366,000,000
Global dating app users

65%
of dating apps get deleted after 1 month

1 in 4
abandon apps after 1 use

Project Aims

Clubr came to Sonin for support in developing a Product Strategy for their app that could be confidently presented to stakeholders.

Traditional dating apps often leave users unsure of how to start a conversation and waiting for replies. Clubr had a fresh approach: a real-time app where users could join virtual tables with others and break the ice by playing games together.

While Clubr already had an app in place, they felt it lacked usability and didn’t create the excitement they envisioned for users. Our recommendation was to create a Product Strategy that included in-depth user research on their target audience, alongside a redesigned and engaging UI to elevate the overall experience.

Understanding User Needs and Challenges

We conducted a UX audit, starting with Clubr’s own research to understand their target users and market, then analysing their existing app to identify user journey issues and pinpoint why it felt challenging to use.

Rebuilding the Information Architecture

Based on our findings, we recommended rebuilding the app’s information architecture, which had previously frustrated users with its complexity. Our redesign created clear, guided paths to help users achieve their goals within the app.

Streamlining Onboarding

We also shortened the lengthy onboarding process, introducing a progressive onboarding approach that prompts users to add more information at key moments. Additionally, we added prompts encouraging specific actions, such as starting conversations, to quickly engage users and showcase the app’s value.

Enhancing Personalisation for Engagement

Recognising that personalisation boosts engagement—which can increase revenue by 15% and ROI by 30%—we focused on enhancing personal profiles and adding user “stories” to encourage interaction, making the app feel more tailored and engaging.

Improving Accessibility

Our audit showed the UI didn’t meet accessibility standards. We adjusted brand colours to create a softer, higher-contrast palette, blending the brand’s purple with a complementary background for easy readability.

Creating an Immersive Club Experience

Since the app emulates a club experience, often used at night, we set “dark mode” as the default. To enhance this vibe, we added gradients and light-stream effects inspired by a dancefloor atmosphere. We also refined icons with clearer text and used blur effects for a modern, user-friendly look.

Updating Core Screens

Incorporating our research, audits, and strategic changes, we redesigned the onboarding screens, “club view,” stories, and “game view,” delivering a new prototype that aligns with Clubr’s vision and goals.

The Challenge

Clubr approached Sonin with an exciting vision for their existing app, designed for real-time online dating enhanced by gamification.

With their app, Clubr wanted to bring the lively atmosphere of a club to the world of online dating to make the connection process both fun and seamless.

Although they had already developed the app, they recognised that it needed to be more user-friendly and sought a Product Strategy to help them make improvements and refine their revenue approach before launch.

Clubr’s research had revealed key issues with traditional dating apps, like long response times and difficulty starting conversations. Their mission was to create a better dating experience by addressing these pain points.

The Approach

In a Product Strategy Workshop with Clubr, we focused on understanding their brand, goals, challenges, and market. This foundation allowed us to dive into their app, beginning a thorough research and audit process to develop a solid product strategy.

Through competitor and user research, we gained insights into Clubr’s position in the market, how users engage with the app, its strengths, and areas needing improvement. We analysed Clubr’s revenue strategy in light of competitor data and their goals, building a robust Product Strategy Plan.

Our UX and UI audits of Clubr’s app highlighted user pain points and areas of complexity. We conducted a card-sorting exercise to reorganise features, enhancing the app’s information architecture and making the user journey smoother. By comparing successful layouts in other dating apps, we identified ways to redesign Clubr’s architecture to better align with their goals.

The Result

Clubr now has a Product Strategy to guide them confidently into a competitive market.

It includes recommendations to improve their UX, UI, and information architecture, giving them a strong edge over competitors. Starting with an initial launch in Florida, Clubr plans to expand their app across more U.S. states as they continue to grow.