Hello! This is Katsuki UX Design Lead in Goodpatch Tokyo.
Today’s article is an analysis of a service. I’m analyzing Clubhouse, which is all the rage right now!
How Clubhouse is standing out!
Clubhouse is, according to the official definition
Clubhouse is a new type of social network based on voice-where people around the world come together to talk, listen and learn from each other in real-time. in real time.
From my point of view, Clubhouse is a new type of social network based on voice-where people around the world come together to talk, listen and learn from each other in real-time. Simply put, Clubhouse is a voice-centric social networking service.
Clubhouse bills itself as a drop-in audio chat app, and is unique in that you can drop in for live streaming.
By the way, although it may not be familiar in Japan, the meaning of “clubhouse” is “a building or meeting place for members of a sports or entertainment club that is equipped with various facilities.”
In modern times, it is the clubhouse where you eat lunch when you go golfing.
I thought that the naming of the clubhouse exactly expressed the core idea of the service. And the unique positioning of the service gives it a uniqueness that was unlikely to exist. The data structure is also very simple, which I’ll talk about later, and Clubhouse seems to be a service that wins on concept and structure.
Twitter for audio / mixi for audio / Stand.fm for community
Real-time version of Peatix
Isn’t Clubhouse like them at all? It’s none of the above. I thought that was the perfect positioning for this service.
What we are replacing is not the digital experience, but the “real experience” that was lost in COVID situation.
Here is my own analysis of how Clubhouse has been able to keep this concept alive by providing such experiences!
Structural Analysis: Exclusive Room-Centered Design is Creating Excitement
This time, I used a simple reverse data modeling approach to visualize only the objects and relationships that Clubhouse handles.
The data itself is very simple. As I mentioned in the conceptualization article, there are many services that handle similar data, but with a concept and a few tricks, I’ve given Clubhouse a unique “meaning”.
[Users] follow [Interests], or themes of interest, and [Clubs]. Then, they enter the “Room” where the “User” or “Club” has started and enjoy the audio. I believe that the essence of the growth of this service is a cycle of increasing the number of interested “Rooms,” or distributions, by thoroughly expanding the number of “Users” and “Clubs.
The first trick to get hooked is the “magic of invitability”. I mentioned that the meaning of “clubhouse” is “a building or meeting place for members of a sports or recreational club with various facilities.” The essence of this is “membership.” Invitations are a mechanism that can provide a sense of enjoying an “experience that others cannot” as well as adults who enjoy golf.
The first is to create a sense of specialness by restricting the ability to become a user (in the database, it is possible to create account data in the first place).
The second “invitation” is the difference between listeners and speakers.
Room has a hierarchy of “speaker” or “listener” as an attribute of the [User] data. By doing this, we are creating a system that makes people with high influencing power want to distribute more by providing the experience of becoming a content provider, not just the hurdle of joining a service.
This is also very simple [User] data, but by giving it the meaning of “authority,” which is the essence of Clubhouse, we are shaking people’s hearts.
In the real world, “Clubhouse” was an exclusive community that was not meant to be shown off. However, the Internet has eliminated this exclusivity and created an innovation that allows people to show off their “specialness”. As Mr. Fukatsu tweeted, we will see an increase in the number of “Users” (e.g. celebrities) that were previously unreachable, and we will see an increase in content power by investing heavily in “Clubs. This is my short-term growth forecast.
Unique Concept: Not archival, but expectation-building oriented
Furthermore, the concept that Twitter and other text services do not have is that they do not leave an “archive. Normally, we would want to expand the “Room” data, which is the essence of this service, and create a platform overflowing with content, but this service dares to make the “content data” ephemeral.
Instead, we stock the number of users we follow and the number of clubs they participate in, so that we can “build up expectations” of what kind of events the people we follow will hold in the future. This is a strategy to increase engagement by “building up expectations” of what kind of events the people we follow will hold in the future. This is also very simple in terms of data, with future [Rooms] merely having date and time data and giving a warning.
If it is Youtube, we adopt “archive orientation” to watch past videos, but Youtube doesn’t have that much function of expectation building (although there is a level where Youtubers announce the next video).
I think this is Clubhouse’s antithesis to the information-saturated society. I think so.
Also, in order to create a sense of transience in the content, even chatting has been eliminated. By deliberately limiting the UX to the “auditory” part of the experience, it creates a “focus” on the content. This also accentuates the special feeling of “only now”.
In addition to what I’ve described so far, I think this service is a genius design that generates human movement more than I can tell. It’s truly a design-driven service development that has created innovation by giving meaning to simple data and technology.
The world is not yet saturated with services, and there is always an insight somewhere. I hope to continue to devote myself to creating good services!
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