TBC Website - Personalized Business Community Experience
To help a growing Ukrainian business community better serve its members, I conducted user research to uncover their goals, challenges, and expectations. Through stakeholder interviews, 5 in-depth user interviews, and affinity mapping, I identified opportunities for more personalized networking, business support, and educational resources. These insights informed a research-backed website strategy and user experience designed to better match members with relevant opportunities, increase engagement, and provide a scalable foundation for long-term community growth.
TBC Website - Personalized Business Community Experience
To help a growing Ukrainian business community better serve its members, I conducted user research to uncover their goals, challenges, and expectations. Through stakeholder interviews, 5 in-depth user interviews, and affinity mapping, I identified opportunities for more personalized networking, business support, and educational resources. These insights informed a research-backed website strategy and user experience designed to better match members with relevant opportunities, increase engagement, and provide a scalable foundation for long-term community growth.
Research
5
User Interviews Conducted
1
Research-Backed Website Strategy Developed
Based on stakeholder insights, market and competitors research, we focused our research on entrepreneurs and freelancers as the primary target audience. I conducted 5 in-depth user interviews and synthesized the findings using affinity mapping to better understand their needs, challenges, and expectations. The research informed a strategy centered on personalized networking, meaningful business connections, educational resources, and practical support for business growth.
Questions asked:
- Tell me about your business.
- What do you do?
- How long have you been in Canada?
- What's the hardest part of growing your business right now?
- How do you currently find clients or customers?
- What methods work best?
- Which methods are frustrating?
- When was the last time you met someone who helped your business?
- How did you meet them?
- What came out of that connection?
- Have you ever looked for a business partner, collaborator, or someone with complementary skills?
- How did you try to find them?
- How well did it work?
- Do you actively attend networking events, business communities, or meetups?
- Why or why not?
- What do you like about them?
- What do you dislike?
- Have you ever needed help with things like marketing, website design, branding, or business planning?
- What triggered that need?
- How did you solve it?
- If you could magically solve one business problem in the next 3 months, what would it be?
- If there was a community that brought together Ukrainian entrepreneurs, freelancers, and professionals in Canada, what would make it worth attending?
- What would you expect to get out of it?
- What would make it a waste of time?
5
User Interviews Conducted
1
Research-Backed Website Strategy Developed
Based on stakeholder insights, market and competitors research, we focused our research on entrepreneurs and freelancers as the primary target audience. I conducted 5 in-depth user interviews and synthesized the findings using affinity mapping to better understand their needs, challenges, and expectations. The research informed a strategy centered on personalized networking, meaningful business connections, educational resources, and practical support for business growth.
Questions asked:
- Tell me about your business.
- What do you do?
- How long have you been in Canada?
- What's the hardest part of growing your business right now?
- How do you currently find clients or customers?
- What methods work best?
- Which methods are frustrating?
- When was the last time you met someone who helped your business?
- How did you meet them?
- What came out of that connection?
- Have you ever looked for a business partner, collaborator, or someone with complementary skills?
- How did you try to find them?
- How well did it work?
- Do you actively attend networking events, business communities, or meetups?
- Why or why not?
- What do you like about them?
- What do you dislike?
- Have you ever needed help with things like marketing, website design, branding, or business planning?
- What triggered that need?
- How did you solve it?
- If you could magically solve one business problem in the next 3 months, what would it be?
- If there was a community that brought together Ukrainian entrepreneurs, freelancers, and professionals in Canada, what would make it worth attending?
- What would you expect to get out of it?
- What would make it a waste of time?
Insights
Affinity diagramming and Insights
I used affinity diagramming to synthesize the interview findings, grouping observations into meaningful themes and uncovering the underlying needs of the target audience. The analysis revealed several key insights, with personalization emerging as the strongest opportunity for improving the community experience.
Members wanted more relevant networking opportunities, better business partner matching, practical educational resources, and guidance for starting and growing a business. These insights directly informed the UX strategy, feature prioritization, and overall product direction.
Affinity diagramming and Insights
I used affinity diagramming to synthesize the interview findings, grouping observations into meaningful themes and uncovering the underlying needs of the target audience. The analysis revealed several key insights, with personalization emerging as the strongest opportunity for improving the community experience.
Members wanted more relevant networking opportunities, better business partner matching, practical educational resources, and guidance for starting and growing a business. These insights directly informed the UX strategy, feature prioritization, and overall product direction.
UX Strategy
TBC UX Strategy
Drawing on stakeholder input and research findings, I defined a UX strategy that positioned the platform as a personalized business ecosystem. The strategy established the vision, user experience principles, key features, and success metrics needed to support both community growth and business objectives.
Strategy Overview
- Product Vision - Define TBC as an all-in-one business ecosystem where entrepreneurs can network, learn, and access professional services to grow their businesses.
- Target Audience - Prioritize entrepreneurs, freelancers, and aspiring business owners based on stakeholder insights and research.
- Design Principles - Create a personalized, action-oriented, and trustworthy experience that minimizes friction and encourages meaningful engagement.
- Personalization Strategy - Match members with relevant people, events, content, and business opportunities based on their goals and interests.
- Core Features - Personalized onboarding, intelligent member matching, event ticketing, user dashboards, and a centralized business resource hub.
- Success Metrics - Measure meaningful connections, event participation, member retention, and user satisfaction to evaluate business and user outcomes.
- Implementation Roadmap - Deliver the platform in phased releases, validating assumptions through user feedback before expanding functionality.
TBC UX Strategy
Drawing on stakeholder input and research findings, I defined a UX strategy that positioned the platform as a personalized business ecosystem. The strategy established the vision, user experience principles, key features, and success metrics needed to support both community growth and business objectives.
Strategy Overview
- Product Vision - Define TBC as an all-in-one business ecosystem where entrepreneurs can network, learn, and access professional services to grow their businesses.
- Target Audience - Prioritize entrepreneurs, freelancers, and aspiring business owners based on stakeholder insights and research.
- Design Principles - Create a personalized, action-oriented, and trustworthy experience that minimizes friction and encourages meaningful engagement.
- Personalization Strategy - Match members with relevant people, events, content, and business opportunities based on their goals and interests.
- Core Features - Personalized onboarding, intelligent member matching, event ticketing, user dashboards, and a centralized business resource hub.
- Success Metrics - Measure meaningful connections, event participation, member retention, and user satisfaction to evaluate business and user outcomes.
- Implementation Roadmap - Deliver the platform in phased releases, validating assumptions through user feedback before expanding functionality.
Design System
TBC Design System
Building on the UX strategy, I created a design system that translated the product vision into a consistent and scalable user experience. It established the visual identity, typography, color palette, reusable UI components, and interaction states, ensuring consistency across the product while reducing design and development effort.
The design system provides a solid foundation for future growth, enabling new features to be designed and implemented more efficiently without compromising usability or brand consistency. As a living artifact, it evolves alongside the product and is continuously refined and expanded as new components, patterns, and requirements emerge.
TBC Design System
Building on the UX strategy, I created a design system that translated the product vision into a consistent and scalable user experience. It established the visual identity, typography, color palette, reusable UI components, and interaction states, ensuring consistency across the product while reducing design and development effort.
The design system provides a solid foundation for future growth, enabling new features to be designed and implemented more efficiently without compromising usability or brand consistency. As a living artifact, it evolves alongside the product and is continuously refined and expanded as new components, patterns, and requirements emerge.
Design Translation
Translating Research into Design
The website was designed with personalization as one of its core principles. Research revealed that members wanted more relevant connections, opportunities, and resources tailored to their individual goals rather than a one-size-fits-all community experience.
To support this, the journey begins with a guided onboarding form that captures each member's goals, interests, and motivations. This information powers personalized recommendations for events, networking opportunities, business partners, and educational content, creating a community experience that becomes more relevant and valuable as members engage with the platform.
Translating Research into Design
The website was designed with personalization as one of its core principles. Research revealed that members wanted more relevant connections, opportunities, and resources tailored to their individual goals rather than a one-size-fits-all community experience.
To support this, the journey begins with a guided onboarding form that captures each member's goals, interests, and motivations. This information powers personalized recommendations for events, networking opportunities, business partners, and educational content, creating a community experience that becomes more relevant and valuable as members engage with the platform.
The Result
Email Me
416.931.7752
Book a Call