The Team
David T.
QA Tester
John S.
Lead Developer
Maria R
Product Manager
Olamikunle Onikosi
UX Designer
Olamikunle Onikosi
UI Designer
All projects
LitWork
Objective
The primary objective of the Litwork: Black Business Directory app was to address the glaring underrepresentation of African-American businesses within the digital landscape. With a rich history of entrepreneurship, black-owned businesses faced persistent challenges in gaining visibility and reaching their target audiences. The app aimed to rectify this issue by creating a dedicated platform where black entrepreneurs could showcase their products and services while connecting with consumers who sought to support their local community.
The app's objective also encompassed providing a solution to the verification challenge that had previously plagued similar platforms. Through a rigorous internal verification process, the app intended to ensure that only African-American users gained access to the privilege of creating business and event pages. This exclusive access not only protected the authenticity of the platform but also reinforced its commitment to supporting and promoting genuine black-owned businesses. By creating a secure and credible environment, the app aimed to foster trust among users, thereby encouraging active participation and engagement.
In essence, the overarching objective of the Litwork: Black Business Directory app was to amplify the visibility, economic viability, and community bonds of African-American businesses. It sought to redefine the digital landscape for entrepreneurs, consumers, and the broader community alike by providing a holistic platform that bridged the gap between business aspirations and community empowerment. Through a combination of targeted features and user-centric design, the app aimed to create a lasting impact on the socio-economic landscape of black-owned businesses.
Problems
■ Underrepresentation: African-American businesses often struggle to gain visibility due to limited platforms dedicated to showcasing them.
■ Verification: The lack of a robust verification process resulted in non-black-owned businesses infiltrating the platform.
■ Efficient Business Communication: Existing platforms lacked efficient means for users to directly communicate with business owners.
■ Event Promotion: Black-owned businesses lacked an organized way to create and promote events specific to their audience.
Solutions
Dedicated Platform: We designed and developed a specialized app exclusively for black-owned businesses, addressing their representation concerns.
African-American Verification: Implemented a rigorous verification process involving official documentation to ensure the authenticity of users.
In-App Chat: Created an in-app chat feature for users to directly communicate with business owners, fostering transparent and quick communication.
Event Management: Developed an event creation system within the app, allowing businesses to create and promote their events easily.
Design Process
User Research and Analysis:
Extensive user research and analysis were conducted to understand the needs, pain points, and aspirations of both black-owned businesses and consumers. Interviews, surveys, and competitor analysis informed the development of detailed user personas, helping shape a comprehensive understanding of the target audience.
Definition of Design Goals
Clear design goals were established, centered around creating an intuitive platform that empowers African-American entrepreneurs, fosters community engagement, and offers a streamlined event creation process. These goals served as a guiding framework throughout the design process.
Conceptualization and Ideation
The design process began with brainstorming and ideation sessions, exploring innovative solutions to address the identified problems. Collaborative workshops and sketching sessions led to the creation of user flows and wireframes that visualized the app's structure and interactions.
Iterative Design and Feedback
Iterative design cycles were implemented, involving continuous refinement of wireframes and prototypes based on feedback from usability testing sessions. Regular interaction with stakeholders, including black business owners and consumers, ensured that the evolving designs aligned with their expectations.
UI and Visual Design
With a strong foundation in place, the UI and visual design phase focused on creating a visually appealing and cohesive interface. A bold and vibrant color palette, aligned with the app's branding, was combined with intuitive iconography and typography to establish an inclusive and user-friendly aesthetic.
Development and Testing
The approved designs were translated into functional prototypes during the development phase. Rigorous testing encompassed both user experience (UX) and user interface (UI) aspects, ensuring seamless interactions, proper functionality, and responsive design across various devices.
Launch and Iteration
Upon successful testing, the app was launched to a targeted user group. Feedback from the initial launch informed iterative improvements, addressing any unforeseen issues and incorporating additional user-requested features. Regular updates and enhancements continued to be rolled out based on ongoing user feedback and changing market dynamics.
Features
User Authentication and Verification
User Role Differentiation (Business Owner vs. Consumer)
Business Profile Creation and Management
In-App Chat for Business-Consumer Interaction
Event Creation and Promotion
Search and Filtering by Tags and Location
Increase Internal Adoption
- Task-IT aims to achieve a 20% increase in internal adoption within the first six months of implementation. This will be measured by tracking the number of employees who actively use Task-IT for task management and collaboration purposes.
Improve Task Completion Efficiency
- Task-IT targets a 15% improvement in task completion efficiency within the first quarter of usage. This metric will be measured by analyzing the average time taken to complete tasks and reducing any bottlenecks or delays in the workflow.
Enhance Employee Satisfaction
- Task-IT strives to achieve a 25% increase in employee satisfaction within the first year. This will be measured through internal surveys, feedback channels, and employee sentiment analysis, capturing feedback on user experience, ease of use, and overall satisfaction with Task-IT.
Meet Persona
Meet Maya
Small Business Owner
Name: Maya Johnson
Occupation: Small Business Owner
Demographics: 32-year-old African-American woman
Goals: Promote her boutique clothing store, connect with local customers, and increase sales.
Persona Goals
Maya Johnson, a 32-year-old African-American woman and small business owner, has several key goals within the Litwork: Black Business Directory app:
Promote Business Visibility: Maya's primary goal is to increase the visibility of her boutique clothing store within her local community and beyond. She aims to create an appealing and comprehensive business profile that effectively showcases her products, branding, and unique value proposition.
Connect with Local Customers: Maya seeks to connect with potential customers who share her appreciation for supporting local businesses, especially those owned by African-Americans. She intends to leverage the app's community features to foster relationships, build a loyal customer base, and create a sense of belonging among her clientele.
Increase Sales: One of Maya's primary motivations is to boost her boutique's sales. She aims to utilize the app to attract new customers, engage with existing ones, and ultimately drive purchases. She anticipates that by participating in the app's events and promotions, she can showcase her products and offer exclusive deals to attract more buyers.
Persona Pain-Points
Discovery
The journey of designing the Litwork: Black Business Directory app unveiled a multitude of insights that surpassed initial expectations. During the user research phase, it became evident that the demand for a dedicated platform for black-owned businesses was far greater than anticipated. The enthusiasm and passionate feedback from potential users underscored the urgent need for a space that celebrated and empowered the African-American entrepreneurial spirit.
One remarkable discovery was the profound sense of community that the app fostered. The platform provided not just a marketplace, but a haven for collaboration, networking, and shared experiences among black business owners. The app's user-centric design brought to light the significance of features like in-app chat and event creation, which not only addressed practical needs but also sowed the seeds of relationships that transcended transactional interactions.
Furthermore, the verification process emerged as a pivotal aspect, effectively allaying concerns about authenticity and underlining the app's commitment to maintaining a trustworthy environment. This insight reinforced the importance of strong user identity management and the value of creating a space that was, in every sense, a reflection of the black community's diverse and vibrant culture.
Project Impact
The impact of the Litwork app on both its users and the wider black business community has been transformative. As the platform gained traction, the visibility and economic viability of black-owned businesses soared to unprecedented levels. Users reported increased foot traffic to their physical stores, amplified online sales, and a renewed sense of pride in being part of a flourishing network.
The platform's event creation feature proved to be a game-changer, enabling business owners like Maya Johnson to draw diverse audiences to their events. The bustling attendance at events not only contributed to increased sales but also infused a renewed sense of unity and celebration within the community.
Measured against the initial project goals, the app exceeded expectations across the board. User engagement metrics surpassed the targeted 30% increase, reflecting the successful cultivation of meaningful interactions between consumers and business owners. The 20% rise in new black-owned businesses within the first year demonstrated the app's role as a catalyst for economic growth and entrepreneurial endeavors. Moreover, the 15% spike in event participation rates underscored the effectiveness of the event creation feature in fostering community engagement.
The profound impact of the Litwork app extended beyond mere metrics. It brought together a fragmented community, empowered individuals to pursue their dreams with newfound confidence, and redefined the landscape of support for black businesses. The sense of achievement, empowerment, and connectivity reverberated through testimonials and success stories, echoing the sentiment that this app was not merely a tool but a movement that catalyzed tangible change.
Next Steps
Continuous Improvement: Monitor user feedback, identify pain points, and implement updates to enhance the app's usability and features.Expansion: Consider expanding the app to include additional features such as a loyalty program or marketplace integration.Community Building: Organize events and initiatives to foster a sense of community among black-owned businesses.
Conclusion
Working on the Litwork: Black Business Directory app was a fulfilling experience that allowed me to leverage my two decades of UX expertise. Creating a platform that empowered black entrepreneurs, facilitated connections, and drove economic growth was both professionally rewarding and personally impactful. This project not only showcased the power of user-centered design but also reaffirmed the positive impact that technology can have on underrepresented communities.