FORTUNE - This month marks the 10-year anniversary of the swipe which hit the scene with Tinder in Sep 2012. But what once was exciting has become routine, and dating app users feel "burned out". That sentiment has forced online dating businesses to improve their products. Bumble continues to build for its core demographic of women, with some updates. Charley Webb, the company's chief customer officer, is tasked with these updates. Although Bumble is tight-lipped about new product features that are influenced by the app's findings, Webb says their own research has helped the company "hone in on key areas" to address. Understanding the social, political, and family issues that are on users' minds helps Bumble build for those realities, she adds. Bumble's core proposition - that women make the first move is also getting an update. The app introduced more gender identification options in June.