The Builder Market

Scaling B2B Marketplace

The Builder Market

Scaling B2B Marketplace

The Builder Market

Summer Internship

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 N D U S T R Y

B2B SaaS

SaaS- Home Services Platform

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 specifically on the

professionals using Builder Market

This led us to adopt the Double Diamond method for systematic discovery

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

S O L U T I O N S

Here's what shipped 🚀 —

a quick view of each challenge, my role, the work, and results

Here's what shipped 🚀 —

a quick view of each challenge, my role, the work, and results

C H A L L E N G E 1 / 4

How do we help pros list their business without abandoning the process?

Listing flows that take minutes, not confusion.

How do we help pros list their business without abandoning the process?

Listing flows that take minutes, not confusion.

The existing 60+ second listing flow had unclear

navigation causing high abandonment

The existing 60+ second listing flow had unclear navigation causing high abandonment

Before

After

C H A L L E N G E 2 / 4

How do we fix broken lead workflows that prevent pros from closing deals?

Integrated pipeline where every client interaction lives in one place.

How do we fix broken lead workflows that prevent pros from closing deals?

Integrated pipeline where every client interaction lives in one place.

The current lead system had broken flows

preventing pros from working efficiently

The current lead system had broken flows preventing pros from working efficiently

The current lead system had broken flows

preventing pros from working efficiently

Before

After

C H A L L E N G E 3 / 4

How do we give professionals visibility into their business performance?

Dashboard showing metrics that actually drive decisions.

How do we give professionals visibility into their business performance?

Dashboard showing metrics

that actually drive decisions.

Professionals had no central place to track

leads, revenue, and performance

Professionals had no central place to track leads, revenue, and performance

C H A L L E N G E 4 / 4

How do we give pros AI tools without overwhelming them?

One unified tool merging search, projects, and image editing seamlessly.

How do we give pros AI tools without overwhelming them?

One unified tool merging search, projects,

and image editing seamlessly.

Users needed one AI tool for search, projects, and

images without overwhelming complexity

Users needed one AI tool for search, projects, and images without overwhelming complexity

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