Product case study · Live event-services marketplace · Live product

Minupidu

A bilingual marketplace that helps people discover event professionals across Estonia while giving providers a structured way to publish services and receive enquiries.

View live product ↗ All work

RoleProduct structure · UX/UI · Content architecture · SEO direction

ScopeMarketplace, provider acquisition, city/category discovery, editorial content

DeliveredA real, crawlable product with category, city, listing and article pathways

BuildLive marketplace with public category, listing and editorial pages

01 / Context

The situation

Event planning is a fragmented search problem. Customers often start with an occasion, then jump between venue, catering, photography and entertainment providers. Providers have the opposite problem: they need qualified discovery without building a separate acquisition channel. The product therefore has to support two journeys without making the homepage feel like an admin portal.

Audience

People planning weddings, birthdays and company events in Estonia; local venues, creators and service providers who need a discoverable profile.

Design objective

A real, crawlable product with category, city, listing and article pathways.

02 / UX logic

Three decisions that shaped the product

Start from the customer’s vocabulary

Discovery is organised around recognisable service categories and cities, not internal marketplace taxonomy. This lets visitors move from an open question — “what do I need?” — to a comparable set of providers.

Give providers a short activation path

The provider journey is expressed as create account → complete profile → publish services → receive enquiries. Each step explains the value returned for the effort required.

Use content as part of the product

Category introductions and planning guides answer real questions, create useful internal links and give search engines descriptive context. SEO is treated as information architecture, not a layer of keywords added afterwards.

03 / Structure

Interface blueprint

These diagrams map the real blocks, order and proportions used in the finished interface, making the layout decisions easier to inspect.

Hand-drawn interface blueprint: Providers and trust — Recommended listings lead into the four business-model promises shown on the live page.

Hand-drawn interface blueprint: Growth and local discovery — Provider onboarding, planning guides and city routes continue the page below the catalogue.

04 / UI system

Visual system

White primary surfaces keep marketplace and account tasks clear, while light-gray secondary surfaces separate navigation and supporting panels. Near-black text establishes hierarchy, softer gray handles supporting information, and red is reserved for calls to action, outlines, icons, short dividers and active states.

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05 / Final interface

Final interface

Full-page capture of the public Minupidu marketplace with search, service categories, provider cards and planning content — **Public marketplace** The live public marketplace capture shows customer discovery across search, service categories, providers, planning guides and local routes.

Privacy-safe Minupidu provider dashboard reconstruction with sample summary cards, package panel, line chart and generic recent activity — **Provider dashboard overview** Privacy-safe reconstruction · Sample data A privacy-safe reconstruction with sample data showing the provider navigation, summary cards, packages, listing views and recent activity.

Privacy-safe Minupidu statistics reconstruction with sample filters, metric cards, line and bar charts, and donut summaries — **Provider statistics** Privacy-safe reconstruction · Sample data A privacy-safe reconstruction with sample data showing filters, performance metrics, trend and comparison charts, and lower summary panels.

Explore the current customer-facing marketplace separately from these interface images.

Visit the live Minupidu marketplace ↗

06 / Business impact

What the work changes

Delivered

A real, crawlable product with category, city, listing and article pathways

The live product connects category and city discovery, provider profiles, bookmarks, accounts and provider onboarding. Planning guides add useful entry pages for people who begin with a question rather than a vendor name.

Qualified discoveryCategory → listing → contact

Track the share of visitors who reach a provider and open a contact route.

Provider activationRegistration → published listing

Measure how many new providers complete a useful, searchable profile.

Organic demandNon-brand entry → engaged visit

Compare city and category landing pages by qualified downstream action.

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