Bumble unveiled an updated brand identity and app design, and launched a suite of new features, including more ways to Make The First Move, marking a new chapter in Bumble?s evolution. Dating app Bumble is expanding upon its signature Make The First Move functionality with the launch of Opening Moves to give women more choice in how they make romantic connections. Bumble is also introducing a fresh, new design, and making it easier to create a compelling profile to find desired matches. Bumble launched in 2014, giving women more control of their dating lives by flipping traditional gender roles and challenging the antiquated rules of dating. Today, the app is expanding upon its make the first move requirement by introducing choice in how a connection is made with Opening Moves. Additionally, Bumble is making its profile creation quicker and more intentional, expanding its dating intentions and making updates to its compatibility algorithms. Recent Bumble research* shows women?s experiences have evolved, especially regarding empowerment in online dating. Keeping true to Bumble?s mission, equality remains a priority in relationships with the overwhelming majority* (92%) of women stating it is a top marker in romance. However, how women define equality has evolved with almost 9 in 10* (88%) single women surveyed on the app globally stating that today, equality is about personal choice and autonomy to decide what?s right for you. Beginning today, women on Bumble have even more choice in how they connect with the launch of Opening Moves. The new feature gives women the option to set a question that their matches can respond to, creating a new way to engage with connections while keeping women in control. Nearly half of women* (46%) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better. Women can use one of Bumble?s recommended Opening Moves, or craft their own. For non-binary and same-gender connections, either person can set and respond to an Opening Move. During testing, Bumble found that Opening Moves improved meaningful conversations on the app by increasing chat initiation and reply rates, as well as lengthening time spent in conversation. To mark the start of a new chapter, Bumble is also unveiling an updated brand identity including a new logo, bolder fonts, and refreshed colors and illustrations. The new design is a reflection of the company?s branding
evolution, emphasizing their ongoing dedication to enhancing member experiences on the app. Bumble?s data shows that 3 in 4* (75%) women say the look and feel of a dating app is important to their overall experience and with 65% that the visual identity of a dating app can make it easier to use. Led in-house by Bumble?s Creative Studio, the new design will be part of a global marketing campaign launching across more than 10 countries, which includes new content showcasing the lengths women may go when faced with online dating fatigue.