The Builder Market

Home services marketplace platform

The Builder Market

Home services marketplace platform

The Builder Market

Home services marketplace platform

O V E R V I E W

The Builder Market is a B2B/B2C home services marketplace connecting contractors with homeowners. The project included redesigning Business Listings, Lead Pipeline, Pro Dashboard, and an AI Playground assistant.

M Y R O L E

Market Research, Heuristic Evaluation, Information Architecture, User Flows, Wireframes, Design Sprints, Hi-Fi Prototyping, Design System, Business Model, Stakeholder Collaboration, End-to-End Design

T E A M

UX Designer (me), CEO, CTO and Co-Founder, Product Manager, AI Developer, UX Designers, UI Designers, Developers

I M P A C T

85% Task Success, 60% User Retention

85% Success, 60% Retention

D U R A T I O N

July 2025

3 Months

July 2025

3 Months

T O O L S

A B O U T T H E P R O D U CT

Ever wonder how homeowners find the right contractor for their roof repair—and how those pros find their next client?

I spent three months at Builder Market solving that

Ever wonder how homeowners find the right contractor for their roof repair—and how those pros find their next client?

I spent three months at Builder

Market solving that

NOTE: This project is under NDA, so some details are excluded from this case study.

The internship was fully remote with team members across time zones. Mural workshops kept us connected—

turning async challenges into collaborative brainstorming sessions where everyone contributed in real time.

The internship was fully remote with team members across time zones. Mural workshops kept us connected—turning async challenges into collaborative brainstorming sessions where everyone contributed in real time.

U S E R G R O U P

But I focused on professionals using BuilderMarket

to solve urgent needs ahead of the launch

But I focused on professionals using BuilderMarket to solve urgent needs ahead of the launch

T I M E L I N E

Builder Market moved fast. Structure, regular critiques, and feedback loops kept us aligned

—here's how those 15 weeks unfolded

J U LY

A U G U S T

J U LY

S E P T E M B E R

J U LY

O C T O B E R

Week 01

Platform
Analysis

• Heuristic evaluation

• Identified problems

• Found broken flows

Delivered & launched

02 - 03

Competitive
Research

• 5 Competitor audit

• Flow analysis

• SWOT analysis

• Harvey Ball Method

• Opportunity mapping

Delivered & launched

04 - 06

Business Listing Redesign

• Usability metrics

• Concept iteration

• Wireframes created

• A/B testing (12+ users)

D E L I V E R E D

& L A U N C H E D

07 - 09

Lead Management
Redesign

• 3-day sprint

• Concept refinement

• Leadership presentation

• Wireframes created

D E L I V E R E D

& L A U N C H E D

10 - 11

Pro
Dashboard

• Volunteered ownership

• 7 KPI framework created

• Dashboard architecture

• Wireframes created

• Tested (12+ users)

D E L I V E R E D

& L A U N C H E D

12 - 13

AI
Research

• Audited 4 AI tools

• Studied chatbots

• Analyzed image gen

• SWOT analysis

Delivered & launched

Week 14 - 15

Playground AI
Assistant

• AI framework created

• Design principles set

• Cross-functional align

• Wireframes created

• Unified exp designed

D E L I V E R E D

& L A U N C H E D

Here's what shipped 🚀 —

a quick view of each feature: challenges, solution, execution, and results

Here's what shipped 🚀 —

a quick view of each feature: challenges, solution, execution, and results

B U S I N E S S L I S T I N G O N B O A R D I N G

B U S I N E S S L I S T I N G O N B O A R D I N G

Business listing onboarding

was lengthy and confusing

Business listing onboarding

was lengthy and confusing

Why

Pros dropped off due to lengthy onboarding and repeated listing requirements.

No previews or progress feedback left users unsure about their effort.

Abandonment reduced listing completion and slowed platform growth.

What

Listing flow had long forms with no autofill or smart defaults.

Users lacked real-time previews of how homeowners would see listings.

No guidance made the 7-step process complex and overwhelming.

How

Split 7-step flow into quick onboarding and detailed listing creation.

Used onboarding data to automate listing creation with AI and smart defaults.

Reduced completion time from 5 minutes to 90 seconds, doubling growth.

Before

After

L E A D M A N A G E M E N T

L E A D M A N A G E M E N T

Lead management workflow

was disconnected and inefficient

Lead management workflow was disconnected and inefficient

Lead management workflow

was disconnected and inefficient

Why

Pros couldn’t act on incoming leads due to broken workflows.

Lead information was scattered across pages, forcing users to abandon tasks.

Broken experience reduced engagement, trust, and lead-to-project conversions.

What

No end-to-end lead management, only disconnected Suggested and Your Leads pages.

Pros couldn’t accept inquiries, apply filters, or find relevant leads.

Card layout prioritized images over information, making lead review inefficient.

How

Redesigned lead experience into a table layout showing key details upfront.

Added easy-to-use filters and organized leads into Suggested, Purchased, New, and Past categories.

Eliminated 100% exit issue, enabling pros to engage 3× faster.

Before

After

P E R F O R M A NC E D A S H B O A R D

P E R F O R M A NC E D A S H B O A R D

Pros lacked a unified dashboard

to track performance

Pros lacked a unified dashboard to track performance

Why

Pros lacked a single view to track performance and growth opportunities.

No actionable insights caused confusion and frequent support requests.

Without visibility, pros couldn’t optimize operations, limiting engagement and outcomes.

What

No unified dashboard; pros relied on fragmented information.

Data sources weren’t prioritized, making revenue and KPI assessment difficult.

Users couldn’t measure success against criteria, causing inefficiency and support queries.

How

Designed first dashboard using Hotjar analytics and 12+ users interview insights.

Created revenue and conversion metrics via 7-criteria KPI framework and 150+ insights.

Dashboard gave clear insights, eliminating 100% of related support tickets.

A I A S S I T A N T

A I A S S I T A N T

No AI tool to visualize and

explore design ideas

No AI tool to visualize and explore design ideas

No AI tool to visualize and

explore design ideas

Why

Pros needed to visualize ideas, bridging the gap with homeowners.

To gain first-mover advantage with an interactive AI tool.

Enabled pros to generate, edit, and explore ideas efficiently.

What

Users relied on reference images, which was slow and limited.

No AI tool existed for image generation, Q&A, or content editing on any Saas platform.

Users faced high cognitive load exploring ideas without structured guidance.

How

Designed multi-modal AI assistant for image generation, editing, Q&A, and history.

Implemented context-aware suggestions, stepwise workflows, and live previews to reduce user friction.

Achieved 85% task success, helping pros explore ideas and communicate confidently.

R E F L E C T I O N

Key Learnings & Take-aways

My time at Builder Market deepened my understanding of the UX design process—but more importantly, it taught me skills that go beyond design.

Customer Obsession

Always start with the user's actual problem, not assumptions. Real insights come from watching people struggle, asking why, and designing backwards from their needs—not forward from ideas.

Bias for Action

Ship fast, learn faster. Perfection takes too long. Make the best decision with available data, test it, then iterate. Speed creates momentum when decisions are reversible.

Ownership

When something critical needs doing and no one's assigned, raise your hand. Ownership isn't waiting for permission—it's stepping forward when the team needs it most.

Cross-Functional Collaboration

Different perspectives—PMs, engineers, researchers—create better solutions. Alignment happens through open feedback, not assumptions. Listen more than you talk. Iterate together, not alone.

M O R E C A S E S T U D I E S