What is it?

Spoonjuice was our side hustle at Sourcebits. A place where we built our own products, such as Night Stand HD 2, The Plateau or Daily Deeds. The next project became Twine: a dating app unlike all other dating apps.

Lucky Matches

There is no swiping left or right. Meeting the one is a draw of luck and that's how I designed the app: tap the button and you are matched with a random stranger.

We also built monetization around it, for those impatient or with exceptionally bad luck.

No Photos

Once you find a match, you can't see each other. Photos are blurred. You're both encouraged to express who you are through a visual profile showcasing your passions, and through conversation of course.

Photos are eventually revealed if both parties agree to it.

ICE

What's the best way to break the ice? Ask about the other person's passions. We extracted other user's likes from Facebook and built an algorithm that generated natural-sounding ice breakers.

I wrote a patent application for ICE.


 

The Process

This was the first truly agile and lean project we did at Spoonjuice. We went through many iterations of research, design, rapid prototyping, development and usability testing. We built a rich data analysis platform for user behaviors and marketing acquisition. That data drove the product roadmap.


 

Design Process

UI Design

Visual Design

Interaction Prototypes


 

The Results

Twine was featured in App Store's “What’s New” category when it was launched. A flurry of media attention and user acquisition efforts resulted in 200,000+ downloads. Users reported having more interesting conversations and meeting cool people.

Perhaps the media response was the most flattering. Twine was covered in Mashable, TechCrunch, ReadWrite, GigaOm, MSN Living and TrendHunter. For Valentine’s Day 2014, Apple featured Twine on the App Store homepage. In April 2014, Twine had a media surge with a 5-minute TV segment on Fox News and coverage in BuzzFeed, Metro (UK) and the Daily Mail.

In the long run Twine lost to OKCupid and Tinder, proving that people are not necessarily interested in establishing meaningful relationships on the internet. Was it the convenience of competitors? The stigma of an internet creep? Did we screw up the app? Possibly.

Notwithstanding, I'm incredibly proud that we took the risk to create something unique, disruptive and very much against the grain. It was a fantastic learning experience. It taught me to eradicate my assumptions and create through experimentation and validation with real people. I learned how to manage developers, users and executives.

 
 

"For those who are looking for a more meaningful chat and flirting experience, Twine could be it by striking a good balance between the two."
— TECHCRUNCH

 

“Cut through the initial beauty contest and give users the in-person date experience online, so singles can focus on deeper ways of connecting than by looks alone.”
— TIME