ProfiCircle
ProfiCircle
Customers had the platform. They kept calling sales anyway.
Customers had the platform. They kept calling sales anyway.
Customers had the platform. They kept calling sales anyway.
How we redesigned a B2B construction marketplace so customers would actually use it, instead of routing every project through the sales team.
How we redesigned a B2B construction marketplace so customers would actually use it, instead of routing every project through the sales team.
How we redesigned a B2B construction marketplace so customers would actually use it, instead of routing every project through the sales team.
Industry
Industry
SaaS
Marketplace
Growth stage
Growth stage
Seed
Seed
Services
Services
UX Audit
Strategy & Discovery
User Testing
Product Design
ProfiCircle had built a digital platform for fit-out construction projects. Customers could request offers, manage purchasing, and run the entire procurement cycle online. Instead, they kept emailing the sales team. With European expansion on the roadmap, that workflow wasn't going to scale.
ProfiCircle had built a digital platform for fit-out construction projects. Customers could request offers, manage purchasing, and run the entire procurement cycle online. Instead, they kept emailing the sales team. With European expansion on the roadmap, that workflow wasn't going to scale.
ProfiCircle had built a digital platform for fit-out construction projects. Customers could request offers, manage purchasing, and run the entire procurement cycle online. Instead, they kept emailing the sales team. With European expansion on the roadmap, that workflow wasn't going to scale.
5 weeks
5 weeks
5 weeks
Dev-ready
Dev-ready
Dev-ready
8 customers
8 customers
8 customers
Tested the prototype
Tested the prototype
Tested the prototype
Conversion rate
Conversion rate
Conversion rate
the situation
A platform built for self-service. Customers using it like a
contact form.
A platform built for self-service. Customers using it like a contact form.
ProfiCircle is a marketplace for fit-out construction projects. The kind of work where a client briefs a project, suppliers respond with validated offers, and the entire purchasing cycle happens in one place. The platform was already live. It worked. It just wasn't what customers actually used.
ProfiCircle is a marketplace for fit-out construction projects. The kind of work where a client briefs a project, suppliers respond with validated offers, and the entire purchasing cycle happens in one place. The platform was already live. It worked. It just wasn't what customers actually used.
Instead of submitting projects through the platform, customers reached out to the sales team by email or phone. The sales team then handled the project flow manually on their behalf. That meant the platform was functioning as an expensive lead form, not the marketplace ProfiCircle had built.
Instead of submitting projects through the platform, customers reached out to the sales team by email or phone. The sales team then handled the project flow manually on their behalf. That meant the platform was functioning as an expensive lead form, not the marketplace ProfiCircle had built.
It's a pattern we see often. Once a sales team picks up the phone, customers learn that the phone is the path of least resistance. The platform stops being the workflow and becomes the place where it eventually gets logged. With European expansion on ProfiCircle's roadmap, that approach had a hard ceiling.
It's a pattern we see often. Once a sales team picks up the phone, customers learn that the phone is the path of least resistance. The platform stops being the workflow and becomes the place where it eventually gets logged. With European expansion on ProfiCircle's roadmap, that approach had a hard ceiling.
Customers preferred phone and email
The platform existed, but the path of least resistance was a phone call to the sales team. And most customers took it.
The flow didn't match how customers actually buy
Initial project submissions sometimes needed updating. Customers often wanted multiple offers for the same project. The platform didn't account for either.
A growth bottleneck disguised as a UX issue
Every customer routed through sales was a customer the team couldn't scale. Expansion across Europe meant the platform had to do the work, not the people.
Trust hadn't been earned by the product yet
A construction RFQ involves real money and real timelines. Customers fell back on relationships when the platform didn't make them confident enough to trust it.
the situation
the situation
Powerful features that nobody could find
Powerful features that nobody could find
Powerful features that nobody could find
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
Bliro is an on-device AI meeting assistant that integrates with all meeting tools without relying on bots. It's highly customizable, users can create different AI notes for various meetings and automatically send them to Salesforce, HubSpot, Slack, and more.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
The product grew organically over time. Features were added in an 80/20 fashion, which left many powerful capabilities hidden in the platform. Users didn't know they existed or couldn't figure out how to use them.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
In some cases, users couldn't even find their way around the platform after being personally onboarded. The design itself didn't look professional, and there was no unified design language across web, mobile, and desktop.
Product didn't match the team's ambition
Customers preferred phone and email
Customers preferred phone and email
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
The platform existed, but the path of least resistance was a phone call to the sales team. And most customers took it.
The platform existed, but the path of least resistance was a phone call to the sales team. And most customers took it.
Product didn't match the team's ambition
The flow didn't match how customers actually buy
The flow didn't match how customers actually buy
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
Initial project submissions sometimes needed updating. Customers often wanted multiple offers for the same project. The platform didn't account for either.
Initial project submissions sometimes needed updating. Customers often wanted multiple offers for the same project. The platform didn't account for either.
Product didn't match the team's ambition
A growth bottleneck disguised as a UX issue
A growth bottleneck disguised as a UX issue
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
Every customer routed through sales was a customer the team couldn't scale. Expansion across Europe meant the platform had to do the work, not the people.
Every customer routed through sales was a customer the team couldn't scale. Expansion across Europe meant the platform had to do the work, not the people.
Product didn't match the team's ambition
Trust hadn't been earned by the product yet
Trust hadn't been earned by the product yet
Bliro had just raised a €2.8m seed round and needed a product that reflected the quality of the technology behind it.
A construction RFQ involves real money and real timelines. Customers fell back on relationships when the platform didn't make them confident enough to trust it.
A construction RFQ involves real money and real timelines. Customers fell back on relationships when the platform didn't make them confident enough to trust it.
“Our initial platform version was not intuitive enough, and we noticed that users were not fully engaging with the features available.”
“Our initial platform version was not intuitive enough, and we noticed that users were not fully engaging with the features available.”
“Our initial platform version was not intuitive enough, and we noticed that users were not fully engaging with the features available.”
Eduard Daniliuc
Eduard Daniliuc
Co-founder + CEO
Co-founder + CEO
the results
the results
A platform built around how customers actually buy
A platform built around how customers actually buy
A platform built around how customers actually buy
Customer usability tests surfaced three specific patterns that the original platform didn't accommodate. Each one became a design decision. The redesign gave ProfiCircle a flow customers could trust on their own, and a foundation built for the European expansion ahead.
Customer usability tests surfaced three specific patterns that the original platform didn't accommodate. Each one became a design decision. The redesign gave ProfiCircle a flow customers could trust on their own, and a foundation built for the European expansion ahead.
Customer usability tests surfaced three specific patterns that the original platform didn't accommodate. Each one became a design decision. The redesign gave ProfiCircle a flow customers could trust on their own, and a foundation built for the European expansion ahead.
Validated flows
Validated flows
Validated flows
Support requests
Support requests
Support requests
Conversion rate
Conversion rate
Conversion rate
“The enhanced navigation and intuitive design allowed some clients to complete their entire journey on the platform without needing to contact Customer Support.”
“The enhanced navigation and intuitive design allowed some clients to complete their entire journey on the platform without needing to contact Customer Support.”
“The enhanced navigation and intuitive design allowed some clients to complete their entire journey on the platform without needing to contact Customer Support.”
Eduard Daniliuc
Eduard Daniliuc
Co-founder + CEO
Co-founder + CEO
how we got there
how we got there
Three phases. Four weeks. A platform customers could trust on their own.
Three phases. Four weeks. A platform customers could trust on their own.
Three phases. Four weeks. A platform customers could trust on their own.
diagnose
diagnose
diagnose
Why are customers picking up the
phone instead of the product?
Why are customers picking up the phone instead of the product?
Why are customers picking up the phone instead of the product?
We ran a UX audit of the existing platform and worked with the founders to map out what we were really designing for: user personas, customer journeys, the assumptions behind the original product, and the blind spots in how the team understood customer behaviour.
We ran a UX audit of the existing platform and worked with the founders to map out what we were really designing for: user personas, customer journeys, the assumptions behind the original product, and the blind spots in how the team understood customer behaviour.
We ran a UX audit of the existing platform and worked with the founders to map out what we were really designing for: user personas, customer journeys, the assumptions behind the original product, and the blind spots in how the team understood customer behaviour.
define
define
define
What flow would customers
actually trust?
What flow would customers
actually trust?
What flow would customers
actually trust?
Using the Sprint method, we aligned the team on goals and constraints, sketched concepts, and built a prototype. Tested it with real customers, surfacing three specific behaviours the original platform didn't account for, including how customers update submissions and request multiple offers.
Using the Sprint method, we aligned the team on goals and constraints, sketched concepts, and built a prototype. Tested it with real customers, surfacing three specific behaviours the original platform didn't account for, including how customers update submissions and request multiple offers.
Using the Sprint method, we aligned the team on goals and constraints, sketched concepts, and built a prototype. Tested it with real customers, surfacing three specific behaviours the original platform didn't account for, including how customers update submissions and request multiple offers.
refine
refine
refine
What do engineers need to ship
without ambiguity?
What do engineers need to ship
without ambiguity?
What do engineers need to ship
without ambiguity?
Took the validated direction into production design and a complete design system. Delivered every flow, every state, and every component the engineering team needed to rebuild the platform, and the foundation ProfiCircle would scale across new markets.
Took the validated direction into production design and a complete design system. Delivered every flow, every state, and every component the engineering team needed to rebuild the platform, and the foundation ProfiCircle would scale across new markets.
Took the validated direction into production design and a complete design system. Delivered every flow, every state, and every component the engineering team needed to rebuild the platform, and the foundation ProfiCircle would scale across new markets.
where we start
where we start
Let's find out where users get stuck, and what to fix first.
Let's find out where users get stuck,
and what to fix first.
Let's find out where users get stuck,
and what to fix first.
We'll look at how users experience your product, identify the biggest friction points, and outline what to fix first.
We'll look at how users experience your product, identify the biggest friction points, and outline what to fix first.
We'll look at how users experience your product, identify the biggest friction points, and outline what to fix first.
more case studies
more case studies
Different products.
Same pattern of outcomes.
Different products.
Same pattern of outcomes.
Different products.
Same pattern of outcomes.
Product Design Studio
for growth-stage SaaS teams
© Durran 2026
Product Design Studio
for growth-stage SaaS teams
© Durran 2026
Product Design Studio
for growth-stage SaaS teams
© Durran 2026
Product Design Studio
for growth-stage SaaS teams
© Durran 2026