Global's Product Psychology review on Tinder's user experience
Tinder continues to dominate the dating market with over 75 million active users, but what keeps them at the top after all these years?
In this workshop, we evaluated the psychology behind the Tinder experience, identifying both what they do well and what could be improved.
Duration: 3 Hours
Workshop Facilitator: Myself (Jess Segura)
Participants: James Turner Blackman, Szabolcs Pethő, Ben Jones, and Josh McDonald.
Understanding and leveraging psychology principles is a game-changer for any designer or product strategist. My goal with this workshop was to upskill our team’s ability to create intuitive, user-centric experiences by exploring how psychological principles are applied in a highly successful app like Tinder.
I selected 10 key principles from our library, sourced from various design frameworks to focus on for this workshop.
My Role As Workshop Facilitator
As the workshop facilitator, I was responsible for both designing and managing the entire event. I ensured the smooth flow of each activity while maintaining engagement from both in-person and remote participants.
To accommodate the hybrid setup, we used:
Microsoft Teams for remote participants
Figma as the main collaborative tool to share screens, wireframes, and take notes in real-time
This allowed everyone to contribute equally, regardless of their location!
I encouraged collaboration by creating interactive activities, like the scavenger hunt and design challenge, where participants could not only share their knowledge but also learn from each other’s insights. I actively managed time during each session to ensure everyone had an opportunity to participate, but I also allowed room for flexibility where discussions brought unexpected but valuable insights.
10 Psychology Principles
Reciprocity
People feel the need to reciprocate when they receive something.
Anchoring
Users rely heavily on the first piece of information they see.
Limited Access/Scarcity
When people have limited access to a resource,
they perceive it to be more valuable.
Miller’s Law
Users can only keep 7±2 items in their working memory.
Social Proof
Users adapt their behaviors based on what others do.
Priming
Previous stimuli influence users' decision.
Fitt’s Law
Large and close elements are easier to interact with.
Loss Aversion
People prefer to avoid losses more than earning equivalent gains.
Visual Hierarchy
The order in which people perceive what they see.
Authority Bias
Users attribute more importance to the opinion of an authority figure.
Tools and Methods Used
The entire workshop was run using Figma, which allowed us to seamlessly share screens, collaborate on wireframes, and gather insights in real time. Whether participants were in the room or joining remotely through Microsoft Teams, everyone had access to the same shared canvas, which ensured no one felt disconnected or left behind.
Figma’s live collaboration features were particularly useful for the group analysis and redesign exercises, where participants could quickly add comments, annotations, and edits directly onto the screens being analysed.
Part 1: Scavenger Hunt
To kick off the workshop, I assigned each participant 2–3 principles to examine across various apps. We spent 10 minutes hunting for examples, then reconvened to share insights. This collaborative approach ensured that the team was exposed to practical applications of these design principles, strengthening our understanding.
Example 1
Ben Jones tackled Scarcity and Authority Bias, highlighting examples from Global Player.
Example 2
Szabolcs Pethő explored Visual Hierarchy and Fitt's Law, sharing best practices.
Example 3
Josh McDonald showcased Anchoring and Reciprocity through mobile gaming experiences and Harry Potter ticket purchasing.
Example 4
I focused on Goal Priming, Limited Access, and Loss Aversion, using examples from Uber Eats and Amazon.
Part 2: Finding Your "Twin Flame" (not the cult)
For the second part of the workshop, I wanted to introduce a competitive element to keep both remote and in-person participants engaged. We divided into two teams and played a Tinder-inspired game where participants "swiped" on design concepts, deciding which screens they wanted to analyse in more detail. Teams earned points based on how well they applied the design principles to each screen.
The challenge prompt I set was simple, yet a masterful play on words inspired by the theme:
"It’s cuffing season, and the weather is getting colder. Everyone is cosied up with their significant others, but you’ve been left out in the cold. Thanks to Tinder, shacking up is now closer than ever."
Editor’s Note: Don’t worry, my team didn’t know what “Cuffing Season” meant either! It must be a North American term. According to Urban Dictionary, it is: Usually the colder months; i.e. fall or winter, when new relationships start and old relationships turn into engagements. The persons in said relationships are "cuffed", meaning that they no longer seek non-platonic relationships with others.)
Part 3: Psychology Principles Analysis
In teams, we analysed app screens, applying our assigned design principles to the experience. This allowed us to play detective, finding how Tinder's design choices map back to psychological frameworks. After 40 minutes, we regrouped to share findings in a laid-back but insightful manner, giving everyone a chance to reflect on what they'd learned.
Part 4: The Design Challenge
For the final stretch, we put our learnings into practice with a 15-minute redesign challenge, applying psychology principles to different parts of Tinder. Each participant tackled a unique section of the app:
Josh McDonald redesigned profiles with a social proofing feature, introducing “verified by x people.”
From left to right: Personalisation; Help Center; Tinder Explore; Monetization.
Ben reimagined personalisation through x applied principles.
Jess redesigns the Help Centre with the help of Hick's law, keeping everything in the viewpoint less than 7 items.
James decided on redesigning Tinder Profiles as well, applying more goal priming and social proofing by introducing the profile view count feature.
Szabi worked on redesigning Monetisation, and focused on improving the feature offerings through loss aversion by bringing in user profile images into upsell opportunities.
Additional Learnings
We extracted some insightful lessons on how Tinder masterfully applies psychology principles to create an engaging, addictive, and user-friendly experience:
Reciprocity
Tinder's ‘Swipe Note’ nudge and ‘Super Like’ create a cycle of mutual exchange, encouraging users to reciprocate interest.
Scarcity
Limited swipes for free users create urgency, nudging upgrades.
Goal Priming
The app subtly pushes users toward connecting, through UI design and messaging.
Loss Aversion
The fear of missing out on a great match drives engagement.
Tools and Methods Used
The entire workshop was run using Figma, which allowed us to seamlessly share screens, collaborate on wireframes, and gather insights in real time. Whether participants were in the room or joining remotely through Microsoft Teams, everyone had access to the same shared canvas, which ensured no one felt disconnected or left behind.
Figma’s live collaboration features were particularly useful for the group analysis and redesign exercises, where participants could quickly add comments, annotations, and edits directly onto the screens being analysed.
Participant Feedback & Reflections
At the end of the workshop, I asked the team to provide casual feedback via Slack. The feedback was overwhelmingly positive—everyone mentioned that they had a fun time, learned a lot, and enjoyed diving into Tinder’s user experience.
The blend of psychology and design challenges made it both informative and enjoyable. Participants particularly appreciated the engaging, hands-on approach to applying design psychology principles to real-world apps.
“The design challenge was a great way to apply our learnings. It was fun, and I’ve definitely come away with new ideas for integrating psychology into my own designs.”
Ben M-J
Lead Product Designer
“This was a fun and unique way to explore product psychology. I enjoyed breaking down the user experience of an app like Tinder and seeing how we could apply these insights to our own app.”
James T-B
Senior Product Designer
“I was surprised by how much psychology influences users towards Tinder’s subscription offering. This workshop gave me new perspectives on how we can design for deeper engagement”
Szabi P
Product Designer
Conclusion & Retrospective
Through this workshop, we gained a deeper appreciation for how psychological principles drive Tinder’s design. These learnings not only helped us analyse a popular app but also provided inspiration for how we could apply similar principles to Global Player.
What Went Well 😊
The atmosphere was engaging and fun, demonstrating that learning can be both interactive and insightful. Participants showed deep engagement with the content, contributing meaningful insights and making the experience both enjoyable and productive.
What Could’ve Been Better 😕
Time management was a bit of a challenge. While we managed to cover everything, sticking to the intended schedule for each segment was tricky, and some activities felt rushed.
Key Takeaways
This experience reinforced the value of understanding user psychology when designing products. Collaborative workshops like this one are an excellent way to sharpen design skills and explore new ways to create engaging, user-centred experiences.
Interested in hosting this workshop with your team?
Download a fresh template, exclusively on Figma Community.
Global's Product Psychology review on Tinder's user experience
Global's Product Psychology review on Tinder's user experience
Tinder continues to dominate the dating market with over 75 million active users, but what keeps them at the top after all these years?
Tinder continues to dominate the dating market with over 75 million active users, but what keeps them at the top after all these years?
Tinder continues to dominate the dating market with over 75 million active users, but what keeps them at the top after all these years?
In this workshop, we evaluated the psychology behind the Tinder experience, identifying both what they do well and what could be improved.
Duration: 3 Hours
Workshop Facilitator: Myself (Jess Segura)
Participants: James Turner Blackman, Szabolcs Pethő, Ben Jones, and Josh McDonald.
In this workshop, we evaluated the psychology behind the Tinder experience, identifying both what they do well and what could be improved.
Duration: 3 Hours
Workshop Facilitator: Myself (Jess Segura)
Participants: James Turner Blackman, Szabolcs Pethő, Ben Jones, and Josh McDonald.
Understanding and leveraging psychology principles is a game-changer for any designer or product strategist. My goal with this workshop was to upskill our team’s ability to create intuitive, user-centric experiences by exploring how psychological principles are applied in a highly successful app like Tinder.
I selected 10 key principles from our library, sourced from various design frameworks to focus on for this workshop.
Understanding and leveraging psychology principles is a game-changer for any designer or product strategist. My goal with this workshop was to upskill our team’s ability to create intuitive, user-centric experiences by exploring how psychological principles are applied in a highly successful app like Tinder.
I selected 10 key principles from our library, sourced from various design frameworks to focus on for this workshop.
My Role As Workshop Facilitator
My Role As Workshop Facilitator
As the workshop facilitator, I was responsible for both designing and managing the entire event. I ensured the smooth flow of each activity while maintaining engagement from both in-person and remote participants.
To accommodate the hybrid setup, we used:
Microsoft Teams for remote participants
Figma as the main collaborative tool to share screens, wireframes, and take notes in real-time
This allowed everyone to contribute equally, regardless of their location!
I encouraged collaboration by creating interactive activities, like the scavenger hunt and design challenge, where participants could not only share their knowledge but also learn from each other’s insights. I actively managed time during each session to ensure everyone had an opportunity to participate, but I also allowed room for flexibility where discussions brought unexpected but valuable insights.
As the workshop facilitator, I was responsible for both designing and managing the entire event. I ensured the smooth flow of each activity while maintaining engagement from both in-person and remote participants.
To accommodate the hybrid setup, we used:
Microsoft Teams for remote participants
Figma as the main collaborative tool to share screens, wireframes, and take notes in real-time
This allowed everyone to contribute equally, regardless of their location!
I encouraged collaboration by creating interactive activities, like the scavenger hunt and design challenge, where participants could not only share their knowledge but also learn from each other’s insights. I actively managed time during each session to ensure everyone had an opportunity to participate, but I also allowed room for flexibility where discussions brought unexpected but valuable insights.
10 Psychology Principles
10 Psychology Principles
Reciprocity
Reciprocity
People feel the need to reciprocate when they receive something.
People feel the need to reciprocate when they receive something.
Anchoring
Anchoring
Users rely heavily on the first piece of information they see.
Users rely heavily on the first piece of information they see.
Limited Access/Scarcity
Limited Access/Scarcity
When people have limited access to a resource, they perceive it to be more valuable.
When people have limited access to a resource, they perceive it to be more valuable.
Miller’s Law
Miller’s Law
Users can only keep 7±2 items in their working memory.
Users can only keep 7±2 items in their working memory.
Social Proof
Social Proof
Users adapt their behaviors based on what others do.
Users adapt their behaviors based on what others do.
Priming
Priming
Previous stimuli influence users' decision.
Previous stimuli influence users' decision.
Fitt’s Law
Fitt’s Law
Large and close elements are easier to interact with.
Large and close elements are easier to interact with.
Loss Aversion
Loss Aversion
People prefer to avoid losses more than earning equivalent gains.
People prefer to avoid losses more than earning equivalent gains.
Visual Hierarchy
Visual Hierarchy
The order in which people perceive what they see.
The order in which people perceive what they see.
Authority Bias
Authority Bias
Users attribute more importance to the opinion of an authority figure.
Users attribute more importance to the opinion of an authority figure.
Tools and Methods Used
Tools and Methods Used
The entire workshop was run using Figma, which allowed us to seamlessly share screens, collaborate on wireframes, and gather insights in real time. Whether participants were in the room or joining remotely through Microsoft Teams, everyone had access to the same shared canvas, which ensured no one felt disconnected or left behind.
Figma’s live collaboration features were particularly useful for the group analysis and redesign exercises, where participants could quickly add comments, annotations, and edits directly onto the screens being analysed.
The entire workshop was run using Figma, which allowed us to seamlessly share screens, collaborate on wireframes, and gather insights in real time. Whether participants were in the room or joining remotely through Microsoft Teams, everyone had access to the same shared canvas, which ensured no one felt disconnected or left behind.
Figma’s live collaboration features were particularly useful for the group analysis and redesign exercises, where participants could quickly add comments, annotations, and edits directly onto the screens being analysed.
Part 1: Scavenger Hunt
Part 1: Scavenger Hunt
To kick off the workshop, I assigned each participant 2–3 principles to examine across various apps. We spent 10 minutes hunting for examples, then reconvened to share insights. This collaborative approach ensured that the team was exposed to practical applications of these design principles, strengthening our understanding.
To kick off the workshop, I assigned each participant 2–3 principles to examine across various apps. We spent 10 minutes hunting for examples, then reconvened to share insights. This collaborative approach ensured that the team was exposed to practical applications of these design principles, strengthening our understanding.
Example 1
Example 1
Ben Jones tackled Scarcity and Authority Bias, highlighting examples from Global Player.
Ben Jones tackled Scarcity and Authority Bias, highlighting examples from Global Player.
Example 2
Example 2
Szabolcs Pethő explored Visual Hierarchy and Fitt's Law, sharing best practices.
Szabolcs Pethő explored Visual Hierarchy and Fitt's Law, sharing best practices.
Example 3
Example 3
Josh McDonald showcased Anchoring and Reciprocity through mobile gaming experiences and Harry Potter ticket purchasing.
Josh McDonald showcased Anchoring and Reciprocity through mobile gaming experiences and Harry Potter ticket purchasing.
Example 4
Example 4
I focused on Goal Priming, Limited Access, and Loss Aversion, using examples from Uber Eats and Amazon.
I focused on Goal Priming, Limited Access, and Loss Aversion, using examples from Uber Eats and Amazon.
Part 2: Finding Your "Twin Flame" (not the cult)
Part 2: Finding Your "Twin Flame" (not the cult)
For the second part of the workshop, I wanted to introduce a competitive element to keep both remote and in-person participants engaged. We divided into two teams and played a Tinder-inspired game where participants "swiped" on design concepts, deciding which screens they wanted to analyse in more detail. Teams earned points based on how well they applied the design principles to each screen.
The challenge prompt I set was simple, yet a masterful play on words inspired by the theme:
For the second part of the workshop, I wanted to introduce a competitive element to keep both remote and in-person participants engaged. We divided into two teams and played a Tinder-inspired game where participants "swiped" on design concepts, deciding which screens they wanted to analyse in more detail. Teams earned points based on how well they applied the design principles to each screen.
The challenge prompt I set was simple, yet a masterful play on words inspired by the theme:
"It’s cuffing season, and the weather is getting colder. Everyone is cosied up with their significant others, but you’ve been left out in the cold. Thanks to Tinder, shacking up is now closer than ever."
"It’s cuffing season, and the weather is getting colder. Everyone is cosied up with their significant others, but you’ve been left out in the cold. Thanks to Tinder, shacking up is now closer than ever."
Editor’s Note: Don’t worry, my team didn’t know what “Cuffing Season” meant either! It must be a North American term. According to Urban Dictionary, it is: Usually the colder months; i.e. fall or winter, when new relationships start and old relationships turn into engagements. The persons in said relationships are "cuffed", meaning that they no longer seek non-platonic relationships with others.)
Editor’s Note: Don’t worry, my team didn’t know what “Cuffing Season” meant either! It must be a North American term. According to Urban Dictionary, it is: Usually the colder months; i.e. fall or winter, when new relationships start and old relationships turn into engagements. The persons in said relationships are "cuffed", meaning that they no longer seek non-platonic relationships with others.)
Part 3: Psychology Principles Analysis
Part 3: Psychology Principles Analysis
In teams, we analysed app screens, applying our assigned design principles to the experience. This allowed us to play detective, finding how Tinder's design choices map back to psychological frameworks. After 40 minutes, we regrouped to share findings in a laid-back but insightful manner, giving everyone a chance to reflect on what they'd learned.
In teams, we analysed app screens, applying our assigned design principles to the experience. This allowed us to play detective, finding how Tinder's design choices map back to psychological frameworks. After 40 minutes, we regrouped to share findings in a laid-back but insightful manner, giving everyone a chance to reflect on what they'd learned.
Part 4: The Design Challenge
Part 4: The Design Challenge
For the final stretch, we put our learnings into practice with a 15-minute redesign challenge, applying psychology principles to different parts of Tinder. Each participant tackled a unique section of the app:
For the final stretch, we put our learnings into practice with a 15-minute redesign challenge, applying psychology principles to different parts of Tinder. Each participant tackled a unique section of the app:
Josh McDonald redesigned profiles with a social proofing feature, introducing “verified by x people.”
Josh McDonald redesigned profiles with a social proofing feature, introducing “verified by x people.”
From left to right: Personalisation; Help Center; Tinder Explore; Monetization.
Ben reimagined personalisation through x applied principles.
Jess redesigns the Help Centre with the help of Hick's law, keeping everything in the viewpoint less than 7 items.
James decided on redesigning Tinder Profiles as well, applying more goal priming and social proofing by introducing the profile view count feature.
Szabi worked on redesigning Monetisation, and focused on improving the feature offerings through loss aversion by bringing in user profile images into upsell opportunities.
From left to right: Personalisation; Help Center; Tinder Explore; Monetization.
Ben reimagined personalisation through x applied principles.
Jess redesigns the Help Centre with the help of Hick's law, keeping everything in the viewpoint less than 7 items.
James decided on redesigning Tinder Profiles as well, applying more goal priming and social proofing by introducing the profile view count feature.
Szabi worked on redesigning Monetisation, and focused on improving the feature offerings through loss aversion by bringing in user profile images into upsell opportunities.
The entire workshop was run using Figma, which allowed us to seamlessly share screens, collaborate on wireframes, and gather insights in real time. Whether participants were in the room or joining remotely through Microsoft Teams, everyone had access to the same shared canvas, which ensured no one felt disconnected or left behind.
Figma’s live collaboration features were particularly useful for the group analysis and redesign exercises, where participants could quickly add comments, annotations, and edits directly onto the screens being analysed.
The entire workshop was run using Figma, which allowed us to seamlessly share screens, collaborate on wireframes, and gather insights in real time. Whether participants were in the room or joining remotely through Microsoft Teams, everyone had access to the same shared canvas, which ensured no one felt disconnected or left behind.
Figma’s live collaboration features were particularly useful for the group analysis and redesign exercises, where participants could quickly add comments, annotations, and edits directly onto the screens being analysed.
Additional Learnings
Additional Learnings
We extracted some insightful lessons on how Tinder masterfully applies psychology principles to create an engaging, addictive, and user-friendly experience:
We extracted some insightful lessons on how Tinder masterfully applies psychology principles to create an engaging, addictive, and user-friendly experience:
Reciprocity
Reciprocity
Tinder's ‘Swipe Note’ nudge and ‘Super Like’ create a cycle of mutual exchange, encouraging users to reciprocate interest.
Tinder's ‘Swipe Note’ nudge and ‘Super Like’ create a cycle of mutual exchange, encouraging users to reciprocate interest.
Scarcity
Scarcity
Limited swipes for free users create urgency, nudging upgrades.
Limited swipes for free users create urgency, nudging upgrades.
Goal Priming
Goal Priming
The app subtly pushes users toward connecting, through UI design and messaging.
The app subtly pushes users toward connecting, through UI design and messaging.
Loss Aversion
Loss Aversion
The fear of missing out on a great match drives engagement.
The fear of missing out on a great match drives engagement.
Tools and Methods Used
Tools and Methods Used
At the end of the workshop, I asked the team to provide casual feedback via Slack. The feedback was overwhelmingly positive—everyone mentioned that they had a fun time, learned a lot, and enjoyed diving into Tinder’s user experience.
The blend of psychology and design challenges made it both informative and enjoyable. Participants particularly appreciated the engaging, hands-on approach to applying design psychology principles to real-world apps.
At the end of the workshop, I asked the team to provide casual feedback via Slack. The feedback was overwhelmingly positive—everyone mentioned that they had a fun time, learned a lot, and enjoyed diving into Tinder’s user experience.
The blend of psychology and design challenges made it both informative and enjoyable. Participants particularly appreciated the engaging, hands-on approach to applying design psychology principles to real-world apps.
Participant Feedback & Reflections
Feedback From Workshop Participants
“I was surprised by how much psychology influences users towards Tinder’s subscription offering. This workshop gave me new perspectives on how we can design for deeper engagement”
“I was surprised by how much psychology influences users towards Tinder’s subscription offering. This workshop gave me new perspectives on how we can design for deeper engagement”
Ben McCarthy-Jones
Szabi P.
Lead Product Designer
Product Designer
“This was a fun and unique way to explore product psychology. I enjoyed breaking down the user experience of an app like Tinder and seeing how we could apply these insights to our own app.”
“This was a fun and unique way to explore product psychology. I enjoyed breaking down the user experience of an app like Tinder and seeing how we could apply these insights to our own app.”
James Turner-Blackman
James T-B
Senior Product Designer
Senior Product Designer
“The design challenge was a great way to apply our learnings. It was fun, and I’ve definitely come away with new ideas for integrating psychology into my own designs.”
“The design challenge was a great way to apply our learnings. It was fun, and I’ve definitely come away with new ideas for integrating psychology into my own designs.”
Szabi Pethő
Ben M-J
Product Designer
Lead Product Designer
Conclusion & Retrospective
Conclusion & Retrospective
Through this workshop, we gained a deeper appreciation for how psychological principles drive Tinder’s design. These learnings not only helped us analyse a popular app but also provided inspiration for how we could apply similar principles to Global Player.
Through this workshop, we gained a deeper appreciation for how psychological principles drive Tinder’s design. These learnings not only helped us analyse a popular app but also provided inspiration for how we could apply similar principles to Global Player.
What Went Well 😊
What Went Well 😊
The atmosphere was engaging and fun, demonstrating that learning can be both interactive and insightful. Participants showed deep engagement with the content, contributing meaningful insights and making the experience both enjoyable and productive.
The atmosphere was engaging and fun, demonstrating that learning can be both interactive and insightful. Participants showed deep engagement with the content, contributing meaningful insights and making the experience both enjoyable and productive.
What Could’ve Been Better 😕
What Could’ve Been Better 😕
Time management was a bit of a challenge. While we managed to cover everything, sticking to the intended schedule for each segment was tricky, and some activities felt rushed.
Time management was a bit of a challenge. While we managed to cover everything, sticking to the intended schedule for each segment was tricky, and some activities felt rushed.
Key Takeaways
Key Takeaways
This experience reinforced the value of understanding user psychology when designing products. Collaborative workshops like this one are an excellent way to sharpen design skills and explore new ways to create engaging, user-centred experiences.
This experience reinforced the value of understanding user psychology when designing products. Collaborative workshops like this one are an excellent way to sharpen design skills and explore new ways to create engaging, user-centred experiences.
Interested in hosting this workshop with your team?
Interested in hosting this workshop with your team?
Download a fresh template, exclusively on Figma Community.
Download a fresh template, exclusively on Figma Community.