User segment & pain
Primary users were people organizing or participating in digital social gatherings—especially those new to digital spaces or exhibiting introverted tendencies. The core pain: Existing video call tools forced hierarchical conversation patterns where assertive individuals dominated while quieter voices faded into the background or exited altogether. Users couldn’t figure out who would talk next, couldn’t understand anything when everybody talked at once, and had no way to have side conversations without disrupting the entire group or switching to separate chat tools.
Evidence at start
During the first SARS-CoV-2 shutdown, team members started a virtual bar and experienced firsthand how informal group conversations felt restricting and hierarchical. We observed that current tools failed to replicate the self-organizing dynamics of hanging out at one big table together.
Research challenge
We needed to validate whether spatial audio could create intuitive interaction patterns that enable informal, unmoderated video calls and understand how users would naturally orient themselves in virtual space.
Key research questions included: Do users understand the concept of a virtual space with dynamic sound? Do users understand that they can control what they are hearing by dragging themselves to the source? Can users imagine that this feature could improve video calls? Is it fun to use? (Full research documentation)
Methods
We chose rapid, qualitative methods to iterate quickly on interaction design before investing development resources: Lo-fi prototyping with Axure, Wizard-of-Oz testing to simulate technical functionality, qualitative user interviews, iterative prototyping, and dogfooding (forcing ourselves to use and improve our own tool).
We deliberately avoided quantitative methods in the first phase because we needed to clarify the “how” and iterate rapidly on design. Furthermore, we conducted our first user test after just 4 working days. In the second project phase, we added automated scalability testing while maintaining direct user feedback loops.