Antix Club App

Problem Statement:

While Antix has a strong local following, it lacks a digital platform to:

• Communicate upcoming events and offers directly to guests
• Build a loyalty system to reward frequent visitors
• Provide a digital-first experience that reflects its real-world energy

Goals:

For Customers:

• Discover upcoming events easily
• Get loyalty rewards and VIP perks
• Stay updated via push notifications

For The Business:

• Increase customer retention
• Promote nights/events and drive bookings
• Collect insights on customer behavior

Creating Personas

Common Pain Points

• Scattered or delayed communication about events (mostly via social media)
• No way to track loyalty or access special treatment digitally
• Manual, outdated guestlist and entry system
• Lack of personalized offers or rewards

Key Takeaways

• Speed & Clarity: Users want instant access to event details, DJ lineups, and offers especially close to nightlife hours.
• Loyalty Matters : Regulars want recognition and perks for their loyalty, not just a generic entry experience.
• Notifications = Retention: Casual visitors benefit from timely reminders about events they might like.
• Exclusivity = Value VIP style features (skip the line, early access, private invites) build strong brand loyalty.

Information Architecture

I defined the key journies the users will take based on my personas goals

A. Jess (Nightlife Regular): Quick Event Check + QR Access

• Open app
• Land on home screen
• Tap tonight's event / DJ
• Check event details
• Tap QR button at door for entry

B. Dan (Occasional Clubber): RSVP for Upcoming DJ

• Open app
• Navigate to Events
• Switch to Calendar view
• Select specific date
• RSVP or Save event
• Get reminder notificaion

Nadia (VIP Seeker): Redeem Loyalty Perk

• Open app
• Go to Loyalty tab
• View points & rewards
• Tap to redeem "Skip the Line"
• Show QR at door

To ensure users can navigate the Antix app with ease, I created a clear and intuitive IA map. It balances the needs of both regular club-goers and first-time users, organizing content in a way that reduces friction and aligns with user expectations.

Key design decisions

• Grouped related content (e.g., media under Gallery)
• Prioritised features based on user needs (e.g., QR access, loyalty progress)
• Designed a scalable structure for potential content growth

Sketching and Wireframing

To translate research insights into tangible ideas, I began the design process with low fidelity sketches followed by digital wireframes. This step helped define layout, hierarchy, and user flow without being distracted by visuals too early.

📝 Low-Fidelity Sketches

I sketched multiple core screens to quickly explore structure and interactions. These included:

• Home: Featured promotions, quick access to event highlights, and a floating QR button.
• Events: Scrollable list of upcoming nights and DJs.
• Events (Calendar View): Date based Browse for planning ahead.
• Loyalty: Progress bars for tracking rewards, offers, and special access.

These sketches allowed quick iteration and helped me think about the app holistically from a user's point of view.

📱 Digital Wireframes

Based on the sketches, I created digital wireframes in Figma to define screen layout and information hierarchy more clearly.

Screens wireframed:

• Home Screen
• Events Screen
• Events Calendar View
• Loyalty Screen
• Gallery View

These wireframes served as the foundation for user testing and early feedback before moving to visual design.

Low Fidelity Wireframes

To begin translating insights from research into tangible design, I created a set of low-fidelity wireframes to explore layout, hierarchy, and core functionality. The goal was to rapidly iterate on structure before moving into more refined visuals.

These wireframes helped:

• Define the essential content and flow of the experience.
• Test assumptions around navigation and event discovery.
• Visualise key features like event access, loyalty tracking, and media engagement.

Screens Created:

• Onboarding Flow – Welcomes users with a brief intro and streamlined sign-up (including social login options).
• Home Screen - Personalised greeting, quick filters, and highlight of upcoming events.
• Events Overview – Displays all current and upcoming events with category Browse.
• Event Details Screen – Dedicated space for event descriptions, lineups, and CTAs like "Book Now."
• Profile Page – Showcases a user's loyalty card and upcoming plans.
• Gallery – A media hub with latest photos, albums, and social features.
• QR Code Page – A quick-access digital pass for event entry.

Each screen was designed with simplicity in mind and enough fidelity to evaluate layout and logic, but flexible enough to allow changes based on feedback.

🔄 Interactive Prototype

I built an interactive prototype using these wireframes to simulate the core user flows. This allowed for early usability testing and helped validate whether users could:

• Seamlessly browse and book events.
• Understand the loyalty system.
• Navigate back and forth between key pages intuitively.

🔍 Usability Testing (Low-Fidelity Prototype)

🎯 Objective

To evaluate the clarity and usability of the app's key user flows, identify friction points, and validate early design assumptions before progressing to high fidelity design.

👥 Participants

I conducted a moderated usability testing sessions with 6 participants (2 females, 2 males and 2 non binary) and created personas based on the participants of the user research:

🧪 Tasks Tested

Participants were asked to complete five core tasks using the interactive low-fidelity prototype:

• Sign up or log in to the app.
• View "What's on Tonight".
• Explore an event and find out when it starts.
• Navigate to the loyalty card and understand how it works.
• Browse the media gallery.

💡 Key Insights

• Navigation was intuitive, with the bottom menu being easy to use and understand.
• Event cards need clearer visual hierarchy, especially date/time/location.
• Loyalty system was well received, but users want to see what the rewards are for each stamp.
• Terminology matters: Labels like "More" or "Explore" can be ambiguous—clarity matters in nightlife contexts.
• Profile personalisation (like "Hi Jess…") helped with user connection.

🔧 Improvements for Next Iteration

• Highlight event timing/location using icons or larger font.
• Add a short description or visual cue under "More" in the gallery.
• Include a visible reward tracker under the loyalty card.
• Ensure contrast and text legibilityis strong for low-light/night use.

🔧 High-Fidelity Design

With feedback and insights from the low fidelity prototype testing phase, I moved on to crafting the high fidelity user interface. The goal was to bring the Antix experience to life visually vibrant, dynamic, and intuitive while preserving a consistent and user centred flow.

Key Improvements from Lo-Fi:

• introduced a darker theme to align with nightlife aesthetics.
• Added bright accent colors (pink and purple) for CTAs and highlights.
• Used visual hierarchy with clear spacing, typography sizes, and color contrasts.
• Incorporated real images and event artwork to improve visual storytelling.

Microinteractions:

• Animated button feedback for sign-up/login
• Swipeable gallery images
• Loyalty stamp animations upon QR scan
• Smooth page transitions

🎯 Usability Testing (Hi-Fi)

To simulate a real world testing environment, I conducted a round of high fidelity usability testing using an interactive prototype with user personas.

• Tool Used: Figma Interactive Prototype
• Participants: 3 personas (Jess, Dan, Nadia) from earlier

Tasks:

1. Sign in and explore upcoming events.
2. View event details and save one to favorites.
3. Open loyalty card and scan QR code.
4. Watch videos in the gallery.
5. Locate the drinks menu.

🚀 Next Steps

• Incorporate feedback by adding filters and improving gallery accessibility.
• Consider accessibility testing (e.g. colour contrast for low light).
• Send it to the development team to start the development stage.
• Develop a marketing strategy to onboard users with in app incentives.

✅ Reflection & Key Learnings

Designing the Antix Club app was an exciting opportunity to create a digital experience tailored for nightlife enthusiasts. Throughout the project, I deepened my understanding of user centered design, rapid iteration, and the importance of aligning business goals with user needs. One of the biggest challenges was balancing visual energy (to match the club's brand) with usability, especially considering late night and low light use cases. Creating clear navigation and ensuring accessible UI components taught me how small details (like contrast, spacing, and micro interactions) can drastically improve the experience. I also learned the value of low fidelity prototyping and early testing. Getting quick feedback from the personas, helped me iterate with purpose and prevent design missteps later in the process.

♿ Accessibility Considerations

The nightlife audience often uses mobile apps in dark, crowded environments, so accessibility was a key focus throughout the design process. To improve usability and inclusivity, I considered:

• High-contrast colour combinations for better visibility in low light settings
• Large, tappable buttons for ease of interaction during active or impaired moments
• Legible typography with strong hierarchy to reduce cognitive load
• Clear icons and consistent labelling for faster recognition

🎯 Final Summary

The Antix Club app is a nightlife companion designed to help users discover events, earn loyalty rewards, and connect with the vibrant club culture in Bristol. The final product balances bold branding with smooth usability, offering features like personalized event feeds, a QR based rewards card, and an interactive photo gallery. From onboarding to loyalty tracking, every interaction is designed to feel exciting, effortless, and authentic to the Antix experience, ultimately driving user engagement and venue loyalty.