As the lead designer of Slique, a mobile application that connects club and event organizers to DJs and artists, my main goal is to support the MVP release of the app and ensure that users have a seamless experience while using the app.

Since the production team is situated here in the Philippines, the marketing team and the founders themselves are the ones who are conducting the research in Singapore.

Introduction

Slique is a mobile app that enables club owners to book entertainment providers such as DJs and artists, thus addressing staffing challenges in the nightlife industry. To better understand the market and user needs, we conducted research through interviews, surveys, and personal experience. This write-up aims to provide a comprehensive analysis of our research findings, including historical data, user pain points, and core needs.

Background

Singapore's nightlife industry has been steadily growing over the years. According to a report by KPMG, the industry generated over S$6.7 billion in revenue in 2018, with the number expected to reach S$9.5 billion by 2023. The report further highlights that the growth is attributed to an increasing number of visitors to Singapore, an expanding middle class, and an overall increase in disposable income.

However, the industry faces several challenges, including a shortage of skilled workers and high staff turnover rates. A survey conducted by the Singapore Nightlife Business Association revealed that over 60% of clubs struggle to find qualified workers, particularly DJs and bartenders.

Personal Experience

The concept behind Slique stemmed from a personal experience. While enjoying a night out with friends, our founder overheard his friend, a club owner, express frustration over the lack of a last-minute replacement for a missing DJ. This conversation served as the trigger for creating Slique to address staffing challenges in the nightlife industry. Inspired by this encounter, the founder envisioned a simple and efficient Uber-like platform connecting DJs and club owners to book entertainment providers with ease and speed.

The founder saw an opportunity to create a platform that would cut out the agent middleman. With the increasing popularity of online marketplaces and the gig economy, the founder saw a clear need for a platform that would allow club owners to search for and book DJs and artists directly, without having to go through a traditional agent or booking service. This would not only save them time and money but also provide them with more control and flexibility over their events.

Research Findings

Interview result with 8 club owners

We conducted interviews with 8 club owners in Singapore to understand their pain points and needs. The interviews revealed that club owners face difficulties in finding and booking entertainment providers on short notice, leading to a decrease in customer satisfaction and revenue. One club owner shared, "It's frustrating when our regular DJs cancel at the last minute, and we are unable to find a replacement in time. Our customers expect us to provide quality entertainment, and when we fail to deliver, they are less likely to return.”

Survey result with 30 nightclub-goers

We conducted a survey of 30 nightclub-goers in Singapore to understand their experiences and pain points. The respondents includes nightclub-goers across a range of ages, with roughly equal numbers of respondents in three age brackets (under 25, 25-40, and over 40). These respondents are goers from popular nightclubs in Singapore such as Zouk, Ce La Vi, Canvas, Bang Bang, and Attica to name the few.

The survey revealed that 70% of respondents had experienced a lack of quality entertainment at a nightclub. When asked about the reasons for this, 40% of respondents cited canceled or no-show DJs as the main reason, while 30% cited a lack of variety in the entertainment provided. The survey also revealed that 80% of respondents would be more likely to visit a nightclub if they knew they could expect quality entertainment.

User Pain Points

User Stories

Users

Imagine you are a club owner Samantha. You have a big event coming up and you need a DJ to provide quality entertainment for your guests. You've heard about Slique, a platform that connects event organizers with talented DJs, and you decide to give it a try.

You visit the Slique website and register as a new user. After completing your profile, you create your first event on the platform. You can now browse through the list of DJs available on the platform. After looking through several profiles, there goes DJ Amelia’s very interesting profile. You see her sample works, past events, and reviews from other users. You think that she can be the very best fit for your event.

You message the Amelia to inquire about her rates and availability. You negotiate with the her until you reach an agreement that works for both of you.

Once you and the Amelia agree on the terms, you accept the proposal on the platform. Amelia is now officially booked for your event and you can sit back and relax, knowing that your guests will enjoy a night of quality entertainment.

My aim is to design a platform that addresses the pain points by providing a quick and easy booking process for both club owners and DJs. With this design idea, club owners will have access to a pool of reliable and skilled DJs who can deliver quality performances. This will help club owners provide the best experience for their guests and maintain a good reputation in the industry.

The design idea offers a transparent pricing system that will help club owners manage their finances and avoid any unexpected costs. This will also help them make informed decisions about which entertainment providers to book, ensuring that they get the best value for their money.

DJs, on the other hand, will have control over their bookings and schedules by being able to set their own rates and availability. Additionally, our platform provides an easy communication channel between them to ensure that all details and requirements are clear and that the event runs smoothly.