Die Baustoffplattform Landing Page Redesign

Die Baustoffplattform

Turning confusion into clarity: a B2B website redesign that helped a construction tech startup explain their platform to two distinct user groups.

Project

Website Redesign

Focus

Content strategy, wireframing, visual design, developer handoff

Timeframe

1 week

About the project

Die Baustoffplattform is a German startup digitizing processes in the construction materials industry. They needed a homepage that clearly communicated their value proposition to two distinct audiences — industry partners (manufacturers) and trade partners (distributors).

I worked as the UX/UI designer on a one-week sprint: developing a content strategy from the ground up, designing for two user groups on a single page, and delivering a solution the client could maintain and scale independently.

Die Baustoffplattform is a German startup digitizing processes in the construction materials industry. They needed a homepage that clearly communicated their value proposition to two distinct audiences - industry partners (manufacturers) and trade partners (distributors).

The Challenge

The existing homepage failed to answer the most basic question visitors would have: what does this platform actually do? Critical information about the platform's three tools - centralized product data, pricing management, and tender workflows - was buried on subpages.

Two audiences and one page

Since the existing site offered little to work with, I started by understanding the construction materials industry quickly: how manufacturers and distributors operate, what pain points the platform addresses, and how to communicate value to both groups without diluting the message.

This made clear that the main challenge was, how to serve two audiences on a single page. I developed three structural approaches, each with a different answer to this question. The client ended up choosing Option 1 for its simplicity.

OPTION 1 (CHOSEN)  
Shared context first, then audience split.
Both groups get the full picture before reaching content tailored to them.
OPTION 2
Product-led. Content is split by tools. Each tool card shows benefits for both partner types - comprehensive, but visitors have to scan across tools to find what's relevant to them.
OPTION 3
Audience-first. Hero CTAs let visitors self-select immediately - but risks losing people who need the shared context first.

OPTION 1 (CHOSEN)  
Shared context first, then audience split.
Both groups get the full picture before reaching content tailored to them.
OPTION 2
Product-led. Content is split by tools. Each tool card shows benefits for both partner types - comprehensive, but visitors have to scan across tools to find what's relevant to them.
OPTION 3
Audience-first. Hero CTAs let visitors self-select immediately - but risks losing people who need the shared context first.

OPTION 1 (CHOSEN)  
Shared context first, then audience split.
Both groups get the full picture before reaching content tailored to them.
OPTION 2
Product-led. Content is split by tools. Each tool card shows benefits for both partner types - comprehensive, but visitors have to scan across tools to find what's relevant to them.
OPTION 3
Audience-first. Hero CTAs let visitors self-select immediately - but risks losing people who need the shared context first.

The Design

Working within the existing brand (colors, fonts, spacing), I built the design in Figma. To keep the solution scalable and maintainable without custom assets, I pulled icons from open libraries and relied on whitespace and typography for hierarchy.

The approach was deliberately minimal: since only one page was being redesigned, it needed to fit within the existing site. The client requested a desktop-first approach, so I designed for larger screens first and derived the mobile version from that.

What shipped

The live version reflects a few client preferences: the explanation section was centered and condensed, the partner logos moved below it rather than sitting directly under the hero, and the lighter brand green was kept over the darker shade I'd proposed for stronger contrast. The overall structure and content remained intact.

View Figma Handoff

Reflection

The project required building almost everything from scratch - content strategy, messaging, structure - with little to work from and an unfamiliar industry to get up to speed on in under a week. Close collaboration with the client and early conversations with the developer (to reverse-engineer the undocumented brand system) were what made that feasible.

The experience also brought up something every designer encounters: presenting a well-reasoned solution and having the client choose differently. I made a clear case for my decisions - on color, on logo placement, on structure - and the client still opted for a simpler direction. Learning to stand behind your work without being attached to it, and to deliver something you can still be proud of even when it's not exactly what you'd have chosen, felt like the most valuable thing I took from this project.