b2b.top
AI-powered investment platform for turnkey businesses and commercial real estate in the UAE.
From a one-line idea to a product
In beta with in-house brokers
Confident investment decisions, faster
b2b.top helps investors choose between a coffee shop, a warehouse and an office in one place, with AI that explains its picks and data from official transaction records.
The client came with an idea. I turned it into a product: the concept, the three roles, the logic of every flow and the whole interface.
- Role
- Lead product designer: product concept, UX logic, all design, led a second designer
- Scope
- 3 roles: investor, agent, seller · Web and mobile · Dark and light themes
- Team
- Product owner · PM · CTO · 2 to 3 engineers · Data integration engineer · 3 in-house agents · 2 designers
- Status
- Pre-launch, beta with in-house brokers · 2024 to 2025
At a glance
Problem
Investors don’t need more listings. They need help deciding which option is worth their time.
Solution
AI-assisted search that shows its reasoning, listings built around money questions, and a deck builder for agents.
Where it is
Pre-launch. Tested in beta by the team’s own brokers.
The problem
Investors compare very different things: a coffee shop, a warehouse, an office. Most platforms just list them. Investors don’t need more listings, they need help deciding which option is worth their time.
The client came with an idea and no brief. I had to define what the product is, who it serves and how three roles, investor, agent and seller, share one marketplace.
How I checked it
14 competitors, UAE and global
Showed where other platforms fall short and where we could create real value.
Survey, 41 investors
23 experienced, 18 looking for their first deal. Ten hypotheses across five themes, from how people choose to how much they trust AI.
In-depth interviews, 7 investors
People didn’t want endless data. They wanted guidance that helps them decide quickly and feel sure about it.
Research behind the product
14
competitors analysed
41
investors surveyed
7
in-depth interviews
Key decisions
A decision tool, not a listing site
Every card shows quick-scan metrics, and the detail page answers the money questions first: price, EBITDA, ROI, taxes and fees. Market data comes from official government transaction records.
AI that shows its work
Investors describe what they want, and AI suggests options with pros and cons for each, so the reasoning is easy to check.
A deck builder for agents
Our in-house agents built client presentations by hand. Now they pick listings from a client folder or search right in the builder, edit prices, hide what the client shouldn’t see, and get a deck for desktop or phone.
What I learned
Start from the decision, not the data
Investors didn’t ask for more numbers. They asked which option won’t waste their time.
Small moments turn hesitation into action
A clear metric, a simpler filter or a transparent explanation does more than another chart.
Sit next to your users if you can
Having real agents on the team gave us the deck builder. No survey would have found it this fast.
[001] Strategy
From one idea to a product
The client came to me with an idea: a platform for turnkey businesses and commercial real estate in the UAE. There was no brief, no research and no product definition.
Everything after that idea was my work: what the product is, who it serves, how it earns trust and how every flow works.
Positioning
Not another listing site, but a decision-support tool that blends verified data, clear comparisons and transparent logic.
Three roles, one marketplace
Investors look for opportunities, sellers list them, agents connect the two. I designed how each role sees and acts on the same listing.
Trust at the core
Transaction data comes from official government sources, and AI suggestions come with pros and cons.
A tool for agents
Our in-house agents spent hours building client presentations by hand. That became the deck builder.
The design challenge
Help investors choose between a coffee shop and a warehouse, and feel sure about it.
[002] Research
Getting inside investors’ minds
I started with 14 competing platforms, turned what I found into ten hypotheses and checked them with real investors: first a survey, then in-depth interviews.
14 competitors, UAE and global
Showed where other platforms fall short and where we could create real value for investors.
Survey, 41 investors
23 had invested in real estate or turnkey businesses before, 18 were exploring their first deal. Ten hypotheses across five themes, from how people choose to how much they trust AI. Investors put confidence over speed, and the answers showed what makes them hesitate.
In-depth interviews, 7 investors
4 experienced and 3 new to investing, 45 to 60 minutes each. People didn’t want endless data. They wanted guidance that helps them decide quickly and feel sure about it. I turned what they said into Jobs to Be Done.
Research in numbers
14
competitors analysed
41
investors surveyed
23 experienced, 18 first-time
7
in-depth interviews
4 experienced, 3 first-time
An investor in an interview
“I don’t need more listings, I need help figuring out which option won’t waste my time.”
[003] Solutions · Find with AI
AI that shows its work
Investors describe what they want, and AI suggests options with pros and cons for each. The reasoning is on the screen, so it’s easy to check before acting on it.
[003] Solutions · Listings
Listings built for decisions
“It’s tough to compare a coffee shop with a warehouse.”
Every card shows quick-scan metrics, so key details read in seconds. The detail page puts the money questions first: price, EBITDA, ROI, taxes and fees.
[003] Solutions · Pricing
A price with context
I merged the price filters and put ROI next to the price, so investors understand value without extra clicks. Market data from official transactions shows the price trend against the district average and demand by district.
[003] Solutions · Themes
Dark and light themes, built for comfort and focus. Every detail stays clear, day or night.
[004] The best part
The deck builder
We had three real estate agents on the team, so I saw the problem every day: agents move between calls and viewings and build client presentations by hand.
It works two ways. An agent can open a client folder with options already picked and turn it into a deck. Or start from scratch: search, filter and build the selection right inside the builder, adjusting prices on the way.
Control what clients see
Hide price, comparisons or location maps to tailor each deck to the client and the moment.
Merge multiple sources
Pull listings from favourites, agency stock or whole client folders, and filter and sort them inside the builder.
Edit on the fly
Adjust prices right away if they’ve already been negotiated with the seller.
Fit every screen
Decks work on desktop and phone, in dark or light, with the client’s name on the cover.
[005] Beta
Tested by the people it was built for
The platform hasn’t launched yet. Before launch, our in-house brokers tested it. Testing showed that even small tweaks made the experience simpler, so we refined the core interactions.
Listing cards
Clearer visual hierarchy and quick-scan metrics, so users grasp key details in seconds.
Pricing clarity
Merged price filters and clear ROI context, so investors understand value without extra clicks.
[006] Key takeaways
What I learned
Start from the decision, not the data
Investors didn’t ask for more numbers. They asked which option won’t waste their time. Every screen was built around that question.
Small moments turn hesitation into action
A clear metric, a simpler filter or a transparent explanation does more than another chart.
Sit next to your users if you can
Having real agents on the team gave us the deck builder. No survey would have found it this fast.
Next cases
