Cloudinary announced that the relationship app Hinge has turned to its solution to support direct uploads from users’ devices, resizing and cropping images on-the-fly to fit the graphic design, and optimizing the quality and format for improved performance.

According to Cloudinary, to create a profile, Hinge users initially had to connect their Facebook and/or Instagram accounts to the app, which would import images to the users’ Hinge profiles. Hinge stored those images with a URL that expired after two months, unless the user logged into the app regularly. This aspect of the app was frustrating for users because the photos would become inaccessible for others to view.

“We realized we needed to change the way we were dealing with media to make it more convenient for our users, and allow them to easily upload photos and videos directly from their devices and from their device camera,” said Tim MacGougan, vice president of Product at Hinge. “With plans to eventually enable users to upload short video clips, our development and product teams began to seek a new solution that offered more comprehensive media management capabilities so we could improve the user experience.”

The company claims it has improved the Hinge user experience and facilitated faster downloads. It argued people are more likely to abandon websites and apps if they experience slow load times or have difficulty viewing content and that dating apps are no different. “While Hinge’s focus is creating a more genuine dating experience, its also needs to ensure that the app works smoothly and offers users capabilities other apps didn’t have. Cloudinary enabled Hinge to make its app more user friendly, improving the experience and, ultimately, continuing to keep modern romance real. With the added flexibility, Hinge was able to reduce profile creation abandonment by 10 percent. This improvement can be attributed to the fact that users can now upload their favorite images directly from their devices, which is 60 percent faster than loading images from Facebook and/or Instagram,” the company stated. 

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