Buildly is an AI-powered platform designed for construction workers, contractors, and small construction businesses. It helps users generate tailored outreach letters and create digital portfolios—making it easier to win jobs and connect with potential clients.

Think: smarter outreach, without losing the grit and personality of the industry.

Construction pros aren’t always tech-savvy—and most AI tools aren’t built with them in mind. Buildly needed to strike a balance between advanced AI capabilities and an experience that felt authentic, grounded, and easy to use.

We faced three core challenges:

Avoiding "tech overload": The platform needed to feel familiar—not like another confusing SaaS tool.

Capturing the construction feel: Fonts, visuals, and tone had to reflect hands-on work, not software jargon.

Designing for simplicity: The platform had to work for anyone—regardless of their digital experience.

As the Lead UI/UX Designer, I owned the entire product design lifecycle—from discovery through delivery.

User Research & Personas: Interviewed real users (contractors, crew leads, small business owners) to map their needs and frustrations.

UI/UX Design: Crafted clean, intuitive flows for outreach tools and portfolio building.

Landing Page Design: Built a homepage that felt like it belonged in the construction world—not Silicon Valley.

Brand Alignment: Ensured the design, tone, and experience spoke the users’ language—straightforward and down-to-earth.

Prototyping & Testing: Validated our design choices through user testing and iteration cycles.

1. Discovery & Research

We started by talking to the people who’d use Buildly—from independent contractors to local crew managers. We uncovered key insights:

Time spent on proposals is a pain point.

Many still rely on word-of-mouth and outdated methods.

A simple, clear interface was non-negotiable.

2. Wireframing & Prototyping

Created low-fidelity wireframes to map out user flows for:

Outreach letter generation

Portfolio building and showcasing

Job-specific targeting (skills, location, etc.)

Every feature was designed with one goal: keep it simple, clear, and fast.

3. UI Design & Branding

We went for a rugged-yet-modern look:

Earthy tones, bold fonts, and real imagery from construction sites

Clean, grid-based layouts for usability

Avoided overly sleek or abstract visuals—stayed grounded in craftsmanship

4. Feedback & Iteration

After testing with real users, we refined the interface to improve clarity and reduce steps. We also adjusted the tone of the AI letters to sound professional but personal, using language users actually say.

✅ The landing page now tells a clear story: This is a tool built for workers, by people who get the work. ✅ Users felt heard: The outreach letters are simple, relevant, and feel like their own words—not machine-generated fluff. ✅ Portfolios that convert: Contractors can now showcase their work in a professional way, helping them win more jobs and grow their network.

Designing Buildly was about meeting people where they are. It wasn’t about flashy tech—it was about crafting a useful, no-nonsense tool that helps hard-working people grow their business.

The takeaway? Great UX is about empathy—especially when AI is involved.