GoDirect Trade (GDT) is a greenhouse/start-up business within Honeywell. This greenhouse started as merely a question to a few key individuals in January of 2018 – “Less than 2.5% of these transactions are done online, why?” My role as the the Lead UX designer was to create an entire end-to-end user experience where buyers and sellers could come together and simplify the way the market bought and sold used equipment.