????我看起來怎么樣？

????不好。不好。不好。好！不好……

????這或許就是用戶使用Tinder時(shí)的思維過程。這款移動(dòng)應(yīng)用提供人們的照片，讓用戶根據(jù)他們的外表吸引力，用“好”或“不好”來進(jìn)行點(diǎn)評(píng)。這款去年10月上線的iPhone應(yīng)用與Facebook綁定，展示了用戶相冊(cè)中的照片。它的好處在于避開了令人尷尬的拒絕：用戶對(duì)某人的照片點(diǎn)擊“好”，而如果那個(gè)人剛好也喜歡該用戶，那就“配對(duì)成功”，雙方就可以聊天了。如果配對(duì)不成功，一方不會(huì)知道另一方的存在。某人點(diǎn)擊“不好”時(shí)，用戶絕對(duì)不會(huì)知道有這回事。

????這種做法——在網(wǎng)絡(luò)約會(huì)迅速增長的時(shí)代——似乎很奏效。市場(chǎng)調(diào)研公司IBISWorld今年3月份發(fā)布的報(bào)告顯示，全球“約會(huì)服務(wù)”行業(yè)的營收為20億美元，其中11.3億美元（占到56.3%）來自于在線約會(huì)。影視界巨子巴里?迪勒的IAC公司擁有婚戀網(wǎng)站Match.com和在線約會(huì)網(wǎng)站OkCupid，在這個(gè)市場(chǎng)上處于領(lǐng)先地位，市場(chǎng)份額達(dá)到23.7%；在線約會(huì)網(wǎng)站eHarmony位居次席，市場(chǎng)份額為13.6%。

????與提供約會(huì)對(duì)象綜合性資料（OkCupid普通用戶自愿回答233個(gè)有關(guān)自身情況的問題）的網(wǎng)站不同，Tinder完全靠照片，沒有個(gè)人最喜歡的電影列表，也沒有默認(rèn)的愛好菜單可供選擇，除了性別和年齡以外沒有其他的“搜索”過濾設(shè)置。用戶只能看到對(duì)方的名字，年齡，與自己所處位置的距離，照片和共同的Facebook好友或愛好。

????Tinder來自于IAC公司的研發(fā)部門。“我們讓它保留了某種直接連接的特性，使它成為不會(huì)與市場(chǎng)領(lǐng)導(dǎo)者發(fā)生關(guān)系的全新產(chǎn)品，這種做法更加吸引人，”IAC公司旗下Match.com和OkCupid的CEO薩姆?亞根說。“但我們一直試圖在Match網(wǎng)站上打造某種新東西。去年底，我們開始與洛杉磯的團(tuán)隊(duì)合作開發(fā)這種產(chǎn)品，于是Tinder誕生了。”亞根認(rèn)為，吸引人們的正是Tinder的用戶體驗(yàn)。“News Feed是我們考慮過的東西之一。現(xiàn)在它已經(jīng)變得無處不在。Instagram擁有令人入迷的用戶體驗(yàn)。Tinder也有。”他說。Tinder不愿公布下載數(shù)據(jù)，但聲稱已經(jīng)匹配了5,800萬對(duì)，照片評(píng)價(jià)次數(shù)達(dá)到58億次。聯(lián)合創(chuàng)始人兼CEO肖恩?雷德表示，他聽說有20對(duì)男女因?yàn)槭褂眠@項(xiàng)服務(wù)而訂婚。

????類似的應(yīng)用和網(wǎng)站還有很多。Bang with Friends面向熱衷于性愛的人；Coffee Meets Bagel提供午餐時(shí)間約會(huì)服務(wù)；Kisstagram是依托于Instagram的現(xiàn)代版交友網(wǎng)站Hot or Not。有些應(yīng)用和網(wǎng)站引發(fā)了爭議，Tinder本身已經(jīng)作為所謂的“連接”應(yīng)用取得了成功（雷德排斥這個(gè)詞語）。“按照我的經(jīng)驗(yàn)來看，我在Tinder上與女生聊天時(shí)，我們雙方都十分清楚我們這樣做是為了什么，”紐約的25歲學(xué)生馬修說。他估計(jì)，他已經(jīng)把在這款應(yīng)用上認(rèn)識(shí)的70%女性帶回了家。“沒人會(huì)非常嚴(yán)肅地看待它，這就是它令人滿意的地方。”

????How do I look?

????Nope. Nope. Nope. YES! Nope …

????That might be your thought process while using Tinder, a mobile app that offers up photos of people to judge with a "yes" or a "nope" -- depending on their attractiveness. The iPhone app, which debuted in October, connects to Facebook (FB) and displays photos from users' albums. Its genius is in the avoidance of outright rejection: When users clicks "yes" to someone who has also liked them, it's a "match" and both users gain the ability to chat with each other. If nothing happens, the other person may simply have not seen you yet. Users never find out explicitly when someone clicked no.

????That formula -- in an era when online dating is growing rapidly -- seems to work. According to a March report from IBISWorld, $1.13 billion or 56.3% of the international $2 billion-in-revenue "dating services" industry is online dating. Barry Diller's IAC (IACI), which owns Match.com and OkCupid, has a dominant 23.7% of that market; eHarmony is closest after that, with 13.6% of the dating services pie.

????Unlike sites that provide a comprehensive dating profile (the average OkCupid user voluntarily answers 233 questions about themselves) Tinder is strictly photo-based. There is no list of the person's favorite movies, no default menu of hobbies to select from, no "looking for" filters beyond gender and age range. Users see only the person's first name, age, distance from their location, photos, and mutual Facebook friends or interests.

????Tinder came out of IAC's research and development arm. "We keep it sort of on the DL because it's much sexier for it to be a totally fresh startup that has nothing to do with the market leader," says Sam Yagan, CEO of IAC's Match.com and OkCupid. "But we're constantly trying to build new startup-y stuff at Match, and this is a product that we started working on late last year with the team in L.A., and it popped." In Yagan's view, it's the user experience that has hooked people. "News Feed is one of those things that comes to mind, that has now become ubiquitous. Instagram had some UX attributes that made it addictive. Tinder has that," he says. Tinder declined to release download figures but claims 58 million matches have been made, out of 5.8 billion ratings. Co-founder and CEO Sean Rad claims he's heard of 20 engagements resulting from using the service.

????There have been a number of similar apps and websites. Bang with Friends is aimed at those interested in having sex; Coffee Meets Bagel books a lunchtime date; Kisstagram is a contemporary "Hot or Not" based on Instagram. Some have created controversy, and Tinder itself has achieved its success as what could be called a "hookup" app. (Rad rejects that term.) "My experience has been that when I'm chatting with a girl on Tinder, we both really know what we're there for," says Matthew E., a 25-year-old student in New York. He estimates he's gone home with 70% of women he's met up with from the app. "Nobody takes it very seriously, and that's what makes it great."