Educaedu Community is a Facebook application that brings together professionals, companies and education institutions. 

Through stats derived from data taken from students, the workplace, schools and companies where professionals have been developing their careers, this app aims to provide information on how other professionals have achieved their goals.


  • Building a social app from scratch which is involved in all project phases.

  • Working to a tight deadline.

  • Working remotely - as the development team was based in Argentina.

  • Keeping within Educaedu’s brand legacy as the new site is part of the broader Educaedu group.


Throughout the project, I worked very closely with our web analyst, Manuel Rodriguez.

He guided the user testing while I led parts of the project such as Information Architecture and prototyping. We were both fully involved in the strategy and research. 



Conceptualisation, research, architecture and User Interface Design of the app.





Educaedu has had a lot of experience as a lead generation, providing online education classifieds adds all over the world. The idea of using Facebook as a platform came from our CTO in the first quarter of 2012. We could immediately see its huge potential and began to shape it.

We had a lot of work ahead. First, we had to shape and refine the concept with an in depth analysis of competitors to validate our assumptions.

We interviewed the company's community managers to gain a better understanding of the social media position and define our target audience.

We held an in depth analysis of competitors. The good, the bad and the missing of potential competitors such as Branch Out, Jobandtalent, SkillPages, and LinkedIn

We found that we could offer a great tool for people who is interested on developing skills. They would find useful guidance mainly through:

  • Statistics that show where other professionals with the same skills have studied and where they work.
  • Asking other professionals and more experienced students for their advice on how to improve skills or about a specific course they have attended.

landing ideas and prototyping

Site flow - XMind

Site flow - XMind


Over two months we sketched ideas and user flows. Our desire was to work with the intended customers, but we couldn’t find a way to integrate this research with the limited resources and the tight deadline we had. However we were able to validate our assumptions with stakeholders, friends and colleagues.


After many productive meetings we had a good idea of how the information architecture should look and what screens should take priority in the user flow: home page, people, programs, user profile and course page. This was the Minimum Viable Product I based my wireframes on.


Some of the main challenges included: communicating the benefits of the app; reducing the number of options, and making the main user tasks easy i.e. getting advice, finding interesting programs to suit their needs and growing their network. 

A lot of effort was put into finding out how to integrate the app on Facebook. We wanted the user to see their profile with their education and work details already updated from Facebook as well as their friends' activity on Educaedu.


User testing


Once more we wanted to validate the prototypes before jumping into the UI and backend. We wanted to know:

  • If they found the app useful.
  • What they would use it for.
  • Whether the proposal met their expectations.
  • What they liked or disliked about the proposed design. 
  • Whether they felt comfortable logging in with their Facebook account.
  • If they would use their friends' networks on Facebook.

In general, the participants were mainly interested in using the app for advice and to better make decisions with the input of other professionals. We were able to identify information that wasn't relevant to them as well as include what had been previously missed (one example was more information about scholarships).


Final implementation