2025
Neighborly
For my graduate capstone, I decided to refine the way we support local businesses to thrive in my neighborhood - Howard County, Maryland.
PROBLEM
In Howard County, a high school music department gets just $150 a year to buy sheet music — while each piece costs nearly $80. Down the street, a small cafe quietly serves the community but struggles to be found online. Meanwhile, residents pass by, unaware of the talent, passion, and needs just around the corner.
Local businesses can’t afford visibility. Schools and nonprofits can’t find sponsors. And residents don’t know where to look to support their own community.
SOLUTION
Neighborly tackles all three problems by designing a centralized website that connects residents, small businesses, and local organizations — creating a digital space where the community can truly support itself.
DESIGN PROCESS
INITIAL
VISION
PLAN
FINAL
DELIVERY
SETTING THE STAGE:
MY ASSUMPTIONS
Maybe ...
Maybe ...
Maybe ...
Maybe ...
RESEARCH
Networking Events: Met with small business owners at Howard County Chamber of Commerce events to learn firsthand about their challenges and needs.
Survey (~30 owners): Conducted a survey with local business owners to validate pain points and gather broader input.
Focus Group (Residents): Hosted an online focus group with local residents to understand how they discover and engage with small businesses.
Expert Interview: Spoke with the Howard High School orchestra director to gain perspective on organizing student concerts and the fundraising difficulties faced by community groups.
PAIN POINTS
Promotion is exhausting
Small husinesses and organizations alike are stretched thin trying to reach local audiences.
Discovery is broken
Residents lacka centralized, reliable source to find local business or community events.
The connection gap
Local businesses and community organizations miss natural opportunities to support and benefit from each other.
Community isn't visible
There’s no digital space that reflects the offline ecosystem of connections in Howard County.
COMPETITIVE ANALYSIS
Full analysis
Design Opportunities
Neighborly is the only platform designed specifically for local discovery, sponsorship support, and community collaboration — all in one place. Unlike traditional business directories, we connect businesses with residents and community organizations to strengthen local bonds and create meaningful partnerships.
MISSION STATEMENT
Create a free, inclusive, and web-based experience that helps residents discover local businesses and events, empowers business owners to manage their visibility, and enables organizations to connect with potential sponsors.
FINAL DESIGN SHOWCASE
How Neighborly Supports the Community
Three real journeys. One shared platform. For residents, businesses, and local organizations.
Malik
Local Resident
Goal: Find trusted chiropractor and support local businesses
1.
Filter by service type and location
Quick search with verified listings
2.
Read AI summerized reviews
From verified community members
3.
Service booked same day
Supporting community-active business
Found trusted help • Supported local
Not be overwhelmed by Yelp and Google noise
Lena
Local bakery owner
Goal: Promote her shop and connect with community
1.
Create free business profile
No tech support needed
2.
Mark sponsorship availability
Signal interest in local partnerships
3.
Track engagement in dashboard
Views, messages, and inquiries
4.
Gained local visibility for free
Connected with 5 organizations
Easy to use • Better local visibility
No $300+/mo for Yelp ads
Toby
Howard High School Orchestra Director
Goal: Secure sponsorship for spring concert
1.
Post concert details on Community Page
One-time post with sponsorship needs
2.
Browse sponsor-ready businesses
Filter by sponsorship availability
3.
Receive interest notifications
3 local businesses respond in 24 hours
4.
Confirm details with businesses
Contact information is listed on profile
5.
Concert fully funded in 48 hours
with 2 confirmed sponsors
Saved 5+ hours • Free to post
No cold calls or emails • No wasted time on follow-ups
REFLECTION
Visibility isn’t just marketing - it’s access: what started as a discovery problem became much deeper: visibility is about inclusion.
Community-centered design is non-linear. Designing for a shared space required thinking beyond individual user flows and toward ecosystem balance.
Special thanks to Dr. Tim Gorichanaz for his guidance and unwavering support throughout this journey. This work would not have been possible without his mentorship.