This just in from the Yahoo PR machine:
Ask Desiree is a new portal with tons of great dating tips, polls and features. “Ask Desiree� allows singles to “ping� their dating questions to Desiree, check out fresh date activities and get advice on how to spiff up their online profile, all for free. Plus, Desiree comes to the rescue of singles with her “Eject a Date� function, a Plan B for daters in distress. Skeptic singles can have bail out messages sent to their mobile during the date — just in case. To see Desiree in action, check out: http://personals.yahoo.com/askdesiree
I was wondering when they would launch something along the lines of Match’s Happen Magazine. Supposedly the questions are sent in by real people. We all know that is not the case. They would be better off with a celebrity or dating coach.
I would like to see the traffic data for Happen Magazine, if someone at Match would be so kind as to send that along. What are you seeing happen at Happen?
What Yahoo got right:
Helping singles make the most out of their online dating experience is an important role for all dating sites.
Providing date activities based on your zip code is a great idea, very helpful. A search for kite flying in 02118 returns a list of public parks. No comment about taking someone kite flying on a date.
They link the relationship test to the “Find Sensational Singles”, smart way to drive more people to take the test.
Profile help via Flavor Up Your Dating Profile contains various canned options and open ended questions, some are good, some are not so good. Some are terrible. Was any of this stuff user tested?
Where they missed the mark:
The entire operation is clearly focused on 20-somethings. What Yahoo completely missed is that it’s the over 35 crowd that needs this kind of service. Why is Desiree a 60’s go-go dancer with thigh-high boots? Yahoo staff, feel free to chime in and explain yourselves.
Guilty of gratuitous use of Flash. it can be slow and unresponsive, a total turn off. Even the form to send in a question is Flash and why don’t they don’t ask for your email address?
The whole “Eject a Date” concept is terrible. If you are on a date that is not living up to your expectations and have to rely on a fake call or email to get out of it you need to learn how to read people better on the phone before you go out with them. After getting in a huff about this, I can’t even find it on the site.
Yahoo needs to go back to the drawing board with this one.
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