OkCupid without the explicit data?

I was reading through OKCupid’s interview on the Wall Street Journal. I highlighted a few things which got me thinking about whats wrong with OKCupid.

WSJ: Could you explain the “substance over selfies” focus?

MR. SEIDMAN: If you look at what we have seen in online dating in the past four to five years, there is a huge increase in speeding up: Let’s get people to go faster, let’s get people to spend more consideration over booking a restaurant on OpenTable tonight than choosing someone to connect with on an app.

We said, we are actually going to double down on what is fundamentally true for a large part of people dating, which is, I want to meet someone based on who they are, not what they look like. One of the ways we do that is during sign-up we take you through a minimum of 15 iconic OkCupid questions. These go through religion, culture, sex and gets to what you are like.

Our questions emulate what is happening in the real world, like a conversation you would have at a bar or dinner party.

There are a lot of people who have strongly held beliefs but no overlap, and we don’t want to waste their time. We push people into not just answering these questions but creating profiles that are more than just their photos. The real issue now is, how do we make that easy and enjoyable on a mobile phone?

We recently renamed our swiping product from Quickmatch to Doubletake, because we realized the name doesn’t support the values of our community: We don’t want people to be quick, we want them to be slow. We look at it proactively through the lens of product and marketing, so when you get to OkCupid it’s clear it’s the place for you.

Nice in theory but as I pointed out a few times, the days of when people would spend time filling in the questions; has kind of gone. Even OkCupid doesn’t really put any emphases on the questions. Instead they seem to be pushing for more implicit data collection. Which leads you to a place where swiping left and right works in favor of both parties I guess? Although I obviously have a total distaste for this mechanism.]

Ok Cupid's top bar in mid 2017

The mobile app and website are more similar but its interesting to see the questions pushed to the far right of the page now. Even the top menu now is just Browse Matches, Double Take and Purchase A-list.

So my take away thought especially with the recent changes around visitors is frankly this whole thing about creating a community around online dating, is just PR nonsense.

Author: Ianforrester

Senior firestarter at BBC R&D, emergent technology expert and serial social geek event organiser.