Be Yourself

Dipify’s Play Store (Mock-Up)

Looking at Dipify’s playstore statistics, I noticed it had a rather low conversion rate outside of Thailand.  Here are some of my suggestions on how to add a bit more excitement and class to it.

 

The Current Playstore

The Dipify’s Playstore listing was optimized for the local Thai audience, who had a hard time understanding the Dipify concept.  It is a real challenge explaining an app that introduces you to people when you watch YouTube on other apps and websites.  (Although I didn’t survey these results myself, I believe them to be true).

Dipify on Playstore

Thais tend to not like to read themselves (many actually entrust friends and others install the apps for them).    But for the expats, we went with minimalism, in order to avoid overwhelming people.  Sadly, the dull grey leaves the screenshots something to be desired for a techie and tinkerer.  We also chose 4 pictures, in order to remedy people becoming too confused with too many options.

 

The Dipify copywrite read as the following:

Have you ever watched a YouTube video and wanted to talk about it with someone?
Awesome. YouTube videos are a great conversation starters.
Connect to Dipify, watch any YouTube Videos; and we'll introduce you to new friends if they watch it at the same time.

Feel Safe:
*Nobody knows what you are watching unless they are watching the same thing.
*No need for public profiles (optional). Meet people with what you do; not say.
*We don't store any history.
--------------------------
We are a new startup. We are currently working to add more features. Stay-tuned.
Please review the app, send us your comments and constructive feedbacks in order for us to bring improvements to Dipify's community on Android. Thanks! :D
Find out more about Dipify on http://www.dipify.com/app.

Have you spotted the first mistake?  “Have you ever watched a YouTube video and wanted to talk about it with somebody?”  is an old Pitchman’s sales tactic.  The method was to relate to the audience, and get them into the habit of saying yes off the bat.  In this usage case, even I would have to same “No.”  This doesn’t appear to be a common issue.  A more common issue would be “having trouble starting a conversation?”  Which leads to the next error.  It’s important to address a clear benefit, and what it means to your audience.  The only mention of being introduced to new friends is near the end of the paragraph.  The call to action is attached to the instructions— I’m not sure if that counts.  And finally the use of the word “if” drains from my excitement.

Another tweak the probably should be made is using more keywords.  Judging by the related apps, Google is having a hard time figuring out what Dipify does as well.  A Playstore listing should simple enough for a robot to understand; most of our audience probably in that mindset.   And there it ends.  This case was optimized in order for an English-Speaking-Thai audience to understand— long story.  

 

The Mockup

If Dipify was targeting an international audience, I would definitely apply some of the lessons I learnt when surveying North Americans.  I found Americans had no problem understanding how the app works.  However, they were not imagining how the app applies to them, and what kind of people they expected to meet (the most important thing to them).  We spent so much time explaining what it does, and doesn’t do, we completely forgot to story tell.

Make FriendsShare StoriesShare ideasDiscuss MusicDiscuss ArtBe Yourself

My goal with this collection was to imagine and illustrate what users can do with Dipify, rather than what Dipify does.  In the case of daters, I hoped to indirectly portray an ideal, interesting suitor.

Dipify seemed to strike a nerve with intellectuals.  Many people who were genuinely enthusiastic about Dipify imagined using it with lectures.  One American girl expressed excitement towards ted talks.  I personally want to see who is as excited about the snowboard season as I am.  However, in my experience in online dating, traveling/stories and food are my most effective conversations (probably cause I know a lot about those)— I probably should change art to hobbies/passions.  I stuck the last screen “be yourself” because Natawon seemed to like that saying.  Based on regions I would change the pictures.  (i.e. Thais appreciate drama and pop culture more than art— don’t shoot the messenger!).

I chose to go with a collection of 6.  They all say the same thing, opposed to the current one showing a new feature.  I don’t see a confusion there.  For those who actually look at screenshots (many don’t).

 

 

If I was to edit the copy, I would write along the lines of:

Dipify is the most natural way to meet new people, make friends, and "maybe more."  Somewhere, somebody is watching the same video as you.  Connect with Dipify to meet them.  Don't just comment; share, chat, relate and mayb flirt with like-minded people at the right time.

Enjoy more privacy than any other social/dating network.
*You do not need a public profile to be discovered.
*We delete your activity every 30min.  We don't store/share anything.
*Nobody knows what you are doing unless they are doing the same.

More features, to connect you with awesome people, are on the way.  Check us out at Dipify.com  and Follow us on Twitter and Facebook.

As you see, I started with a clear concise benefit.  I dabbled into how Dipify works, leaving the rest to mystery— don’t give it all up on the first go.  I followed up with a call to action.  I differentiated Dipify from simply commenting on YouTube.  I took a brief moment to address a few of the initial concerns some had with Dipify (and crammed a couple more keywords).

Based on Dipify’s immediate goals, I would also consider changing the final statement to read:

Bump into friends as well.  Lets make Dipify a real community.  Share the serendipity.

 

dipify logo

Also the comment has been made that the logo leaves something to be desired.  So here it is, enclosed in a chat bubble.  (background for illustrative purposes only)

 

Experimentation & Analytics

Of course the work doesn’t stop there. Having an effective Playstore takes time and experimentation. If I was able to apply these changes, I would be required to monitor its effectiveness on Google Analytics.

There is always room for improvement.  Have the courage to experiment and conviction to see it through.

Bumble Online Dating App For Women by Women

Bumble : Tinder For Women by Women

Bumble Online Dating App For Women by Women

 

No fury like a woman scorned. Former Tinder co-founder, Whitney Wolfe, launched a competing app during her lawsuit against her former co-founders.  Having suffered abuse of her own, Whitney is leading former Tinder employees on a journey to make online dating safer for women with Bumble.

 

Bumble is already out on iTunes.  Here are some highlights:

 

Profile

At first glance, the first visible difference is your school and work are clearly visible on your profile.  If I had a nickel for every time a lady asked me what I do, before catching my name… Bumble gets straight to the point.  Moving on.

 

Women initiate the conversation

This is the highlighted feature of Bumble.  Only women can send the first message.  This is to reduce the “creepy” and “cheesy” messages.  Are there more women willing and able to initiate an interesting conversation, than creeps?  Bumble is betting the bank there are.

 

24 hours to reply

I don’t see the point, only the money.  With more rules, on top of less matches, more men are encouraged to just #swiperight.  Bumble might as well remove mutual consent altogether— allowing women to shop for men.

 

Zero tolerance

Finally a step in to the right direction.  The best ideas are usually the most simple ones.  If Bumble succeeds in maintaining a positive environment, they truly set themselves apart from the rest of the free online dating apps.  Perhaps then they will loosen up the above restrictions later.

 

Bumble puts a stamp on serious dating.   I personally can’t imagine what kind of women I expect to meet in a controlled environment such as Bumble.  However, Whitney, who cultivated Tinder in frats and sororities, has got a challenge ahead of herself to get men excited this time around.  People will be watching Bumble.  Because their lessons and growth will be a positive for the all around online dating industry.

How to Really Fix Online Dating

How to (Really) Fix Online Dating.

How to Really Fix Online Dating

 

We hear a lot about how “online dating is broken”.  But is it?  Or is it the way we communicate what online dating and membership quality really is?  Before the fixing begins, start ups need to understand what’s really broken, the culture.  Online dating is, in many ways, just as hopeful or sad (depending on how you look at it) as real life.  So in order to inspire change for the better, we need to cultivate it.

 

Here are 4 practical ways to encourage membership quality in Online Dating:

 

Create an Environment

Tinder broke the barriers to entry for casual daters’ with simplicity and ease.  There is still room to create an environment that is either more fun, or engaging.  Thumbs up to Loveflutter and Worthy are great examples.  These two created just enough effort to dissuade unwanted behavior, yet made the process fun enough to keep me engaged.  The day online dating becomes fun, like clubbing without the morning regrets, is the day online dating truly triumphs.

 

Provide Guidance

If offline dating events taught me anything, it’s that people need guidance.  If we left a bunch of singles in a room, and eventually they’ll tear each other apart.  Just look at the comments on YouTube or Twitter.  Errr… Maybe not so dramatic. That is why online daters experience poor behavior, excruciating profiles, and irrationally high expectations.   People’s first instinct is to seek familiarity and security in an insecure environment.  One way I was able to improve  participation and interaction at my events was providing a host.  If social start-ups, such as Dipify, succeed in becoming a host or a friend, users could be more responsive and positive towards each other.  Games anyone?

 

Work on Communication

Tinder, for example was made a media darling as a hook-up app.  It seems almost unfair to demonize somebody looking for a Tinder hook-up.  Most free dating apps are very vague in what they want to accomplish — neither encourages nor discouraged any sort of behavior.  To settle things, somebody should just come up with an online dating app (just like Tinder) for serious relationships, or the same app strictly for hook-ups— enforced by their own respective policies.  People will eventually gravitate towards what works for them.  I imagine many would utilize both apps.

 

Start with Marketing

Marketing is the blood of online dating— The trend being to stir up some controversy for the press.  But there is light in the end of the tunnel.  I found Tinder in Bangkok, of all places, boasts many reputable men and women seeking honest friendships. The way Thais adopt new technology is strongly based on referral.  Without the local press painting it as a hot new hookup app, Tinder has a lot less ick moments than local dating sites.  I wonder how long that lasts.

 

It essence, it doesn’t take fancy gimmicks for start-ups to inspire membership quality; it takes a stronger effort to communicate what membership quality is.  “Membership quality” is cultivated in Frat Houses, Sundays services and real life experiences, and works accordingly.  If start-ups want to build a better community of [blank], they should say so, and market to so.

 

Do you have ideas to improve online dating? I’d like to hear it @derekonomy.

Everyday We Pass By Awesome People

Everyday we pass by awesome people

 

Each day we pass hundreds of people.  Chances are we pass someone brilliant everyday.  On public transit.  On the streets.  In the coffee shop.  And all we had to do was say something, and our lives would be blown.  Think of opportunities — the could-have-beens— that slip by us in our lifetime.  And the same goes for the internet.  After all, isn’t YouTube a film festival?  Isn’t Facebook like a reunion— food, friends, and stories?  Somewhere, somebody is in the same space, having the same moment as you.

 

With Dipify, we created a way to cross paths with new people online; as you would bump into a friend at the movies.  You can possibly bump into friends on Dipify too.  With Dipify you have an online presence; the opportunity to give a nod, or simply pass on by.  Explore the world and naturally connect with netizens, simply by doing whatever it is we do online— watching Youtube, or sharing on Facebook.

 

But beware.  After 10 minutes, your history erases from Dipify, and you are gone.  Your moment becomes a missed connection.  So speak up when you can.  Don’t be another could have, should have, would have been.

 

Social serendipity happens more than you think when with Dipify.

The Net Is A Real Place

The Internet Is A Real Place!

The Net Is A Real Place

 

The Internet may feel like sitting home, head propped up against our hands.  But we have indeed traveled somewhere remarkable—like a dream, or an alternate reality.  It may not be physical; but the internet is a real place because the people and the emotions are real.

 

Everyday online personalities have an affect on us.  They stir up our emotions, unexplained desire, or hatred towards things—- where to eat; what to buy, who to point the finger at.  So it’s also possible to feel an emotional connection to an individual you never physically met.  There is infinite examples of the online affect of human cruelty and compassion— emotional cases of bullying or anonymous acts of kindness.  Just because we aren’t physically on site, doesn’t mean we can’t find trouble, surprise, or growth.

 

With Dipify, we created a way to cross paths with new people online; as you would bump into a friend at the movies.  You can possibly bump into friends on Dipify too.  With Dipify you have an online presence; the opportunity to give a nod, or simply pass on by.  Explore the world and naturally connect with netizens, simply by watching Youtube, or sharing on Facebook.   After all, the net is a party, a celebration of human’s greatest accomplishments, with tons of awesome people.

 

Although there is no online replacement for physical chemistry, our emotional connection is authentic— uninhibited by insecurity, shyness, or even fear of getting asses kicked.  When the excitement of discovery, or hurt of rejection, occurs, we find ourselves wondering what is wrong with us?  Nothing.  Because when we deal with real people, our connections transcend physical location.

 

Social serendipity can really happen online when you ‘step out’ with Dipify.

 

Photo credit:   Mount Moses by Goran Tomasevic / Reuters