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Chuzi PTE.LTD

Chuzi: Building a TikTok Rival - A UX Case Study on Time, Impact, and Growth

Updated Chuzi

About

This product dives into the design process of Chuzi, a mobile application envisioned as the next big dance and music content platform in India and the Philippines. Developed in 2020 by Chuzi PTE.LTD, a Singapore-based company with a global team spanning Canada, India, and the Philippines, Chuzi aimed to capitalize on the growing demand for user-generated content and empower both creators and viewers.

Services Provided

Strategy

Product Design

User Interface / User Experience

Existing Chuzi App

Preceding my involvement with the project

Understand

Chuzi Old App

The Company

Chuzi is a passionate startup with a clear vision for their dance and music app. Joining their lean team, I collaborated closely with the founder and managers across marketing, development, and content to understand their goals. While the app had been under development for 6 months, there was an opportunity to streamline the user experience and address potential security concerns before launch.

Product Deep Dive

Chuzi envisions itself as the go-to platform for aspiring dancers and music creators in India and beyond, filling the void left by TikTok's absence. With a focus on dance and music challenges, the app fosters a win-win situation: creators can build a fanbase through engaging challenges, while viewers (voters) earn rewards for their participation (voting, commenting, sharing, and liking).  Initially launching in India, Chuzi plans to expand across Southeast Asia, empowering creators with future opportunities to earn through in-app advertising and marketing as the platform gains traction.

Pre-existing Build

Chuzi's initial dashboard was visually busy, sparking a flurry of questions! "Is the interface user-friendly?" "Can it compete with TikTok, Bigo, or Kumu?" "How will users find and participate in challenges?" As an experienced UX designer, curiosity took hold. To answer these questions, I dove into usability testing and breaking the app down to its core.

Honestly, the existing build was both underwhelming and a stimulating challenge. It ignited a passion to refine the app and make it truly shine for launch.

Research & Refine Chuzi

Understanding the MVP & Defining Our Edge

To make Chuzi a user-friendly powerhouse, I first teamed up with the CEO and managers from different departments. Together, we dove deep into the Minimum Viable Product (MVP), its features, and specifications. We also conducted a competitive analysis to identify what makes Chuzi unique and how we could leverage those strengths in our design solutions.

Finally, we revisited and rebuilt the user journey to ensure everything flowed smoothly on paper. This "source of truth" became a central document easily accessible to all stakeholders and key contributors.
Chuzi
Chuzi Design System

Setting the tone a notch higher

Before I joined the Chuzi team, things were a bit like a freestyle dance routine – full of energy but lacking a bit of structure. There weren't any formal documentation systems for features, design elements, or overall workflow. To tackle this, we collaborated to design and integrate systems from scratch. This gave us a clear roadmap to follow and ensure everyone was moving in the same rhythm.

Amplify Branding & Marketability

To grab the attention of creators and viewers alike, I knew Chuzi needed to be a hip and engaging app – something fun at their fingertips.  So, I teamed up with the company to analyze the existing website and give it a complete makeover. We transformed it to reflect Chuzi's youthful, energetic vibe and its focus on a seamless mobile experience.
Chuzi

Designing the All-New Chuzi

Chuzi

Significant Improvements

Drawing on valuable data, research, analysis, and user testing, I implemented a series of improvements to enhance Chuzi's brand, user interface, and user experience. Here's a closer look at the changes I made:

Spotting Challenges & Votes at a Glance

We simplified Chuzi's interface with dedicated tabs, clear labels, and streamlined navigation to make voting and challenging a breeze.
Chuzi

Simplifying Challenges for User & Development Wins

To streamline development and maintain quality, we focused on 1v1 challenges, leveraging our existing dance community. By simplifying the challenge creation process and solidifying the MVP, we optimized development time.
Chuzi

Points in Motion: Micro-interactions Make Earning Fun & Transparent!

Chuzi rewards both creators and active users. Engaging micro-interactions make earning points fun and transparent.

A Smoother Journey to Chuzi Challenge

We have simplified challenge creation that allows users to quickly shoot or upload dance videos and initiate 24-hour voting contests.
Chuzi

Voting Made Easy

Support your favorite creator with a simple tap of the Chuzi Star icon.
Chuzi

Streamlining Policies for Authentic Challenges

Streamlined challenge mechanics to prevent abuse and ensure fair competition.

The Chuzi Case Study Conclusion

What worked, what didn't, and the valuable lessons I took away from Chuzi.

Adapting to Challenges at Chuzi

As a UX designer, I strive to create products that are not only beautiful and functional but also achievable within a given timeframe. Here at Chuzi, the energy was infectious, and the team brimmed with ideas to make the app the ultimate dance challenge platform. However, time became a crucial factor.

In an ideal world, I'd love to implement every feature and polish every interaction. But the reality is, UX is a delicate dance between time, quality, and effort. During my time with Chuzi, I had to prioritize the features that would have the biggest impact on user experience and long-term success.

This delves deeper into the thought process behind prioritizing needs versus nice-to-haves,  and how we optimized Chuzi's UX within the given timeframe.

When the UX Didn't Quite Feel the Rhythm

Even after diligently polishing the MVP, a nagging feeling persisted: Chuzi wasn't quite ready for its big bow. Years of experience have given me a sixth sense for launch readiness, and this just wasn't it. The pre-existing work, while substantial, hadn't fully optimized the user experience. Chuzi deserved to shine!

Taking a deep breath, I approached the CEO for an honest conversation. It was a bold move, but I explained my concerns and highlighted the lingering issues. A well-polished app, I argued, would be a far better long-term play than a rushed release.

While I hoped for a seamless agreement, the CEO understandably emphasized tight deadlines and the desire to stick to the original launch date. This wasn't ideal, especially considering lingering bugs and UIs still under development based on our testing. It felt like a bit of a course correction from the initial vision.

Here, I felt I'd exhausted all options. It seemed like a different path was being taken moving forward.

When Rejection Turns Into Redirection

Chuzi was electric - an ambitious dance app with launch-ready potential. As a UX designer, I loved the challenge. But financial constraints forced a change in direction. I poured my heart into Chuzi, building it from the ground up. Yet, the project's path diverged from my passion for launching high-quality products.

Though short, my stint at Chuzi was fruitful. It honed my skills and reminded me of the importance of alignment – product direction with my UX drive.  So, with a grateful heart, I decided to part ways. The beauty of startups? They shape you. Chuzi made me a better UX leader, ready to find the next challenge where my passion can truly dance.

A Look at the Post Launch Moves

Since stepping away from Chuzi, I've naturally kept an eye on their journey. This section offers a candid look at the app's post-launch reality, the lessons learned, and perhaps a sprinkle of vulnerability. Did Chuzi become the next TikTok sensation? Let's break it down.

Chuzi

Launched Early 2022

Intriguingly, the app launched simultaneously in both India and the Philippines.

Photo: Chuzi Philippines Facebook Page

Chuzi

Got Social Media Engagements

• 25k Followers on Chuzi Philippines
• 16k Likes on Chuzi Philippines

Photo: Chuzi Philippines Facebook Page

Chuzi

Partnered with Dance Communities

Chuzi partnered with with local dance talents  from the Philippines and India! They even cooked up a fun Chuzi Philippines vs. India Challenge

Photo: Chuzi Philippines Facebook Page

Chuzi

Available on Android & iOS

They have managed to launch in both operating systems.

Photo: Chuzi Philippines Facebook Page

App Store and Google Play Store Downloads & Ratings are low

• High number of complaints and bugs within the app
• The application is still in its early stages and has a premature build

Zero to Low Social Media Engagements

• Low social media engagements on pages and posts
• No boosting of advertisements and target marketing
• Low budget marketing

Company Shuts Down

• Launched during the height of the pandemic
• Marketing strategy and budget constraints
• Application build is at the early stages

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