Qadis
Background
Helping to establish a new nightclub in Oslo, Qadis, I saw an opportunity to rethink and redesign the nightclub experience.
Customer insights
Customer visit with three goals in mind:
-Deepen relationship with existing friends
-Make new friends
-Find a lover
New role, new objectives
Qadis role was no longer that of a bar; we were a social platform in the matchmaking business. We sold connection. Our real job was to support and remove obstacles standing between our customers and connection.
Strategy
Extending the experience & community beyond the Walls of Qadis.
Tactics
By adding digital and physical touchpoints, customers get more valuable time to talk, flirt, and dance, leading to a sense of community while extending Qadis' reach.
Experience Journey
01:
Pre-party
“What’s the plan?” 19:00-22:00
Activity: Drinking, socializing, choosing where and when to go.
Needs: Music, drinks, positive anticipation, reassurance, social lube.
Speed bumps: Boring pre-party, no feeling.
Solution
Releasing a pre-party playlist created by the upcoming DJ each Friday.
02:
Out & about
Hurry up!” 22:00-24:00
Activity: Traveling in a cab, by foot or bus.
Needs: Positive anticipation, social lube, maintain pre-party spirit.
Speed bumps: Community spirit dies off.
03:
Waiting in line
“I’ve only had two beers” 23:00-00:00
Activity: Waiting to get in, small talk with friends, nervous to not get in.
Needs: Reassurance that it’s worth the wait, entertainment.
Speed bumps: Boredom, the atmosphere is lost, being denied to enter.
Solution
Live streaming from inside the club.
04: Finding a good spot
“Over there looks good” 00:00-00:30
Activity: Getting to know the venue, getting a drink, setting up camp.
Needs: Instant reassurance, hint of possibilities.
Speed bumps: Lost excitement, venue is boring, lacks atmosphere.
05: Enjoyment
“I like this place!” 23:00-02:30
Activity: Dancing, getting to know people, flirting, having fun.
Needs: Easy access to alcohol, dance, find space to talk, sit or stand comfortably.
Speed bumps: Too crowded, unequal gender balance, too loud or low music.
Solution
Removing chairs, freeing standing space while creating an excuse for strangers to socialise and sit closely together.
06: Restroom
“Runs right through me” 23:00-02:30
Activity: Standing in line, mingling.
Needs: Line to go fast, opportunities to initiate conversations.
Speed bumps: Line moving too slow, boredom, awkward silence, spirit dies off.
Solution
Polaroid Boards mounted along the queue where hash-tagged Instagrams are hung up, ready to be "stolen" and brought home.
07: Wapping up
“So, what's next?”. 02:30-03:10
Activity: Leaving, exchanging numbers/names, wrap-up flirting, deciding what to do next.
Needs: Advice on what to do next, direction and a clear plan.
Speed bumps: Waiting too long before making decisions, spirit cooling off.
Solution
Entrance stamp grants access and hefty rebate on our No-Hunger-Or-Hungover-Pizza, available at our favorite after-hours pizzeria.
08:The majestic day after
“Never again” 11:00-3:00
Activity: Suffering, trying to recover, remembering the past night.
Needs: Means of recovery, contact with friends, reassurance of that it was worth it.
Speed bumps: No reassurance, feeling left out and/or alone.
Solution
Entrance-stamp is almost impossible to wash off, functioning as a cathartic device and reminder.
09: Back to work
“Only five days left” 1-3Days after night.
Activity: Meeting colleagues, talking about the weekend.
Needs: Reassurance and proof that the weekend was fun, sharing with others.
Speed bumps: Having few stories or souvenirs, war stories.
Solution
Uploading images and video to social accounts on Mondays and Tuesdays.
Experience Insights - Maximising Happiness
Photo: Peter Qvart & Jens Munkeby