user advocate focused on delivering strategic and meaningful user experiences
MeatX
Role: Product Designer | Duration: 5 Months | Tools: Sketch, Framer, Jira
Meat X (name has changed due to privacy policy) is a global supplier of frozen meat, serving B2B clients.
📌Project Context
The Problem: When Your Best Customer Can’t Place an Order
It was 4:30 PM on a Friday when a sales manager at MeatX Services, got that call—again.
"I need 500kg of ribeye by Tuesday, but your portal shows zero stock! My restaurant group is about to sign with your competitor!"
Meanwhile, buyers struggled with the opposite problem:
"I ordered 300kg of pork belly last week. Why am I getting 50kg today and ‘the rest later’ with no dates?"
The Root Issues
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Sales teams couldn’t promise accurate inventory
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Buyers faced phantom stock and order surprises
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60% of workdays were spent firefighting calls instead of selling
🔍 Research & Insights
Once we're tested current software ourselves I partnered with a product manager and the president of the company to conduct user Interviews to identify real pain-points for different user groups.
Key users groups:
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Sales Managers: “I promise stock based on yesterday’s PDF report—it’s always wrong.”
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Buyers: “I want to track my order like an Amazon package.”
Key problems we founded:
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Inventory Blindspots: Stock levels updated only after manual scans.
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Order Anxiety: Clients called repeatedly for delivery ETAs.
Deeper Insights
Before I could jump into design, it was important to define success and understand the health of the meat trading experience at scale.
Most orders require additional coordination effort.
Digging into the data revealed some big insights into the buying experience. Almost all orders involved some extra coordination effort such as a phone call to clarify the destination, packages, and additional legal documents. This data showed that the experience was hardly the “two clicks magic” for everyone in the process.
“In a market as busy as the international protein industry, over $1 million was wasted per week because of problematic orders.”
🧩 User Experience
Once I defined main pain-points both user groups, now was time to create a core users journeys, wareframes and iterate on them.
Core flows:
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Sales Manager: Receive order request → Check conditions → Approve → Ship.
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Buyer: Place an order → Track shipment → Receive compliance docs.
*Low-fi prototype tested with internal teams.
🎨 UI Solutions
With validated wireframes and user journeys in hand, I shifted focus to translating functional clarity into a visual language tailored to MeatX’s unique environment:
A. For Buyers
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One-click access to the up-to-date catalog of products.
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Transparent and Flexible order process (e.g. counter-offer).
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Estimated thaw time based on transit data.
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Document auto-attach (certificates, expiry dates).
B. For Sales Managers
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Real-time graphs with information about all orders.
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Managing all of the process within the app.
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Accurate stats with product performance, conditions, expiring items etc.
🔬 Usability Testing
After perfecting the UI, it was time to answer the real question:
"Does this actually make their jobs easier?"
I dove into testing with the people who mattered most—the sales managers negotiating orders and the buyers.
"If it doesn’t save them time or reduce headaches, it’s just another app."
How I Structured the Tests:
1.Real-World Scenarios
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Had sales managers process mock orders under time pressure
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Asked buyers to track shipments using only the app (no calls/emails)
2. What I Measured:
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Time to close a deal (vs. old system)
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Number of support calls avoided
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"Aha!" moments vs. frustration points
The Wake-Up Call:
Our UI hid some surprises:
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Sales managers missed bulk-order shortcuts (added floating action button)
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Buyers overlooked contract terms (introduced signature checkpoints)
Request - we do the rest
With its complete reinvention, MeatX now delivers a seamless, intelligent experience tailored to your needs:
✨ Smart Order Matching
No more manual filters or guesswork—the app instantly surfaces the best offers for you based on:
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Who you are (buyer preferences, order history)
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Where you are (local availability, logistics constraints)
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Where you ship (route optimization, cost-efficient carriers)
⏱ Effortless Ordering
MeatX pre-empts your needs, reducing steps so you can secure the right product in seconds—not minutes.
📲 Transparent Tracking, Simplified
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Step-by-step guidance walks users through order status with clarity.
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No more confusion—every update is detailed, logical, and actionable.
💡 By Cutting the Noise, We Boost Efficiency
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Eliminated nonsensical requests with smarter form logic.
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Reduced support calls by making the process self-explanatory.
Impact
In 2017 the MeatX app launched globally. After 4 months of launch:
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75% faster order processing.
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4.7/5 rating from sales team (vs. 2.8 before).
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40% fewer support calls from buyers about orders.
Working with MeatX to reimagine their meat logistics platform was both a privilege and an education.
Key Lessons I’ll Carry Forward
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Design for Rituals, Not Just Tasks
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The way workers actually staple, stamp, and sign matters more than theoretical workflows.
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Clarity = Trust
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Buyers didn’t just want tracking—they wanted proof. Transparency became my design mantra.
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Constraints Breed Creativity
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Designing for spotty connectivity pushed me to innovate in offline modes and ultra-accessible UI.
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I’m deeply grateful to the MeatX team for their partnership and candor. This project didn’t just change their app—it changed how I approach B2B design forever.
