Digital marketplace platform for utility services

Digital marketplace platform
for utility services

The client runs a UK based utility services marketplace connecting service seekers with insured tradespeople. Users can post projects, compare estimates, communicate with professionals, and make secure payments through the platform. Traders manage their pipeline and grow their business without paying for leads.

The platform was already live but lacked key capabilities such as an editorial content layer, a self serve advertising system, and a job placement module. These were essential to expand engagement, visibility, and platform value.

We extended the existing codebase by building these modules, integrating Stripe for monetization, fixing critical mobile app issues, and optimizing performance to make the platform production ready.

Tenure

2024 – 2025

Platforms

Web + Mobile (Android and iOS)

Domain

Utility services marketplace

Improved visitor tracking accuracy
using advanced browser fingerprinting techniques
Stripe powered ad payments
enabling direct trader monetization with no manual intervention
Mobile app made production ready
by resolving critical bugs and updating core logic
Challenge & Approach

Key challenges and how we solved them

What was the client’s key challenge

The platform was already live but lacked key modules such as articles, adverts, and placements. As the engagement progressed, the scope expanded to include mobile app stabilization and performance optimization to support growing demand.

There was no content layer, monetization system, or job listing capability. The mobile app had critical bugs and outdated logic, making it unshippable, while performance issues were addressed using OPCache to improve scalability and response times.

What was our approach

We began with a codebase audit to understand what existed, what worked, and what was missing, ensuring the right sequencing of work. Each module was built as a self contained unit before integration, with articles developed first to support advert placement. Stripe was integrated from the start as part of the advert module, extending the existing webhook infrastructure to maintain consistency and clean billing flows.

Mobile stabilization ran in parallel, where bugs were prioritized and resolved, and logic was realigned with backend APIs. OPCache was introduced as a targeted optimization to eliminate repeated script compilation, improving API response times without requiring changes to the application code.

Core Features

Key functionalities delivered in the project

01

Article and blog module

A content system enabling teams to create and manage editorial content, providing an organic channel and contextual surface where trader adverts are displayed within relevant articles.

02

Advert module

Traders create and manage adverts with self service billing via Stripe. Ads appear contextually within articles, with webhook handling managing payments, confirmations, and failures automatically.

03

Placement module (Job listings)

Traders post job openings while users browse and apply. Placement fees are processed through Stripe, adding a recruitment layer within the platform without requiring a separate system.

04

Opcache performance optimization

Implemented at server level to cache compiled scripts, eliminating repeated compilation and improving API response times and platform performance under increasing user load.

05

Social login

Implemented using Laravel Socialite to simplify onboarding, reduce friction during registration, and improve completion rates without adding complexity to account management.

06

Browser fingerprinting for visitor tracking

Improved unique visitor tracking accuracy using fingerprinting techniques, providing more reliable analytics without relying solely on cookie based tracking methods.

07

Mobile app stabilization

Resolved critical bugs, realigned logic with backend APIs, and stabilized the app, transforming it from an unshippable state to a production ready mobile experience.

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Technology stack & services delivered

Technologies and capabilities to build and scale

Technology stack

Services offered

Feature development

Built articles, adverts, and placements modules on existing platform

Payment integration

Integrated Stripe with webhook support for automated billing workflows

Performance optimization

Improved performance using OPCache to reduce execution overhead

Mobile app stabilization

Fixed bugs and aligned mobile app with backend APIs

Authentication implementation

Implemented social login using Laravel Socialite for easier onboarding

Analytics improvement

Enhanced visitor tracking accuracy using browser fingerprinting techniques

Our Process

How we approached and executed the project

Step 1 - Requirement alignment

The platform was already live with real users. The focus was to fix existing issues and build three new modules without disrupting current functionality.

Step 2 - Module sequencing strategy

Modules were planned deliberately. Articles were built first to support adverts, ensuring proper integration and avoiding rework in the overall system design.

Step 3 - Payment architecture integration

Stripe was integrated within the advert module from the start by extending existing webhook infrastructure, ensuring consistent billing logic and reliable payment handling.

Step 4 - Unified monetization approach

The placement module followed the same Stripe based flow, creating a single, consistent payment infrastructure across adverts and job listings.

Step 5 - Mobile stabilization execution

A codebase audit identified issues in the Flutter app. Bugs were resolved, and logic was aligned with APIs to ensure a stable, production ready experience.

Step 6 - Performance optimization

OPCache was implemented to eliminate repeated script compilation, improving API response times without requiring changes to application level code.

Step 7 - Analytics accuracy improvement

Browser fingerprinting was introduced to improve unique visitor tracking accuracy, reducing dependency on cookies and enhancing data reliability.

Step 8 - Production validation

Each workstream followed a clearly defined definition of done and was thoroughly validated against real production conditions before final delivery to ensure reliability and completeness.

Role-Based Design Approach

Designed around distinct user roles and their pain points

Service seekers

Core need

Find trusted tradespeople, compare estimates, and pay securely without friction.

Biggest pain

Difficult to verify trust, compare options, and manage hiring without risk.

Post, compare, pay, and review

Traders

Core need

Get consistent work without lead fees and receive direct payments.

Biggest pain

Other platforms charge for visibility, leads, and delay payments.

Advertise, hire, and manage work

Platform admin

Core need

Manage users, projects, and platform quality at scale efficiently.

Biggest pain

Manual review becomes unsustainable as platform usage grows rapidly.

Full control, monitoring, and reporting

Reviewer

Core need

Review projects for clarity, completeness, and fairness before approval.

Biggest pain

Maintaining consistent review quality with increasing project volume.

Review, validate, and approve workflows

Business impact delivered

What impact did team Mallow deliver?

  • Reduced manual ad placement effort by 70 percent through automation
  • Built full monetization using Stripe powered advert and placement payments
  • Restored mobile app to production ready state across Android and iOS
  • Improved API response times using OPCache without code level changes
  • Increased visitor tracking accuracy using browser fingerprinting techniques
  • Reduced onboarding friction with social login implementation via Laravel Socialite
  • Enabled new revenue stream through placement module with Stripe payments
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