11/26/2012 10:37 am ET Updated Jan 26, 2013

In Online Dating, Data Dictates Design As Well As Matchmaking

Believe it or not, there's a lot more to the online dating industry than an algorithmic shootout over whose matching engine is the best. For Zoosk, a dating platform that's about to celebrate its five-year anniversary, building the right user experience is just as important -- if not more so -- than helping someone find his soulmate. In that time, the company has learned to use data to deliver a service that works as a complement to users' romantic lives rather than a black box that tries to do all the work for them.

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