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Users of the latter must process a wealth of information, evaluating several calls-to-action.

Tinder’s swiping mechanic is not dissimilar from the ever-present infinite scroll, popularized by Pinterest. Both interactions – scrolling and swiping – require less effort than tapping or clicking a button and present visual queues to spike curiosity, furthering engagement.

Each user profile is presented as a card amongst a seemingly infinite number of users.

This metaphor manifests not only in its presentation but also the way in which it influences users to keep playing.

Tinder, a hot new entrant in the world of online dating, is capturing the attention of millions of single hopefuls. After launching the Tinder mobile app and logging in with Facebook, users browse profiles of other men or women. Swipe left if you’re disinterested and right if someone catches your fancy. App Store as one of the top 25 social networking applications, generating 1.5 million daily matches as more than 50 percent of its users login multiple times per day. It’s smart design based in part, on game mechanics and an understanding of user psychology.

Once both parties express interest, a match is made and a private chat connects the two potential lovebirds. Here are four ways Tinder engages its calloused-fingered users: Tinder demands very little of the brain.

Tinder reduces cognitive overhead into a binary decision: swipe left (not interested) or swipe right (interested).Traditional dating sites provide several ways to express interest. ” These are questions guys and gals ask themselves before taking action.Ok Cupid users can rate others 1-5 stars, send a message, or start a chat. Increasingly, technology consumers multitask, fiddling with their “second-screen” while watching TV and chatting with friends.More options provide greater freedom of expression, but also introduce more mental effort. In turn, this decreases how often users engage with products that demand their full attention.By requiring less mental energy, Tinder users are more apt to use the service throughout the day.Tinder also requires less physical effort than traditional, web-based dating sites.