Bumble and the Bumblebees: Who’s the Target?

After co-founding and leaving Tinder, Whitney Wolfe created Bumble, a dating app intended to make women more comfortable when making the first move. While the app tends to attract college students and recent graduates in their early twenties, Wolfe wants the app to welcome women of all ages, typically from 18 to 35.

Wolfe explained that she and her colleagues wanted to “modernize dating” through Bumble because “there’s this unwritten rule that it’s not ladylike, or it’s wrong, or the guy should go first” (Wolfe). Within 24 hours after matching with a man, or woman depending on a woman’s interests, the woman must contact her match before it expires. After the woman initiates contact, the man has 24 hours to respond before the conversation expires. Of course, women have always had the opportunity to initiate the dating process, but because it’s not society’s norm, it can be difficult for a woman to have the confidence to actually pursue someone first.

Although the app accepts all people of all ages, it seems that dating apps with a mass-population swiping concept (swiping yes or no through many people) typically attract millennials, people who want instant gratification and attracted to this form of social media. According to hellogiggles (http://bit.ly/2mpQdWw), 63.3% of Bumble users are between the ages of 18 and 29, and Bustle (http://bit.ly/2n49Jcq) states that 59% of total Bumble users are women. Because of the women empowerment aspects of Bumble, the app targets younger women, specifically ones that wish to explore the dating world without the pressures of traditional male-oriented concepts. The app also allows women to search for friends through the BFF function, further targeting younger women.

While men are welcome to join the app and are encouraged to do so for obvious dating reasons, the app caters to women and attempts to provide a safe space for interactions between matches. Dating can be intimidating for the average woman, so providing a comfortable platform for communicating with potential suitors is a blessing for some ladies.

My Thoughts:

From my personal experience, Bumble seems to be a more sophisticated dating app than other popular dating platforms. By targeting women and promoting confidence, there’s a valuable respect aspect on Bumble. While women can start a conversation on any dating app, being required to start the conversation takes away the pressure of wondering how a man will react to a woman’s initiation. Most of the “what ifs?” can fade away by giving the women the power on Bumble. The man knows the woman has to contact him first, so there’s no question about who should say something first. I have yet to meet a man who isn’t thrilled by the idea of a woman approaching him first because there can be so much pressure when it comes to making “the first move.”

A boost of confidence for women and a stress-free experience for men? I’ll swipe right to that!

Read more about the original concept of Bumble through this interview with Whitney Wolfe here: http://www.racked.com/2015/3/24/8266243/whitney-wolfe-tinder-bumble

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Bumble Breakdown: AI & UI

One of the best aspects of Bumble is the app design, which is simple and clean. There is a fair amount of white space when needed and the perfect use of images. When users intend to quickly swipe through potential matches, the app needs to have clarity and avoid clutter. Speed and immediate gratification is expected on a platform like Bumble.

When exploring competitor apps, I noticed the most attractive and user-friendly platforms were the ones with an intuitive design and neatness. The ones that were difficult to use and immediately deleted were the ones with an overload of images and information and the ones that were difficult to navigate. With a combination of a high-end design and user interface and a sophisticated audience, Bumble ranks superior among online dating apps.

The following flowchart, which I made on canva.com (highly recommend) breaks down each page of Bumble:

Bumble map

The flowchart represents how simple and comprehensive the app is, which promotes the ease of online dating. There are no useless pages; each direction on the app has a purpose that is straightforward. Wolfe wanted to create an application to make it easier for women to talk to men, and she accomplished that beyond a conceptual level. Not only do women have the power to initiate a conversation, but they also have a basic app to do it on.

Another aspect to emphasize the simplicity of Bumble is the minimal information needed and displayed to connect with other users. All a user sees about another user is up to six images, the occupation, the education and a brief biography of the user. Bumble also allows users to connect their profiles to Spotify to show other users what they are listening to, but it is optional and does not clutter profiles.

My Experience:

There was a day when my friend and I decided to download multiple dating apps to see which was the best. We deleted most of the apps we downloaded because of the types of people we were connecting with, which ranged from rude to boring to inappropriate. Some apps had few users, so few connections were made altogether. The final straw for the apps was the design and usability of each app. I immediately deleted a few that were impossible to look at, but Bumble ranked at the top of our list overall for interface and users.