YEAR

2022/2023

ROLE(S)

UX, Strategy, Design, Copywriter

ASK

To create an online directory containing lists of grocery vendors, restaurants, clubs/bar/lounges, and recipes, - for Africans in the UK.

SOLUTION

An intuitive mobile & web app dashboard/product for local residents and visiting members of the UK to seamlessly find African clubs, grocery vendors, restaurants, and recipes in their various mother tongue.

AfroCentral helps African people new to the UK or homesick to find various places and recipes in order to get in touch and experience their African roots in a fresh/novel manner. It also helps non-Africans who are curious about the African culture to find these places in order to experience a little bit of the music, food, lifestyle of Africans.

🧾 Overview - TL;DR

Afrocentral is a culture-first directory app that connects users in the UK to African restaurants, events, and vendors.

I led end-to-end design across mobile, web, and marketing pages -- building scalable systems for booking, browsing, and community-driven submissions. The design balances usability and functionality with a rich, Afrocentric visual identity.

Key Wins

Built the MVP experience from idea to prototype (Designed the mobile app, unreleased web version, and other visual assets)
Designed scalable flows for events, vendors, recipes, as well as for service bookings
Developed a rewarding submission system to encourage community listings
Developed a modular design system rooted in cultural identity

Results

MVP ready for launch in key UK cities
Positive early feedback from stylists, vendors, and foodies
Scalable listing and booking architecture in place
Positioned to become the go-to cultural directory for African communities abroad

❓ The Problem

Afrocentric culture is everywhere -- but hard to discover without word-of-mouth.There wasn’t a single place where Africans in the UK could:

Find authentic cultural spots, vendors, or events
Book stylists, barbers, chefs, etc. directly
Explore trending African-owned businesses in their area
Share and discover recipes, tips, and hidden gems

This meant missed opportunities for both creators and community.

🎯 Goals

Create a digital one-stop-shop, directory and information hub for African culture in the UK
Help users discover African-owned restaurants, events, shops, and service providers
Allow users to book services like barbers, stylists, and chefs directly in the app
Encourage user submissions and engagements through a gamified reward system
Design a mobile-first MVP experience that is scalable and intuitive

📊 Data & Research

I explored user behaviors, competitor gaps, and cultural nuances:

Benchmark/competitive inspiration derived from platforms like Fresha (for service bookings) and Eventbrite (for events)
Observations of discovery patterns on social media platforms
Anecdotes from friends in the diaspora community about how hard it is to find events, food spots, or service vendors. I interviewed diaspora friends who mentioned needing:

“A one-stop-shop for all things African in London.”

“I always hear about events after they happen.”

Brainstormed and researched content submission flows and gamification techniques to encourage user participation.

👩🏽💻 Roles & Responsibilities

Product Designer (End-to-end across platforms)

Conducted market and user research
Mapped out user flows for all platforms and developed the information architecture
Designed wireframes and high-fidelity prototypes for both the mobile app and unreleased web platform
Created two separate marketing website pages:
1) One for app downloads. 2) One to explore listings and direct users into the web experience
Built a modular component system in Figma for consistency across mobile and web
Developed and defined content strategy for high traffic pages (Home, Explore, Vendor Pages), as well as for directory, booking, and submission flows
Collaborated with stakeholders, peers, and testers for feedback and iteration

🤝 Value Proposition

For Culture Seekers:

A vibrant, mobile-first platform that curates African restaurants, events, vendors, and recipes in one place -- designed for discovery, connection, and celebration.

For Vendors:

A centralized platform to list services, manage bookings, and reach a culturally aligned audience - without needing their own website or booking system.

🚧 Challenges & Scope

While there was no formal user research due to budget constraints, I leaned heavily on legacy insights -- existing cultural knowledge, personal experience, and informal feedback loops -- to inform design direction.

This included (anecdotes from friends in the diaspora community about how hard it is to find events, food spots, or service vendors) and (observations of discovery patterns on social media platforms). The following are other challenges experienced, as well as the scope of this project.

Challenges

Diverse Vendor Needs: Designing flexible flows that support very different service providers (barbers, chefs, event organizers) and categories
Cultural Integrity: Balancing functionality and clean UX with a strong Afrocentric aesthetic that feels authentic, not stereotypical
No existing content to start -- had to plan for community growth from scratch
Budget Constraints: Limited resources meant no budget for new user research, so I relied on competitive analysis, legacy insights, informal user feedback, and personal cultural context
Differing Booking Requirements: Creating a booking system that’s simple yet scalable across flows
Staggered Rollout: Designing mobile, web, and marketing flows while accounting for phased rollouts and changing dev timelines.

Scope

End-to-end design of the mobile app
Design of the web version (unreleased)
Two marketing pages: App download + Explore portal
Core features: cultural directory categories (Restaurants, Vendors, Shops, Events, Recipes), booking system for vendors, submissions, service listings
Flexible system for future features like reviews, user accounts, and rewards
Mobile-first prototype and design system foundation

🧠 Final Design / Solution

1. Cultural Directory with Filtering

Users can browse trending or nearby restaurants, shops, events, and more
Filter by category, location, or name
Cards show images, brief info, and direct access to listings

2. Vendor Service Pages + Booking UI (Unreleased V2)

Inspired by Fresha for UX patterns around service-based bookings
Users can book services (e.g. haircuts, private meals) by selecting a date/time
Vendors list available offerings with pricing, bios, and availability

3. Community Listing Submission Flow

Users can submit new restaurants, events, or vendors
Simple form with flexible options, media upload, and category tags
Reward system designed to motivate participation (points, badges, future perks)

4. Modular, Scalable Design System

Reusable components for cards, filters, inputs, and buttons
Afro-inspired visual identity: warm, vibrant, and clean
Scalable architecture for future rollout of features like reviews, user accounts, and points tracking

5. Mobile-First Experience

Optimized layouts and tap targets for handheld use
Designed for real-world scenarios: finding a jollof spot while on the move, booking a stylist before a wedding, or submitting a vendor at an event

VISIT WEBSITE

DOWNLOAD THE APP

🙃 Reflection

Afrocentral wasn’t just about solving a UX problem -- it was about designing joy, culture, and connection. This project pushed me to consider scale, cultural nuance, and community value all at once.

I learned how to design systems that celebrate identity, adapt to diverse content types, and build for a community that's constantly evolving. Seeing how people light up when they find a vendor they recognize or submit a spot they love reminded me why I do this work.

It wasn’t just about creating an app, it was about helping people feel at home, wherever they are. I’m excited to see how Afrocentral grows -- and how it continues to uplift culture through design.

The Website ✨