Foursquare pivots

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I just received this email from Foursquare. I have mixed feelings about this but I respect their decision to listen to the data (aka their users.) Love the new logo!

Hi Michael,

About five years ago, we launched a little app called Foursquare. As one of the first million people to sign up for Foursquare, you’ve been with us pretty much since the beginning. You’ve seen us grow from a tiny project to a 50,000,000-strong community. And, we’re about to embark on our biggest change yet. We are rolling out two apps – Swarm and Foursquare – one focused on keeping up and meeting up with your friends, the other focused on finding great places. As one of the first to try Foursquare, we wanted you to also be one of the first to see everything that we’ve been hard at work on over the past few months.

Everyone explores the world differently – guided by their own unique tastes, their friends, and the people they trust. Local search has never been good at this. It doesn’t get you, and, as a result, everyone gets the same one-size-fits-all results. Why should two very different people get the same recommendations when they visit Paris? Or the same list of places when they’re looking for a bar? We’re about to change that. In a couple weeks, we’re rolling out a brand new version of Foursquare that’s all about you. Tell us what you like, and we’ll be on the lookout for great places that match your tastes, wherever you are.

This means a few changes.

– First, starting tomorrow, we’re moving all check-ins to our new app, Swarm. Don’t worry; all your past check-ins, all your friends, all your photos, they’re all automatically in Swarm.

Over three quarters of you are already on the new app. (Thank you! And keep sending us feedback; we’re hustling on making improvements every day – get a preview of what’s next here) For everyone still using Foursquare to check in, you’ll need to download Swarm to keep checking in.

– Second, if you build a totally new app, you need a totally new logo. Our logo is changing from the check-in checkmark to something representing the new Foursquare. We designed it to be a mix of map pin and superhero emblem. We’ve always thought of Foursquare as giving you superpowers to explore your city, and our new logo reflects that vision. It’s coming soon to a homescreen near you.

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This is the beginning of the ‘personalized local search’ future we’ve been talking about since we started Foursquare. 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.

We can’t wait to get the new Foursquare, and new versions of Swarm, in your hands. If you use Foursquare to check in, download Swarm today. And, if you’ve been waiting for real local search, not just the yellow pages on your phone, stay tuned. The all new Foursquare will be here really soon.

– Team Foursquare

By Michael Myers

I'm an Associate Teaching Professor of Digital Marketing at the Daniels College of Business, University of Denver. I also consult with startups and established brands. I'm currently interested in artificial intelligence, cognitive neuroscience and culture. I am married to an amazing woman and have two incredible children. I was raised in Colorado and spend my free time with family, cycling, snowboarding and going to the Pacific Ocean to SCUBA dive + surf. I'm passionate about architecture, design, street art, photography and tattooing.

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