES reach out to improve experience (10.3%): Total Respondents = 29 ● General questionnaire about experience ● Sometimes they have bots but those are more to advertise premium features ● Asking for comments or feedback via ratings

73 SURVEY Rating of Overall Satisfaction with Using Online Dating:

RESULTS Current Dating App Users

Total Respondents = 28

Number of Respondents

74 SURVEY Building Trust:

RESULTS Current Dating App Users

Respondents = 29

The majority of respondents felt that the threat According to 69.0% of respondents, video of being non-safe DID NOT (69.0%) deter them chat would or might be effective in building from setting up the first date. trust more quickly than not using video chat.

75 SURVEY Qualifiers of a Successful First Date:

RESULTS Current Dating App Users

Total number of qualifiers cited = 35

34.3% of users (12 total) said that a first date is considered successful only when a second date has been established.

*Respondents could choose more than one answer.

76 SURVEY Time (in mins) That Date Would Wait if Match Was Running Late:

RESULTS 53.6.3% of users (n=15) said that they would wait Current Dating 30 minutes if their match was running late. App Users

Total Respondents = 29

77 SURVEY Distance (in miles) willing to travel for a date:

RESULTS Restrictions preventing The majority of users user from traveling further: Current Dating (n=12) said they would travel 10-20 miles for a ● Time (n=7) App Users date. ● Convenience (n=5)

● Transportation (n=5)

● Doesn’t like long distance relationships (n=5)

● Money (n=2) ● Don’t want to relocate (n=1) Respondents = 28 ● Nothing (n=1)

● Traffic (n=1)

● Uncomfortable (n=1)

78 SURVEY Building Trust

RESULTS Current Dating App Users

Respondents N=29

SUFFICIENT CONVERSATION in the form of a phone call, length of time messaging, video chat, or other media, is the leading driver of trust-building.

79 Level of Trust Needed to Meet in Person Primary Theme(s) A few genuine conversations, maybe looking at their social media to ensure they're really who they say they are Sufficient conversation; Social media search A solid internet/social media search to get a better sense of the person, and a certain amount of conversation within the app Sufficient conversation; Social media search before setting up a date SURVEY Personality and way of talking Good Personality Confidence in their account being accurate, not meeting in a secluded area. Profile accuracy; Public area RESULTS Chatting for a week, perhaps talking over the phone. Determining if there are any red flags or conflicting information presented by Sufficient conversation; Lack of red flags the person. Current Dating I trust easily, so just a couple of photos and maybe approximately 20 mins of texting (off of the app) Few photos; Base-level conversation Getting their phone number and speaking to them on the phone Sufficient conversation: phone Talk on the phone first Sufficient conversation: phone App Users Very little because most connections have no context outside the app No criteria Not being super creepy and if my friend knows them Mutual connection I feel I know at least a little about them and think they are honest Honesty Swapped pictures, maybe video chat, reasonable suggestions for meeting Multimedia connections; Good date ideas A few days of conversation and looking up the person. Sufficient conversation; Social media search They seem logical and personable in their answers. They agree to meet in a public space and they we have talked for a week or Good personality; pubic meeting; sufficient two at least establishing banter with some persona information peppered in conversation; No obvious red flags Lack of red flags No bad vibes/ nothing sketchy Lack of red flags Learn more about them to gain the comfort Sufficient knowledge They’re hot and show interest Physical connection Total Respondents = 29 Phone conversation before meeting Sufficient conversation: phone Talking on the phone for awhile plus meeting in public drive separate Sufficient conversation: phone; Public meeting Instinct Good instinct A fairly lengthy period of time talking. Getting their personal phone number. Sufficient conversation: phone Meeting in a public place. Public meeting Having a third party know about the first date Mutual connections Meeting in a very public location during the day Public meeting Need to have a good feeling about the person. Responsive and good Communication Questionnaire Not much, if I am interested I want to meet in person ASAP to see if there is a spark and not waste any time No criteria Talk first. Meet in public Public meeting 80 SURVEY Minimum Level of Safety That Would Help Overcome Barriers Related of Safety:

RESULTS Current Dating

App Users

Respondents

N=28

FOLLOW-UP FROM A FRIEND (n=7) is the most commonly cited safety measure that would instill trust on a first date.

81 SURVEY Expectations, Interaction with dating apps:

RESULTS Who is currently expected to set up the first date? Current Dating App Users

Respondents = 23

82 SURVEY Interaction with dating apps: If an app organized a date for you, would be more inclined to go on a first date? RESULTS Current Dating App Users

Detailed Additional Comments From Question: ● Not sure, never tried online dating. I would prefer a person that knows me set something up rather Respondents = 29 than an app. ● How, when and under what circumstances, and with whom. ● Maybe? But i have seen the questions that feed those algorithms and I don’t think they do much more than plat into societal . ● i want to be in control; app could only offer, not organize. ● No, because I don't trust AI to be very good at understanding what I would want to do for fun, plus first dates. I normally do something easy like coffee because it is low risk since you can leave easily and don't have to spend a lot of money if there is no "spark". 83 SURVEY Reasons for Why Users Cancelled Online Dating Profile:

RESULTS HOW MIGHT WE: Make the Current Dating service valuable after App Users The majority of users (n=8) user finds a said they have cancelled their relationship for added online dating profile due to business finding a relationship. value?

Respondents = 24

*Fill-in-the-blank responses were organized to reflect major themes. 84 General Comments From Respondents: SURVEY ● I have little to none experience with dating apps. They scare me and seem hypersexual rather than RESULTS long term commitment people. Current Dating ● You could ask about the features of apps most liked and most disliked App Users ● There is some data to show that people of color struggle with the same stereotypes on online environments as they do in physical environments. It is highly discouraging to believe that it's possible to meet someone online when the first thing they can perceive is your physical appearance.

● I have been using a dating app on and off for 6 1/2 yrs. after a divorce. Best way to meet people but sometimes too much temptation on both ends to keep looking instead of getting to each other better.

● I met my wife on tinder after about two or three years of many good dates, several short relationships and many one night stands. We just had a baby. I also think online dating in cities is easier for men than women.

Total Respondents = 5

85 INSIGHTS

Current Dating App Users SUMMARY Insight: The majority of current users are seeking a serious relationship indicated by the responses that they are seeking a best friend and a long-term relationship. Current Dating App Users Results: 57.9% of responses cited a best friend was something sought in a match. 61.7% of responses cited a long-term relationship was the type of relationship sought. Hypothetical Statement: - How might we create a service which perpetuates lasting, long-term relationships? - How might we find ways to help people become friends first or as well as romantic partners?

Opportunity - There is an opportunity to reduce the amount of matches by improving the quality of each match. - There is an opportunity to introduce other methods of communication besides text messaging.

Design Ideas: - Utilize artificial intelligence to gain deeper insights into who the users are and match them based off a higher set of standards. - Create and encourage voice and video calling for user establish deeper connections in order to encourage meeting in person.

87 SUMMARY Insight: The majority of current users self-describe their personality as easy-going.

Current Dating Results: 48.8% of respondents answered that they were easy-going in a list of personality traits. Chatty and App Users expressive was the least popular answer with 12.2% of the responses. Hypothetical Statement: - How might we use this information to inform the behavior interactions we set up within the service? - How might we target other users who seek an easy-going type of personality? - How might we determine the impact of having users within the service who are not overly chatty and expressive, yet want to find a match?

Opportunity - There is an opportunity to tailor interactions within the service to match the user’s personality. - There is an opportunity to match users based on personality attributes they are seeking. - There is an opportunity to aggregate similar personalities into buckets so they can easily be found.

Design Ideas: - Design personalization features that match visuals and copy to the user’s type of personality - Add a filtering feature so users can search for particular personality attributes.

88 SUMMARY Insight: The current user’s most popular pastimes are sports/activities while the non-users most popular pastimes are TV/Movies/Netflix. Current Dating Results: 23.4% of the total number of current user responses were that the favorite activities were sports or App Users activity-related. 16.2% of the total number of non-dating app user responses were that the favorite activities were TV/Movies/Netflix. Hypothetical Statement: - How might we use this information to suggest dating ideas within the service?

Opportunity - There is an opportunity to provide users with options of things to do or places to go that they will both be comfortable with. - There is an opportunity to have users set preferences of activities they are interested in. - There is an opportunity to create a result with a specific purpose that is understood by all participants.

Design Ideas: - Develop a service that facilitates first date ideas between both parties, so both sides will be happy with the decision. - Design an algorithm that utilizes users activity preferences and local happenings to base matches and date recommendations off of.

89 SUMMARY Insight: Dating fatigue was found to be the most prevalent barrier to turning matches into first dates. This is bolstered by the fact that the majority of current users responded Current Dating that they find themselves mindlessly swiping through potential matches. App Users Results: 18.1 % of responses from current users was daing fatigue; a primary barrier to turning matches into first dates. 82.8% of current users mindlessly swipe through potential matches.

Hypothetical Statement: - How might we make the swipe have more emotional impact on users so matches are of more quality vs. quantity? - How might we build a service where the users are actively engaged the majority of the time? - How might we find a way to identify and reduce the common indicators of dating app fatigue: ghosting, breadcrumbing, stashing, etc.

Opportunity: - To consider a more deliberate interaction in order to reduce mindlessness. - To require users to participate on a regular basis, resulting in higher quality from all users active participation. - To charge premium prices to capitalize on those who are serious and naturally weed those prone to app fatigue

Design Ideas: - Design a feature where the user must provide undisclosed feedback about why they want to swipe on the match. This information will be stored and analyzed to help ensure every next match is more qualified. - Create an automated, check-in notification that users can setup to their convenience, but they must check-in in order to continue usage. 90 SUMMARY Insight: A majority of current users have not had an opportunity to correspond with users via video chat, although most of the current users thought they would be able to build trust Current Dating more quickly through video chatting. App Users Results: 75.9% of current users have not had an opportunity to video chat with matches. 69.0% said they believe that video would or might help build trust.

Hypothetical Statement: - Create an opportunity to communicate with people face-to-face, whether live, or through recorded video? -How might we make video chatting a meaningful experience? -How might we consider the technological limitations and accessibilities that users have when it comes to integrating new forms of technology into a platform?

Opportunities: - There is an opportunity to offer video chat for matches who have already accepted each other. - There is an opportunity to facilitate the video chat by providing an engaging, walk through activity that helps the users get to know each other better. - There is an opportunity to design expected experiences that will delight users with all levels of understanding technology

Design Ideas: - Develop a video call functionality within the app to reduce the issue of security by providing the users with a way to call each other without sharing phone numbers or email addresses. - Design an interactive interface over the video call that will prompt the users through various steps in which they can opt out of at any time - Design the video experience by utilizing the devices built in camera features and only including necessary interactions91 SUMMARY Insight: Safety is always a concern when meeting in person for the first time. Although the majority of current users cited that safety concerns have never Current Dating turned them away from pursuing a first date, safety measures such as follow-up App Users from a friend or thorough vetting prior to meeting would instill a strong enough sense of safety, that they would pursue a first date.

Results: 25.0% of current users believe follow-up from a friend would be a baseline safety measure for meeting a match in person. Thorough vetting was second, with 17.9% of the user response.

Hypothetical Statement: - How might we create features within the app which involve the friend and family network to ensure safety? - How might we develop practical, thorough vetting of matches within the apps? - How might we provide a way out for matches if it is not going well or the date is concerned for their safety?

Opportunities: - There is an opportunity to invite a trusted friend or family member to receive information about matches in order to give a high-level opinion. - There is an opportunity to require alternative methods of background checks. - There is an opportunity to integrate check-ins within the app or pre-set excuses/ways out of the date.

Design Ideas: - Develop a feature that will send text messages to the trusted person. By never having to log into the dating app, the trusted person will receive enough information to text back their response and advice. - Integrate with existing verification tools to scan new users’ IDs to ensure identity and determine acceptance. - Integration with the user’s calendar with features to allow for sharing information with trusted person(s). 92 SUMMARY Insight: The majority of current users cancel their online dating profile after they enter a relationship. Current Dating App Users Results: 33.0% of current users delete their online dating apps after finding a match. Hypothetical Statement: -How might we extend the business value of the apps even after users find matches, to encourage the use for other purposes? -How might we destigmatize having a dating app active once there is a match so the likelihood of it becoming successful increases? -How might we continue to target users once they have deleted their apps? -How might we discover what types of extended services users need?

Opportunity -There is an opportunity to keep users on the app after they have had a successful first date by encouraging them through various types of promotions - There is an opportunity to redefine the dating app to have a dual purpose, possibly in date creation, and therefore become valuable beyond its original intent. - There is an opportunity to message the extended value of the app to the users to destigmatize the use after a match is made and the purpose is transitioned to sustaining the matches.

Design Ideas: - Design a digital punch card that offers promotions with the restaurant/entertainment industries through a milestone program. -Introduce a milestone program for each feature. - Have a feature name that indicated stages of dating. For example ‘Tinder:Eats’, or ‘Tinder:Clubs’ where second and third dates enjoy restaurants and social specials. 93 SUMMARY Insight: The most important features desired from current users include filtering, Current Dating interaction features, and conversation starters.

App Users Results: 23.8% of responses were based on filtering features, 23.8% of responses were based on interaction features, and 14.3% of responses were based on conversation-starting features.

Hypothetical Statement: -How might we develop filters which focus on distance/location, shared availability, values, filtering out tourists, politics? -How might we develop interactive features which focus on games and video? -How might we integrate conversation-starters/ice-breakers into the app in an engaging way and also for use when meeting in person?

Opportunity - There is an opportunity to triangulate filtering, interaction, and conversation starting into the app to foster more IRL - There is an opportunity to provide games through the app/service for matches to use while they are on a date

Design Ideas: - Utilize location services to ensure that only matches and dates are within the users specified geolocation - Design a tool that guides just the user or the user and their match (while on a date) through different games in order to get to better understand their preferences around location, values and other personal preferences.

94 SUMMARY Insight: The majority of current users cited that the app does not reach out in any Current Dating way to improve their experience.

App Users Results: 86.2% of users said the app has never reached out. The 10.3% of users who said the app did, stated it was for general feedback and comments. Hypothetical Statement: -How might we gather meaningful information from customer feedback on a regular basis? -How might we integrate live people in lieu of bots to interact and engage with dating app users?

Opportunity - There is an opportunity to gain insight from user experience within the app community by having real people reach out to help better utilize users time. - There is an opportunity to have users provide feedback on facilitation features. - There is an opportunity to survey users as to the type of relationships they are looking for and activities they want to participate in.

Design Ideas: - Develop a service that has customer service contact users after first dates to gather feedback on their experiences which can then be tailored to better meet their needs. - Have a short review form inside the app for users to send comments and insights to the platform administrator

95 SURVEY RESULTS

Non-Dating App Users

NON-DATING APP USERS: People do not use dating apps for a variety of reasons. Some may not consider using online dating due to the need to lack of need, as they meet their matches ‘in real life’ (IRL). Other non-dating app users may hesitant to use online dating due to the following, but not limited to: insufficient information on how to use platforms, personality traits which provide a barrier to connecting online, privacy concerns, and scepticism due to stereotypes and bad reviews. If seeking a match, they may more heavily depend on personal instincts and their network of friends.

(Lusinski, 2018) SURVEY Demographics: RESULTS The majority of Non-Dating respondents are App Users FEMALE.

The majority of respondents live in Total Respondents = 30 an URBAN AREA.

Note: We asked for respondents’ ethnicities as a fill-in-the blank question. Due to the varying responses including both race and ethnicity, this information was not consistent and therefore was excluded from analysis.

98 SURVEY Age: RESULTS Non-Dating App Users

Total Respondents = 29

MOST COMMON AGES AVERAGE AGE OF RESPONDENT 1. 22 (n=5) 29.3 years 2. 19 (n=4)

99 SURVEY Current Relationship Status: RESULTS Non-Dating App Users 40.0% of survey respondents who do not use dating apps are single (n=12).

Total Respondents = 30

100 SURVEY Relationship Status & Age Correlation: RESULTS Non-Dating App Users

Total Respondents = 30

101 SURVEY Profession: RESULTS Non-Dating App Users

Total Respondents = 27

RESPONDENT TOP PROFESSIONS Note: Various subcategories of attorneys, designers, and students, were combined into the 1. Student (n=15) respective umbrella term for this analysis.

102 SURVEY Worklife: RESULTS Non-Dating App Users

Total Respondents = 28

Total Respondents = 24 The category, ‘31-40 hours’’ was originally ‘30-40 hours’ on the questionnaire. This was changed to remove the overlap in categories and reflect the original intention of the question. The same is true for the category ‘41-60’ hours.

For Hours work per week, due to a reporting error, four data points were removed from analysis.

103 SURVEY Personality: RESULTS Non-Dating App Users

Total Respondents = 25

* Answers were categorized into common themes for the purpose of analysis.

104 Activities: What kinds of things to you like to do in your free time? SURVEY RESULTS Non-Dating App Users

Total Respondents = 26

*Answers were categorized into common themes for the purpose of analysis.

105 SURVEY General Impressions of Online Dating: How do you feel about online dating? RESULTS Not for me, works for you that’s great 6 Non-Dating Good idea 4 38.7% Prefer face-to-face 3 of users (n=12) answered App Users Not sure/ehh 2 ambiguously, without a strong Not one way or the other 2 impression one way or the other. Hate it 2

A lot of work with not always positive outcome 1 Fine, but shallow at times 1 Fine 1 12.9% Weird 1 of users (n=4) indicated a strong positive impression of Nice to have access to so many people 1 online dating. To much filtering 1 Total Number of Hate texting 1 Responses = 31 Don’t know who you’re going to meet 1 9.7% It’s a last resort 1 of users (n=3) indicated a Nervous 1 strong negative impression of Would like to try 1 online dating. Skeptical 1

*Respondents were able to submit more than one response.

106 Dating Apps: SURVEY Dating App Total # of Responses What are the most RESULTS Tinder 27 common online Bumble 14 Non-Dating dating apps you Match 12 Grindr 12 have heard about? App Users OKcupid 10 Plenty of fish 5 eHarmony 5 TINDER (25.7%) has the highest Coffee meets bagel 4 number of responses Farmers Only 2 as the most widely Zoosk 2 known dating app. Beebo 1 Happn 1 Her 1 Total Number of Clover 1 Responses N=105 Grouper 1 Scruff 1 The league 1 Hinge 1 Christian mingle 1 Lovoo 1 Parship 1 *Respondents could list an Senior apps 1 unlimited number of answers. 107 SURVEY Dating App Use: Have you ever used a dating app?

RESULTS Non-Dating App Users 76.7% 33% of users (n=14) stated that they never used a of non-user respondents have dating app, but also, they would be willing to never used a dating app (n=23). consider a one-week trial. These are considered to be potential conversions and targets for marketing.

Total Respondents = 30 Note: A successful conversion was determined as the following pattern: 46.7% of respondents said they would “No” a respondent had never tried a dating app, and the same be willing to try a one-week trial respondent answered “Yes,” they would consider a one-week of a dating app (n=14). trial. All other patterns to those two questions were not considered to be conversions.

108 SURVEY Dating App User:

RESULTS The top 5 reasons why non-users have never used a dating app Non-Dating App Users Uneasy/nervous/stressful (n=4)

Unnecessary (n=3)

Curious (n=2)

Prefer in person meetings (n=2)

Respondents N=28 Horror stories (n=2)

*Answers were categorized into common themes for the purpose of analysis.

109 SURVEY Fear of Rejection:

RESULTS Does the fear of being rejected prevent you from using dating apps? Non-Dating App Users

Total Respondents = 29

FEAR OF REJECTION is not a primary reason people do not use dating apps, with (n=13) responding ‘No’ and (n=4) responding ‘Rarely’.

110 SURVEY Impact:

RESULTS How do you think online dating impacts How do you think online dating impacts Non-Dating it’s users? the community? App Users

Total Respondents = 28 The majority of people feel that online dating impacts both the users and the community in a POSITIVE way.

111 SURVEY Dating App Use: RESULTS Do you know people who are currently using forms of online dating? Non-Dating App Users 79.3% of respondents know someone who is CURRENTLY USING online dating.

Do you know people who have had success with online dating?

Total Respondents = 30 86.7% of respondents know of someone who has HAD SUCCESS with online dating.

112 SURVEY In-Person Date: First Impression and Attraction RESULTS What one attribute would you choose as 'the first impression' to attract a dates attention? Responses Personalty 16 Non-Dating Intellectual 10 App Users Good looks 7 Financial stability 3 Clothes 1 Political affiliation 1

What do you find attractive in the person you want to date? Responses Personalty 21 Looks 4 Total Respondents = 39 A mix of personality and good looks 1

Socialization 1 Total Respondents = 30 Leadership skills 1

Brains 1 Having things in common 1 *Respondents could list additional answers under ‘other’. 113 INSIGHTS

Non-Dating App Users SUMMARY Insight: Personality was cited as the top ‘first impression’ attribute that attracts a match’s attention, as well as the attribute that is found most attractive in a Non-Dating potential match. App Users Results: 41.0% of responses were for ‘personality’ as the number one ‘first impression’ attribute. 70.0% of responses were for ‘personality’ as the most attractive quality in a match.

Hypothetical Statement: -How might we create a social platform that emphasizes personality over physical attributes to get to know one another best? -How might we help create a first impression using personality instead of looks?

Opportunity - There is an opportunity to provide users with an option of the amount of questions and information they want to fill out for themselves. - There is an opportunity to develop a system where users can fill out a personality profiles. - There is an opportunity to incorporate a first impression quiz.

Design Ideas: - Develop a feature that allows for ‘blind’ matches, where users match, but only by profiles, not by photos. They do not see each other until the first in real life encounter. - Develop a feature where users can filter the type of personality features they are looking for in a match.

115 SUMMARY Insight: Most surveyed have never used a dating app and almost half would be willing to try a one-week trial. Considering the number of people who specifically Non-Dating answered “No,” they have never tried one and “Yes,” they would be willing to try App Users one, 33% of the total number of respondents fit that criteria.

Results: 76.7% of non-user respondents have never used a dating app. 46.7% of respondents said they would be willing to try a one-week trial. 33% of respondents would be good conversion targets.

Hypothetical Statement: -How might we convert non-dating app users into current users using a trial period to show value? -How might we alleviate some of the barriers of non-dating app users including nervousness, stress, and uneasiness (top reasons cited as to why the user does not use dating apps)?

Opportunity - There is an opportunity to grow customer base by offering a one week trial to people who have never used the app and have the desire to try it out. - There is an opportunity to ease the social anxiety of a first date but incorporation an option for the date to be organized by the app based of user preferences. Design Ideas: - Develop a service that allows users to invite non user friends to sign up for a free trial week. If the non user becomes a member the user will get a perk. - Advertise to non users through non social media forms. -Launch a communication campaign in stages to benefits and feature of this new system.

116 INTERVIEW RESULTS

Bartenders

BARTENDERS The fly-on-the-wall research method is an observational research technique which removes influence and bias from the researcher. Actively observing a first date would be both disruptive and improbable to set up in a natural way, although this observational information was determined to be useful. Therefore, we brainstormed people and professionals who observe first dates passively or by nature of their profession. Bars are a popular venue for first dates and bartenders regularly interact with couples on first dates. Therefore, we decided to interview bartenders for a fly-on-the-wall perspective of first dates.

(O’Reilly | Safari, 2018) INTERVIEW List Of Questions For Bartenders

QUESTIONS 1. Would you like the name of your bar to be kept confidential?

2. How do you perceive first dates and can you tell me how they generally play out?

3. Which apps do you find are most popular among the people who come to your bar?

4. How was the couple’s body language at the start of the date? a. How was the couple’s body language at the end of the date?

5. How often to dates tend to leave together?

6. Is there anything about dating apps you think might be interesting or you would like to share?

119 Date Pattern — late 20’s Demographic: INTERVIEW 1 2 3 TAKEAWAYS Restaurant & Bar First person arrives and orders a Start a tab after the second Female leaves first, then the drink or waits by the door while person arrives male. Or dates ending early (5 1. Tysons the date shows up later PM) generally go to a movie Corner, Virginia (movie theatre nearby)

Signs date is going well: Body language: sitting up straight at the bar, turning heads to talk to each other, then face each other with one arm on the bar. Guys will stand up near the woman if date is going well. Male pays for the check and likely had a tab open from the start.

Signs date is not going well: Girl puts her purse on the bar or on lap as a signal. The female splits the check or will pay in cash for a quick departure. Couple walks separate ways outside after leaving the bar.

Most common dating apps used: Tinder, Bumble sit at the bar; eHarmony users sit at booths more regularly.

Bartender facilitation/intervention: If the date is not going well, the bartender will try to liven it up by making jokes or providing entertainment.

Biggest issue: Icebreakers: recommended having a “set of suggested questions to break the ice.”

Subjects: The dating experience was spoken about in terms of a male and female date

*See full interview transcript in Appendix

120 Date Pattern: INTERVIEW 1 2 3 TAKEAWAYS

Restaurant & Bar “The male always shows up first” Male stands up when date arrives “90-95% of them leave together who has to look around the bar to but I don’t know what happens 2. Santa Monica, find the first person after that.”

General notes on success: “I’ve never seen anyone on their first date really commit.” “There is a high failure rate on a first date. A solid 85% failure rate, just based off the body language. You can basically lie through your teeth on a .”

Signs date is going well: Body language: People sit facing forward or at a 45 degree angle with their heads facing each other.

Signs date is not going well: Doodle and look around, awkward interactions (goes in for hug while the other goes in for handshake)

Most common dating apps used: Tinder, Coffee Meets Bagel, now Hinge

Location: Take dates somewhere they don’t frequent (not a favorite bar) in case it does not pan out.

Biggest issue: Not knowing where date is in bar, recommended having a way to find each other easily

Subjects: The dating experience was spoken about in terms of a male and female date *See full interview transcript in Appendix

121 INSIGHTS

Bartenders INSIGHTS Insight: Bartenders have a front seat view on first dates, putting them in a position to Bartenders observe positive and negative experiences. Having a good date experience is in the best interest of the bartender, bar, and couple, therefore we have a gap for enhancement. Results: Interview-based anecdotes gathered from regular dating patterns in two bars. Bartenders showed an interest in helping with facilitating date experiences. They want everyone to have a good experience.

Hypothetical Statement: -How might we engage bartenders to lightly participate in the date social network experience to enhance first dates? -How might we help dates go smoothly in person after they have matched using the online platform? -How might we best inform the dates of how to find each other once they arrive at the date location? -How might we work with the bartenders to provide a great date experience, therefore increasing the likelihood of success?

Opportunity -There is an opportunity to increase the amount of customers to businesses with special date acknowledgement/deals. -There is an opportunity to engage bartenders and businesses to help dates with icebreakers when they have time. -There is an opportunity to enhance dates and bring a special touch to the overall experience.

Design Ideas: -Develop a service that invites local businesses to participate and host first dates for the app. -Allow bartenders and other industry users build profiles within the app that the users can also match with and have host their date. -Use bartender feedback to gain insight into why a date went bad, or how it went well with room for improvement. . -Create a check-in feature for go to location for dates to recognize and know how to find each other..

123 NETWORK USERS

Definitions, Empathy Maps & Personas An Empathy Map is a tool which is used early in the research process to better understand the users. This tool provides the research team with a common language for each user group and ability to visualize each persona.

(Nielsen Norman Group, 2018)

We used this tool to synthesize and analyze the data results of our surveys and interviews. We needed to gain a clear understanding of who our target audience will be, and understand the types of users who will interact with our network. Empathy maps allowed us to step away from our instinctive ideas and generalizations, and place ourselves into the thoughts, feelings, and emotions of the user.

(Osterwalder, 2013)

125 EMPATHY MAP Experience Seeker

Who is going I want to find ways I like seeing Most of the It looks like How are you still single? Snapchat and to be there? to use my strengths, things from time, I am there are Have you ever used an Instagram are What will they try new things and a different surrounded by always new and online dating platform? social media apps be doing? go on adventures. perspective. all my friends exciting things It looks like that I use daily. and family. going on there are I want to meet What does he or she really around them. always new and someone exciting things organically What do I Trends and THINK & going on through life get out of it, people I find What does he or she What does he or she around them. Online experiences. FEEL? who do I get most interesting dating is to meet, influence me. HEAR? SEE? hard. How much time do I It depends on what do I have and how much what I’m get to see? I have friends time am I willing to interested in from every People Usually, I have give to a particular during that time channel in my many options of life, past and contact me Everyone wants to know what You’re well liked experience? frame. things to do. It’s present. often. you are doing because you’re and have a lot of hard to decide so much fun to be with. friends. what to do.

Finding common I heard them I would like to find Having passions is and they heard someone who nothing to I need to find important to me. me. also enjoys and do drives the money to values me crazy. What does is the customer’s pay for this experiences in the experience What does he or she PAIN? What does the customer same ways. Outgoing...I like New & exhilarating to get to know SAY AND DO? experiences are Everyday life is GAIN? people and great for bringing boring. I just want to travel understand me and a date the world and their stories and I’m enthusiastic closer together in a have no plan. their and love people.. faster kind of way. Where will I get I’m curious about background. the money to the world, so Team bonding when I would like to find fund these when I’m curious everyone is working someone who challenges experiences if I together toward a me, thinks that whatever I about something I I like traveling, I quit my job? common challenge do is interesting, but also have to go and don’t identify with satisfy that allows people to lets me do it on my own. the everyday open up. curiously, many norms. times through an experience. 126 EMPATHY The empathy map enabled our group to analyze our research data from the user's point of view. It provided us with a visual story and pulled common points from our MAP survey answers. Experience

Seekers Our for experience seekers indicates the following:

Takeaways ● Not all experience seekers currently use dating apps, but their general opinion about dating apps is that it takes a lot of work to find a person you connect with. ● They prefer to meet people organically through life experiences. ● Trends, and people they find interesting influence them. ● They are always doing something fun and are usually surrounded by friends and family. ● A pain point is that they want to be able to wanderlust through life, but they are tied down to jobs so they can fund their experiences. ● A network that would connect them to their community would benefit them, as they love meeting new people and learning about their lives. ● Finding someone that has common goals

127 USER Name: Jessica

PERSONA Age: 23

Experience Location: , Washington

Seeker Profession: Ambitious student

Areas of Interest: Adventure, athletic and likes to be around culture by engaging in the arts on a regular basis.

Connections: Large family who live far away, friends from the military, fellow students. She is interested in people who like sports/arts and like to plan adventures with her.

Relationship status: Single but looking

Notes: Jessica recently completed four years of military service and started graduate school part-time on scholarship. She lives close to the city centre to have easy access to a wide variety of arts, museums, galleries and heritage cocktail parties that cover mainstream, contemporary and culturally diverse social life. She is digitally savvy and always shares experiences through social media on her smartphone. Her favourite app feature is the Snapchat Stories. She is constantly searching for new things to do but does not have a lot of disposable income yet.

128 EMPATHY MAP Young Professional

I know I work I have all the People falsely a lot, but I like time in the advertising to What does he or she really world to start themselves THINK & a family online What does he or she FEEL? What does he or she

HEAR? It’s important to SEE? have a best friend / partner in a Lots of my friends using Most of my My parents, Dating apps significant other Friends caring Too many online dating friends in and grandparents waste a lot of about brands advertisement out of serious don’t get it but time, feels like and having s of false hope relationships also don’t another job high care participation

A way to kill New I don’t enough What does is the customer’s I don’t have the time in experiences time to try all enough time between with What does he or she the new things PAIN? to get to know activities What does the customer that I want to new people SAY AND DO? GAIN?

I like to know I like to spend I don’t have about all the time on my enough time latest trends well-being, going to get to know and have the Meeting new Finding a to the gym, spa, new people latest tech people partner / taking a new soulmate yoga class Spending time with my friends I have the means to is very important be able to afford new tech and leisure activities 129 EMPATHY MAP The young professional empathy map enabled our group to analyze our research Young data from the user's point of view. It provided us with a visual story and pulled Professional common points from our survey answers. Takeaways Our user profile for young professionals indicates the following: ● Not all young professionals currently use dating apps, but their general opinion about dating apps is positive ● Trends, brands and their closest peers influence their buying decisions ● They have plenty of means and are very tech-savvy, making sure to always have the latest devices ● A pain point is that they don’t have much free time because of how much they work. They tend to miss out on desirable activities and events. ● They stand to really benefit from the possibility of finding a significant other through online dating but they don’t have enough time to deal with the current barriers of existing networks

130 USER Name: Sarah

PERSONA Age: 31

Young Location: Manassas, Virginia

Professional Profession: Executive

Areas of Interest: Yoga

Connections: Coworkers and friends from college, she lives far away from her family but keeps in touch and sees them almost twice a year.

Relationship status: Separated

Notes: Sarah is chatty and expressive. She works long hours and enjoys spending her freetime on well-being activities and hanging out with her friends. She is always on her mobile device messaging and using various types of social media. She works long hours, so it’s important and fun for her to share her daily activities by posting photos and funny highlights to her various profiles.

She currently uses one online dating service to find a long-term relationship. She seeks her soulmate, someone to be her best friend and arm candy. She wants to share everything with this person but has hesitation about being able to find them through the current dating apps she uses.

131 EMPATHY MAP Current Dating App User

I want to meet I can’t wait to Images are my perfect meet someone connected to match new other social Security and I’d like access media transparency to a database when images The apps of people What does he or she really are linked to looks nice and looking for THINK & other social have easy to same thing use features What does he or she FEEL? media What does he or she HEAR? SEE?

Uncomfortable Anxiety Dopamine We know on the first I have to buy people who Bad date stories Success Stories date an upgraded use dating Images and membership apps to be profiles are for the good social meet sometimes not features more friends real

Questioning, is New UX Companionship Hot dates this profile What does is the customer’s honest? Why am I still PAIN? What does he or she What does the customer on this app and its not SAY AND DO? GAIN? working? Awkward A pool of moments resources to Positive connect with Too many feedback matches dating apps I was expecting Keeps checking Impatient when Most on the market better matches the app even matches don’t Happy new communication when on a date happen fast relationships does not leave the platform

132 EMPATHY MAP The ‘Current Dating App User’ empathy map enabled our group to analyze our research data from the user's point of view. It provided us with a visual story and Current Dating pulled common points from our survey answers. App User Takeaways Our user profile for dating app users indicates the following: ● By using these apps, they gain happy new relationships, find companionship, and have positive feedback but nowhere to express the input. They see room for new features to connect with matches. ● Users say they were expecting much better match options and sometimes get impatient when they don't connect fast enough. ● They also keep checking the app even when on a date because something better could be missed. ● Users have some confusion in the availability of too many similar dating platforms. They indicated most interactions do not leave the platform and turn into real life dates. These apps sometimes glitch, resulting in users having awkward moments. ● Dating app users hear positive success stories and negative stories from friends, family, and social networks. ● They indicated anxiety through digital interactions, sometimes resulting in uncomfortable first dates. ● Excited to meet new people and have new interactions. Most users hope to find a perfect match. ● They see visually appealing app graphics with user-friendly swipe features. They also see images and profiles that are not real, so they appreciate the apps that connect to open social media for image verification. Most dating app users know other people who are dating app users as well.

133 USER Name: Larry

PERSONA Age: 27

Current Dating Location: Los Angeles, California

App User Profession: Retail

Areas of Interest: Relaxation and taking walks on nice days

Connections: Friends and co-workers

Relationship status: Single

Notes: Larry is easy-going and optimistic. He is has a strong work ethic and falls into the Young Professional’s user group. It’s very important to him to be able to spend his leisure time the way he wants. He enjoys hanging out with his close friends and meeting new people. He cares what other people think but not enough to change.

Larry currently uses multiple online dating services to find short-term and long-term relationships. He is looking for a soulmate. Someone to be his best friend who he can share everything with. Even though is discouraged by how much effort online dating apps require, he still motivated to use them because finding his soulmate is a high priority for him.

134 USER Name: John

PERSONA Age: 72

Current Dating Location: Rural area outside major city

App User Profession: Retired

Areas of Interest: Running, traveling and hunting

Connections: Family, friends, church and his community

Relationship status: In a relationship

Notes: John has been retired for a few years and occasionally picks up shifts for his previous company. In a lot of ways, he has a much stronger work ethic than the Young Professional. He loves volunteering in his community, traveling and running races. He often finishes first in his age group.

John has been a widow for almost six years and recently joined the online dating world in hopes of finding someone nearby but not too close by. He enjoys his freedom and understands the brevity of life. It’s important for him to find someone with the same outlook and who wants to enjoy shared interests and activities together. A few months ago, John met a woman from an online dating app who lives 45 mins away, and they are happy spending their free time together and currently planning a cruise trip.

135 EMPATHY MAP Non-Dating App User

How good are Overwhelmed Waste of time Rejected these apps?

What does he or she really THINK & What does he or she FEEL? What does he or she HEAR? I don't look I don’t Happy to be SEE? good enough understand single how to use dating apps My family is ok Horror stories Friends are Don’t with dating from dating doing it understand apps app users the new dating lingo

New digital Wants to share environment experiences What does is the customer’s

PAIN? What does he or she What does the customer SAY AND DO? GAIN?

Adjusting to Meeting new people Streamline the Easy access technology is in-person is meeting to new hard getting harder Don’t know Likes to I want to learn Like to have a where to start observe and more about face-to-face process network of hear before these apps communicatio people doing n

136 EMPATHY MAP The ‘Non-Dating App User’ empathy map enabled our group to analyze our research Non-Dating data from the user's point of view. It provided us with a visual story and pulled App User common points from our survey answers.

Takeaways Our user profile for non-dating app users indicates the following:

● Non-dating app users can potentially gain new experiences from an untapped new network of people. ● They can streamline a direct meeting process and not have to wait for friends and family or work to find a match. ● Some pain points include adjusting of new digital technology and the decreasing chances of meeting people in-person by traditional means. They have a hard time understanding the new dating lingo and true meaning behind some words. ● Our user actively sees friends and family members using dating apps and hear they are ok with it. They also hear many horror stories, which is a turnoff of using the services. ● Most non-dating app users feel overwhelmed by the public social images, and sometimes don't know how good these apps are.

137 USER Name: Alejandro

PERSONA Age: 28

Non-Dating Location: Akron, Ohio

App User Profession: Senior Computer Programmer/Analyst

Areas of Interest: He likes comedy shows and all types of music.

His hobby is to review new technology in a virtual tech

Connections: Virtual comedy meetup clubs, programming groups, close friends from high school, and a big family

Relationship status: Just got out of a long relationship with his high school girlfriend

Notes: Alejandro is a quiet introvert with moderate self-confidence. He works long hours programming all night and likes to sleep in the mornings. He never used online dating because he does not like taking pictures of himself and gets nervous when talking to people in person.

138 COMPETITOR ANALYSIS

Business Model Canvas & SWOT Analysis:

Online Dating, Online Facilitation & Video Chat Industries OUR INDUSTRIES We will focus on a Blue Ocean Strategy by restructuring the dating industry model which doesn’t directly compete with the current industry models. Leveraging existing technology, we FACILITATION ONLINE DATING will aim to create high value and demand in exchange for cost while creating the business structure to allow for rapid growth and profitability. The brand interest and quickly-generated user following, often seen in Blue Ocean strategies, will position us within a corner of the dating market which will be difficult for other companies to contest with. PARTNERING WITH The industries that we will compete in are the Facilitation and Online Dating Industries. Through partnerships with other ENTERTAINMENT RESTAURANT services in the Entertainment and Restaurant Industries, we will create new demand by focusing on bridging the gap between online dating and face-to-face dating.

(Kim, Mauborgne) OVERVIEW Online Dating Industry: IAC Interactive Corp is a and internet company with a segment, , in the online dating industry. Match Group owns Match.com, OkCupid, Tinder and PlentyOfFish. Their reported Industries revenues in 2016 was $3,139.9 million, which was a decrease of 2.8% from 2015. In 2016 the online dating segment reported revenues of $1,255.5 million, which was 38.9% of the company’s total revenue.

Facilitation Industry: A fairly young industry online. Where facilitators compile industry options and present them to the user/customer in one platform to streamline the overall user experience. The facilitators help network registered users make an informed decision with a specific purpose to achieve customized result.

Entertainment Industry: Is valued according to total sales of both producers and distributors of entertainment formats, such as movies and music. Sluggish growth is expected. Valued at $26,247.8 million in 2016 and is expected to be valued at $27,168.9 million in 2021, an increase of 3.5% since 2016. Music and video and the largest segment of the industry, accounting for 57.1% of the markets total value.

Restaurant Industry: Is valued according to total sales of all food and drink from restaurants and cafes, fast food, drinking establishments and other. All sales are valued at the prices paid by customers. The US restaurant industry has experienced moderate growth in recent years and is predicted to continue growth. Valued at $683.4 billion in 2014 and is expected to be valued at $842.1 billion in 2019, an increase of 23.2% since 2014. Restaurants and cafes is the largest segment in the industry, accounting for 37.7% of the industry’s total value. (Inifac.org, 2018) (Leadership Strategies, 2018) (Company profile IAC/Interactivecorp, 2017) (Industry Profile Restaurants in the United States, 2015) (Industry Profile Movies & Entertainment in the United States, 2017)

OVERVIEW Online Dating

Competitor

Match Group Match Group is owned and operated by IAC, InterActive Corporation, a digital media properties corporation. For the purpose of this analysis, we are focusing in on the Match Group segment of the corporation, which consists of online dating sites. We used cluster analysis for our analysis based off of the most commonly used online dating apps in the US.

The business model for the Match Group is similar to a Multi-sided Platform bringing together Match.com, OkCupid, Tinder & PlentyOfFish. Each site attracts a different segment of customer groups and are interdependent of each other (Osterwalder & Pigneur, 77).

(Match.com/brands, 2018)

142 BUSINESS MODEL CANVAS: Match Group

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS

Platform Subscriptions Google Inc. Management Tech-savvy (a main Service Customization people who portion of Provisioning in Online Branded use apps and revenue) Dating Websites social media Platform Downloadable Advertising / desktop Search Promotion Focus on applications Engines singles who (Yahoo) are looking for a match

KEY RESOURCES CHANNELS Apple People who (Apple watch want to app) Extensive Affiliate socialize IT Programs Infrastructure

Paid online User People who Social Media advertising Sites Generated wish to have Content long term or casual relationships

COST STRUCTURE REVENUE STREAMS

Selling A La Carte Operations Features Online Marketing Recurring Financing Strategic Advertisers Membership Acquisitions Fees

(Company profile IAC/Interactivecorp, 2017) 143

SWOT Match Group

Online Dating STRENGTHS WEAKNESSES

Competitor ● Extensive reach provides competitive ● Dependent on services from Google advantage ● Focus on lower end of value chain ● Strong portfolio of digital properties ● No proprietary IP provides access to strong growth markets ● Focused and work with partners when necessary

OPPORTUNITIES THREATS ● Growing smartphones market ● Compliance with the standards and ● Strategic acquisitions regulations ● Growth in digital advertising ● Intense competition ● Evolving trends ● Evolving technology of internet

(Company profile IAC/Interactivecorp, 2017)

144 SUMMARY Match Group Online Dating Match Group, which values customization in online dating, is a subset of IAC, InterActive Corporation. It consists of a portfolio of dating sites (45 total sites). The primary activities of Match Group include platform Competitor management, downloadable desktop applications, service provisioning, and platform advertising and promotion.

Cited as ‘intense competition’, competitors include matchmaking services, advertised personals sections in print publications, other dating services, and social networking sites. Match Group’s primary sources of revenue come from subscriptions, recurring membership fees, a-la-carte purchasing options, and online ad revenue. Revenue for the educational side of Match Group is derived from materials that prepare students for test-taking. They have partnered with search engines such Yahoo!, with Apple to integrate their app onto the Apple Watch, social media sites, and Google Inc.

Match Group’s costs include financing the development of the platform, operations, acquisitions ( and Plenty of Fish), with the highest costs attributed to marketing and selling. User-generated content provides Match Group with ability to be profitable in part because they don’t have to pay for content development.

The cost structure is based on a subscriber-driven model which has multiple advantages leading to rapid growth. One advantage of this model is that the bottom-line expenses for Match Group remain roughly the same, while new subscriber fees continually increasing revenue. This type of model also allows for easier growth prediction due to contractual payment plans, stronger brand loyalty, and having a higher volume of repeat customers.

(Bowman, 2018) (Company profile IAC/Interactivecorp, 2017)

OVERVIEW Online

Facilitation Competitor A leading worldwide e-commerce marketplace for businesses and merchandise. Founded in 2008, Groupon advertisers local businesses through discount offers and is currently top rated retail app in the US & second most visited in the country, after Amazon.

Groupon gained traction quickly through innovative marketing campaigns such as Groupspawn which offered a scholarship to the child whose parents used a Groupon on their first date.

Considered our leading competitor in the facilitation industry because of their success in connecting local consumers to local merchants. Because Groupon is a two-sided market, they have a value proposition for each group. For the consumers, Groupon offers discounted rates and deals on goods or services in their area. For the merchants, Groupon offers a new way of advertising and accelerates the acquisition of new customers for the merchants.

(Company Profile Groupon, Inc., 2017; Groupon.com/merchant, 2018)

146 BUSINESS MODEL CANVAS: Groupon Consumer market Merchant market

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS

Platform Low-cost, Other Coupon Management Trust & Providers Confidence Goods and Local services Consumers Service at discounted Co-creation: Promotion Provisioning rates. Trusted and

reliable marketing partner Point of Sales & Credit (payment KEY RESOURCES CHANNELS providers)

Merchant Merchants IT Infrastructure Platform Offline (local shops, (Developers) Advertising global brands, Campaign events) Internet Engineers Computational Marketers Marketing:

Mobile, Websites, email

COST STRUCTURE REVENUE STREAMS

Cost of Cost of Acquisition Marketing Local Deals Percentage of Management Transaction

(Company Profile Groupon, Inc., 2017) 147

SWOT Groupon

Online STRENGTHS WEAKNESSES

Facilitation ● Strong business model ● Geographic concentration ● Wide product offering ● Dependent on third parties for product Competitor ● Diversified modes of distribution sourcing ● Obtaining Restaurants as merchants ● Focus on low end of value chain, discount seekers

OPPORTUNITIES THREATS

● Growth through acquisitions ● Government regulations ● Growth through product launches ● Intense competition ● Increasing online shopping market ● Increasing labor wages in the US

(Company Profile Groupon, Inc., 2017)

148 SUMMARY Groupon Online Groupon depends on increasing the number of merchants and subscribers to grow. There needs to be flexibility as they grow to meet the ever-changing needs of both customer segments. Facilitation Groupon has been successful in bringing new customers to local businesses that they otherwise might not Competitor have visited. Some of these first-time customers then become repeat customers without using a Groupon offer. However, from the merchant's standpoint, there is a weakness when the newly acquired customers continuously use the Groupon offers, or when previously acquired customers begin using Groupon offers. This means that some merchants are wary of using Groupon because they are unsure of the profitability.

Some weaknesses in Groupon’s business model from the merchant segment perspective, is the low quality of customers. Groupon is not very successful with restaurants because the customers brought in by Groupon are seen as not being credible and tip poorly.

(Rice University Study, 2010)

149

OVERVIEW Online

Video Chat Competitor From our primary research analysis we discovered a recurring theme where current online dating users mentioned a of lack of different types of communication channels, one of them being video. When considering the opportunities to design for higher match qualifying, we took into account the survey results and how incorporating video will enable users to utilize two more of their senses, sight and hearing.

Microsoft Corporation owns Skype, which is considered a leading competitor in online video chat. Skype operates as a software company but is a voice calling company.

We chose to analysis Skype, because of popularity and longevity. Currently, Skype is being used to make over 3 billion minutes of calls per day. Whether for personal or business communication needs, Skype is the go to video conferencing app used around the world for international calling.

(Microsoft Company Profile, 2017; Osterwalder & Pigneur, 2010) 150 BUSINESS MODEL CANVAS: Skype

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS

Software Payment of Skype Development Free international Credits Telecom calls with better People who Companies sound quality and want to make Personalized video international Compliant Self-service calls using the Subscriptions Management internet

Software Download Companies Hardware who want to manufacturers make more KEY RESOURCES Cheap Calls to CHANNELS international Phones (Skype calls Out) Headset Developers skype.com Partnerships

Software

Payment Hardware Software providers Manufacturers Skype Brand Partnerships Microsoft

COST STRUCTURE REVENUE STREAMS Partner Fees Compliance Basic services Software Marketing Telecom Credits and are free Hardware Development Costs Subscriptions and Maintenance

(Microsoft Company Profile, 2017; Ideo, 2017) 151

SWOT Skype

Online STRENGTHS WEAKNESSES

Video Chat ● Strong R&D capabilities ● Legal proceedings ● Broad products and services portfolio ● In a lot of debt Competitor ● Established market presence

OPPORTUNITIES THREATS

● Increasing adoption of cloud ● Adverse trends in the PC market computing services ● Government litigation and regulatory ● Positioned to benefit from the growing activity IoT market ● Intense competition ● Strategic acquisition of LinkedIn ● Strategic partnership with Adobe ● Growing application servers market

(Microsoft Company Profile, 2017)152 SUMMARY Skype Skype and Skype for Business are owned by the Microsoft Corp Company. Skype is offered to the customer Online either independently or as part of Office 365, which is a suite of Microsoft products. These can be accessed through the primary Microsoft website, or through partner websites. It is primarily used for video calls Video Chat totaling over three billion minutes, daily, although it also provides chat features and screen-sharing features. Targeting users who want to make calls using the internet, companies who want to make more international Competitor calls, and hardware manufacturers, the platform promotes its value of free international calls with better sound quality and video.

Skype itself, competes with a wide-range of markets including businesses just starting through large corporations. The key resources it leverages are developers, existing software, and the Skype brand. The partnerships which help make Skype successful include Telecom companies, hardware manufacturers, and payment providers. The primary sources of revenue include the subscription costs, selling credits, and the cost of hardware, while maintaining free basic services. Some of the costs for Skype come from the following branches of development: software development and maintenance, compliance, marketing, partner fees, and telecom costs.

As a consumer of Skype, the user will interact with software downloading, subscription options, a payment platform, and personalized self-service.

(Microsoft Company Profile, 2017) Key Partners: COMPARISON ● All three competitors rely on internet, telecom service providers. Similarities & ● Skype and Groupon share payment providers as being a key partner to their business models. ● Groupon partners heavily on other coupon providers for their platform while Match Group partners Differences with other companies who can promote their platforms (Apple, Yahoo, etc.).

1/3 Key Activities: ● All three have platform management, branding, and advertising/promotion. ● Both Skype and Match Group have downloadable desktop applications. ● Skype maintains compliance management and software development. ● Match Group and Groupon both maintains service provisioning.

Key Resources: ● All three competitors have robust IT infrastructure and work closely with developers. ● Match Group is a user-generated content platform, while Skype depends on the quality of VOIP connectivity and Groupon depends on Marketers. ● All three competitors have Engineers listed as a key resource.

(Pahwa, 2017) (Company profile IAC/Interactivecorp, 2017) (Company Profile Groupon, Inc., 2017) (Company Profile Groupon, Inc., 2017) Value Proposition: COMPARISON ● All three competitors focus on different industries. Similarities & ● Skype in communications, Groupon in entertainment/hospitality and Match Group in online dating. ● One commonality found between the value propositions of Skype and Groupon is lower costs. Differences

2/3 Channels: ● All three platforms use websites and mobile apps for advertising and promotion. ● The community based social platforms, such as Match Group & Groupon, have established affiliate programs and partnerships programs. ● Skype created strategic partnerships with software and hardware companies.

Customer Relationships: ● All three platforms have branded websites. ● Skype and Match Group offer customers subscriptions ● The telecom application of Skype gives them additional customer service touchpoints in software downloads, computer software desktop icons, and personalized self-service. ● Groupon requires community engagement so they focus on co-creation of trust and reliable marketing partners.

(Pixels, 2017) (Company profile IAC/Interactivecorp, 2017) (Company Profile Groupon, Inc., 2017) Customer Segments: COMPARISON ● A consumer of a Match Group dating application could also be the same consumer of Groupon and Similarities & Skype, all at the same time. In this way, the value proposition of each service does not compete with each other, but looking at our offering invites all three of the competitor’s consumer into one Differences niche market for our offering. ● Another key takeaway is from Skype and Groupon both having business as customer segment. For 3/3 Groupon, they attract local businesses looking to gain more customers to increase revenue. For Skype, they target large business that need a reliable tool/service for increasing productivity.

Revenue Streams: ● All three: participate use the targeted advertisement business model and offer basic service free. ● Skype: Recurring revenue streams - VOIP services of Skype credits and Skype ‘To Go’. Recurring upgraded/membership fee. ● Groupon: E-commerce marketplace that capitalizes on the scarcity principle by earning commission from being 'The Middleman’ for local deals. ● Match Group: Recurring upgraded/membership fee options and A La Carte Features.

Cost Structure: ● All three of the business models list marketing as a main cost. ● The platforms that depend on social interactions, such as Match Group and Groupon, require management cost and acquisition costs. ● Skype is a VOIP telecom company which requires additional costs for compliance, software development, and maintenance. (Thihn Tun, 2014 ) (Company profile IAC/Interactivecorp, 2017) (Company Profile Groupon, Inc., 2017) (Company Profile Groupon, Inc., 2017) Groupon is the current highest rated retail app in e-commerce has highest potential for long-term success. STRENGTHS Their portfolio of offerings is diversified from products, services, experiences, and travel - all at a discounted costs to the user. Due to the wide portfolio, their customer base is extensive and also diverse. They can Relative continue to attract customers in any location as well. One weakness Groupon has is attracting and showing the value to restaurants to participate on the platform and attract customers who are unlikely to become Business repeat customers.

Model Match Group’s business model strength is also high. They own a number of subgroup businesses such as Tinder, Match, PlentyOfFish, etc. that cater to targeted populations which gives them extensive reach of customers. They are focused in strong growth markets and are making strategic partnerships such as Google, Yahoo, and Apple. With a focus on user-generated content, the platform is not contingent upon the developers and continue to grow along with the number of users.

Skype is the weakest business model of the three models. Primarily a video platform, finds success within a multitude of businesses ranging from startups to larger established ones. There is also an emphasis on International calling. Skype is less diversified in terms of offerings, but very successful with what they do offer which are video, chat, and Skype for Business which includes team video and screen-sharing. Skype faces direct competition with some large video and business meeting competition such as Google Hangouts Meet, Zoom, GoToMeeting, Viber, UberConference and WebEx. Within the dating industry, they do not provide any mechanism to meet or match with people, and rather provide a video structure which could be used to inform video integration within an app.

157 Suggestion 1: SUGGESTIONS Diversification into new markets. Skype is very targeted at what it does but Match Group, an umbrella Weakest business with mainly dating apps, has also developed educational tools such as The Princeton Review and Tutor.com. Skype could look into diversifying their free video into providing free educational videos or live Business video streaming into classes where students cannot be present.

Model Suggestion 2: Corner the niche markets of developing video needs. Medical professionals are reaching out to patients via video platforms in lieu of an in-person visit. Skype could develop a secure platform for the transfer of sensitive materials and brand themselves as the proprietary platform for medical video calls. This is one example of a niche market, as there are many others it could try to partner with.

Suggestion 3: Expand partnerships. Skype could partner with companies such as video surveillance which have a need for high-quality video and video recording.

158 BUSINESS DEVELOPMENT

Building a Brand, Industry Analysis & Business Model Generation CREATIVE BRIEF

Background Summary Audience An estimated 40% of Americans currently use online dating in order to search, Geared toward multiple audiences who can afford and are willing engage and meet other users (matches) for the purpose of engaging in personal to pay for a premium service. Current Dating App Users who relationships (Statista, 2018). However, only ⅔ of these users actually meet matches already depend on dating apps and website to find matches. in person. According to Verity magazine, existing apps leave users with ‘dating app Non-Dating App Users who may not consider online dating due fatigue’. Users tend to exhibit behaviors such as losing interest, using the app to various reasons such as lack of need, personality traits and mindlessly, interacting with matches they might not be interested in and their insufficient technological knowledge. Experience Seekers who expectations are lowered. These behaviors combined with a lack of communication are drawn to the unknown/unique experiences and are willing to from the dating app itself (86.2% said they were not contacted to help improve their give up control to someone else. Young Professionals who may experience), lead to users losing match conversion opportunities due to disinterest not have the time or don’t like the tedium of making plans and and trust. Eventually users abandon the app and never make it to a first date. would rather have someone else set up the details of their date.

Network Overview Competitors This dating facilitation network involves an app and/or features for integration with Existing online dating services such as eHarmony that are known existing dating platforms, in order to remove some of the barriers it takes between for providing users with long term, meaningful relationships. finding a qualified match and setting up an in-person meeting, in order to increase Zoosk because it has a dating insight report which matches users the likelihood of a successful date. As a unique, pay-for-service business model, the based on commonalities. Coffee Meets Bagel because it builds service will aim to increase the number of successful matches and conceptualize and anticipation. Tinder because of its unique ability to focus on plan the logistics of the dates for the users. quantity of available matches.

Network Goals Opportunities • Provide a paid-for facilitation service to act as a filter or control mechanism with • There is an opportunity to improve upon existing dating apps features to maximize the quality of matches and dates for online dating users services and features in order to achieve the end users goal of • Provide date facilitation features to existing dating apps, in order to enhance the meeting compatible matches in person. dating experience for online dating users by utilizing their common interests to put • There is an opportunity to maximize the success of first dates together a date that both parties are destined to enjoy by incorporating voice calling features and video call features. • Partner with local businesses to provide enhanced experiences worth greater value • There is an opportunity to remove the mindless swiping by to the users offering premium priced algorithms to those who are willing to pay due to their seriousness of finding a compatible match. BUILDING A BRAND VALUE The pearUp network connects adults seeking personal relationships with consideration for all types of diversity, to higher quality matches and facilitates PROPOSITION face-to-face experiences with the support of local merchants, in order to develop and sustain lasting connections.

pearUp takes a unique approach by utilizing users personalities and preferences, to pair them with their most compatible matches. We will facilitate the building of personal connections online by leveraging innovative interactions through messaging and video technology, in order to remove existing online dating barriers of converting online matches into in-person dates.

One of the unique aspects of this dating system is the facilitation of first dates by utilizing users personalities, interests and hobbies, in order to customize experiences for the matches. We will leverage partnerships with local businesses, such as restaurants, bars, and other local venues, to cultivate in-common interests into delightful, in-person experiences at local venues.

The value of this personalized dating facilitation will extend beyond creating an online match and a first-date, by offering unique, repeatable experiences for future dates and community events, ensuring business success over time.

162 Mission Our mission is to increase the quality of dating through engaging people in an interactive ecosystem of personalized quality based experiences that are facilitated by the platform to Statement broaden the user access while building on local business opportunities.

The pearUp experience starts with matching individuals through fun personality based 25 Word activities and progresses through a variety of customized feature options from date ideas, Statement security check in’s, local activities, to collaborative events.

The only dating platform that has facilitation features that provides access to a network of Oneliness people/matches and local experiences for people who want to maximize their dating Statement experiences in an era of fast pace experiential living.

163 Who: 5 QUESTIONS Our dating facilitation network, pearUp, involves a platform with features that removes some of the common barriers it takes between finding a qualified match and setting up an in-person meeting, in order to increase the likelihood of a successful date.

What: As a unique pay-for-service business model, the service will aim to increase the number of successful matches along with conceptualizing and planning the logistics of dates for the users.

Why: To enhance the dating experience for online dating users by utilizing their common interests to put together a date that both parties are destined to enjoy.

Where: Local communities through partnerships with local businesses, such as restaurants, bars and venues, to provide enhanced experiences that are recommended based of user’s preferences, in order to provide greater value to the customer.

When: pearUp would be available 24/7 to the users and businesses. By utilizing a calendar software that matches the user's availability, so it is convenient for both parties.

164 INTRODUCTION TO ZAG’S 17-STEM SYSTEM To visualize the pearUp brand, we used a system which includes 17 steps, or ‘checkpoints’, outlined in ZAG. The answers to the initial three questions of the system frame the FOCUS of the brand; who we are/what we are passionate about, our purpose, and our vision. The fourth checkpoint highlights the current TRENDS that pearUp is capitalizing on. Although some brands have very similar values, there are always differentiating characteristics. These DIFFERENTIATING checkpoints help to define what sets us apart as a brand from other dating apps. The final category of the brand-building system is COMMUNICATIONS which helps to outline the brand name, messaging, marketing, engagement , and expansion aspects of the brand.

Through this complete system, the pearUp brand is clear, and the way it will zag from current competition is fully realized.

(Neumeier, 2007) ZAG STEPS: 1 - 4

4 1 2 3 THE 17-STEP

PROCESS WHAT WAVE ARE YOU WHO ARE YOU? WHAT DO YOU DO? WHAT’S YOUR VISION? RIDING?

We are passionate about We provide unique To create an optimistic The wave of dating apps bringing people together opportunities coupled and realistic dating to find connections, the and removing as many with community support culture that begins online wave of technology barriers as possible to to build the relationships and successfully brings (video, games, creative make that happen. We you are looking for. people together in applications) and the value building an person. wave of personalization inclusive community (personalized which will support experiences tailored to relationship- individuals and what is building in all of its likely to be successful to stages. each person)

166 ZAG STEPS: 5 - 9

5 6 7 8 9

WHO SHARES THE WHAT MAKES YOU THE WHAT SHOULD YOU ADD WHO LOVES YOU? WHO’S THE ENEMY? BRANDSCAPE? “ONLY”? OR SUBTRACT?

Broad audience dating Our brand is the ONLY Add: People with social People who put in apps (cater to broad dating system that -Video chat capabilities barriers to converting minimal effort into online populations) curates dating -Fun-get to know you matches to first dates. dating and expect experiences and activities through the app success. Targeted dating apps integrates community to amplify personality People who are looking (cater to targeted support through local -Business interaction and for the best chance at People who feel like populations of people) business participation support of people using success with a match and online dating is not the the app are willing to go on way they would prefer to Dating apps which -Ways to reduce inclusion relationship-building meet people. integrate with social barriers and racial biases endeavors to help ensure media that success. Subtract: -Integration with Facebook to find matches (also includes Facebook events)

167 ZAG STEPS: 10 - 14

14 10 11 12 13

WHAT DO THEY WHAT DO THEY CALL HOW DO YOU EXPLAIN HOW DO YOU SPREAD HOW DO PEOPLE ENGAGE EXPERIENCE? YOU? YOURSELF? THE WORD? WITH YOU? ( see appendix )

pearUp - Fruitful Trueline: pearUp is the Social media networks, - Our users will connect Potential users connect experience, rising as in a only online dating existing users, non-digital with matches in a with awareness cake or pudding, golden network that curates mass media in large relationship building touchpoints → Becomes dating experiences and community that engages to indicate quality and integrates community cities, in places of with local industries. interested in brand & VP equality, extremely support through local experience, social → Downloads the app → desirable, rewarding and business participation. venues, at the places we - People engage with Becomes a user → profitable] want our users to go, and pearUp on social media, Engages in the desired Taglines: inside other apps and on existing dating community features → - We’re here to pear you social platforms, in the IP can be legally Up. platforms. entertainment industry Has an experience → defended as pearUp is a - Building meaningful -Tagline messaging by and the experience Shares the experience → non-descriptive terms pear to pear using descriptors for economy market. Finds a match → Returns and won't be devalued as relationships. each offering such as for more new part of the dating - Pearing together for a pearUp: Date , pearUp: experiences with the language. united community Concert, pearUp: same match or finds a Shopping, pearUp: Boats, new match as desired. etc. 168 ZAG STEPS: 15 - 17

15 16 17

HOW DO YOU EARN THEIR HOW DO YOU EXTEND HOW DO YOU PROTECT LOYALTY? YOUR SUCCESS? YOUR PORTFOLIO?

- pearUp will build We will use the ‘Branded Brand logo extension (BL) customer loyalty through House’ strategy to will enhance the success community building two engage the community of dissimilar brand way interactions. and build on - Members will have easy experiences, while extensions such as to use feedback working with industries to boating and dating, or resources for positive and gain exposure. activity and dating. The negative experiences Each market segment will BL strategy will enhance - Operate on (Act, Assess, have an extension that pearUp experiences and Adapt) Model to reinforces our brand. continuously evolve the connections perceived as brand fit based on long-term - Inclusion will be memory users. seamlessly integrated throughout all features and encouraged with new customer bonus experiences / milestones

169 BUSINESS MODEL GENERATION Through the 9 Building Blocks of the Business Model Canvas, we identified the strengths and weaknesses of

Establish our three competitors: Match Group, Groupon and Market Skype. Presence

This analysis provided us with the understanding of which strengths could be utilized for pearUp’s business

Ensure Enable model and which weaknesses to avoid. We concluded Revenue New Market that we must innovate and focus on establishing market Growth Expansion presence, enabling new market expansion and ensure revenue growth in order to ensure our greatest potential for success.

(Osterwalder & Pigneur, 2010) INITIAL BUSINESS MODEL CANVAS Consumer market Merchant market

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS

Merchant Customer Online Dating Partners Intimacy Services Management Higher quality Local

online matches Consumers Trusted and (adults seeking Software Marketing Local Deals innovative to build new Design relationships) Removing Barriers Local Through Date Merchants facilitation

KEY RESOURCES CHANNELS Local Merchants (restaurants, Local Merchant Targeted Offline events, bars, Promotion that Advertising coffee shops) brings in High Campaign Internet? Quality Engineers Customers Generate Computational Talent (Head of Incremental Marketing: Marketing & High Revenue Mobile, Partnerships) (big margins Websites, email and repeat)

COST STRUCTURE REVENUE STREAMS

Sales Marketing Software Talent Subscriptions Percentage of Memberships Development (Employees) Transaction with User Based Credits

172 SWOT pearUp

Initial Business STRENGTHS WEAKNESSES

Model Canvas ● Innovative business model ● No market presence ● Focus on people seeking meaningful relationships ● Need for funding ● Higher qualification standards for creating matches ● No proprietary IP ● Inclusion of LGBTQ culture ● Lack of safety/security ● Partnerships with established, local businesses ● No talent / employees on the ● Facilitation of In-person Opportunities ground ● Unique experience ● Customer retention through group buying offerings

OPPORTUNITIES THREATS

● Partnerships with local businesses ● Intense competition ● Partnerships with dating services ● Loss of first-time customers ● Extensive reach through partnerships ● Evolving technology of internet ● Location based features ● Negative experiences ● Match filters ● Hesitations to date online ● Advertising ● Government regulation ● Global growth

173

SUMMARY Overview pearUp connects adults seeking personal relationships, with consideration for all types of diversity, to higher Initial Business quality matches and to their local community for support in developing and sustaining lasting connections. In addition, it presents many opportunities for partnerships with businesses that already have a strong market Model Canvas presence, which will be used as leverage for growth.

Weaknesses With no market presence and threats of competition pearUp needs to first focus on establishing partnerships with local businesses in order to build offerings that will entice consumers to buy in. Having no parent company to help fund the process, it will be difficult to hire talent and sell/advertise within the chosen local community(s). A lack of proprietary IP or intellectual property will hinder our ability to combat competition.

Strengths pearUp’s innovative business model will focus on bringing people together in order to fulfill their goals for building the types of meaningful relationships that they were looking for. Through higher quality standards of matchmaking and facilitating in person dates for the users, we will remove existing barriers that inhibit users success with other services. Our partnerships with established, local businesses will provide unique in-person experiences for all stages and types of relationship building.

174 STRATEGY Through analysis of our initial business model canvas, we created a strategy to realize the full potential of our strengths and minimize the weaknesses. Business 1. Establish Market Presence: Model Canvas a. Partnering with businesses that already have a strong market presence help validate our brand and create awareness within communities. b. Focus on building and leveraging a unique and charismatic brand will enable us to combat the lack of intellectual property and the lack of funding, and ensure that we have a strong presence within the community.

2. Enable New Market Expansion: Focus on all local consumers seeking to build new relationships by offering unique experiences, being all inclusive of sexual orientations and race diversity will help us identify with all potential users.

3. Ensure Revenue Growth: Our brand offerings will enable growth of a large user base. By focusing on helping people build meaningful relationships, whether it be romantic or friendship, our offerings will ensure a successful customer retention plan. Multiple subscription offerings for users and for establishing market presence, enabling expansion into different markets and ensuring customer retention for revenue growth.

175 UPDATED BUSINESS MODEL CANVAS Consumer market Merchant market Value the business is receiving

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS

Merchant Higher quality Customer Online Dating Partners Marketing Intimacy online matches Services Management Local

Consumers Event Trust and (adults seeking Software management Removing Local Deals loyalty to build new Design Barriers relationships) Through Date facilitation Local Merchants 3 Revenue Local KEY RESOURCES CHANNELS stream that Merchants enriches (restaurants, events, bars, community Local Merchant Offline coffee shops) engagement Databases Advertising 1 Campaign Targeted Payment 2 Engineers Promotion that Providers brings in High Computational Brand Generate Online Dating Quality Incremental Marketing: Services Customers High Revenue Mobile, (big margins Websites, email and repeat)

COST STRUCTURE 4 REVENUE STREAMS

Sales Software Employees Premium Merchant Advertising Development (Talent) Services memberships fees fees

176 SUMMARY 1. Key Partners Our ability to generate revenue for growth, we will need partner with successful payment providers. These Updated partnerships will provide us with the capability to receive payment from the users and local merchants.

Business 2. Key Resources Model Canvas Our biggest resource will be our brand. It will be our brand that will enable our ability to attract and hire talent necessary for market and partnership growth, and to grow a large user base. 3. Value Proposition We will create value for the business by generating enough money so a revenue stream is filtered back into the community to create, a social micro-group, a tribe that builds belonging through shared experiences. This way we will establish ourselves within the community and further ensure inclusitity of everyone.

4. Revenue Streams We will start by making money from our merchant partners through monthly membership fees by offering promotion of their business and driving a new client base to them. Once a large user base is established, we will develop our premium service that we will charge users for and then updated membership fees for merchants.

177 REVENUE STREAMS: Detail of Feature Payment Levels Upon Launch

Customer service is included along with all plans for the benefit of the user as well Tailor the app the way For Pears Seeking Matches as aiding customer retention. you want to use it.

Your choice of: All features for the first Then three Add-on features 2 features for $3 1 Profile Builder two weeks are free. features are come at a cost... 5 features for $6 free. Choose 1 Pear Messaging 10 features for $10 wisely... 1 Pairing Pears All for $15

Cost is per month

For All Pears For Merchants

We demonstrate value through a rigorous Register your The concept is Couples and/or group experiences marketing campaign. Businesses invest up business with us for a simple... discount features & packages front and will be shown value through the base monthly fee number of pears that visit their Group event planning merchant deals establishment. It’s month-to-month, so no long-term commitment.

178 MARKETING STRATEGIES For Businesses MARKETING We will begin with a direct selling approach in a specific location for the initial offering. It is imperative that STRATEGIES we start with our advantage by marketing to local businesses before we begin marketing to our user groups/consumer segments.

We will initially target more relevant local businesses that are already leveraging other online promotion tools like or OpenTable (Restaurants, flower shops, art galleries, music venues). We will automate our marketing strategy at a later date into online marketing sign-up engine.

For Users We will begin with online marketing focusing on where our customer segments already are. We will advertise on existing dating apps such as eHarmony and match.com in order to reach our Current Dating App Users.

● We will utilize video advertisements on Facebook, Snapchat and other popular social networks to reach other segments, Non-Current Dating App users, Young Professionals and Experience Seekers. ● Targeted media outreach to radio and television on popular channels for customer segments. ● We will host and sponsor events for student populations at colleges and local clubs such as cultural, arts, music and more to attract our customer segments on the ground.

*The above marketing strategies are designed to gain traction in the beginning. Other strategies and approaches including for retention marketing will be determined and tested in the future based on the learnings from the initial marketing efforts.

180 CONTENT DEVELOPMENT We synthesized the insights of our primary research to challenge conventional thinking with “what if” questions. These questions poised us with intriguing, difficult-to-execute propositions, which aided us in unveiling the most optimal business model possible.

The resulting network design is a user driven model. Our innovations are based on the customer needs, facilitated access and increased convenience for all users. Our network is a multi sided platform that caters to both businesses and network users. USER DRIVEN FEATURES

Network Users & Businesses

183 APP FEATURES 1: Getting Started

PHASES FEATURES HOW MIGHT WE

Verification Tools: ● Develop practical, thorough vetting of matches within the apps?

● Require validation of both an email address and phone number to get started - for some features we ● How might we alleviate some of the barriers of will require the user to provide a valid credit card before activation. non-dating app users including nervousness, stress, ● Connector - with online dating apps & social media for review before each user is approved (Internal Registration and uneasiness (top reasons cited as to why the data safeguards and platform servier security) user does not use dating apps)?

Profile Builder - ChatBot: ● Develop filters which focus on distance/location, shared availability, values, filtering out tourists, ● Research Backed Personality Test: learn more about who they are; focus on how they are verses politics? how they look ● Utilize profile information to inform the behavior ● Notepad/journal feature: with cute reminders for each person to note their behaviors and reactions interactions we set up within the service? throughout their network experience. This information can help with facilitation features. ● Develop practical, thorough vetting of matches Profile Builder - Progress Indicator: within the apps? PROFILE BUILDER: Getting to ● Create a tally system that shows each user their own indicator icon with the number of 'app fatigue' ● Create a social platform that emphasizes personality behaviours. The icon will tally the number after checking with a user and asking an indirect over physical attributes to get to know one another Know You confirmation question. Encourage the user to take a break and engaging in an 'app experience' best? after a few days of constant swiping and no matching is detected ● Find a way to identify and reduce the common Calendar Integration: with existing and sync capabilities indicators of dating app fatigue: ghosting, breadcrumbing, stashing, etc.’’?

184 APP FEATURES 1: Pairing Pears

PHASES FEATURES HOW MIGHT WE

‘Friends-to-lovers paradigm’ features: the longer you know someone, the more attractive they become with ● Find ways to help people become friends first or as added comfort. well as romantic partners?

● AI Insight Matching Tool: By personality types, By location, with a residents within a distance radius ● Lighten the impact of users ability to be over chatty option; By interests, By hobbies and expressive?

● Deck of Cards - Pear Match: ● Increase the emotional impact on a user so the ○ Step by step introduction to a match via personality before showing their photo matches have more quality than quantity? ○ Utilize the personality test to create a field to label users with a 'communication style' providing a sense of relief knowing that match will know this about them and/or may ● Create an opportunity to communicate with people have the same style face-to-face through recorded video?

● Share Pear, Buddy Feature: ● Alleviate some of the barriers of non-dating app users ○ Invite a close contact (or a few) to be your ‘emergency contact’ including nervousness, stress, and uneasiness (top ○ Share people you were matched with via text message to see if friend/family approves reasons cited as to why the user does not use dating PEARS TRUNK: (do not include contact information of match, potential use false name and focus shared apps)? information on personality Matching & Meeting ● Identify and reduce common indicators of dating app Pears Online fatigue?

● Encourage matching of those with easy-going personality?

● How might we develop practical, thorough vetting of matches within the apps?

185 APP FEATURES 2: Online Facilitation Features

PHASES FEATURES HOW MIGHT WE

● Create an opportunity to communicate with people ● Pear Messaging (sms/mms): face-to-face, whether live, or through recorded video? ○ Ice-breakers, games and friendship interactive messaging guides & tips will assist in helping people be friendly first, enhance awareness of the benefit of people's ● How might we make video chatting a meaningful characters, along with highlighting consideration of each interaction response experience?

○ In messaging, they can send short videos of themselves(either pre-recorded and ● How might we develop interactive features which focus saved for reuse with other matches or in-the-moment recordings) on games and video?

○ Pop up reminders on your phone ‘It’s your turn to message Zak’, It’s been 3 days ● How might we create features within the app which since you messaged Lorde. Ask her how she’s doing today! Declan has messaged involve the friend and family network to ensure safety? you 4 times over the past month. Do you want to respond? If no, we’ll send them a message saying that we’re sorry it didn’t work out! ● How might we create a service which perpetuates lasting, long-term relationships? ○ Once the frequency and length of messages rapidly increase a video chat option will PEARED BRANCH: pop up ● How might we create trust in our system?

Getting to ● Pear Video Guides: ● How might we integrate conversation-starters Know Each Other after sms/mms, video interactions to get to know each even better. Interactive video guides can /ice-breakers into the app in an engaging way and also Online facilitate their online video calls. for use when meeting in person?

● Service will focus on providing the three tenants of pearing: Higher quality matching based on ● Create a service which perpetuates lasting, long-term personality, date facilitation and support from local businesses. relationships?

186 APP FEATURES 3: Face-to-Face Facilitation Features

PHASES FEATURES HOW MIGHT WE

Merchant Pairing: ● Use profile preferences (user’s personalities, interests, ● 'PearMatching Personality Test for Merchants' will help create date preference profiles that hobbies, desires/…) to suggest dating ideas within the match business profiles service? ● Calendar integration or in-app calendar will match user schedule viabilities and date preferences to local businesses profiles ● Best inform the dates of how to find each other once ● Check-in to the business feature when the first person arrives based on location data. ‘Let your they arrive at the date location? Merchant date know where you are’ prompts the first user who has arrived ● Community/Event Offerings: prepackaged/curated dates that users can purchase, offer group ● How might we extend the business value of the apps Tools events to attend and other entertainment options. Include ability to see how many friends or even after the users find matches, to encourage the user matches are also attending stay on the app? Bartender Resources: ● How might we work with the bartenders to provide a ● Provide guides for bartenders to access when logged into their merchant’s account great date experience, therefore increasing the ● Allow for bartender feedback and rating system, and connect to social media for impressions likelihood of success? and exposure

Facilitation Ice-breakers: ● 'Give Them A Quality Chance' features that quiet/mutes the other date alters. This is an optional ● How might we destigmatize having a dating app active feature that encourages depth/quality of date vs. quantity of impressions once there is a match so the likelihood of it becoming ● After a number of dates, the app will unlock a memory circuits advice and services including a successful increases? notepad to list things your partner likes to use later in a surprise. [e.g. Eye gazing reminder, learning tips about your partner, teach your partner what you like, do something edgy, surprise ● How might we discover types of extended user services? Getting to them, Do edgy things together, etc.] ● How might we provide a way out for matches if it is not Know Each Other Safety Notification - ‘Pear Buddy’: going well or the date is concerned for their safety? Face-to-Face ● Send App notification requiring action: When day, time and location align, the app will know that the person is on a date ● Will send a notification to the emergency contact to be on standby. ● Will send a notification to the user on the date, that can remain on homescreen for the user to react. If needed, without having to unlock the phone and open app, the user can hold down on notification and choose to send help signal to emergency contact or dismiss (aka all is ok!)

187 APP FEATURES 4: Customer Service / Retention

PHASES FEATURES HOW MIGHT WE

● Include strategic questions about the user’s experience in a non-intrusive, seamless manner of ● Gather meaningful information from customer feedback interaction throughout the dating experience on a regular basis? ○ Personality quiz self-critique: did you enjoy taking this quiz? Was this quiz fun? Did this quiz help you learn more about yourself? ● Continue to target users once they have deleted their ○ Match Making - 1 in 10x (for example), after viewing a matches personality & before apps? the user decides if they like or don't like, they are asked: Is this enough information ● Build a service where the users are actively engaged in a for them to decide at this point? Do you feel like you know enough to say yes or no? consisted long-term manner? Would you like to see, and offer a few other options about the person ● Consider the technological limitations and accessibilities ● Follow up with email - invite to events and show who has viewed their profile that users have when it comes to integrating new forms ○ Launch placement campaigns and teaming campaigns with other experience of technology into a platform? activities, events and restaurants ● Extend the pearUp experience into other surrounding ● Live chat software - This can serve as customer service in the beginning, as the company grows, first-date businesses within a partnership with the social and integrate live chat within the Pear Phase and milestones networking platform? ○ Consider web-based service from the beginning, consider dating app fatigue, and Connecting & remove the barrier of having to download another application ● Convert non-dating app users into current users using a Supporting Users ○ Partner with platforms that collect and correlate experience ratings systems (e.g. trial period to show value? Zagat door tag and TravelAdvisor)

● The trial period would need to be long enough for users to get the full experience, about one month or one date with the ability to pay using credits for date suggestions ■ Alert the user if their partner is not on a trial having features this trial user cannot access ■ Feedback Features - Seamlessly integrated throughout the dating platform

188 SITE MAP: Features

1: Getting Started & Pairing 2: Online Facilitation 3: Face-to-Face Facilitation 4: Customer Service, Retention

Profile Builder - AI ChatBot Peared Branch - One-on-One Tools Merchant Portal Seamless, In-App Strategic Feedback

Registration: User ID verification Tool Pear Messaging (sms/mms) Profile Builder Personal Builder Feedback

Connector: Online Dating, Social Apps Ice-breaker Games Business Personality Test Matching Feedback

Research Backed Personality Test Interactive Chat Guides Calendar Integration Online Facilitation Feedback Profile Status Indicator Notification Chat Reminders Off-The-Shelf Date/Event Builder Date Facilitation Feedback Calendar Integration Pear Video Bartender Resources Merchant Feedback Pairing Pears - Trunk (home for matches) Ice-breaker Games Dashboard - Tracking & Analysis Info Customer Outreach AI Insight Matching Tool Interactive Video Guides Couple’s Tools Notifications Deck of Cards - Pear Match Notification Call Reminders Buddy Notification - Safety Tool Emails Share Pear Buddy Feature - Safety Tool Peared Notes - Optional journal feature Check-In Feature Live Support Pear Notes - Optional journal feature Orchard - Community Tools Facilitation Ice-Breakers In-App Chat

On-Date Call

189 USER EXPERIENCE

Network Users & Businesses

190 CUSTOMER JOURNEY: Experience Seeker

Phases AWARENESS GET STARTED MEET MATCHES GET TO KNOW FIRST DATE

Registers by email & On SnapChat, checking out latest Downloads Match is Matches are reviewed & Chats with Video chats with A customized date is facilitated for the phone, verifies & pearUp stories and sees ad pearUp made accepted/declined accepted Pear Pear two pears connect calendar

Doing

• I don’t have much time to jump right • I want to meet someone organically • This should be legit because of the • I’ve gotten to know this guy pretty • What can I do? into meeting this person face to face • I do like to try new things and go on registration process well online, but what if I’m not safe? • How will I be matched? • These icebreakers are fun and super Thinking different adventures • How long will this personality quiz • How will he know that I am here? • Why can’t I see their photos first? helpful take? • Where will we

• More curious about my matches • Frustrated about current dating setup • More secure about the seriousness of • Reassured bc of how much I am • Exhilarated that the date planning was • Nervous that none of them will work • Intrigued about a service focuses on other users learning about this person done for them • Concerned about accepting some Feeling bringing people together in-person • Excited that the app quickly knows my • Confident in whatever my decision will • Nervous to meet in-person pears • Stressed that it could not work interest and so much about me be regarding meeting in-person • Anxious about how it will go

QUALITY OF PEARUP TIME SAVINGS RELEVANCE OF PEARUP SERIOUSNESS OF PEARUP QUALITY OF PEARUP Experience CONNECTIVITY MAKING A REAL CONNECTION INTRIGUE REASSURANCE EXCITEMENT SAFETY NEW EXPERIENCE

*Experience Seeker

191 CUSTOMER JOURNEY: Experience Seeker

Phases CUSTOMER SERVICE RETENTION COMMUNITY EVENT CONTINUED APP USAGE COMMUNITY EXPANSION

In the early stages of relationship, Businesses will connect featuring Has issue with some matches living too Accepts more matches and goes on RSVP’s to recommended event and continues to use date facilitation and collaboration experiences in social pearUp far away more facilitated dates sees pear connections that are going checks out community events. events across the community.

Doing

• Could it match me with even higher • I’ve been waiting for a new, cool • I need to say something, these • How can we achieve more app quality matches? offering like this right here in my area • I have nothing to do this weekend matches live too far away for me milestones? • These dates are all different • I can meet and mingle with more than • What new different experiences are Thinking • Pretty convenient that I can provide • If we use pearUp to eat before the • I wonder if my match is going to like one connection there that we can try together feedback right here, right away concert we might get a parking deal this experience • I don’t mind paying for this

• Frustrated that my preference wasn’t • Relieved that we don’t have to spend • Delighted by the different locations/ • Elated that there is an interesting • Wanting to maximize their experience being utilized time figuring out the details experiences for new dates experience set up for me with app features connecting industries Feeling • Relieved that I could give feedback • Determined to not be bored over the • Enthusiastic about the possibilities • Security because of group setting • Branded and engaged and have my issue resolved quickly weekend

CONTINUED VALUE OF PEARUP QUALITY OF PEARUP CONTINUED VALUE OF PEARUP CONNECTIVITY GROWTH CONVENIENCE Experience HELPFULNESS DELIGHT NEW EXPERIENCE TIME SAVINGS

*Experience Seeker

192 CUSTOMER JOURNEY: Business Owner

Phases AWARENESS GET STARTED BUILDING DATES CONTINUED USAGE CUSTOMER SERVICE?

Completes the business personality Checks in on how many dates/events Online searching for new ways to Lands on registration page, fills out Bartender has trouble accessing the quiz and adds off-the-shelf date/event were sold and the status of user pearUp expanding their marketing, clicks ad merchant info & verifies account icebreaker information options checkins vs. no shows

Doing

• I want our business/restaurant to • What is the impact of pearUp on my • How can our business market to • I wonder if my information will be • I wonder if this can be fixed quickly become a goto dating location or business? enhance dating experiences? shared? • It’s actually pretty easy to send a Help community experience anchor • What is our return on investment? Thinking • This could be a good way to get a • Curious about how much this will cost message because the option is right • What are the business collaboration • How can we further grow our social new clientele or how much effort it will take here where I need it opportunities for increased exposure? awareness?

• Creative and ready to list all kinds of • Our clientele seem more engaged and • Intrigued about new possibility • Excited about the ease of use so far date ideas that we could offer enthusiastic • Pleased with the responsiveness of • Willing to give it a shot because it’s • More ready for the possibility of new • Delighted by the integrations of • Our business can get behind this brand customer service Feeling free to get started business calendar and other tools for interacting for a while - loyalty • Relieved that it was resolved quickly

with the daters

VALUE OF PEARUP RELEVANCE OF PEARUP EXCITEMENT CONTROLS EXPECTATIONS VALUE OF PEARUP Experience SUCCESS INTRIGUE USER-FRIENDLY EXPERIENCE LEARNS FROM FEEDBACK SATISFACTION ACCOMPLISHED

193 PROTOTYPING

User Experience & Business Experience EXPERIENCE FLOWCHART: Users

MatchMaking: Guided Chat Interactive Looking for First Date Meet & Search for YES Experience YES Video YES one-on-one Facilitation matches through (SMS/MMS) relationship(s) Experience personality first

Profile Builder: + Getting to Know You SIGN ChatBot, will build Community: UP and customize your Interests & hobby experience with Meet a New groups and related YES research backed Match personality quiz. local events

Looking for community &/or + experiences Entertainment: Recommended, YES Attend An past experiences, Event calendar

Off-The-Shelf Date

195 PROTOTYPE FOR USERS

196 MOBILE APP Place your screenshot Place your screenshot User Experience: here here Login & A la Carte Features

197 MOBILE APP User Experience: Profile Builder & Personality Quiz

198 MOBILE APP User Experience: Profile Builder & Personality Quiz

199 MOBILE APP User Experience: Events & Social Calendar, Community Groups

200 MOBILE APP User Experience: Searching & Connecting with Matches

201 MOBILE APP User Experience: Trunk of Pears & Dates Facilitated by pearUp

202 MOBILE APP User Experience: Date Icebreakers & Date Journal

203 MOBILE APP User Experience: Date Features & Business Checkin

204 Place your screenshot here WEBSITE User Dashboard

205 PROTOTYPE FOR BUSINESS

206 MOBILE APP Merchant Experience: Sign-up & Profile Builder, Business Dashboard

207 MOBILE APP Merchant Experience: Date Tracking & Employee Icebreakers

208 Place your screenshot here WEBSITE Merchant Dashboard

209 Thank you.

For questions please contact us at:

● Zubeida Alawi - [email protected] ● Danielle Barisic - [email protected] ● Rebecca Brand - [email protected] ● Tracy Mextorf - [email protected]

210 APPENDICES RESEARCH 211 - 232 Online Dating 213 - 218 Table of Interviews & Surveys 219 - 232 Contents SOURCES 233 - 245

211 Appendix: Research

Social Networks & Online Dating Networks

212 RESEARCH Online Dating PESTLE

213 SEGMENT A segment matrix is analysis which focuses on breaking down and MATRIX understanding network values (Johnson, Scholes and Whittington, 2008). Introduction Online dating facilitates connections through a digital means. In direct competition with online dating are sites such as Meetup, which uses electronic mediums (mobile and web) to facilitate in-person group meetings and form communities. Although online dating solves some barriers such as access to available connections and the ability to have control over matches, it does not primarily provide the in-person communities and ability to form natural connections that Meetup does. Some apps integrate in-person meetups such as Match.com, but if the personal connection starts becoming more valuable, a platform like Meetup could be in direct competition with the majority of current relationship networks.

As another perspective of analysis, Meetup.com was analyzed using a segment matrix from the perspective of a competitor.

(Meetup, 2018) 214 SEGMENT MATRIX Meetup

(Meetup, 2018)

215 RESEARCH Relationship Matches Expanded from Current Network: Multiple apps now build off of your current network of friends, for example Hinge and The League. Online Dating

Trends 1 Dating App Practices: The following negative behaviors have become common-place for relationship apps due to the impersonal nature of online matching.

● Breadcrumbing-send sporadic messages to keep matches around/keep in limbo ● Stashing-do not introduce to friends/family to keep relationship hidden or casual ● Ghosting-disappearing without any follow up ● Cushioning-main contact with a few for backup

Rapid Selection: A prominent user interaction is the rapid selection, whether that is with a swipe left or right, a ‘hot-or-not’ type of scenario, or quickly clicking through large pools of potential matches (for example Plenty of Fish which claims to have the largest pool of users and match based on volume).

216 RESEARCH Profiles Pulled from Social Media: A technique that apps have been using is auto-pulling all user data from apps such as Facebook and Online Dating Instagram. This auto-populates profiles with the ability to tweak them, such as in The League. The connected network also plays into whether you will get approved to be a part of apps such as The League which is an Trends 2 app catered to people of a high social calibur.

Mobile: All relationship apps have a mobile component to it. This allows for easy access and integrates the ability for location-based pairing.

Segmented Audiences: A prominent trend in relationship networking is to target small niches. Although the list of relationship networks are not exhaustive, here are the niches that have been found: Age ranges (varying), Serious relationships, Non-serious relationships, LGTBQ, ASL, Religions, Race, Location, Comfort initiating communication, Standards.

217 RESEARCH WITHIN FEATURES ● Friend referrals (if you go on a date and think they would be better for a friend you can refer them) Online Dating ● Relationship coach/middleman Gaps ● Video chatting ● Ensures security on dates ● Grade your date (idea from The Grade but applied elsewhere) ● Wearable devices

WITHIN AUDIENCE SEGMENTS

● Robot dating ● Apps for people with disabilities ● Apps for the elderly

218 Appendix: Interview Questions and Full Transcripts Bartenders

Would you like the name of your bar to be kept confidential? INTERVIEW 1. No, its ok __ redacted for site confidentiality____ Tysons Corner Mall How do you perceive first dates and can you tell me how they generally play out? 2. One person always shows up first and chills at the bar. Guys usually grab a drink and wait but girls usually stay on the phone TRANSCRIPT non-stop. Sometimes they wait by the door and don't start a tab till the second person arrives. a. We have a large movie theatre a few steps away from our bar so the early dates round 5ish are second or Restaurant & Bar third-time dates, they are going to catch a movie. b. I think the most common issue is the icebreaker. When I see people struggling sometimes I try to chat them up 1. Tysons and tell a joke or two, but only when we are not too busy. I like to practice flair for our competitions so it's fun Corner, Virginia when a couple is having a good time to make fun drinks to try. c. Our demographics are in the late twenties and they like to order the specials. Which apps do you find are most popular among the people who come to your bar? 3. Tinder is big here and also Bumble. I think eHarmony people go to restaurants and sit at booths. How was the couple’s body language at the start of the date? How was the couple’s body language at the end of the date? 4. You can tell by the way each person sits on the stool. They start by facing forward towards the bar and sit up straight while turning their heads. Some super chatty people turn all the way around facing the person and put one arm on the bar. If it's later in the evening, guys just stand up next to the girl to get in close if they are getting along. When the date is not going well the girl usually shows signs first by putting her purse up on the bar or on her lap as if she is about to head out. How was the couple’s body language at the start of the date? How was the couple’s body language at the end of the date? 5. Not too often. The girl leaves first usually and then the guy leaves after. a. A good tell if the date went well is who pays for the check. Most dates that seem relaxed and fun the guy pays the tab because he already had one open. b. When the girl feels uneasy or does not like the guy or they don't hit it off, she ends up splitting the check or paying her part in cash because it's easy to just walk out and not wait for your card back or split the check. c. We can also see them leave together but split at the exit. The girl goes to the mall and shops and the guy walks out to the parking lot. You can see it all from my bar. Is there anything about dating apps you think might be interesting or you would like to share? 6. Maybe have more shared interests before meeting up and finding out all your questions are just making the date worse. Maybe have a set of suggested questions to break the ice.

220 Would you like the name of your bar to be kept confidential? 1. No, ___redacted for site confidentiality___. Santa Monica, CA How do you perceive first dates and can you tell me how they generally play out? INTERVIEW 2. The person that is always there first gets up when the other person arrives a. There is a high failure rate on a first date. A solid 85% failure rate, just based off the body language. You can TRANSCRIPT basically lie through your teeth on a website. b. I’ve noticed it doesn’t end up panning out, the body language, the way they struggle with finding common Restaurant & Bar interests, even though they found common interests on the site. c. Most users don’t take their dates to places that they regularly frequent because they don’t want the other person 2. Santa Monica, to go there if there date doesn’t work out. They go to a third or fourth bar that they know but not their number one or two. California d. A lot of dates, its their first time there. They walk in at first and look around and ask where is the bathroom, where is this. e. The male always shows up early. Which apps do you find are most popular among the people who come to your bar? 3. It was tinder, then coffee meets bagel and now hinge How was the couple’s body language at the start of the date? How was the couple’s body language at the end of the date? 4. One couple came in and he went for a hug and she went for a handshake, then he went for the handshake and she went for the hug. It was a downward spiral from there. She loved cats, he hated cats. She loved the beach, he hated the beach. a. It’s more feeling each other out. I’ve never seen anyone on their first date really commit. b. Some engaging some not, their bodies aren’t really turned towards each other. If they are sitting at the bar their heads are turned towards each other and their bodies are maybe turned at a 45 degree. And they normally sit at the bar, they rarely sit at the booth. Maybe its because the bar offers a little more stimulation and if it’s not going well they can doodle around and look around, things like that. How often to dates tend to leave together? 5. Oh man, that’s a great question. I would say a lot. I did witness one where they left and the guy came back. And he said ‘I thought we were going home together, but she ended up driving somewhere else, so I came back for a few more drinks. And I just told her I was going home’ 90-95% of them leave together but I don’t know what happens after that. Is there anything about dating apps you think might be interesting or you would like to share? 6. If people could tell each other where they are sitting in the bar. They always walk in and look around

221 Appendix: Google Form Survey Questions

Current Dating App Users SURVEY Current Dating App Users

Created With: Google Forms

Posted in the following places: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

1/6 SURVEY Current Dating App Users

Created With: Google Forms

Posted in the following places: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

2/6 224 SURVEY Current Dating App Users

Created With: Google Forms

Posted in the following places: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

3/6 225 SURVEY Current Dating App Users

Created With: Google Forms

Posted in the following places: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

4/6 226 SURVEY Current Dating App Users

Created With: Google Forms

Posted in the following places: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

5/6 227 SURVEY Current Dating App Users

Created With: Google Forms

Posted in the following places: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

6/6 228 Appendix: Google Form Survey Questions

Non-Dating App Users SURVEY Non-Dating App Users

Created with: Google Forms

Posted on: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

1/3 230 SURVEY Non-Dating App Users

Created with: Google Forms

Posted on: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

2/3 231 SURVEY Non-Dating App Users

Created with: Google Forms

Posted on: personal Facebook profiles, SCAD Design Management Facebook, Reddit - r/SampleSize, Link sent through friends and family

Time open: 48 hours

3/3 232 Appendix: SOURCES SOURCES: Network Resources

Bumble

B. (2018, May 1). Make The First Move. Retrieved June 15, 2018, from https://bumble.com/en-us/about

Christian Mingle

C.M. What is The Difference Between a Free Membership and A Paid Access Subscription? (n.d.). Retrieved April 01, 2018, from https://support.christianmingle.com/hc/en-us/articles/115005825745-What-is-the-difference-between-a-free-membership-and-a-paid-access-subscription-

Coffee Meets Bagel

Oh, S. (2018). Tinder VS. Coffee Meets Bagel: Just the Facts. [online] Vergecampus. Available at: https://vergecampus.com/2015/12/tinder-vs-coffee-meets-bagel/ [Accessed 9 Apr. 2018].

Definition of Social Network and Networking

Social Networking. (n.d.) In Merriam-Webster’s collegiate dictionary. Retrieved from http://www.merriam-webster.com/dictionary/Social Networking

DeviantArt

BusinessInsider.com. (2017). Israel's Wix buys DeviantArt for $36 mln, raises revenue outlook. [online] Available at: http://www.businessinsider.com/r-israels-wix-buys-deviantart-for-36-mln-raises-revenue-outlook-2017-2 [Accessed 7 Apr. 2018].

Facebook

Millions, N. (2018). Facebook users worldwide 2017 | Statista. [online] Statista. Available at: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ [Accessed 7 Apr. 2018].

FB Messenger

Cohen, D. (2018). How Much Time Will the Average Person Spend on Social Media During Their Life? (Infographic). [online] ADWEEK Network. Available at: http://www.adweek.com/digital/mediakix-time-spent-social-media-infographic/ [Accessed 5 Apr. 2018]. 234 SOURCES: Network Resources

Foursquare

Foursquare. (2018). About Us. [online] Available at: https://foursquare.com/about [Accessed 8 Apr. 2018].

Grindr

Serrano, A. (n.d.). How to Use Grindr. WikiHow. Retrieved June 25, 2018, from https://www.wikihow.com/Use-Grindr.

Ghosting, Breadcrumbing, Stashing

Moon, M. (2017). Coffee Meets Bagel dating app is trying to end ghosting. [online] Engadget. Available at: https://www.engadget.com/2017/03/23/coffee-meets-bagel-dating-app-premium/ [Accessed 9 Apr. 2018].

Google

Here, S. (2018). Social Media Statistics 2018: What You Need to Know. [online] Dustn.tv. Available at: https://dustn.tv/social-media-statistics/#google-plus-stats [Accessed 7 Apr. 2018].

Hinge

Hinge Help Center. (2018, June 13). Retrieved from https://hingeapp.zendesk.com/hc/en-us

Houzz

Smith, C. (2018). 20 Impressive House Statistics and Facts (April 2018). [online] Expanded Dramblings. Available at: https://expandedramblings.com/index.php/houzz-statistics/ [Accessed 7 Apr. 2018].

Influences

Valentine, O. (2018). Top 10 Reasons for Using Social Media. Top 10 Reasons for Using Social Media. Retrieved June 14, 2018, from https://blog.globalwebindex.com/chart-of-the-day/social-media/.

235 SOURCES: Network Resources

Instagram

Statista. (2018). Worldwide mobile internet advertising revenue of Instagram from 2015 to 2018 (in billion U.S. dollars). [online] Available at: https://www.statista.com/statistics/448157/instagram-worldwide-mobile-internet-advertising-revenue/ [Accessed 6 Apr. 2018].

JDate

JDate Membership Costs. The Price of JDate Membership. (2018, January). Retrived from https://ourbestonlinedatingsites.com/jdate-membership-cost/

LinkedIn

Statista. (2018). Number of monthly active Facebook users worldwide as of 4th quarter 2017 (in millions). [online] Available at: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ [Accessed 6 Apr. 2018].

Match.com

Mattews, H. (2018). How Much Does Match.com Cost?. [online] Dating Advice. Available at: http://www.datingadvice.com/online-dating/match-com-cost [Accessed 7 Apr. 2018].

Musical.ly

Chen, Y. (2017). Musical.ly has lots of users, not much ad traction. [online] Digidy. Available at: https://digiday.com/marketing/musical-ly-starts-selling-ads/ [Accessed 6 Apr. 2018].

OKCupid

Paid Features. (2018, January). Retrived from https://okcupid.desk.com/customer/en/portal/articles/1148364-paid-features

236 SOURCES: Network Resources

Pintrest

K, J. (2017). 175 Million People Discovering New Possibilities on Pinterest. [online] Business.Pintrest.com. Available at: https://business.pinterest.com/en/blog/175-million-people-discovering-new-possibilities-on-pinterest [Accessed 7 Apr. 2018].

Plenty Of Fish

Windle, L. and Newton, J. (2018). THE DATING POOL What is Plenty Of Fish, how many people use the online dating app and why is it so controversial? All you need to know. [online] The Sun. Available at: https://www.thesun.co.uk/living/1790408/plenty-of-fish-online-dating/ [Accessed 7 Apr. 2018]

Reddit

Reddithelp.com. (2018). Advertising. [online] Available at: https://www.reddithelp.com/en/categories/advertising [Accessed 7 Apr. 2018].

SnapChat

Kerby, J. (2018). Here's How Much Facebook, Snapchat, and Other Major Social Networks Are Worth. [online] socialmediatoday.com. Available at: https://www.socialmediatoday.com/social-networks/heres-how-much-facebook-snapchat-and-other-major-social-networks-are-worth [Accessed 6 Apr. 2018].

Tinder

Dating Sites Reviews. (2018). Tinder Information, Statistics, Facts and History. [online] Available at: https://www.datingsitesreviews.com/staticpages/index.php?page=Tinder-Statistics-Facts-History [Accessed 6 Apr. 2018]

Zoosk

Anon, (2018). [online] Available at: http://www.toptenreviews.com/services/home/best-online-dating-sites/zoosk-review/ [Accessed 9 Apr. 2018]

237 SOURCES

Blue Ocean Strategy

Kim, W. and Mauborgne, R. (2015). Blue ocean strategy. Boston, Massachusetts: Harvard Business Review Press. In text: (Kim and Mauborgne, 2015)

Branded House vs. House of Brands Brown, N. (2016). Branded House or House of Brands? Ideas Brand Identity Group. Retrieved May 03, 2018, from https://www.ideasbig.com/blog/branded-house-house-brands/. In text: (Brown, 2016)

Current Dating App Users

Tanya Kang & Lindsay H. Hoffman (2011) Why Would You Decide to Use an Online Dating Site? Factors That Lead to Online Dating, Communication Research Reports, 28:3, 205-213, DOI: 10.1080/08824096.2011.566109 In Text: (Hoffman, 2011)

Wikipedia. "Online Dating Service." . April 08, 2018. Accessed April 15, 2018. https://en.wikipedia.org/wiki/Online_dating_service. In Text: (Wikipedia, 2018)

Dating App Fatigue: Magazine

Beck, J. (2018). The Rise of Dating-App Fatigue. [online] The Atlantic. Available at: https://www.theatlantic.com/health/archive/2016/10/the-unbearable-exhaustion-of-dating-apps/505184/ [Accessed 20 Apr. 2018]. In text: (Beck, 2018)

Defining Online Dating

Statista. (2018). Online Dating. [online] Available at: https://www.statista.com/outlook/372/100/online-dating/worldwide# [Accessed 7 Apr. 2018]. In-text: (Statista, 2018)

238 SOURCES

Definition of Social Network_1

Schauer, P. and Schauer, P. (2018). 5 Biggest Differences between Social Media and Social Networking. [online] Social Media Today. Available at: https://www.socialmediatoday.com/social-business/peteschauer/2015-06-28/5-biggest-differences-between-social-media-and-social [Accessed 7 Apr. 2018]. In-text (Schauer and Schauer, 2018)

Definition of Social Network_2

Boyd, D. and Ellison, N. (2010). Social network sites: definition, history, and scholarship. IEEE Engineering Management Review, 38(3), pp.16-31. In text: (Boyd and Ellison, 2010)

Design Thinking: Class Book - for overview

Lockwood, T. (2011). Design thinking. , NY: Allworth Press [u.a.]. In text: (Lockwood, 2011)

eHarmony PESTLE

Healthplace4u.com. (2018). EHarmony.com PESTLE Analysis - Political, Economic, Social, Technological, Legal, Environmental factors of EHarmony.com. [online] Available at: http://www.healthplace4u.com/pestle-e/34883-pestle-analysis-eharmony-com.html [Accessed 9 Apr. 2018]. In text: (Healthplace4u.com, 2018)

eHarmony Pros and Cons

Anon, (2018). [online] Available at: http://www.toptenreviews.com/services/home/best-online-dating-sites/-review/ [Accessed 9 Apr. 2018]. In text: (Anon, 2018)

239 SOURCES

Empathy Map

Nielsen Norman Group. (2018). Empathy Mapping: The First Step in Design Thinking. [online] Available at: https://www.nngroup.com/articles/empathy-mapping/ [Accessed 22 Apr. 2018]. In text: (Nielsen Norman Group, 2018)

Empathy Map 2 Osterwalder, A., & Pigneur, Y. (2013). Business model generation a handbook for visionaries, game changers, and challengers. New York: Wiley&Sons. In Text: (Osterwalder, 2013)

Experience Seekers Definition Hirschman, E. C. (1984). Experience seeking: A subjectivist perspective of consumption. Journal of Business Research, 12(1), 115-136. In text: (Hirschman, 1984)

Fly-on-the-wall research technique

O’Reilly | Safari. (2018). Universal Methods of Design. [online] Available at: https://www.safaribooksonline.com/library/view/universal-methods-of/9781592537563/xhtml/ch42.html [Accessed 22 Apr. 2018]. In text: (O’Reilly | Safari, 2018)

Groupon Pahwa, A. (2017, December 08). How Does Groupon Make Money? Groupon Business Model. Retrieved April 28, 2018, from https://www.feedough.com/how-does-groupon-make-money-groupon-business-model/ In Text: (Pahwa, 2017)

Groupon Company Profile

Company Profile Groupon, Inc. (2017). [PDF] Savannah College of Art and Design, B749C993-1928-477D915E-4A1D07643306. Savannah, GA. In text: (Company Profile Groupon, Inc., 2017)

240 SOURCES

Industry Information

Leadership Strategies. (2018). Facilitation Skills | Meeting Facilitators | Leadership Strategies. [online] Available at: https://www.leadstrat.com/ [Accessed 17 Apr. 2018]. In text:(Leadership Strategies, 2018)

Inifac.org. (2018). INIFAC. [online] Available at: http://www.inifac.org/ [Accessed 17 Apr. 2018]. In text:(Inifac.org, 2018)

Company profile IAC/Interactivecorp. (2017). [PDF] Savannah College of Art and Design, 68A9E740-BE13-4448-A086-58539E5B8714. Savannah, GA. In text:(Company profile IAC/Interactivecorp, 2017)

Industry Profile Movies & Entertainment in the United States. (2017). [PDF] Savannah College of Art and Design, Savannah, GA. In text:(Industry Profile Movies & Entertainment in the United States, 2017)

Industry Profile Restaurants in the United States. (2015). [PDF] Savannah College of Art and Design, 0072-2134. Savannah, GA. In text:(Industry Profile Restaurants in the United States, 2015)

241 SOURCES

Match Group’s Business Model (subscription model)

Bowman, J. (2018). What Makes Match Group's Business Model So Powerful. [online] The Motley Fool. Available at: https://www.fool.com/investing/2016/08/27/what-makes-match-groups-business-model-so-powerful.aspx [Accessed 27 Apr. 2018]. In text: (Bowman, 2018)

Meeting without online dating apps

Lusinski, N. (2018). 18 Millennials Reveal How They Meet Dates IRL. [online] Bustle. Available at: https://www.bustle.com/p/how-do-you-meet-someone-if-you-dont-use-dating-apps-18-millennials-on-how-they-find-dates-irl-73952 [Accessed 22 Apr. 2018]. In text: (Lusinski, 2018)

Meetup Competitor Info

Meetup. (2018). We are what we do. [online] Available at: https://www.meetup.com/ [Accessed 9 Apr. 2018]. In text: (Meetup, 2018)

Microsoft Company Profile (Skype)

Microsoft Corporation Company Profile. (2017). [ebook] MarketLine. Available at: http://www.marketline.com [Accessed 27 Apr. 2018]. In text: (Microsoft Company Profile, 2017)

Monthly Global Users Data - Statista Most famous social network sites worldwide as of January 2018, r. (2018). Global social media ranking 2018 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ [Accessed 7 Apr. 2018]. In-text: (Most famous social network sites worldwide as of January 2018, 2018)

242 SOURCES

Non-Dating App Users

Lusinski, N. (2017, August 29). How Do You Meet Someone If You Don't Use Dating Apps? 18 Millennials On How They Find Dates IRL. Retrieved April 15, 2018, from https://www.bustle.com/p/how-do-you-meet-someone-if-you-dont-use-dating-apps-18-millennials-on-how-they-find-dates-irl-73952 In Text: (Lusinski , 2017)

PESTLE Johnson, G., Scholes, K. and Whittington, R. (2008). Exploring corporate strategy. Harlow: Financial Times Prentice Hall. In text: (Johnson, Scholes and Whittington, 2008)

R^2 Value

Editor, M. (2018). Regression Analysis: How Do I Interpret R-squared and Assess the Goodness-of-Fit?. [online] Blog.minitab.com. Available at: http://blog.minitab.com/blog/adventures-in-statistics-2/regression-analysis-how-do-i-interpret-r-squared-and-assess-the-goodness-of-fit [Accessed 22 Apr. 2018]. In text: (Editor, 2018)

Skype New Skype Logo - A Reflection of Microsoft's Branding Strategy. (2017, June 17). Retrieved April 28, 2018, from https://www.pixelslogodesign.com/blog/new-skype-logo-reflection-microsofts-branding-strategy/ In Text: (Pixels, 2017)

243 SOURCES

Social Networking Buckets

Privacyrights.org. (2018). Social Networking Privacy: How to be Safe, Secure and Social | Privacy Rights Clearinghouse. [online] Available at: https://www.privacyrights.org/consumer-guides/social-networking-privacy-how-be-safe-secure-and-social#types [Accessed 7 Apr. 2018]. In text: (Privacyrights.org, 2018)

SWOT Sources

Down Detector. (2018). Tinder Outage Map. [online] Available at: http://downdetector.com/status/tinder/map/ [Accessed 9 Apr. 2018]. In-text: (Down Detector, 2018)

Moon, M. (2017). Coffee Meets Bagel dating app is trying to end ghosting. [online] Engadget. Available at: https://www.engadget.com/2017/03/23/coffee-meets-bagel-dating-app-premium/ [Accessed 9 Apr. 2018]. In-text: (Moon, 2017)

Oh, S. (2018). Tinder VS. Coffee Meets Bagel: Just the Facts. [online] Vergecampus. Available at: https://vergecampus.com/2015/12/tinder-vs-coffee-meets-bagel/ [Accessed 9 Apr. 2018]. In-text: (Oh, 2018)

O, K. (2016). 15 Serious Problems With Tinder. [online] The Talko. Available at: https://www.thetalko.com/15-serious-problems-with-tinder/ [Accessed 9 Apr. 2018]. In-text: (O, 2016)

Vida. (2018). The Ultimate Coffee Meets Bagel Review – Everything You Need To Know. [online] Available at: https://www.virtualdatingassistants.com/coffee-meets-bagel-review-what-you-need-to-know [Accessed 9 Apr. 2018]. In-text: (Vida, 2018)

244 SOURCES

Young Professionals Definition

DPE Research Department, (2017). The Young Professional Workforce, Facts Sheet 2017 Available at: http://dpeaflcio.org/programs-publications/issue-fact-sheets/the-young-professional-workforce/ [Accessed 18 Apr. 2018]. (In text: Dpeaflcio.org, 2017)

ZAG Steps

Neumeier, Marty. (2007). Zag, The #1 Strategy of High Professional Brands. New Riders: Peachpit Press, A Division of Pearson Education. In text: (Neumeier, 2007).

Qian, S., Pei, G., Shenyi, D., & Wang, X. (2017, February 22). Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective. Retrieved May 03, 2018, from https://www.frontiersin.org/articles/10.3389/fnins.2017.00113/full In Text: (Qian, Pei, Shenyi, & Wang, 2017)

Zoosk PESTEL

Healthplace4u.com. (2018). Zoosk PESTLE Analysis - Political, Economic, Social, Technological, Legal, Environmental factors of Zoosk. [online] Available at: http://www.healthplace4u.com/pestle-z/122220-pestle-analysis-zoosk.html [Accessed 9 Apr. 2018]. In text: (Healthplace4u.com, 2018)

Zoosk Pros and Cons

Anon, (2018). [online] Available at: http://www.toptenreviews.com/services/home/best-online-dating-sites/zoosk-review/ [Accessed 9 Apr. 2018]. In text- (Anon, 2018)

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