In this work, we describe some of the challenges Black-owned businesses face in the United States and specifically in the city of Pittsburgh. Taking into account local dynamics and the communicated desires of Black-owned businesses in the Pittsburgh region, we determine that university students represent an under-utilized market for these businesses. We investigate the root causes for this inefficiency and design and implement a platform, 412Connect (https://www.412connect.org/), to increase online support for Pittsburgh Black-owned businesses from students in the Pittsburgh university community.

The site operates by coordinating interactions between student users and participating businesses via targeted recommendations. We describe the project from its conception, paying special attention to our motivation and design choices. These choices are aided by two simple models for badge design and recommendation systems that may be of theoretical interest. Along the way, we highlight challenges and lessons from coordinating a grassroots volunteer project working in conjunction with community partners and the opportunities and pitfalls of engaged scholarship.