By Kurt Wagner The social discovery site that specializes in helping users meet new people overhauled its mobile dating app on Monday, opting for a new color scheme and design the company believes will resonate with its female users.
Swoon also announced a new "Look Back" feature that lets users recall people they may have accidentally rejected through the app, as well as upcoming female-specific features.
The update is available for both Android and iOS versions of the app beginning Monday. The app introduces strangers based on a mutual interest in connecting. Swooners scroll through pictures of fellow app users of the opposite sex, indicating with a single swipe whether or not they are interested in connecting. If two users independently show an interest in connecting, they are then able to message one another within the app — a speed-dating of sorts for the online world, similar to services like Tinder.
Swoon's new user interface boasts larger photos and a new photo carousel that lets users evaluate more pictures of a potential match.
If a user changes his mind or accidentally rejects someone, he can recall the discarded profile using the "Look Back" feature just shake the phone and the rejected profile will return to the screen.
In October, Swoon will debut its first female-only feature: The availability is tied to your listed gender on Facebook. The feature does not currently support chatting within the app, but Messenger said they hope to bring the conversation into the app at some point in the future. Swoon faces fair competition in the realm of mobile dating apps, which have generally earned a reputation for a focus on hookups rather than dating.
In fact, though, Tinder and Grindr contributed to Swoon's female-geared approach. Tseng admitted that Swoon jumped into the space a bit too quickly after launching for Android in March, but a look back at the company's mission over the summer inspired the team to take a new direction. Swoon isn't just built for women, it's also being built by women. Many of the top positions, including head of product, head of marketing, head of algorithm matchmaking and head of design, are all female.
Even the app' sname was voted on by females. About half of Swoon's current users are female, but the new updates could bump up that number, according to Messenger. Its average user is 27 years old, a nod toward the company's goal of attracting young professionals instead of college students.
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