RE
BRANDING
Sarah has just gotten home from a long day at work. Luckily she has leftovers in the fridge from the night before, when she made an excellent pad thai. She sits down at the table after reheating her food, and has a moment of contemplation. She would love to be sharing this meal with someone else, perhaps a partner in crime. Not that she needs someone else…

Although maybe she does, she thinks. She isn’t sure if she is doing okay on her own or not. She has recently downloaded Hinge to find someone, as it seemed like the app most likely to find a serious relationship on. However, she’s been a bit let down by what she saw. It’s been difficult to get past one or two messages with someone else on the app before either she or the other person got bored… there seemed to be a lack of seriousness or desire to be in a serious relationship with everyone she met. She doesn’t have much hope that dating apps will prove to be something helpful. AND, she notices that each time a match didn’t pan out, she feels shittier about herself. “I wonder how I could fix this problem,” she wonders.

It seems to her like people on Hinge don’t expect anything to come out of it. Which seems like a problem from the user’s perspective of the app, as opposed to the true functionality of it. Perhaps the app could be doing more to encourage its users to have a positive outlook on finding love. If all its users believed they deserved love and they would find it on the app, surely the outcomes would be higher.

She decides to approach the app with this attitude, and ends up going on two dates that month. With one of them becoming a long term partner. If only everyone on the app had the same perspective shift as Sarah! If only Hinge could do something about it…