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Match beta test targets dating app complaints like frustration with swiping, ghosting – News

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Match today is introducing new features that aim to address some of users’ complaints with modern-day dating apps — like how much time it takes to find a relevant match and how frustrating it is when users ghost one another after the initial conversation fades. As part of a new strategy to better position Match for more “emotionally mature” singles (read: adults), the company says it will begin beta testing a recommendation system called “Matched by Us,” which may pave the way for a broader matchmaking service in the future. It’s also testing an anti-ghosting feature which pushes users to either continue a conversation or unmatch the recipient, instead of leaving them hanging.

The features are designed to address the challenges that face Match’s older demographic. Match users tend to be in their 30’s and up, and have full lives. They’re generally ready to find relationships and settle down with a partner. That’s a different life phase than those using other Match dating apps, like Tinder, where younger users are still in a more exploratory phase and enjoy on going on many dates, including casual dates.

“When we talk to our members, we hear a lot of frustration around [there being] a lot of swiping, a lot of messaging back and forth — that’s happening in the dating world more broadly,” explains Dushyant Saraph, Match’s Chief Product Officer. “When we think about folks on our product, who don’t have a ton of time, that’s where ‘Matched by Us’ came from. Our singles don’t want to swipe through hundreds of profiles,” he says.

Image Credits: Match

The new feature, which is made available to free and paid users alike, will present one, free customized match every week, where both users can see each other and no longer have to wait for a “like” back in order to engage in a conversation.

The system works to find compatible matches by algorithmically examining a new set of preferences around users’ personalities, based on responses to questions posed in users’ Match bios.

For example, questions may ask about users’ five-year plans, their favorite weekend activities, or whether they’re open to moving somewhere new if they find the right person. The latter has become especially relevant in the new age of remote work, driven by the pandemic, which no longer requires people to live in the bigger cities where their company may be headquartered, Saraph notes.

Image Credits: Match

Currently, the system will recommend a match based on a holistic view of users’ preferences, as determined by an algorithm, but the company has been internally testing adding a layer of human curation to its suggestions, as well.

In other words, Match is testing an actual match-making service.

For the time being, however, the human curation team inside Match is working in more of an R&D capacity, Saraph says.

“We’ve been flexing how many experts we need as we’re testing kind of different concepts — everything from coaching to expert picks, where we’re doing human curation,” he says. The team also works on other features, like suggesting conversation starters to keep conversations going.

“Long-term we expect to be flexible, depending on which of these