How do you make a multi-sided fit-out marketplace understandable to two very different user groups without simplifying away the real complexity of the work?
A SaaS marketplace connecting clients with interior design and fit-out companies, supporting project posting, bidding, memberships, portfolio discovery, dashboards, and role-based experiences.
- Project
- Super Fitout SaaS Marketplace
- Domain
- Interior Design & Fit-out / B2B Marketplace
- Role
- Product Designer
- Duration
- 2022–Present
- Status
- Completed / Live
- Figma
- Miro
Outcome summary
A structured, role-based platform with clear information architecture across posting, bidding, memberships and dashboards. Business impact metrics: to be validated.
01 — Overview
What this project is
A SaaS marketplace connecting clients with interior design and fit-out companies, supporting project posting, bidding, memberships, portfolio discovery, dashboards, and role-based experiences.
- 0→1 Product Design
- UX Flows
- Information Architecture
- Dashboards
- Role-Based Experiences
- Prototyping
- UI Design
- Design System
02 — History
What was happening before
What was happening before?
Why did the problem matter?
Who was affected?
What triggered the project?
03 — Geography
Where this product lives
- Target users
- Clients posting projects · Fit-out & interior companies
- Environment
- Qatar / business environment
- Market / domain
- Interior design & fit-out, B2B marketplace
- Device
- Primarily desktop, responsive web
- Digital comfort
- Mixed — not documented in research
- Age / demographics
- Not documented
04 — Physics
How the product works
The main journey, the tasks that matter, and the friction that had to be designed out.
01
Discover
Find companies or projects
02
Explore
Portfolios, credentials, scope
03
Create
Post a project or submit a bid
04
Manage
Dashboard, memberships, responses
05
Complete
Award and close the engagement
Top user tasks
- Post a fit-out project with clear requirements
- Discover and evaluate companies through portfolios
- Submit and manage bids
- Manage membership and account state
- Track project and bid status from a dashboard
Information architecture
- Marketplace · Projects · Companies
- Project posting & requirements
- Bidding & responses
- Portfolios & discovery
- Memberships & account
- Role-based dashboards
Friction points
- Two audiences with different mental models in one product
- Long project-posting forms
- Bid state hard to follow over time
- Company credibility hard to judge quickly
What was simplified
- Split the experience by role instead of one generic dashboard
- Broke project posting into progressive steps
- Gave every bid an explicit, visible status
- Standardised portfolio presentation for comparison
05 — Chemistry
How the experience feels
Before
- Confusion
- Complexity
- Uncertainty
After
- Clarity
- Confidence
- Control
06 — Biology
How people actually behave
- 01Post / seek work
- 02Compare options
- 03Engage
- 04Track status
- 05Decide
- 06Return
Loop repeats from the last step.
Observed behaviors & workarounds
- Repeatedly checking for new responses
- Keeping requirements in external documents and chats
- Judging companies by past work first, details second
07 — Mathematics
Evidence, honestly stated
Only what is actually documented is shown here.
- Research sample
- Not documented
- Usability testing
- Not documented
- Task completion
- Not formally measured
- Time saved
- Not formally measured
- Errors reduced
- Not formally measured
- User confidence
- Not measured
- User quote
- Not documented
Metrics to be validated
- Task completion rate
- Workflow completion time
- Usability score
- User satisfaction
- Feature adoption
08 — Design Engineering
The process
Research
Research artifacts — to be added
Problem framing
Framing notes — to be added
Information architecture
IA map — to be added
User flows
Flow diagrams — to be added
Wireframes
Wireframe set — to be added
Design system
Components & tokens — to be added
High-fidelity UI
UI screens — to be added
Prototype
Prototype link — to be added
Iteration
Iteration log — to be added
Final product
Live product visuals — to be added
09 — STAR Story
Situation, Task, Action, Result
Situation
A new B2B marketplace for the interior fit-out sector had to be designed from zero, serving clients and fit-out companies inside one product.
Task
As Product Designer I was responsible for the end-to-end product experience: information architecture, user flows, dashboards, role-based experiences, prototypes, UI and the design system.
Action
I mapped the workflows of both sides, framed the core tasks, structured the IA around posting, bidding, discovery and memberships, designed role-based dashboards, prototyped the flows, and built a reusable design system for the interface.
Result
The platform shipped with a structured, role-based experience and a consistent component system. Quantitative outcomes are not formally measured — metrics to be validated.
10 — Before / After
What changed
Before
- Scattered workflows across calls, chats and documents
- Unclear structure for project requirements
- Manual, disconnected bidding processes
After
- Structured posting and bidding workflows
- Clear information architecture
- Role-based experiences for clients and companies
- Intuitive dashboards for tracking state
11 — Final Screens
Screens and decisions
Each visual is captioned with the design decision behind it.
- Dashboard — desktop screenshot to be addedDesktop / mobile / prototype
Structured the dashboard around the user's most frequent actions.
- Project posting flow — screenshots to be addedDesktop / mobile / prototype
Broke project posting into steps so requirements stay readable and complete.
- Company portfolio — screenshot to be addedDesktop / mobile / prototype
Standardised company portfolios so clients can compare on the same terms.
- Bidding view — mobile screenshot to be addedDesktop / mobile / prototype
Made bid status explicit so nothing depends on remembering a conversation.
- Figma embedPrototype embed to be added
Reserved for an interactive prototype walkthrough.
12 — Learnings
What I take forward
What I learned
- Multi-sided products need role-based structure earlier than they need visual polish.
- Information architecture carries more of the experience than interface styling in B2B.
What I would improve
- Document research and usability testing formally alongside design work.
- Introduce measurement into the workflow from the first release.
What I would test next
- Task completion for first-time project posting
- Comprehension of bid states without explanation
Future opportunities
- Deeper project management after award
- Better company credibility signals
13 — Next Project