B2B ecommerce · Responsive web app · 2024–25
Fruitigo
Redesigning a confidential fresh-produce B2B marketplace to make discovery, onboarding, and monetization clearer across desktop and mobile.
- Role
- Product Designer
- Timeline
- Jan 2024 – Feb 2025
- Team
- Cross-functional product, engineering and QA team
- Platform
- Responsive web app
Outcome
The redesign increased conversion by 40%, onboarded 12,000+ users in its first rollout, and grew paid subscriptions by 27%.
- 40% Conversion increase
- 12k+ Users onboarded
- 27% Paid subscription growth
The problem
A legacy marketplace was getting in the way of trade.
Fruitigo connects people across the fresh-produce supply chain, including growers, exporters, importers, logistics teams, and quality-control professionals. Its older platform made searching, posting, connecting, and working on mobile needlessly difficult.
Outdated visual design, unreliable search and filters, and high-friction sign-up flows weakened trust and blocked the product from converting and retaining the businesses it served.
The approach
Rebuild the core journeys for clarity, speed, and scale.
The redesign focused on search, navigation, responsive mobile behavior, filtering, sign-up, pricing, and business tools. A clearer hierarchy and modern visual system made key platform features easier to find and use.
Search and filters were iterated with users so professionals could reach relevant products, partners, and updates faster. The work also supported new monetization paths, including tiered plans, premium offers, buyer alerts, and sponsored products.
The result
A marketplace ready for its users and its business model.
The new experience increased search clicks by 23%, improved views of high-priority navigation features by 30%, and doubled the speed of reaching a result through improved filters.
A focused internal admin experience also gave operations teams clearer tools for approvals, advertising oversight, and platform management without distracting from the customer-facing product.
What stuck with me
- A marketplace's search and navigation are core product experiences, not secondary utilities.
- Iterating filters with real users can turn complex discovery into a confident, repeatable task.
- Clearer product value and a clearer pricing structure can improve the user experience and the business model together.
