Designing a complex marketplace into a clear, scalable SaaS experience.
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
- Jira
Outcome summary
The platform shipped with a structured, role-based experience and a consistent component system, creating a scalable and cohesive foundation for the product.
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 — Context
What was happening before
What was happening before?
Why did the problem matter?
Who was affected?
What triggered the project?
03 — Problem Space
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
- Moderate — users were familiar with digital platforms but needed clarity around complex workflows
04 — Core Mechanism
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 — Key Insights
How the experience feels
Before
- Confusion
- Complexity
- Uncertainty
After
- Clarity
- Confidence
- Control
06 — User Dynamics
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 — 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, creating a scalable and cohesive foundation for the product.
08 — 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
09 — Live Product
See it live
The product is in production — explore the real experience.
10 — Learnings
What I take forward
01
Structure before polish — Complex multi-sided products need clear role-based architecture before visual refinement.
02
Information architecture is product design — How workflows, navigation, and information are structured can have as much impact as the interface itself.
03
Design in real constraints — Working on a live product taught me to balance user needs, business requirements, technical constraints, and ongoing product evolution.
04
Measure earlier — A key improvement for future projects is to define measurable success criteria alongside the design process.
11 — Next Project