Die Baustoffplattform

Die Baustoff-plattform

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

2 weeks

Tools

Figma, Asana, Claude

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 two-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).

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.

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.

The exiting homepage failed to explain what the platform was about

Developing the Structure

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.

Two audiences and one page

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. The client requested a desktop-first approach, so I designed for larger screens first and derived the mobile version from that.

Keeping it simple

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.

Working within the existing brand (colors, fonts, spacing), I built the design in Figma. The client requested a desktop-first approach, so I designed for larger screens first and derived the mobile version from that. To keep the solution scalable and maintainable without custom assets, I pulled icons from open libraries and relied on whitespace and typography for hierarchy.

Keeping it simple

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.

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 two weeks. 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. Learning to stand behind your work without being attached to it is something I took from this project.

Working inside an existing system brought its own lessons. Designing within constraints - finding a direction that fits what's already there and still holds up - is something I've come to see as a skill in its own right. The question isn't always what you'd design from scratch, but what the system can absorb and still feel coherent.