Eggify

Designing a B2B platform for the hospitality industry

Role: Product Designer, leading the entire process from research and UX strategy to interface design.

Team of 3: PM, developer and me.

Screenshots of the Eggify app showing a search page with categories like suppliers and community, and a detailed page of a food supplier named Espirituosos S.A. with ratings, location, and contact options.

Hospitality operators lose time and money trying to find reliable suppliers. Decisions are often based on informal recommendations, with no system to support transparency or make comparisons easier. Management still relies on traditional, offline methods that limit growth and efficiency.

The Problem

To create a digital meeting point for operators and suppliers that builds trust and simplifies the supply chain.

The Objective

Interior of a modern coffee shop with wooden tables and chairs, black pendant lights, large windows, and a counter with baristas preparing drinks.
A person holding a white plate with a gourmet dish of greens, sauce, and a piece of fish at a dinner table with wine glasses, bread basket, and other dishes, in a dimly lit restaurant setting.

Process

Qualitative research

• In-depth interviews with operators and suppliers

• Identification of routines, fears and unspoken needs

Ideation and MVP definition

• Prioritisation of features that build trust and drive adoption

• Focus on a viable and testable MVP

Analysis and alignment

• Creation of journey maps and user personas to visualise key friction points

• Team alignment (PM and developer) around real user problems

Prototyping and validation

• High-fidelity wireframes and prototypes

• User testing to iterate before development

Key findings: the pillars of the solution

A barista in a black apron and red plaid shirt working with a touchscreen point-of-sale device at a coffee shop counter, with other staff preparing drinks in the background.

Research uncovered specific friction points for each user profile. These insights became the foundation for designing the Eggify experience.

For operators:

• Spend too much time searching for new suppliers

• Hesitant to try new suppliers due to risk of unreliability

• Rely on word of mouth to find trustworthy suppliers

• Timely delivery is a critical factor

• Efficient inventory and cash flow management directly impact profitability

Ingredients for cooking including a large raw beef roast, chopped onions, chopped garlic, diced celery, chopped carrots, fresh thyme, a bowl of grapes, a bowl of red berries, a small bowl of black pepper, a small bowl of salt, a tsp of olive oil, a glass of water, a cup of red wine, and a meat thermometer.

For suppliers and producers:

• Frustration with cold client acquisition methods

• Acknowledge the need for an online presence but see it as costly and complex

• Need to maintain smooth communication and keep a clear record of customer orders

The Solution: a user-centred B2B ecosystem

Eggify was designed as a comprehensive solution that directly addresses these insights. It is not just a tool, it is an ecosystem that builds trust and creates value.

Core value proposition
To be the go-to meeting point that shifts suppliers’ strategy from outbound (seeking clients) to inbound (being discovered), while offering operators a centralised space to compare, select and evaluate suppliers.

Principal sections

Trust-focused supplier profiles
• Operator ratings, on-time delivery rates and certifications
• Clear and standardised presentation to support decision-making

Simple dashboard for suppliers
• Manage incoming requests without technical complexity
• Designed for fast adoption from first use

Community and recommendations
• Digitising word of mouth
• Discover new suppliers and strengthen the network

Smart search engine
• Filters by rating, availability, price and category
• Aligned with users’ real decision-making criteria

Next steps if the project had continued

The project concluded with the delivery of the MVP and its development, so we were not able to follow up afterwards. Had it continued, we would have defined KPIs to measure success. Some of these could have included:

- Activation: percentage of operators who make contact within the first 7 days
- Trust: percentage of profiles completed to 90%
- Efficiency: average time to find a new supplier
- NPS to measure satisfaction and likelihood to recommend

A collage of several mobile app screens for Eggify, a platform for restaurants and suppliers, showing features such as company profiles, reviews, product listings, conversations, and contact information.

GPT: A copywriting assistant to ensure language quality in early design stages