Fruits & vegetables is cleaned, sliced, chopped and delivered daily

We began with an in-depth discovery phase, engaging in detailed conversations with CleanPlants’ leadership team to understand their operations, sales model, and market dynamics. Much of the context presented in the Challenges section was uncovered during this stage. We had to temporarily "think like restaurateurs"—learning about industry regulations, workflows, and day-to-day challenges. We observed the sales team’s efforts to convert new partners by emphasizing long-term stability and quality over short-term cost savings. We also spent time with the operations manager, who navigates a daily storm of emails, phone calls, and custom requests. A highlight of the phase was an onsite tour where the founder introduced us to their facility and gave us a hands-on look at the professional-grade slicing, peeling, and packaging equipment.

The first deliverable was a high-impact sales landing page. This phase was divided into Planning & Design and Development. We identified that the fastest, most cost-effective step with the greatest short-term ROI was to provide the sales team with a landing page they could use as a digital reference after meetings. It served to reinforce verbal promises with a modern, tangible online presence. Our copywriter crafted the messaging and page structure, while our designer built a full visual style guide based on the existing logo. Once these assets were complete, we finalized the development estimate and delivered the site within weeks, empowering the sales team with a valuable digital tool.

While the sales site was a practical first step, the real UX challenges lay in digitalizing the ordering process. Unlike standard e-commerce, CleanPlants offers deeply nested product variations that need to remain accessible to a non-tech-savvy user base. We began with a focused Planning & Design phase, working in close iteration with the client to streamline complexity and avoid unnecessary features.

Through this process, we deprioritized order status tracking and instead focused on solving the real pain point: chaotic ordering via email and phone. The solution was a product catalog that could handle complex variations—like slicing style, size, and minimum order quantity—using an easy-to-navigate frontend and custom admin interface. Finalized orders triggered a well-structured email to the CleanPlants team, from which they could continue the conversation manually. This trimmed MVP skipped superfluous features while directly addressing the most critical bottleneck.

This is the current phase. The goal is to replace the email-based ordering process with a fully internal system. Submitted orders will be viewable in an internal dashboard, enabling the team to review, make adjustments, and send back tailored offers if needed. Once accepted, payment will be collected via credit card, and an invoice will be issued automatically. This transition will centralize communication, reduce friction, and eliminate the chaos of multi-channel coordination, ensuring all customer interactions occur through one streamlined system.