Revenue by redesign: The UX strategy that drove +40% growth
MY ROLE: Product Designer
TIMELINE: Jan 2024- Feb 2025
PLATFORM: Responsive Web App
READING TIME: 14 Minutes
Results in High Level
Old Homepage
New Homepage
📊 40% increase in conversion rate, clear UI and simplified user flows drove stronger actions.
👥 12,000+ users onboarded during the first phase rollout a major leap from the outdated legacy platform.
💳 27% growth in paid subscriptions achieved through modern aesthetics and intuitive & multiple plan selection.
Fruitigo’s old platform was holding it back—confusing flows, outdated UI, and frustrated users.The redesign flipped the script: clearer journeys, smarter tools, and a look that matched its ambition.What followed? More users, higher conversions, and a product finally aligned with its potential.
About the client
Company Name : Fruitigo
*(due to NDA product name is generic)
Industry : Fresh produce B2B E-commerce
What They Do: Fragmented flows and outdated UI held Fruitigo back. The redesign introduced clarity, a modern visual system, and focused features—unlocking better engagement, higher conversions, and a platform ready to scale.
Their Goal: Fruitigo 2.0 introduced a cleaner UI, clearer hierarchy, and smarter features—like sales offers, automated payments, and advanced search—boosting engagement, retention, and subscription growth.
Target Audience:Fruitigo connects professionals across the fresh produce supply chain—from growers and exporters to importers, logistics teams, and quality control—enabling trusted trade and global market access.
Business Model: Fruitigo’s B2B freemium model now includes sponsored products, premium offers, buyer alerts, and tiered plans—unlocking new revenue streams and greater visibility for sellers
Key UX Challenges Costing Business Opportunities
Outdated UI and clunky UX made core tasks like searching, posting, and connecting frustrating. On mobile performance broke down entirely. Key features went unnoticed, and without UX strategy or data, the platform couldn’t convert, retain, or grow.
2. Outdated styling eroded brand perception
3. Poor navigation, weak search & filters killed momentum.
Search and filters essential for discovery were unreliable. Finding products, partners, or updates felt like guesswork, creating friction that stalled workflows and slowed trade.
4. Friction-filled login and sign-up
5. Forms shouldn’t feel friction
From where it broke — To how we rebuilt
Fruitigo’s experience was breaking under pressure—slow, scattered, and costly for both users and the business. We reimagined the core journeys from the ground up, removing friction and rebuilding for clarity, speed, and scale.
1. Search
Search: the elephant in the room Search which was the map to Fruitigo’s features and suite.
+23 %
2. Header & Navigation
We redesigned the header to surface high-priority features, improving flow and increasing discoverability by 30%.
+30 %
3. Mobile, Finally done right
The old mobile UI crammed a desktop layout into a small screen—cluttered, clunky, and hard to use on the go. We rebuilt it from the ground up with mobile-first behaviours in mind: simple, focused, and easy to navigate one-handed.
+30 %
4. Filters that actually helped users filter
Search isn’t helpful if filters aren’t—so we restructured the logic, layout, grouping, labeling, and ordering to deliver faster, cleaner, and more focused results.
2x
Design is iteration — Here’s the proof
Filters were tough. It took five rounds to get them right. Each iteration taught me how users actually think—not how we assumed they did. The final version is simple and fast, but it only got there through listening, testing, and letting go of what didn’t work.
6. From charts to clarity: A dashboard that delivers
The old stats panel overwhelmed users with noise and vague metrics.We turned clutter into clarity—helping users see what matters at a glance.
+42%
From product to profit: Monetizing Fruitigo by design
Fruitigo was stuck in the past—outdated, feature-starved, and losing digital users fast. We rebuilt it to compete, convert, and retain.
💡
1. Pricing Structure
Search: the elephant in the room Search which was the map to Fruitigo’s features and suite.
Clear tiers. Real value. No guesswork.
Each plan speaks directly to business needs—from discovery to scale. Clean layout, benefit-driven copy, and visual hierarchy guide users toward the right decision.
One modal. No plans. No clarity. No chance.
The old pricing experience was buried inside a popup, with unclear value, no visual differentiation, and zero onboarding logic. It didn’t sell—it stalled.
2. Visibility that pays: Sponsored offers & products
We added a new revenue stream by letting gold & platinum users sponsor their products that appears first in search and targets potential buyers to maximise conversion and driving value at both ends.
Top spot guaranteed—because visibility sells
3. News that informs ads that perform designed to give you an edge.
We designed our platform to put readers first—offering full access for subscribers and tailored content for casual visitors. Ads stay meaningful, not messy.
Content That Pays Off: Premium Access & Contextual Ads
Fresh Tools. Smarter Decisions. A Better Way to Work
We rebuilt the essentials of Fruitigo around one goal: make work feel lighter. Every feature you see started with a real user need, not a product wishlist. We listened, simplified, and shaped the experience to surface what matters right when it matters.
1. Activities navigation
2. Details update every 90 days
3. Details update every 90 days
4. Manage users
5. User profile customization
6. Newsletter subscription
7. Trending News
8. Alternative offers
9. Hot offers
10. Detailed stats panel
1. Non logged in user flow
Mapping the critical journey of non-logged users as they discover our platform-where first impressions are the crucial touchpoints that transform curiosity into conversion.
2. Signup Flow
With smart checkpoints, validation layers, and minimal guesswork, this flow reduced confusion and protected quality at scale. It ensures genuine businesses get approved fast—while unverified users are filtered out with minimal effort.
3. User Menu Flow
Grouped flows like profile, products, offers, and alerts into intuitive hubs—so users navigate with clarity, not confusion.
The new structure mirrors real user intent, reducing friction and decision fatigue. What was once scattered is now seamless, purposeful, and easy to follow.
4. Mapping the Mind of Fruitigo
A bird’s-eye view of how every feature, flow, and monetization path connects—designed for clarity, scaled for growth. From the homepage to premium buyer alerts, it’s all mapped out for maximum usability.
We began with a deep audit of the legacy platform, followed by interviews with power users on both sides of the marketplace. Their insights helped surface friction that blocked discovery and slowed progress. The new structure was built around task relevance, business impact, and user access—ensuring every flow serves a clear purpose and moves users forward.
5. Competitor Analysis
This wasn’t just a sitemap—it was a blueprint for focus. We mapped every user path, revenue stream, and internal flow to bring clarity to a scattered system. The result: a leaner, smarter foundation built to grow.
We benchmarked Fruitigo against top fresh produce B2B platforms to spot gaps in UX, features, and monetization. Each competitor was mapped across four pillars: focus, strengths, weaknesses, and revenue model. The insights shaped a strategy rooted in clarity, usability, and scalable value
Internal Operations: Purpose-Built, Not Polished
It’s not user-facing, but the admin panel powers everything behind the curtain. From approvals to ad management, it gives the team the control they need—built for clarity, speed, and zero guesswork.
Old Admin Panel
New Admin Panel
The admin panel isn’t flashy—and that’s intentional because it’s optimized for business & operation team to focus on outcomes. It’s the quiet engine that powers approvals, ad oversight, and platform control. Designed for internal velocity, not aesthetics, it keeps operations lean and friction-free.
We engineered the admin flow to stay invisible to users and invaluable to internal teams—supporting monetization, moderation, and momentum without disruption.
Information Architecture
The Fruitigo admin panel may never be seen by users—but it’s what keeps everything running. From user approvals to ad management, this system powers the workflows that support the entire platform.
When redesigning it, our goal wasn’t to impress with visuals—it was to empower the internal team to work faster, smarter, and without friction.
Unlike the user-facing app, the admin panel was designed with functionality first. Why? Because it’s used daily by a lean back-office team with 20+ internal users who value clarity and speed over aesthetics. These are people doing focused tasks, not casual browsing.
Rather than over-designing it, we focused our resources on making the core product delightful, while keeping the admin panel lean, utilitarian, and familiar.
By choosing practicality for the admin side, we were able to double down on the design quality of the user facing platform—ensuring that users enjoy a modern, intuitive experience, while admins get the efficient tools they need to keep it all running.
Iterations
Before adding UI polish, we prioritized what mattered: clarity, control, and speed. Mid-fidelity wireframes helped us shape the core workflows from company approvals to managing buyer alerts and sponsored listings—without distraction.
Mid-Fidelity Design
Iteration 1
Iteration 2
They served as a test bed for structural decisions—ensuring the right hierarchy, navigation, and layout logic for a tool built not for aesthetics, but for operational speed. By removing visual noise, we were able to iterate fast, focus on tasks, and align internal flows with how real teams work.
High-Fidelity Design
Every great UI goes through phases. What you see here isn’t just a sequence of screens—it’s a story of listening, testing, and refining. Each version got us closer to what Fruitigo needed to be: more intuitive, more useful, and more real. This wasn’t about changing how it looked—it was about improving how it felt.
Version 1
Version 2
Version 3
Version 4
*(May take a while to load due to image size)
What We Learned
User behavior evolves—so should the product
Solving usability issues wasn’t enough. We had to respond to how buyers and sellers behave in a digital-first, post-pandemic world. In B2B, the way people discover, compare, and commit has evolved. Fruitigo needed to shift from a static directory to a responsive, task-oriented experience.
A better front-end only works with a smarter back-end
Great interfaces don’t stand alone. Internal systems from approvals to ad moderation had to evolve alongside the front-end. We partnered with ops and stakeholders to rethink the admin panel, simplify workflows, and ensure the redesign held up beyond the prototype.
Big changes happen through small, focused steps
We didn’t try to fix everything at once. Instead, we broke the work into focused phases one flow, one outcome at a time. It helped us validate improvements, reduce dev debt, and stay responsive to feedback while keeping momentum and direction.
What’s Next
Continued Improvements
Despite thorough QA and pre-launch testing, a product of this scale will always surface edge cases post-release. I remain involved in identifying and addressing bugs as we monitor real user behavior across workflows.
Post-Launch Optimization
Design doesn’t stop at handoff. We’re closely tracking engagement data to fine-tune usability, content clarity, and task flowsespecially around sponsored offers, alerts, and plan upgrades. Every insight informs the next iteration.
Scaling with Purpose
With a clearer foundation, Fructidor is now better equipped to scale. We’re following a phased roadmap to introduce new features while maintaining a consistent, intuitive experience across user types.
Continue to design better experiences
This project pushed me to think beyond pixels to design systems, shape business outcomes, and collaborate across disciplines. I’m proud of what we shipped, and even prouder of the thinking behind it.
Team behind Fruitigo
This has been my proudest contribution to Fruitigo. Couldn't have done so without the amazing team at Hash Agile! Huge kudos to our heroes in the product engineering team, our QA team, and the data team.
Thank you for reading through! Hope you enjoyed learning about my design and thought process, how I design with intent, communicate across teams, and stay grounded in real user needs.:)
