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A person who overcomes these deficiencies will vastly improve their service.

Modifying the direction of a swipe and mandating that a quirky question or two be answered does not reinvent anything. If I see a guy I want to talk to, I have to swipe right, and hope he remembers to open the app this week and then swipe enough times for me to appear in his queue. It’s not enough that a single person has to hope, for years on end, that they’ll meet someone, we also have to hope someone remembers to click a little icon and flick their thumb over and over again until they see us.I don’t care how good your UX is, that’s degrading. I cannot tell you how many men (we’re talking hundreds if not thousands) over the years I have swiped right on that I have never connected with at all. Let connections happen at their own will, rather than at your will.Do we not think it would be easier, and perhaps have better odds, if I could just email a guy myself and say hello? And yes, to be fair, they could have all, every single one of them, swiped left on me. They grew bored of the app, I was algorithmically pushed down in the pile, or some other speed bump placed in the way of swipe-based apps caused he and I to never come into even the most meager of contact. Why do I have to wait in line behind a slew of other girls offering inspirational quotes and rock climbing photos and latte art? Swiping apps assume everyone is putting equal effort into online dating. Because they wouldn’t be able to contact me otherwise. Online dating does not need more control, it needs less.Rather than leave even more of the process to chance? Say the witty canned line you send out en masse to 10–12 men every Saturday morning while your cinnamon scones are baking! Why can’t I take charge of my own online dating life and just reach out to someone I want to meet? I’m not entirely if sure you’ve met humans before, but I think it’s safe to say we all exert different levels of effort during different activities. But we’re all supposed to equally swipe away at regular intervals until we match. And on the topic of unwanted contact, you can’t stop it. You cannot entirely stop the things you don’t want to happen on online dating. But by resorting to a swipe/match paradigm, you’re actually slowing or even stopping more of the things we want to happen. And when those unwanted or offensive contacts happen, that’s where you’ve got some room to innovate.I’ll make this plain: I don’t think we need to “reinvent” online dating. In ye olden days of online dating (Christ) on Match.com, OKCupid, and the like, all you had to do in order reach out to someone you found attractive, to the point that anyone can find anyone else attractive on a screen, was email them. I’ve swiped right and matched with men I’ve found incredibly attractive, that seemingly had great jobs and drive, only to see messages from them letting me know they’ve got girlfriends or wives and are just looking for “fun” and they just want to, you know, be up front with me about that. A hockey player can’t high stick without two minutes in the box.

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