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Users scroll down to see photos, key facts such as job, age and location, and more personal, eclectic things such as their desired “superpower”, what they’re “looking for” and what someone else couldn’t beat them at.Users can “like” these individual statements, and comment on them, a feature which has been in place for the last three years.This looks to reduce the “game-like” feeling of matching with someone, says Mac Gougan.

The app has been given its new look by Hinge’s in-house creative team, led by chief product officer (CPO), Tim Mac Gougan.

Two new typefaces have been used, including a serif for explanatory text on initial sign-up pages, and a sans-serif for people’s profiles and the in-app chat system.

The renewed focus on typography aims to “bring added attention to written answers”, says Mac Gougan, especially as now users can comment on individual parts of a profile.

Mac Gougan says the main aim of the redesign is anti-retention, encouraging users to “be themselves”, get to know each other on a deeper level, form relationships, and ultimately delete Hinge.

“We only really want people in our community who are serious about dating,” says Mac Gougan. That’s why we measure success by the number of dates we set up each week, not the number of minutes user spend in the app.” The new branding and interface design has rolled out for i OS users, and will roll out for Android users in coming months.

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