Thread by @rex_woodbury

Tinder understands human behavior, and it builds its product to capitalize on consumer psychology 🔥📱

Below are 5 examples from the @GrowthDotDesign case study:

1) Progressive Disclosure
2) Curiosity Gap
3) Social Proof
4) Price Anchoring
5) Minimized Task Perception

1) Progressive Disclosure

Tinder starts simple & adds complexity as users get more familiar with the product.

After swiping for a while, for example, you unlock features like Rewind or Swipe Like.

This keeps the product simple for new users while serving needs of power users.

2) Curiosity Gap

Tinder shows you blurred photos of people who liked you. You have to upgrade to Tinder Gold to learn who those people are.

This feature—blurred photos—plays on natural human curiosity that compels people to pay for premium features.

3) Minimized Task Perception

Tinder breaks out onboarding tasks—your name, your birthday, your sex.

This reduces cognitive load, easing the user's perception of how hard the sign-up is to complete. You feel moments of achievement as you go.

4) Price Anchoring

When asking you to pay, Tinder uses price anchoring. Seeing descending prices, users anchor on the middle price.

This is the same reason most people order a medium coffee. Or why some restaurants have extra-large sodas as anchors so that people buy larges.

5) Social Proof

On that same screen, Tinder uses social proof.

Tinder highlights the "Most Popular" paid plan. This is common for consumer apps— social proof is a psychological phenomenon in which people undertake certain behaviors because other people do.

6) Like the best consumer apps, Tinder understands consumer psychology.

This is similar to Calm's viral growth tactics (thread below).

The best companies understand how humans act & perceive & feel, building products tailored to those behaviors.