As a leader in dating technology, Match Group consistently seeks innovative ways to enhance their portfolio of apps through user feedback. Their commitment to creating exceptional user experiences drove them to look for more efficient methods to gather contextual insights across their platforms.

The team envisioned a solution that would enable real-time feedback collection from specific screens and features within their apps, especially during beta testing phases, to drive rapid product improvements. “We needed something that could be embedded on almost every screen of our app” explains Julia Stein, User Research at Match Group.

A critical requirement was keeping their existing integration with Braze, their customer engagement platform that housed all user targeting and segmentation data. Creating a parallel system for user targeting would have been inefficient and resource-intensive. Furthermore, traditional survey tools disrupted the user experience by redirecting users to external web browsers, breaking the immersive nature of their dating apps.

The solution: Iterate integration

Match Group rolled out Iterate across its apps, using the native Braze integration to create a streamlined feedback collection process. This solution allowed them to embed surveys directly within their apps, preserving the native experience while gathering crucial user insights. The integration eliminated the need for additional development resources after the initial setup.

The implementation used several key features that proved essential to Match Group‘s success:

• Native Braze integration: Braze enabled precise user targeting, while true in-app survey deployment eliminated browser redirects, maintaining an uninterrupted user experience.
• Efficient deployment: After the initial setup, the platform required minimal technical resources, offered real-time survey previews, and enabled quick campaign deployment.
• Versatile research tools: Iterate provided contextual feedback collection at specific app locations, one-click email surveys for additional feedback channels, and a comprehensive analytics dashboard for insight tracking.

”Iterate’s Braze integration was crucial to get buy-in across the organization for this tool switch,” explains Julia Stein from Match Group. “So many survey tools just take users out of the experience and into a web browser. We needed to avoid this happening.” The implementation proved remarkably efficient, requiring just minutes of work each month between the research team and CRM experts to deploy new survey campaigns.

“Iterate‘s Braze integration was a game changer for us. It allowed us to seamlessly deploy surveys in-app, gather contextual insights, and significantly reduce the workload on our development team. The ability to embed feedback points throughout the app during beta testing was invaluable.”

— Julia Stein, Match Group

Results & impact

The integration of Iterate transformed Match Group‘s ability to identify and address user experience challenges. By embedding feedback mechanisms throughout their apps, they successfully tracked ”hot spot” issues and user friction points. One notable success was optimizing the profile creation process: by collecting feedback directly on the profile creation views, they gathered specific insights into user challenges and subsequently improved completion rates.

Iterate‘s efficiency dramatically reduced the time and resources needed for feedback collection. What previously required significant developer involvement now takes just minutes of work each month between the research team and CRM specialists. This streamlined process allows Match Group to maintain continuous feedback loops without straining technical resources.

“I love how easy it is to program surveys and see what it will look like right in that same window. The true in-app nature of Iterate is unparalleled. And, the one-click email surveys are awesome.”

— Julia Stein, Match Group