June 3, 2014
Tinder’s ‘glanceable UI’ model hits mobile shopping
With Tinder’s swipe-through format proving a massive hit—per Mary Meeker’s Internet-trends report, Tinder users are swiping some 800 million times a day—services in categories beyond matchmaking are adopting “Tinderfaces.” Apps for finding everything from employment to dogs needing adoption have embraced the swipe, but perhaps the most compelling development is in mobile commerce.
A crop of apps apply the dopamine-like high of swiping through potential matches to the search for fashion or other goods. Kwoller allows users to swipe left or right on an array of clothes and accessories, then sends notifications when the price drops on favored items. Mallzee is a similar service with a social twist: Users can share favorite items with friends, and if they don’t approve, the app will prevent a purchase to avoid buyer’s remorse. Stylect applies the swipe model to shoes, offering a collection of more than 50,000 pairs aggregated from various e-commerce sites. And Zola, a wedding registry app, lets couples swipe to choose items they’d like as gifts.
“We think mobile shopping now just sucks,” Kwoller co-founder Brian Louko told TechCrunch. “Every company tries to make it more and more complex, with a search functionality, filters, QR codes, this idea of covering the ‘story’ around the shopping experience. But we go on the mindset of atomisation or ‘sipification.’ … Simple is better on the mobile phone.”
Another way to frame this simplification is the idea of a “glanceable UI,” one of our 100 Things to Watch in 2014: the concept of “creating something meaningful out of information processed in just a quick glance,” as described by Gigaom. As shoppers increasingly search and purchase on the go, watch for more brands to adopt these streamlined, photo-heavy interfaces that rethink the shopping experience in the same way that Tinder has retooled the online dating format.
Image credit: Kwoller