Club Soda

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Description
Club Soda believes dating culture needs to sober up. The modern sobriety movement is taking off, and millennials are looking for products and experiences that cater to the new era of clean living. Club Soda steps in as a new kind of dating app specifically tailored for the sober and sober-curious. The first of its kind and a long-awaited solution for those who know too well the challenges of sober dating on typical relationship platforms. Our goal was to create an elegant and distinctive lifestyle brand and identity that will support Club Soda’s mission. Working directly with the CEO I helped evolve the idea from scratch into a digital product, and design the app that merges distinct visual style with usability and sleek UX and serves the sober and sober-curios community, enabling them to discover people and connect with each other.
Services
Brand Identity
Website Design
Product Design (UI/UX)
Art Direction
Client
Club Soda Inc
Approach & Insights

In a series of workshops with Club Soda founder and CEO, we covered both brand and app specs and documented all of the insights, requirements and goals, including insights about target personas (from focus group interviews), brand attributes and statement as well as user stories for the app development. I designed the full brand identity and worked on the app from inception fo final dev delivery and specs, including UX, UI and interaction design.

We defined audience as sober or interested in sober and healthier lifestyle and in dating based on more trust, openness and awareness - young audience, in their 20s and 30s, who consider being sober as a way of making better choices and being more present. They are frustrated by shallow hookup culture that is often perpetuated by dating apps and need fun and fulfilling dating experience that aligns with their lifestyle.

Brand Identity

New visual concept focuses on Club Soda as a fresh new spot in the dating app scene, tropical summer coming after a long winter. With its elegant and flirty vibe Club Soda invites everyone to a party, and “Date refreshed” tagline perfectly accompanies this idea. The new identity is polished and elegant, stands out among the competition and celebrates sobriety and it’s vibrant community. The new design system, extended across the app, digital presence, motion graphics, branded merch and printed collateral, brings to life the new, fresh energy of Club Soda, through colors and graphic elements that feel sophisticated, yet playful and inviting

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Website

The website was designed with several main goals in mind: to create awarenes, introduce Club Soda and encourage visitors to join the waitlist, sign up for beta testing and eventually get the app once it became available on the app store. It’s also a home for the “Happier Hour” blog that offers stories, recommendations, interviews etc. to help build and strenghten sober community and challenge stigma around sobriety

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App Design

The app went through several itterations and feature prioritization before the final MVP which included only dating aspect - browsing and connecting with people. It was soon accompanied by social feed to aid community building and offer a better way to discover likeminded people in selected area (and beyond) and get to know the person based on what they post, in addition to the info they choose to show on their profile. Social aspect was also envisioned as a more lightheated way to flirt and interact with other people on the app and not just date, but find new friends too.

During onboarding we collect all of the important information to populate person’s profile and allow them to setup their preferences. To make the length of onboarding more approachable and easy to follow I used progress bar and split the steps into several sections that start with cover screens to also provide visual and mental breaks in the process. Most of the questions have predefined answer selection and to make profiles more engaging we introduced audio and video prompts.
We wanted to make sure people immediately know who they matched with, so I introduced match tags throughout the app and we included options to send posts and see feed from matches only.
After a member matches with someone their match is added to the messages tab. The app provides members with options to manage conversation list, search, favorite or hide a conversation. Inside a chat they can send a variety of content types including text, gifs, photo, video and audio.
“I have had the distinct pleasure of working with Radmila for several years. Thanks to her creative vision and execution, she has helped to create a sophisticated and cohesive brand for our company across multiple platforms. Whether it’s product design for the app, designing our website, merchandise, email marketing, or social media posts, Radmila is exceptional. Not only is she talented, but she is easy to work with! We are so grateful to have her on our team.”
Jennique Mason, Founder and CEO of Club Soda

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