Member Connect - A platform for Tide users to connect
A platform where SMEs and MSMEs can list their services, connect with potential clients, and establish a strong B2B network.
Objective
To design a platform where SMEs and MSMEs can list their services, connect with potential clients, and establish a strong B2B network.
We identified a gap in the market. While there are plenty of platforms for professionals (e.g. LinkedIn), there isn’t a dedicated platform where small businesses can showcase their services and connect with other business owners. SMEs and MSMEs often struggle with visibility, attracting new clients, and growing their businesses.
Problem Statement
The challenge was to design a user-friendly platform that catered to small businesses to showcase their services and connect with other businesses, providing them with the tools they needed to thrive in a competitive B2B environment.
The challenge
Sole traders and small registered company entrepreneurs
Research & Discovery
Target Audience
Primary Needs
Visibility: A platform to showcase their services, products, and expertise.
Networking: The ability to connect with other entrepreneurs for partnerships, collaborations, and sales.
Pain Points
Limited Resources: Unlike larger companies, SMEs and MSMEs often have limited marketing budgets and resources.
Complexity of Existing Platforms: Current platforms like LinkedIn are often too complex or not tailored for B2B networking among smaller businesses.
The platform needed to be simple and intuitive to use.
It should provide features that directly address the needs of small businesses, such as lead generation, service listing, and client management.
Trust-building features were essential to helping businesses establish credibility in the marketplace.
Key Insights
Roger is a 35-year-old owner of a small manufacturing firm. He needs a platform to showcase his products and find clients.
Defining the User Personas
Persona 1
Persona 2
Anita is a 28-year-old freelancer providing digital marketing services. She’s looking for a space to connect with potential clients and showcase her portfolio.
Designed a simple onboarding process, allowing users to quickly set up profiles with essential business information.
User Flows
Onboarding Flow
Service Listing Flow
Created a streamlined process for businesses to list their services, categorize them, and add detailed descriptions, images, and pricing.
Connection Flow
Developed a feature where users can connect with other businesses based on industry, needs, or location.
Comprehensive profiles that allow businesses to showcase their services, certifications, portfolios, and customer reviews.
Business Profiles
Final Design & Features
Easy-to-use templates for listing services, with options to categorize and tag services for better discoverability.
Service Listings
A simplified connection feature, allowing businesses to network based on industry, geographic location, and business needs.
In-platform messaging for seamless communication between businesses.
Networking & Connections
A feature where businesses can post service requests and solicit quotes from other businesses.
Lead Generation
A feature where businesses can post services and solicit offerings of their businesses.
Share the basic information about the business and its offerings.
List your services
Challenge: Ensuring the platform was simple enough for time-strapped business owners while still offering powerful features.
Solution: Conducted multiple rounds of usability testing and prioritized features based on user feedback.
Balancing simplicity with functionality
Challenges & Solutions
Mobile Usability
Challenge: Ensuring the platform worked seamlessly on mobile devices.
Solution: Designed a mobile-first experience, prioritizing key actions and reducing unnecessary steps in the mobile interface.
Users reported higher engagement and better lead generation compared to other platforms.
Increased Visibility
Outcome & Impact
Users appreciated the platform’s simplicity and the tailored features that catered specifically to their needs.
Positive Feedback
Network Growth
Businesses were able to grow their networks, leading to new partnerships and increased business opportunities.
The final product was well-received by the beta users. Key outcomes included:
The platform launched successfully and continues to evolve based on ongoing user feedback, with plans to introduce additional features like AI-driven recommendations and expanded analytics.
Conclusion
Designing a B2B platform for SMEs and MSMEs required a deep understanding of the unique challenges and needs of small businesses. By focusing on simplicity, trust-building, and usability, we were able to create a platform that empowers these businesses to connect, grow, and succeed in the competitive B2B marketplace.
The project highlighted the importance of user-centered design and iterative testing in creating products that truly meet the needs of their users.
