B2B Marketplace Platform Rebuild

Problem

• Legacy Drupal system was difficult to maintain and slow to iterate
• Discovery relied on a filter-first UX, forcing users to make multiple decisions before seeing results
• High friction in search and navigation slowed time-to-value

Approach

Focused on simplifying discovery and aligning the experience with modern marketplace patterns while rebuilding the underlying architecture for scalability.

Key Product Decisions

Shift to Search-First UX

• Replaced rigid filtering system with type-ahead search
• Moved filters to secondary refinement instead of primary interaction
• Reduced cognitive load and improved speed to results

Simplify Core User Flows

• Reduced steps from discovery to action
• Prioritized fast access to value over feature density

Modernize Architecture

Migrated from Drupal to:

• WordPress front-end for flexibility and speed of iteration
• Custom Node-based client portal for dynamic functionality
• Enabled faster iteration and improved system flexibility

Execution

• Defined product requirements and UX direction based on user friction and business goals
• Partnered closely with engineering to scope and deliver the rebuild
• Managed roadmap, scope tradeoffs, and rollout from planning through launch

Outcome

• +20% revenue increase post-launch
• Reduced friction in discovery, improving user engagement and conversion
• Enabled faster feature iteration and long-term scalability