Home
Work
OOO
Resume
Building India's Voice First Community
for 375K+ Creators
Problem : Turning Audio Consumers into Community Creators
Designing for digital beginners to build intimate audio communities when traditional chatroom models failed at scale
Role: UX Researcher
Business Impact:
375,000+
Active Creators
17M+
Members
The Challenge
Scale + Transformation
Transform nervous listeners into confident chatroom hosts. Why it mattered: our audio rooms worked best under 20 members, meaning we needed far more creators to build thriving communities.
Decoding Behaviour
Research Methods
User Interviews: Two Ends of the Spectrum
To understand the creator journey's emotional and practical dimensions,
I interviewed creators at opposite ends of the spectrum—thriving established creators and struggling newcomers.
User Interviews and Surveys with Early Consumers
Conducted unobtrusive behavioural analysis in live chatrooms to capture authentic user interactions and real problems that formal research methods couldn't uncover.
What I Found:
Research Findings
New Creators Learned Best from Watching Veteran Creators in Action
The most helpful learning wasn’t official, it came from other users. New creators thrived when they had a community of peer role models.
New Creators Felt Overwhelmed and Confused About What to Do First
New creators struggled with too many options and no clarity on which features or actions would meaningfully drive engagement.
Successful Creators Started as Consumers, and New Members Stayed When Acknowledged
Successful creators first observed as listeners to learn norms and build networks, while new members' retention depended entirely on receiving immediate acknowledgment in chatrooms.
01
Research Driven Intervention
Research Impact
Smart Discovery Matched New Users with Rooms Where They Could Connect
I shifted business' attention to the consumer side, collaborating with cross-functional teams to develop discovery features that helped new users find welcoming rooms where they'd gain the early acknowledgment critical for retention.
Feed Optimisation
Prioritised low-traffic chatrooms for new users, ensuring easier engagement and response rates.
Outcome:
+4.3% ChatRoom Join
+7.2% in time spent
First Time User Support
Introduced comment nudges and new user badges to encourage participation
Outcome:
+8% audio participation
+12% new user retention.
Guided Exploration
With 70% of new users leaving before joining chatrooms, we launched personalised room recommendations.
02
Research Driven Intervention
Research Impact
Live Guidance Sessions Paired New Creators with Veteran Mentors
I curated real-time mentorship sessions, working with the operations team and top creators, that let new creators learn by watching and asking questions as veterans modeled successful engagement tactics.
Live Guidance Session
Led by veteran creators and ops team, offering personalised support to new creators.
Official guide chatrooms
providing real-time Q&A and welcoming spaces for immediate human-to-human assistance
03
Research Driven Intervention
Research Impact
Guided Onboarding Replaced Confusion with a Clear Path Forward
I collaborated with UX designers and the product team to launch a phased onboarding journey that showed new creators exactly which features to use and when, turning paralysis into actionable next steps.
Guided Journey
Guided creators through milestone tasks that showed exactly which features to use and when.
Business Impact
375K+
ACTIVE CREATORS
+5%
INCREASED RETENTION
+43.5%
AVERAGE TIME SPENT
Reflections
Triangulate Early, Move Faster
If I could do it again, I'd bring product managers and data analysts into the conversation even earlier. Corroborating qualitative insights with quantitative data didn't just validate findings, it built the confidence teams needed to move decisively
Meet People Where They Are
The breakthrough wasn't building something new, it was recognizing where people already were. Sometimes the solution isn't another feature or onboarding step, but simply meeting users in their existing reality and working from there.