HoodHub by JM Security

JM Security is a local Ontario Security company based in Chatham-Kent.

As a startup, the company is always looking for new ways to stand out in a very competitive market and grow its market share, promoting a positive impact on its local community.

The Challenge

Our challenge was to design a mobile product that could be easily implemented, focused on lead generation, community building and brand awareness.

This project should also be self-sustainable, with little to none maintenance needed from the parent company.


In order to learn more about the target market, the business model and opportunity, we've conducted 5 phone interviews and 56 Online surveys, in the region of Chatham-kent, Windsor, and London, ON.

We've also installed and analyzed more than 10 different apps from direct and indirect competitors.

Through the research, we have validated that, differently from the big cities, most of the people from these communities have a strong feeling of safety and do not feel the needs to have a security system at home, but they want an effective communication tool to report/share suspicious situations within their neighbourhood.

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Answers from our online Surveys

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Based on our research, we found out that the best solution to our challenges was a mobile web app focused on reporting suspicious situations, acting between a social network and an online discussion forum/group.

The most important features reported by our target market were:

  1. Efficient local updates
  2. Low-commitment
  3. Privacy

Our solution brings the simplicity and cost-effectiveness of a web app to a simplified version of a social network and interaction of a discussion forum, without the need of extensive maintenance and moderation of a fully loaded social network, with the following features:

  • Message board app for local updates
  • Neighbourhood-specific
  • Anonymous posting
  • Personalized settings

After an extensive brainstorm and research, we decided to call this project "HoodHub by JM Security".


After organizing all the data collected, we have identified two basic personas:

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As a father and homeowner, I want to communicate important alerts to others in my neighbourhood without sharing my personal information.

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As a temporary resident, I want to be aware of urgent matters in my area without having to engage in community discussions.

As a single female tenant, I want to be alerted of nearby safety threats without sharing my identity or location.


Design Inception Sheet


Mood Board


The Logo

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The project was designed and prototyped in Figma.

The App

Download the app from your app store

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Create your account

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And navigate through your dashboard

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Aligning with our Users demands, Posting a report is easy and fast.

Pre-selected categories help organize the content, the possibility to post Anonymously and precisely locate the report, are key features to the demands.

The Dashboard has a list view feed or a map view mode to make it easier for the user to find special events around his location, or by category.

Users have a notification menu where they can see a few interactions to their posts or posts they follow.

and as an MVP, the user profile is simple, not allowing a friendslist, integration with other social networks or direct user interaction.

Tools used in this project


Google Forms
Microsoft Excel


Pen & Paper
Adobe Illustrator
Adobe Photoshop


Mind map

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©2019 | Designed by Ed Ishida