Online Marketplace Website UI/UX
Design and Development for GreenPal

GreenPal is an online marketplace that links homeowners and local, vetted lawn care professionals. Users enjoy multiple bids, schedule service, pay securely, and approve the work with photo proof- all in one place.

Homeowners struggled to find reliable help, dealing with no-shows, inconsistent pricing, or cash-only payments. Lawn care professionals were also struggling. They often wasted time and fuel chasing down new clients and payments.

GreenPal’s mission was to bring order to this chaos. But as a startup, they had no platform, app, or brand identity. Just a powerful idea to build a trustworthy bridge between homeowners and service providers.

But an idea alone can’t generate revenue.

GreenPal came to our studio asking us to build their entire digital marketplace from the ground up. This brand-new platform had to be robust. Scalable. And incredibly easy to use for 2 very different types of users. Tech-savvy homeowners. On-the-go lawn care vendors.

Our key objectives were to:

• Ensure Two-Sided Simplicity: The platform needed two sides—one for homeowners to post jobs in under a minute, and one for vendors to manage jobs and their business on the go.
• Build Trust: People don’t easily trust strangers online. So we added features like vendor checks, photo proof of completed work, and secure, automatic payments.
• Create a Strong Brand: GreenPal needed more than just a working site. It needed a brand that felt reliable, easy, and professional to stand out from competitors.
• Ensure Speed and Scalability: Users had to book services for the next day without making phone calls. The design had to handle fast growth—from just 10 users a week to over 10,000.

GreenPal needed more than just an online platform. They needed their very own ecosystem. This platform had to make booking lawn care as simple as ordering a pizza.

Building a two-sided marketplace from a blank slate is a huge undertaking. How do you design a platform that attracts homeowners when there are no pros? And how do you attract pros when there are no homeowners? We had to make the UX feel compelling for both sides from day one. To do so, we had to address several core challenges from day one:

The Trust Gap:

• How do you convince homeowners to let strangers onto their property based on a digital profile? And how do you assure lawn care pros they’ll get paid on time without chasing checks? Our design had to overcome both sides of this trust issue.

A Fragmented User Journey:

• Booking a service isn’t simple: post a job, compare bids, schedule it, approve work with photos, and pay. Our challenge was to make this multi-step flow feel smooth and easy — especially on mobile. The goal was to create a linear, stress-free experience.

The 2-Sided User Experience:

• Homeowners and vendors use the app very differently. A homeowner might log in briefly to schedule or check on a service. A vendor uses it all day to manage jobs. The UI had to serve both without compromising either experience.

Building a Scalable Architecture:

• Thousands of jobs, live bids, real-time messaging, geolocation, and secure payments — all happening at once. The system had to support this at a national scale. Performance and security had to be built in from the start.

The project required us to be more than just designers and developers. We had to be architects of a new digital economy for the lawn care industry.