CLUBHOUSE

The growing audio-only social media app came along just at the right time. Ever since the pandemic forced most of us indoors, its ability to offer the chance of conversation with complete strangers has only made it increasingly popular. But the platform now faces one of the greatest challenges of modern times: The pace at which it gathered a huge user base, has now started losing it's users because of the compromised user experience.

So the study focused on the psychological aspects of how an interface evokes certain behaviors and how can a virtual platform control those aspects and add to the other meaningful angle of experiences.

To identify and study the social behaviors present in and around the virtual platform of clubhouse and addressing the Deviant behaviors through proposed UI/UX interventions.

About Clubhouse

"Part talkback radio, part conference call, part Houseparty, Clubhouse is a social networking app based on audio-chat. Users can listen in to conversations, interviews and discussions between interesting people on various topics – it is just like tuning in to a podcast but live and with an added layer of exclusivity."

80% of Global downloads from India

Motto

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A more human place on the Internet, where people come together for great conversation.

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PROCESS

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

Understanding
Clubhouse platform

Solutions

Analysis

Gathering Data

Insights

Identified Problems and Their solutions

PROBLEM

Users tend to skip rooms which doesn't connect with users. The room card looks chaotic and doesn't convey much to the user. There's is need to increase trust and participation and lessen the anonymity of a room for the users.

INTERVENTION

The Room/ Session card should convey key information about club- room name, list of moderators, number of people participating and the time for which its On-Air/ live.

PROBLEM

Users have to jump in and out of Club search to figure out if there's any room active live on their desired search topic. The variable rewards of new room is acting as an instant gratification. Unable to find relevant content/ rooms creates distrust and minimizes the trigger fueled with gratification. There is a need to simplify the judgement and reduce the bouncing effect.

INTERVENTION

- Add Room search in Explore menu

- Provide number of active listeners, duration of the room running On-Air and upcoming Rooms with time. This will create a trust factor on the platform and lessen the doubt factor on quality and relevancy of the content.

AUDIO CLIP + ACTIVE HOURS

PROBLEM

It is very difficult to find who is speaking when there are many speakers. The speakers can show their support by flashing mic but other participant can not do the same, hence feel left out/less interactive.

INTERVENTION

Provide live feedback from audience.

Highlight Speaker for new joiners to know who's speaking. Additionally, a voice note could be recorded by the moderator for the new joiners to know the context of the room. This will prevent user from feeling lost or left out in the rooma

PROBLEM

While searching for a New club by a user, there's an effort required to navigate and learn if there's an upcoming room/ session going live by the club. There's a need to empower users and nudge them to explore On-Air/ Upcoming rooms/ sessions.

INTERVENTION

Adding a live/ online icon- indicator will act as a nudge for the user to explore their desired topic/ room hosted by any of the listed clubs real time. Creating variable rewards in search option.

PROBLEM

Upon tapping the profile icon gives a feedback of "Tick" icon and faded profile icon of other users, but the overall task of adding/ pinging someone to the room still felt incomplete.

INTERVENTION

Removing redundant features from the screen and improving user experience and satisfaction level by adding a "Done" CTA button to mark the task complete.

Cleaner hallway UI with relevant data.
Audio sample of current conversation in room to know about the context without entering.
Room description to keep aligned with the topic.
Find who is speaking in an instant.
Live room search and active time.

PHASE 1

User Journey: Joining Clubhouse

1. Request Clubhouse invite (Hunger marketing: Reserve your username)

2. Accept Clubhouse invites (Hunger marketing: “I have an invite..” ,“I want you to join..”)

3. Directly download from the app store.

User Journey: Using and Staying at Clubhouse

1. Join an existing conversation (One tap to join a chatroom recommended to you or Join a room your connections are in)

2. Start a new conversation (The big “Start a room” CTA

at the center of the screen)

3. Invite Clubhouse connections to a chatroom (“Ping someone into the room”)

4. Plan to join a future conversation (“Upcoming for you”, “Events happening next”)

Information Architecture | User Flow

PHASE 2

Based on book DIGITAL BODY LANGUAGE by
Erica Dhawan

REMOTE INTERVIEW

Boring app, no interesting content.
Content related to our preferences doesn't show up.
Wouldn't recommended to anyone.
People i have recommended to, have also left the app.
Finds alternate social media platform / google more useful.
Opportunity to speak in rooms moderated by Indian host is easy, which is rare in rooms hosted by foreign moderators.
Fine with name being displayed over rooms.
Have used app as tool to research but not happy with it.
Since no description box, had to explain the context again and again.

App was good in the beginning.
Not simple to find relevant exciting content.
Language barrier.
No option to search topics, only people and clubs can be searched.
Finding good club needs research but it ruins the fun.
People dominate easily, group think.
Difficult to keep your view since you get mocked on spot, which doesn't happen on other social platform.
Easily discussion turns into an argument.
Interactive audio content missing.
In order to increase follower speaker tend to speak a lot at the cost of quality content.