food and beverage marketplace

Menoo is a marketplace for the food and beverage industry aimed to connect suppliers with food service businesses that need to restock their inventory.

What is Menoo for?

Being an online B2B marketplace, Menoo acts as an intermediate step between suppliers and food service businesses; a single point where suppliers can collect orders and their customers get the best prices for bulk buying food and drinks for their businesses.

For instance, businesses such as restaurants, hotels or supermarkets who would like to purchase premium products will be able to do so from a single platform with access to a wide catalogue of products. Access to this integrated experience also enables them to research, compare prices and product features at a larger scale, searching for the best deals that fits their specific business needs.

On the other hand, suppliers can plug their entire product catalogue into the marketplace, easily updating and managing their product data, and having access to aggregate demand all in one place. They can keep track on all orders, automate order flows and dramatically minimise processing costs.

UX methodologies used
  • Desk research and benchmarking
  • Proto-personas
  • User journeys
  • Prototyping
  • Heuristic evaluation
Some UX challenges encountered

#1 Design for B2B buying patterns

#2 Incorporate non-intrusive ads

#3 Provide a unified user experience

Challenge #1: Design for B2B buying patterns

It is crucial to understand Menoo differs from traditional B2C marketplaces and it was therefore necessary to design a solution to fit these specific customer needs and buying patterns. Food retailers such as supermarkets, hotels and restaurants will buy in bulk quantities and reorder the same products over and over again if they feel their customers are satisfied with them.

  1. Product quantities need to be typed using a text input field, not using buttons or dropdowns.
  2. Quick buy and reorder interface to optimise the purchase process for returning customers.
Challenge #2: Incorporate non-intrusive ads

Menoo incorporates ads from food and drink wholesalers’ (i.e. products on sale or newly released product ranges to the market). These banners are linked to the different supplier pages in Menoo, where they can present their different brands to retailer customers’.

It was key to embed these as native ads. In other words, non-disruptive adverts that look like they are a part of the editorial view of the online store; it’s adapted to the format and functionality of the environment and is it therefore not perceived as an ad by the user.

Challenge #3: Provide a unified user experience

A connected experience across all environments (desktop, tablet and mobile) is fundamental for a seamless cross-platform marketplace such as Menoo. The platform doesn’t stop with the online store, but complementary apps such as the dashboard also form part of the whole experience, where wholesalers’ can view their sales or manage their pricing rules and discounts on specific products. All these individual connected experiences which need to feel as part of the same ecosystem and this goes hand in hand with designing and documenting a cohesive design system consisting of UI reusable components.

At the same time, a design system was developed from scratch. Each component consists of three variations: desktop devices, Android (based on Material Design) and iOS (based on the Human Interface Guidelines) to provide to each user a unique experience adapted to the device he or she is using. For instance, as it can be seen in the imagen, there are slight differences in the primary navigation (Android implements the hamburger menu and positions it in the top part of the screen and, in iOS, it consists of a floating navigational bar in the bottom area).

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