YellowAdvisor
Canadian heavy machinery marketplace built from scratch
Role
Lead Product Designer
Duration
6 months
Outcome
Market-leading platform launched
Overview
YellowAdvisor is a Canadian marketplace connecting buyers and sellers of heavy machinery and construction equipment. Built entirely from scratch, the platform needed to handle complex listing management, search and filtering, and facilitate high-value transactions between businesses.
The Challenge
The heavy machinery market had no modern digital marketplace in Canada. Users ranged from tech-savvy fleet managers to contractors who were more comfortable on a phone than a computer. The UX needed to be powerful yet simple, and the platform needed to build trust for transactions involving equipment worth tens of thousands of dollars.
The Approach
I designed the complete product from the ground up — brand identity, information architecture, every screen and interaction. I focused on making complex filtering intuitive, building trust through transparent seller profiles and listing details, and ensuring the mobile experience was first-class since many users would be browsing from job sites.
Key Results
- Complete marketplace designed and launched from zero
- Brand identity and design system created
- Complex filtering for 50+ equipment categories
- Seller verification and trust system designed
- Became one of Canada's leading heavy machinery platforms
