Tinder’s journey from viable dating app to mindless swiping game has been well-told on the internet at this point, but now other designers are looking to take the famous app’s simple, addictive design and apply it to more productive causes than casual hook-ups.
Millie applies Tinder’s user experience to giving to charity. Upon opening the app, the user sees three charities, each with a picture and a description. The user can then just tap a charity to read more, then swipe right to donate. Depending on some pre-determined settings and if the user has pre-loaded money in their account, donating to a good cause can be as simple as that.
There’s more to it, though: Users will be compelled to donate by countdown timers that, upon expiration, take away the option to donate to those organizations (they’ll cycle eventually; the purpose here is to add a little act-now incentive). Users will also be able to compare their giving to friends they connect with on the app, and they’ll even be able to share funds with each other if someone finds a good cause to fund, but is a little short on cash.
The goal here, says Millie founder and CEO Rachel Klausner, is to turn those instances when you’re sucked into your phone into something productive. Now, an app designed to capture your attention and keep you engaged will actually be doing good for the world.
What’s more, nonprofits of any size will be able to partner with Millie. Organizations simply apply via Millie’s site and undergo a strict but standard vetting process to enter the rotation. Right now, 45 nonprofits are taking advantage of the app’s unique addictive qualities.
For more information on Millie, check out this interview with Klausner at Fast Company.