In May we shared some of the details surrounding Foursquare’s decision to split their app in two. Foursquare provided insight around why they were making these moves and introduced their new app, Swarm to the masses.
Now Foursquare has moved all check-in functionality from Foursquare to Swarm. Foursquare told users that all of their past data will remain intact, in the new app.
“This is the beginning of the ‘personalized local search’ future we’ve been talking about since we started Foursquare,” according to Foursquare’s email. “It’s been built with the help of our amazing 50,000,000-strong community, with all your tips, check-ins, photos, and the smarts we layered on top of that. You’ve been with us for a while, and all of your check-ins and history will continue to help shape your recommendations.”
Users will also notice a branding change. They are doing away with the check-in focused logo and focusing on something that they believe better represents the new Foursquare.
According to the email it is a “mix of map pin and superhero emblem.” This is due to the fact that Foursquare believes they are providing users with “superpowers to explore your city, and our new logo reflects that vision.”
The Verge reported on Foursquare’s transition and shared some insight into options discussed early on for the logo change. Apparently Foursquare “tried globes, magnifying glasses, and other symbols of exploration to represent the company. More than twenty-five different Foursqure icons rotated across the home screens of the company’s many employees, a series of A/B tests to see what felt right.”
As for the future, Foursquare plans on displaying popular locations by utilizing data collected from their location engine.
Swarm isn’t performing as Foursquare had hoped with only a 1.5 star rating in the App Store. This could be due to the difficulty many power users are having with the transition to two apps. Also, Foursquare has openly admitted that their launch of Swarm could have run smoother and the education of users could have been handled differently to avoid confusion.
Below is a mockup of where Foursquare hopes to have their app very soon. This new structure will provide recommendations for places to eat, shop, or explore.
For the time being, Foursquare has made a few changes to the existing applications. Places are now much more visual and you can save specific locations that you would like to add to a list. There is still a “Check-in” button but once clicked, Swarm opens up for checking in.
Are you one of the users that is still irked by Foursquare’s decision to split? Or are you embracing their evolution? As a marketer, how do you see both of these tools providing value?