Bumble’s New Snooze Feature Prioritizes User Self-Care Above Engagement Metrics Tech| Innovation

Recently, the women’s first dating app, Bumble, added a new feature aimed at helping its 40 million registered users to take a mental break from notifications and screen time. The new Snooze feature allows users to take a break from the app whenever they wish by silencing all notifications until it’s turned back off.

The feature is simple to use and allows users to choose between snoozing for 24 hours, 72 hours, 1 week or indefinitely. Snooze mode will remove the user from appearing in the swipe carousel but does allow users to opt to set a status that lets their existing matches know why they are snoozing with options including “I’m traveling,” “I’m focused on work,” “I’m on a digital detox” or “I’m prioritizing myself.” Essentially, you’re able to send an AIM-style away message to your matches so they don’t think you’ve ghosted them.

At a time where apps are algorithmically designed to keep users active and engaging with the app’s content, it’s notable that Bumble seems to be encouraging its users to do the exact opposite as needed. 

According to Whitney Wolfe Herd, Bumble’s CEO and Founder, the company is not at all worried about seeing a dip in engagement metrics as a result.

We’re not concerned at all. This is about investing in our users and their wellbeing, and that will always trump metrics and bottom line. There’s no denying the data; we are all spending too much time on our smartphones and too much time on social media. It’s become the new pastime and the impact can be devastating, especially for young women. We wanted to be a part of the solution by encouraging our users to take time for their mental health through a simple product feature that allows them to temporarily Snooze their time on Bumble. We’ve always invested in the safety and wellbeing of our users and Snooze is another example of that. 

The company is no stranger to bucking the norm and being the first to speak up when it feels compelled to do so. After the shooting in Parkland FL, the company made the decision to ban guns from its user photos and based in Austin, TX, the company headquarters which prioritizes culture above all else, is quite unlike its Silicon Valley competitors.

For Wolfe Herd, who originally left Tinder after claiming sexual harassment by cofounder and ex-boyfriend Justin Mateen, self-care is paramount in this new chapter in her life. Snooze, is a feature she personally relates to needing as a part of that self-care.

“I too found myself getting lost in social media when I should have been more present in the moment. I was missing out on what was happening right next to me just to scroll through endless images of other people’s lives. As a result, I turned off all social media for 3 weeks and it was eye opening. I was uncomfortable at first, which only validated why I needed to take a break, but then after a few days I felt great and far more present,” says Wolfe Herd.  

So far, the company reports that response to the new feature, which was first launched one week ago, has received an overwhelmingly positive response from users. It’s Wolfe Herd’s hope that other social platforms take note and recognize their own contribution to the problem of screen addiction, “It’s upon the leaders of the tech and media space to champion this cause and help their users live a healthier digital life,” says Wolfe Herd.   

It appears that a few other companies are beginning to consider their own new features aimed at addressing the problem. Recently, Youtube introduced settings features that display time spent on the app as well as the ability to generate reminders to take a break from viewing. Last month, Facebook announced new features for users to monitor time spent on the Facebook and Instagram mobile apps “coming soon.” Slated for release in the coming weeks, Apple’s iOS 12 update will include a new app called Screen Time that will allow users to monitor where they spend their time and is preparing to beta test do not disturb modes. Android’s new Android P operating system which has begun a rolling release over the next few months promises similar features including a dashboard that displays user activity, do not disturb modes and app timers.

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Recently, the women’s first dating app, Bumble, added a new feature aimed at helping its 40 million registered users to take a mental break from notifications and screen time. The new Snooze feature allows users to take a break from the app whenever they wish by silencing all notifications until it’s turned back off.

The feature is simple to use and allows users to choose between snoozing for 24 hours, 72 hours, 1 week or indefinitely. Snooze mode will remove the user from appearing in the swipe carousel but does allow users to opt to set a status that lets their existing matches know why they are snoozing with options including “I’m traveling,” “I’m focused on work,” “I’m on a digital detox” or “I’m prioritizing myself.” Essentially, you’re able to send an AIM-style away message to your matches so they don’t think you’ve ghosted them.

At a time where apps are algorithmically designed to keep users active and engaging with the app’s content, it’s notable that Bumble seems to be encouraging its users to do the exact opposite as needed. 

According to Whitney Wolfe Herd, Bumble’s CEO and Founder, the company is not at all worried about seeing a dip in engagement metrics as a result.

We’re not concerned at all. This is about investing in our users and their wellbeing, and that will always trump metrics and bottom line. There’s no denying the data; we are all spending too much time on our smartphones and too much time on social media. It’s become the new pastime and the impact can be devastating, especially for young women. We wanted to be a part of the solution by encouraging our users to take time for their mental health through a simple product feature that allows them to temporarily Snooze their time on Bumble. We’ve always invested in the safety and wellbeing of our users and Snooze is another example of that. 

The company is no stranger to bucking the norm and being the first to speak up when it feels compelled to do so. After the shooting in Parkland FL, the company made the decision to ban guns from its user photos and based in Austin, TX, the company headquarters which prioritizes culture above all else, is quite unlike its Silicon Valley competitors.

For Wolfe Herd, who originally left Tinder after claiming sexual harassment by cofounder and ex-boyfriend Justin Mateen, self-care is paramount in this new chapter in her life. Snooze, is a feature she personally relates to needing as a part of that self-care.

“I too found myself getting lost in social media when I should have been more present in the moment. I was missing out on what was happening right next to me just to scroll through endless images of other people’s lives. As a result, I turned off all social media for 3 weeks and it was eye opening. I was uncomfortable at first, which only validated why I needed to take a break, but then after a few days I felt great and far more present,” says Wolfe Herd.  

So far, the company reports that response to the new feature, which was first launched one week ago, has received an overwhelmingly positive response from users. It’s Wolfe Herd’s hope that other social platforms take note and recognize their own contribution to the problem of screen addiction, “It’s upon the leaders of the tech and media space to champion this cause and help their users live a healthier digital life,” says Wolfe Herd.   

It appears that a few other companies are beginning to consider their own new features aimed at addressing the problem. Recently, Youtube introduced settings features that display time spent on the app as well as the ability to generate reminders to take a break from viewing. Last month, Facebook announced new features for users to monitor time spent on the Facebook and Instagram mobile apps “coming soon.” Slated for release in the coming weeks, Apple’s iOS 12 update will include a new app called Screen Time that will allow users to monitor where they spend their time and is preparing to beta test do not disturb modes. Android’s new Android P operating system which has begun a rolling release over the next few months promises similar features including a dashboard that displays user activity, do not disturb modes and app timers.