A Dating App Made Signup Deliberately Annoying. Ten Months In, It Looks Like That Was the Right Call.
Every CRO playbook published in the last decade says the same thing: reduce friction. Remove form fields. Minimize clicks. Make onboarding so effortless that users barely notice they've signed up.
Sonder, a London-based dating app launched in June 2025, went the other direction. Their signup process asks users