Hinge’s Founder Revamped the App Following a Wedding Breakup by Lisa
Justin McLeod, the founder of Hinge, was inspired to create the app after a heartbreak from a college relationship. In a desperate attempt to find someone as good as his ex, he designed the app. However, when he couldn’t find anyone comparable, he flew to Switzerland to convince his ex, who was about to get married, to return to America with him.
McLeod, a self-proclaimed romantic, realized after his Switzerland escapade that Hinge needed a transformation. He told GQ, “I used to view dating as a numbers game. But that relationship taught me that it’s about opening up, being vulnerable, and finding a connection.” Six months after his ex returned, Hinge underwent a significant overhaul.
Those who used Hinge before its transformation might remember it as another swipe-left/swipe-right dating app, primarily connecting users with friends of friends. However, the app has since evolved with the aim of reducing daily usage, de-gamifying online dating, and facilitating quality dates that eliminate the need for dating apps.
Previously, the unique selling point of Hinge was the assumption that friends could recommend quality matches from their Facebook connections. However, the app has now adopted a different approach, characterized by two unique strategies. Firstly, the app now relies on its algorithm, rather than friends, to suggest quality matches. McLeod explained, “We use the Gale-Shapley algorithm, a Nobel Prize-winning solution to the stable marriage problem, which pairs everyone up so that everyone is happy.”
Secondly, users no longer swipe through profiles but can like individual “prompts” on a person’s profile. These prompts could be photos, favorite karaoke songs, or deep, personal insights that set them apart for potential matches. According to Hinge, the top three prompts that lead to the most dates are: “We’ll get along if…”, “Qualities I’m looking for in a plus-one wedding date”, and “I know the best spot in town for”. The app ensures these prompts are culturally relevant for the city it’s operating in, which has proven particularly successful in London.