AB tests have proven multiple times that even a slight change in, say, position of the button, can result in decrease of activity or revenue. So in answering your question, yes, we were resistant.That was the other reason why it took so long to redesign it.Read our full interview below, or click here for our report on Badoo. We have completely rebuilt the app, created a new design identity for the brand, and analysed and reconsidered 11 years of experience in order to improve and optimise UX and simplify overcomplicated features.Business Insider: Why don't we start by talking through the new Badoo. Andrey Andreev: The new Badoo that you can see today is just a skeleton for a whole load of amazing, game-changing features that are coming live very soon. BI: My impression of Badoo has been that an overhaul like this has been due for a while. AA: You're right, I've been thinking of redesigning Badoo for a while now.For years it started to remind (as we call it internally) us of a 'Frankenstein'. As you add features, monetise or simply try to improve user experience by adding new fun components, it eventually becomes like a little Christmas tree with lots of buttons, menus within menus, and multiple confusing screens etc.The old interface was limiting us in so many ways and even though we had tweaked and improved it many times, it got to the point where I admitted that we can no longer build up new features upon an old interface.
BI: Do you have a list of features, like a shopping list, for partnerships? We have the base, and it depends on what is the message? We probably spend another weeks or months to, in addition, to develop features that are missing for this type of partnership.
Badoo definitely helps you to explore the world outside of your existing circle of friends and that’s another reason why it’s social.
BI: Something that Badoo does that's relatively unusual in dating and tech is to use lots of different brands and apps. AA: We work with all these companies on a partnership basis. I can meet the person, let's say at some event like Founders Forum or these many, many, many events happen, or people often approach me. When we first announced my partnership with Whitney, I got plenty of girls line up at this office asking advice, asking for all sorts of advice about investment and about product advice, and future steps etc etc. Every time when we publicly do something, I have a number of people interested to talk. They're responsible for the users, we're responsible for keeping users on the platform, monetising users on the platform, making the users happy. The example of Bumble, this is a little different because it's a lot of custom-made things and technology. This is what I call tailor-made partnership where we are trying to understand and define the business model together.
Oh, and remove your socks, since girls hate that, stud!
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