Let people start swiping in two minutes using Facebook login and photos

David BarnardYou said somewhere that by creating this really frictionless onboarding experience for Tinder that actually expanded the TAM for dating. What do you mean by that? How did you think about expanding TAM through more

Ravi MehtaFrictionless onboarding? The problem that dating had at the time that Tinder came out, and this was I think 2012 timeframe, was that in order to get into Match or eHarmony, you had to fill out 20 or even a hundred questions, whatever it was, you need to spend 2030 actually creating your profile. And so only people who are really serious about, I think online dating can work for me, were actually going to end up in an online dating product. And so that meant that the total addressable market for online dating was pretty small. Instead, Tinder massively decreased the friction to get into an online dating app through a few different things. One, by using Facebook login, so you didn't need to create account two by having you just pick pictures from Facebook that you wanted to use for your profile three by having a short Twitter like bio.

Ravi MehtaAnd so you could go from, oh, maybe I'm interested in online dating to actually swiping on people and maybe talking to someone in less time that it took to create your profile on eHarmony massively less time instead of 20 minutes, you could be in and swiping on people in a minute and a half, two minutes. And so that increased the total addressable market because all of these people who had very limited willingness to pay with their time could now actually get into a dating app for the first time and see that it could really work with them or work for them. And so as a result, you had a lot of younger people who had never considered online dating before, come into and use the Tinder app, and that was a key moment for online dating to go from a niche market into a market that nearly every single person in America uses.

David BarnardI love the dichotomy here where we, and I didn't intentionally play it this way, but starting with increasing to 25 step checkout, boosted conversion, 40%, everybody listening was probably like, oh yeah, I really should add more onboarding. I really should do more. But then Tinder doing less is what helped make it happen, and there's probably a happy middle ground for a lot of companies. No, it's an unhappy