LOUD CLUB
An app that promotes engagement between influencers and their fans.
About the project
Imagine a mobile app that breaks down the barrier between fans and influencers, especially within the gaming and esports world bringing them into one interactive, community-driven space.
LOUD CLUB is a prototype designed to deepen engagement between fans, influencers, and streamers. Created using user-centered methods, the app fosters meaningful connections via clubs, chats, and shared content. I led the entire process, including research, prototyping, and user testing.
Product Designer: Camilla Almeida
Year: 2022
The challenge: Creators and communities lacked interaction, and LOUD needed a unified platform for content and fans.
Goals
- Promote engagement among LOUD fans, influencers and streamers.
- Create a platform where fans can get closer to their idols through chats and posts.
- Organize online clubs to bring together different people interested in the same topics.
Design process
In this project I used the Double Diamond method, where I was able to investigate the challenge more widely or deeply. All four phases of the method have been completed, discover, define, design and deliver.
User research
The goal of the research stage was to discover and define the value proposition, opportunities and goals of the LOUD Club. The research methods carried out at this stage were:
- Quantitative and qualitative research to obtain information from users and identify problems (582 answers).
- Affinity map.
- Creation of personas.
- Competitor analysis.
- Miro dynamics to prioritize features.
Below is the affinity map created from the research survey, used to identify related note patterns. Key groups that emerged include: pain points, fan-generated content, interaction with influencers, and user needs.
Research insights
82.8% of the public participate or manage fan clubs. Features such as groups, community creation or forums can be interesting for members to share their common interests.
70.4% of the public create content for their own community. We could offer a way for users to share their content and be rewarded through a gamification system.
70.4% of the public create content for their own community. We could offer a way for users to share their content and be rewarded through a gamification system.
User personas
Based on user research, three personas were identified:
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Alice Braga, a fan club creator who produces and shares content for the community
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Victor Campos, an introverted follower who consumes content but rarely interacts
- Lucas Moraes, an active participant who frequently engages and supports the community
User flow
After gathering insights, I created the user flow in Miro, incorporating decision points to ensure a smooth navigation experience. Together with the project manager, I prioritized features, defining what would be included in the MVP and what could be added in future versions. I then presented the flow to the development team to align everyone on the MVP features.
Ideation
After all the research, let's bring it to life! ✨
The simplicity was the key word for this project. I used Figma to create the overall user experience for the mvp, the wireframes, design system, interactive hi-fi prototype and the first visual identity for the MVP.
Usability test
After developing the high-fidelity MVP, I moved on to the testing phase. I invited members from the LOUD community who had participated in the earlier research. Using the Maze platform, I conducted usability tests with the high-fidelity prototype screens. I tracked metrics such as miss-clicks, task completion time, navigational flow, and heatmaps to evaluate the user experience, and also collected qualitative feedback to gain deeper insights.
Below, you can see the results of the tasks performed by users, including heatmaps, observations, incidents, and comments.
Tests results
Out of five tasks, users encountered difficulty with only one: creating a post in a community. After identifying this issue in the flow, I developed a new design hypothesis in the Figma prototype, with the goal of testing this task specifically in a follow-up session. Additionally, in the suggestions section at the end of the test, some users recommended adding gamification features to make the app more engaging and fun.
- User testing showed that V2 had better results than V1, with higher success rates and lower perceived difficulty.
- Main issues identified were related to discoverability and navigation clarity, especially around creating chats/clubs and accessing them.
- Despite progress, the development of the app was paused at version 2, as I had to focus on other projects at LOUD.
- This app served as the MVP of the LOUD community platform, which was later developed further by Dropull, including a complete gamification system.
Learnings
This project was an incredible learning experience that helped me grow as a designer. I learned to balance user needs with business goals, transforming complex challenges into clear, intuitive solutions. Through in-depth research, prototyping, and testing, I strengthened my ability to make data-driven design decisions instead of relying on assumptions.
Beyond delivering a final product, the process reinforced the value of collaboration, adaptability, and continuous iteration. From defining hypotheses to validating with users, every step reminded me to keep users at the center of design. Looking back, this project has shaped my approach to problem-solving and prepared me to tackle future challenges with curiosity, empathy, and creativity.
Thank you for watching! 😊