Counsl

Transforming how small businesses seek and implement advice

An AI-powered web platform that connects small businesses with the professionals they need, securely and efficiently.

The Counsl platform on a laptop, showing published services.
team members
8
collaboration
Since 2023
time to market
4 months
service providers onboarded
40+
A conversation between a business and a service provider on the Counsl platform.

The company and product

Counsl is a UK-based company that has spent the past years researching an efficient and sound model of interaction for acquiring professional services.

The solution took the form of the Counsl web application: a platform that empowers businesses to thrive by transforming the way advice is sought and implemented. Businesses find and connect with highly qualified professionals, access their expertise and procure their services efficiently.

The platform is envisioned as a dependable companion and advisor at every phase of a business’s development, with transparently priced access to a pool of experts. It promotes meaningful discussions over rigid contracts, so advice is both valuable and timely.

Industry
Professional services
Country
United Kingdom
Company
Startup
Delivered
AI-powered consulting platform
“Salt and Pepper helped us develop quickly while ensuring a complete offering.”
James LoftJames LoftCEO, Counsl

Scope and highlights

The focus was the platform’s MVP, giving small businesses easy access to essential services: users search, connect and book with service providers through Counsl’s AI-driven search, then meet them on video calls.

  • Smooth OnboardingA user-friendly onboarding process, by creating an account or accepting an invite from team members.
  • Company Data IntegrationIntegration with UK Companies House data for efficient retrieval of company information.
  • KYC and KYB ComplianceIntegration with Yoti for Know Your Customer and Know Your Business verification, ensuring security and trust.
  • Subscription PaymentsEasy subscription payments through Stripe, for hassle-free access to premium services.
  • Appointment BookingUsers schedule video calls with service providers, and can cancel appointments or set their availability as needed.
  • AI-Powered SearchA fast and precise search service, with instant results based on user history for maximum relevance.
  • Intuitive DashboardA minimal yet effective dashboard for essential insights and control.
  • Credit ManagementA transparent credit balance, with credits transferred between users based on appointments.
  • Credits IntegrationIntegration with Formance for managing and transferring credits between users.

Technologies

  • AWS
  • SST
  • Node.js
  • PostgreSQL
  • Next.js
  • TypeScript
  • Formance
  • Stripe
  • Pinecone
  • OpenAI
  • SendGrid
  • Sendbird

The challenge

Building an MVP in a short time is a challenge in itself. Building one that integrates with several third-party services in that time adds even more complexity.

Key challenges of the project:

  • Integrating several third-party services, like Pinecone for search, Formance for the ledger, Stripe for payments and Yoti for identity verification. To reduce risk, the team chose reliable services that matched the project’s needs, created detailed integration plans, identified dependencies and stayed in touch with vendors for support.
  • Aligning the client’s expectations with what third-party services could do, particularly for search with Pinecone. Regular communication between the client and development teams, with iterative feedback loops, resolved it.

The process

The web platform was developed through UI/UX design and development stages. The UI/UX phase began with extensive research, with user feedback shaping a user-centric design. Together, the teams established a robust design system and interactive prototypes for validation.

In development, a careful technology selection preceded the system architecture and cloud infrastructure setup, using lambda microservices and an infrastructure-as-code framework. Development ran iteratively with SCRUM, TailwindUI components sped up the interface work, and QA improved through refined deployment practices.

UI/UX design process

The design phase was followed by development in an agile approach, with seven sprints focused on the MVP.

  • Research Extensive research addressed UI/UX challenges, with user feedback defining the features. A user-centric design approach, guided by insights gathered throughout, ensured the right solutions.
  • Design System A robust design system, started by the client’s Product Designer and extended by Salt & Pepper’s UI/UX designer, made later changes easier and gave the development team consistent components throughout the app.
  • Prototyping Interactive prototypes were used for user testing and validating assumptions, helping the client gather insights and stakeholders decide efficiently on features.
  • Cross-Platform Design The design considered platform-specific UX requirements, so the platform adapts to every device while using each platform’s strengths.

Development process

Features were built from a backlog prepared by an internal product owner and the client’s stakeholders, who decided priorities together. The main focus was a robust search engine for services, a core feature of the platform, and the seamless integration of third-party tools.

  • Discovery and Technology Choices Before execution, each technical team member researched technologies such as Formance, Yoti and Pinecone for the requirements. The options were documented in DACI tables, giving a clear view for deciding the best one.
  • System Architecture and Cloud Setup The platform runs on a lambda microservices architecture, with SST as the infrastructure-as-code framework for its ready Next.js deployment, productivity, clear AWS infrastructure definitions and web dashboards for managing the app and querying the database.
  • Development Features were developed iteratively with SCRUM in two-week sprints. At first, the new team moved carefully and delivered pages in parts rather than miss sprint goals; as it became more cohesive, it cleared the outstanding work.
  • Design The application was built with components from the TailwindUI library, which sped up development significantly.
  • QA and Stress Testing Early on, deployments for testing came at the end of each sprint. Mid-project, the work was split among the front-end developers and pages went to the testing environment as soon as they were ready, following planned estimates.
  • Agile Way of Working With a SCRUM methodology, we worked closely with the Counsl team, delivering in two-week sprints. Regular reviews and demos kept stakeholders aligned throughout the project.

The outcome

The team delivered a robust platform that is now live, with more than 40 businesses registered in the first two weeks after launch.

Fast-paced and demanding as it was, the project succeeded thanks to a few factors:

  • The team stayed aligned with the client’s Product Owner at all times, working in iterations that allowed flexibility and shorter feedback loops.
  • We worked closely with third-party providers such as Formance and Yoti, resolving issues faster during development.
  • A robust decision process, with DACI boards, helped the team make the best technical decisions for a stable and reliable application.

Let’s start building!

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