Tinder is a unique social media brand in that their product is focused on creating new experiences, rather than documenting previous ones. We wanted to create sounds that could enhance this sense of optimism and possibility, reinforcing the feeling of surprise and delight that is central to the Tinder user experience.

We started with a comprehensive review of the online dating landscape, analyzing the ways in which sound was used in every product; surfacing insights into sound trends within the product category. We then did an in depth analysis of the brand, exploring the user experience and identifying potential moments for sound. This process gave us insights into how sound could be used to set Tinder apart from their competitors.

We focused on three key design drivers, and identified how sound can express each.

First, the sound of Tinder had to be Light-hearted and fun – which we expressed through Major modalities, playful melodies, with lightly plucked instruments.

We also wanted to enhance the idea of Surprise and delight by focusing on Quick tempos, with percussive, bright and resonant tones.

And lastly our sound had to be Fresh and young, which meant sounding of the moment and expressing a game-like feel – making the app feel faster and snappier.

We then identified key moments along the user experience and developed a brief for each sound. In the end we landed on a unified suite of sounds, with a central anchor sound being the “It’s a Match” moment.