How would you measure the success of Match Group's Super Like feature on Tinder?

Introduction

Measuring the success of Tinder's Super Like feature requires a comprehensive approach that considers multiple stakeholders and metrics. To effectively evaluate this product success metric problem, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Super Like is a premium feature on Tinder that allows users to indicate a higher level of interest in a potential match. When a user Super Likes someone, that person will see a blue star next to the user's profile when they appear in their stack, signaling that they've been Super Liked.

Key stakeholders include:

1. Tinder users (both free and premium)
2. Match Group (Tinder's parent company)
3. Advertisers
4. Investors

User flow:

1. User encounters a profile they're particularly interested in
2. User taps the blue star icon to Super Like the profile
3. The Super Liked user sees the profile with a blue star indicator
4. If the Super Liked user also likes the profile, it results in a match

Super Like fits into Match Group's broader strategy of monetizing dating apps through premium features. It encourages user engagement and potentially drives conversions to paid subscriptions.

Compared to competitors like Bumble's SuperSwipe, Tinder's Super Like was an early innovator in this space. However, many dating apps have since introduced similar features.

Product Lifecycle Stage: Mature. Super Like has been a core feature of Tinder for several years and is well-established in the market.