This is first in a series of "mini" case studies examining startup products through the lens of business growth and user experience. Each case study is completed within a 16-hour constraint - covering strategic analysis, research, and high-fidelity design mockups. Drawing from both MBA strategic analysis and information science expertise, these studies bridge user needs with business objectives to deliver actionable insights for early-stage products.

Case studies by Kristina Olsen, MBA and MLIS, with 10 years experience evaluating users needs, wants and information behavior.

Background

Lunchclub is an AI-driven networking platform designed to connect professionals through meaningful one-on-one meetings. The platform raised $4 million in seed funding and reached a valuation of $100 million in 2020. However, many of the original founders and team members have since moved on to other ventures, leading to challenges in maintaining growth and platform relevance.

This case study focuses on introducing user-driven matching and a meeting cancellation option to enhance user control, improve the networking experience, and align the platform’s design with strategic business objectives.

Platform Experience & Evaluation

Within the 16-hour scope of this case study, I conducted two distinct user journey evaluations using different account creation methods to assess the platform's functionality and user experience.

My initial evaluation began with an email-based account creation. This journey revealed several critical issues: persistent homepage loading problems, limited user control in the matching process, and no option to cancel unwanted matches. While the platform allowed chat access before scheduled meetings, the inability to cancel rather than reschedule unwanted connections led to significant user friction. These frustrations, combined with an inconsistent UI experience, ultimately led to account deletion.

A second evaluation using Google account integration showed some improvements in platform stability, particularly with homepage loading. This method surfaced matches from existing Google contacts and implemented a simple three-option selection process. However, the experience remained constrained by daily match limits and continued to demonstrate issues with user control and flexibility.

This hands-on evaluation informed the strategic analysis and high-fidelity mockups that follow.

Research & Analysis

Key Observations from Using Lunchclub:

1. User Control Limitations: Users have no ability to cancel matches, being forced to reschedule unwanted meetings instead. The platform restricts daily matches and provides minimal control over matching preferences, limiting users' ability to curate meaningful connections.

2. Technical Challenges: The platform exhibits inconsistent performance between account types, with email accounts suffering from persistent homepage loading issues. Login options are restricted to email or Google integration, creating unnecessary barriers to entry.

3. User Experience Gaps: An outdated UI and inconsistent cross-platform experience undermine the platform's professional credibility. Poor information architecture and lack of updates suggest platform neglect, diminishing user trust and engagement.

Strategic Challenges:

• Product stagnation and market shifts have prevented sustained growth despite early valuation success.

• With the original team no longer involved, questions about long-term viability arise, including whether the platform should continue without active maintenance or be sunsetted.

Competitive Landscape:

• Bumble Bizz: A professional networking feature within Bumble, designed to empower users to build business relationships. Its swipe-based matching system gives users control over their connections and aligns with Bumble’s strong focus on user safety and inclusivity.

• CoffeeMug: A platform catering to professionals and entrepreneurs, offering both one-on-one and group networking options. CoffeeMug uses AI-based matchmaking and psychometric analysis to help users discover meaningful connections for fund-raising, jobs, mentorship, and brainstorming. Its integration of virtual coffee meetings with curated suggestions makes it a flexible alternative to rigid scheduling.

• Meetup: A well-established platform that enables users to find and create group events, including professional gatherings. Its emphasis on group connections contrasts with Lunchclub’s one-on-one model, providing a broader community-focused approach.

  
  

Relevance to Lunchclub: These competitors highlight key trends in professional networking:

• User choice and control are essential for engagement (e.g., Bumble Bizz).

• Platforms with diverse formats (e.g., CoffeeMug) provide flexibility, attracting varied audiences.

• Group networking (e.g., Meetup) fills a gap in Lunchclub’s primarily one-on-one interaction model.

Key Opportunities:

1. User Empowerment: Allow users to choose their connections and manage meeting schedules, including cancellations.

2. Modern UI: Redesign the platform to align with professional standards.

3. Flexibility in Networking: Introduce new interaction formats like group networking or thematic events.

4. Rebuild Trust: Fix performance bugs and implement reliability-focused updates to re-engage users.

Proposed Solutions

1. User-Driven Matching

Feature Concept:

Enable users to browse potential matches and select who they’d like to meet.

• Discover Page: A scrolling interface showcasing profiles with filters (e.g., industry, expertise, goals).

• Match Suggestions: AI-curated recommendations based on user preferences.

• Flexible Scheduling: Users can accept or propose meeting times.

Business Impact:

Empowering users increases engagement and retention, aligning with strategic goals to sustain and grow the user base.

2. Meeting Management

Current Issue:

Users are forced to reschedule unwanted meetings rather than canceling them outright, leading to frustration.

Proposed Feature:

A cancel meeting option allows users to opt out of irrelevant meetings while maintaining control of their schedules.

• Cancellation Option: Displayed on the meeting dashboard with clear, non-penalizing language.

• Feedback Collection: Option to explain the cancellation reason (e.g., "Not a good fit").

• Alternative match suggestions: AI offers alternative matches to fill the time slot.

Business Impact:

Offering flexibility in meeting management reduces churn and enhances user satisfaction, while feedback data provides insights for improving the AI matching algorithm.

3. UI Modernization

A polished, professional design would enhance credibility and better align with Lunchclub’s target audience of entrepreneurs, professionals, and industry experts. Updated aesthetics and improved usability support brand perception and strategic growth.

The proposed solutions aim to address key user pain points, align design enhancements with strategic goals, and position Lunchclub for revitalized growth or an effective pivot. The following discussion explores whether these changes are sufficient to ensure the platform's viability or if alternate paths, including a potential exit, should be considered.

Discussion: Strategic Considerations

Should Lunchclub Shut Down or Pivot? Given the platform’s historical success, shutting it down without exploring revitalization would overlook its potential. However, if maintenance continues to lag and strategic changes aren’t made, the platform risks alienating its user base further.

Recommended Path:

1. Platform Revitalization:

   
   

   Why: Existing brand recognition and user base provide foundation for growth. User pain points are solvable with targeted improvements, making revitalization more efficient than building new platform.

   
   

   How:

   • Implement proposed features (user control, meeting cancellation, UI updates)

   • Launch targeted marketing highlighting platform improvements

   • Focus on user retention metrics and feedback

   • Develop clear product roadmap with quarterly goals

     
     

2. Team Assessment:

   
   

   Why: Sustained innovation requires a team with clear product ownership. While there is limited information on the current team’s involvement, it appears contributions may be minimal, raising concerns about long-term viability.

   
   

   How:

   • Conduct an assessment of the team structure and resources.

   • Explore partnerships or acquisitions for technical resources

     
     

3. Strategic Exit Option:

   
   

   Why: If the platform’s growth remains stagnant despite redesign efforts, a strategic exit could recoup value and ensure its technology or user base finds utility elsewhere.

   
   

   How:

   • Position for acquisition by a competitor (Bumble Bizz, CoffeeMug) emphasizing the platform’s established brand and AI matching capabilities.

   • Pivot to serve a niche audience (industry-specific networking)

   • Package technology for enterprise solutions

     
     

Design Implementation

Before: Platform faced challenges with user control, technical stability, and professional credibility

After: Strategic redesign emphasizing user empowerment and professional networking.

Expected Outcomes

Enhanced User Experience Users will experience greater control over their networking through improved matching and cancellation features. The platform's professional redesign and reduced technical issues will rebuild trust and engagement. Regular user feedback will drive continuous improvements to the matching algorithm and overall experience.

Business Growth The platform will see reduced user churn through improved retention strategies and higher match acceptance rates. Clear market positioning will support either continued growth or strategic exit opportunities, while enhanced data collection will inform future product decisions.

Platform Sustainability A stable technical foundation will support future feature development and scaling. The improved matching system provides flexibility for growth, while clear success metrics guide strategic direction whether pursuing continued operation or exit.

These outcomes align user needs with business objectives, establishing clear indicators for measuring the success of implemented changes.