Project overview
Friday-Ad is a community-based platform that enables users to advertise their second-hand goods, properties, and jobs for free, establishing itself as a reference in the UK. To maintain its position as the largest marketplace in the UK, the platform launched a companion app in 2020 to complement its existing online platform. The app was initially rolled out with a streamlined content focus, featuring only the "For Sale" and "Motors" categories. These categories are supported by a smooth PAA (Place An Ad) process, enhancing user experience and facilitating easy ad placement.
During the pandemic, the website introduced a business category that offers services, aiming to strengthen the sense of community. The aim is to generate connections, help small businesses promote themselves, and continue to be a reference for the UK community.
When deciding how to introduce this new category in the app, we considered that adding targeted businesses instead of generic services would provide additional value. We chose to focus on featuring small local shops, at least for the moment, rather than offering a wide range of business services. This approach enhances the on-the-go advantage of the app, allowing users to easily discover nearby businesses.
Project goals
Our project goal is to establish the Friday-Ad App as the premier platform for small businesses, initially targeting the Brighton community. This involves developing a location-based 'Business Finder' feature, which will serve as a dedicated showcase for small and independent shops. By emphasizing local businesses, the application aims to enhance its accessibility and become the central hub for community enterprises. The goal is to create an MVP that focuses specifically on Brighton's independent shops, providing them with increased visibility and opportunities, especially with the post-pandemic crisis. This initiative acknowledges the diversity of small establishments in Brighton, ranging from vintage clothing stores and antiques shops to jewelry boutiques and craft outlets.
Ideation
Information architecture
First of all, we established how to introduce the feature in the App Architecture. As we said before, we want to maintain the buy and sell flow as it works, so we decided to keep the flow separate from the existing one. The feature can be accessed through the homepage and through the search page.
A location-based feature
This feature is location-based, aiming to provide users with a local experience. As we begin incorporating the first businesses in Brighton, we have developed scenarios for situations where users do not share their location or when their location is not in Brighton, resulting in no nearby businesses.
Business profile management and offers
At present, businesses featured in the app have been curated by the marketing team, and any entity seeking to register as a business on the app must submit an application through a form available in certain sections. This approach is designed to ensure a diverse, carefully selected, and high-quality base of businesses.
Upon acceptance and profile creation, the business will be provided with the necessary credentials to manage its profile. In addition to personal information, the business can also manage and decide whether to feature special offers, distinguishable in the list by a unique icon and filter.
Design proposal
Adding this feature, we have iterated also the onboarding content and aesthetics. Previously centered around the buy and sell concept, it now revolves around fostering community engagement and supporting local businesses.
Figma Prototype
