Clubber
The challenge
The starting point was a simple situation: helping groups of friends find somewhere to go out when they have no plans and do not know where to go.
The challenge was not only about finding a venue. Different tastes, uncertainty and the fear of making the wrong choice can turn a spontaneous night out into a stressful decision.
Research
Research combined a benchmark of existing products, two interviews and a survey with approximately 85 respondents. The findings highlighted the importance of friends’ recommendations and music preferences, alongside uncertainty when choosing where to go out.
Interviews
Two interviews with Sara, 32, a Mainstream listener, and Carmen, 26, a Techno Addict, helped uncover different ways of deciding where to go out.
Survey
The survey revealed four key signals: 86% depend on friends' recommendations, 81% prioritise music when choosing, 83% like discovering new places, and 76% avoid deciding because they are afraid of making the wrong choice.
Research conclusions
Synthesis
The research was grouped into six areas: environment, new experiences, recommendations, music, conformity and practical logistics.
The three archetypes helped translate those patterns into different behaviours. Pablo “the techno addict” actively seeks music and new experiences; Clara “the balanced one” wants recommendations she can trust without spending too much time deciding; and Sara “the homebody” is more cautious and less inclined to go out spontaneously.
From insight to solution
Clara became the key insight. The consequences of going out and making the wrong choice can create a high level of stress for the person responsible for deciding where to go.
That reframed the challenge: Clubber should not simply help a group find a place. It should give the person making the decision tools they can trust, so the choice feels easier and less risky.
Key opportunities
Value proposition
The proposition brings the research together around discovery, personalisation and confidence: instead of searching through endless options, users receive relevant possibilities that feel connected to what they actually enjoy.
Interface design
The wireframes focused on turning the value proposition into a simple mobile experience: discover recommendations, save interesting places, explore a venue in depth and share options with friends.
The final interface keeps the navigation centred on discovery and saved content, with recommendations and venue information designed to support a quick decision.
Visual identity
The visual identity translates the energy of nightlife into a dark, high-contrast system built around Clubber’s neon green.
The logo starts from one of the most recognisable symbols of a night out: a disco ball. Its circular form is simplified into a modular geometric mark, creating a distinctive symbol that can live independently or alongside the Clubber wordmark. The visual identity combines a dark club atmosphere with neon green as the main accent and a bold, music-led digital language.
Final interface
These insights shaped a mobile experience centred on personalised discovery, saved places and sharing options with friends. I also tested the prototype with users.
