TINDER

Monetization on Tinder

As lead designer on Tinder's Revenue team, I owned design strategy and execution across premium features, paywalls, checkout, and monetization experiments. The first thing I noticed when I got there was how inconsistent it all was. Every upsell looked like it came from a different app.

I treated it as one system instead of a pile of one-offs, redesigning the paywalls and upsell moments and adding new places to sell that still felt like Tinder rather than an interruption. This led to stat significant results and a revenue high for Tinder.

As lead designer on Tinder's Revenue team, I owned design strategy and execution across premium features, paywalls, checkout, and monetization experiments. The first thing I noticed when I got there was how inconsistent it all was. Every upsell looked like it came from a different app.

I treated it as one system instead of a pile of one-offs, redesigning the paywalls and upsell moments and adding new places to sell that still felt like Tinder rather than an interruption. This led to stat significant results and a revenue high for Tinder.

Case study coming soon…

↑ 6.5%

Boost sales

↑ 3%

Subscriptons

↑ 0.6%

Total cash

CHECKMATE

Checkmate for Brands

Checkmate partnered with brands to deliver exclusive offers, generating incremental revenue for each partner.


I built Mate, a self-serve platform where brand teams track their revenue impact, launch and adjust campaigns, manage creative assets, and act on recommendations for which segments to target next.

View case study

GRINDR

Placements in Grindr

Placements in Grindr

Millions of people use Grindr for about an hour a day. Brands, artists and creators all wanted to reach them, and Grindr was producing a lot of its own content too. There were two places in the app to put any of it.


designed three new places for them to be seen: a box in the profile grid, a message in the inbox, and a tab of its own. A brand, creator or advertiser sends one set of assets and runs across all three, whether that's a music drop, a merch launch or a live streamed event.

View case study

GRINDR

My Tags

My Tags

I noticed people were already putting hashtags in their bios as a way to say who they were. Nobody had asked them to, and the app did nothing with it, so those signals just sat there instead of helping anyone find each other.


That became My Tags, a way to find people who share your interests. I ran user testing and worked with LGBTQ+ organizations and trust and safety, so the tags would work for everyone. Adoption came fast, as many instantly added tags to their profile.

I noticed people were already putting hashtags in their bios as a way to say who they were. Nobody had asked them to, and the app did nothing with it, so those signals just sat there instead of helping anyone find each other.


That became My Tags, a way to find people who share your interests. I ran user testing and worked with LGBTQ+ organizations and trust and safety, so the tags would work for everyone. Adoption came fast, as many instantly added tags to their profile.

50%+

1st week

adoption

2-3

Average tags on profile

TINDER

Just for You

Just for You

Women kept running into low-quality profiles on Tinder. No photos, short bios, no verification. It made the app feel like work, and engagement and retention dropped.


I led design and user research on Just for You, a feed of curated profiles. Research came first, figuring out what women actually counted as a good profile, and that set what we filtered for. We used machine learning to build the picks, and I designed the feed so it read as a short list worth looking at instead of an endless stack.

Women kept running into low-quality profiles on Tinder. No photos, short bios, no verification. It made the app feel like work, and engagement and retention dropped.


I led design and user research on Just for You, a feed of curated profiles. Research came first, figuring out what women actually counted as a good profile, and that set what we filtered for. We used machine learning to build the picks, and I designed the feed so it read as a short list worth looking at instead of an endless stack.

↑ 17%

Likes sent by women

↑ 5%

Messages sent by women

CHECKMATE

Savings Experience

Savings Experience

Checkmate only reached shoppers in one place, a widget on checkout pages that many people never noticed. There was nothing to build loyalty around, so people grabbed their discount and never returned.


To solve this, I mapped the full experience and prioritized reaching people at the moments that mattered in their shopping journey. Once someone saved money, I designed a few different ways to encourage them to download the app. From there I built the Checkmate rewards program from scratch: a balance that grows, and earning are surfaced throughout many touch points instead of only at checkout.

Checkmate only reached shoppers in one place, a widget on checkout pages that many people never noticed. There was nothing to build loyalty around, so people grabbed their discount and never returned.


To solve this, I mapped the full experience and prioritized reaching people at the moments that mattered in their shopping journey. Once someone saved money, I designed a few different ways to encourage them to download the app. From there I built the Checkmate rewards program from scratch: a balance that grows, and earning are surfaced throughout many touch points instead of only at checkout.

3M+

MAU

↑ 5.9%

Orders completed

Hi, I’m Luke!

Product designer with 10+ years experience based in Los Angeles.

CHECKMATE

Designed an AI-powered B2B savings platform.

TINDER

Previously led revenue & monetization design.

GRINDR

Created inclusive & accessible community experiences.

Hi, I’m Luke!

Product designer with 10+ years experience based in Los Angeles.

CHECKMATE

Designed an AI-powered B2B savings platform.

TINDER

Previously led revenue & monetization design.

GRINDR

Created inclusive & accessible community experiences.

Hi, I’m Luke!

Product designer with 10+ years experience based in Los Angeles.

CHECKMATE

Currently building an AI savings platform.

TINDER

Previously led revenue & monetization design team.

GRINDR

Built inclusive & accessible community experiences.

See work below

See work below

lstaccar@gmail.com