Tinder

Building a dynamic paywall template

The original paywalls on Tinder used a one-size-fits-all approach that limited the business’ ability to target different regions, test messaging and evaluate pricing strategies. With a focus on the ‘Tinder Gold’ subscription tier, we optimized templates and modular components to establish clear hierarchy and reduce information overload.

Role

Senior Product Designer

PLATFORMS

iOS, Android, Web

Responsibilities

All aspects of the design including product strategy, user research, wire-framing, journey mapping, prototyping, and visual design.

information overload

The existing paywalls were overwhelming for the user, leaving them unsure of the value of subscription package benefits.

The designs were also hard-coded on the backend making it difficult and time-consuming to update or incorporate personalization.

establishing clear hierarchy

When ideating on the user experience, a key priority was ensuring that users could easily identify the features they were purchasing and how they would upgrade their Tinder experience.

Incorporating insights

After multiple rounds of user testing and A/B tests, we identified essential elements for a successful paywall.

Quick page scanning

Using a simple list format, users quickly see all the features that are included in the subscription package.

Reducing choice

Rather than showing multiple offers at once, we highlight one offer at a time. This format helped users easily digest the information.

Contextual entry point

The feature in the header title changes depending on where the user encounters the paywall.

Results

These simple, yet impactful paywall changes resulted in significant growth for the business:

  • Increased Total Cash by 1.5%

  • Increased Tinder Gold Subscribers by over 4%

  • Established a more premium design language

Next steps

This dynamic design template will be applied to Tinder’s other subscription tiers.

In addition, we’ve started to provide more education about a feature before displaying a paywall.

  • The initial tests are showing an increased subscription conversion of over 4 - 10%.