Frandex is a B2B e-commerce platform for restaurants, hotels, cafés, and professional kitchens — designed to make procurement as fast and intuitive as consumer shopping.
A B2B e-commerce platform for the HoReCa sector — restaurants, hotels, cafés, and professional kitchens. The platform makes procurement fast and intuitive, with a structured catalog, clean product cards, and a mobile-ready layout built for professional buyers.
The task was to redesign the full platform experience for Frandex — a B2B e-commerce solution serving the HoReCa sector. The goal was to create a product interface that supports professional buyers with a clear catalog architecture, structured product cards, and a responsive layout that works seamlessly across desktop and mobile.
The core challenge was balancing depth with simplicity. Professional buyers — chefs, procurement managers, hotel operators — need access to detailed product specifications, but the interface had to remain fast and intuitive. Existing B2B platforms in this space were dense, cold, and difficult to navigate without training. We needed to redesign the experience so that finding, comparing, and ordering equipment felt effortless — without stripping out the detail that professional users depend on.
The result is a clean, bold platform that earns trust from the first screen. A structured catalog with clear navigation removes decision friction. Product cards surface the right information at the right moment — so buyers make decisions on the card, not after five clicks. The responsive layout ensures the experience holds on any device. The visual language is professional without being cold, fast without being shallow.
The research phase focused on understanding the procurement habits of HoReCa buyers — restaurant managers, hotel purchasing teams, and professional kitchen operators. We mapped their decision-making process: what information they need, how they compare products, and where existing platforms create friction. The key insight: professional buyers are time-constrained and specification-driven. Every extra click is a cost.
The research phase focused on understanding the procurement habits of HoReCa buyers — restaurant managers, hotel purchasing teams, and professional kitchen operators. We mapped their decision-making process: what information they need, how they compare products, and where existing platforms create friction. The key insight: professional buyers are time-constrained and specification-driven. Every extra click is a cost.
The project brief centered on rebuilding the Frandex platform experience from the ground up. The priorities: a structured product catalog, clean and information-dense product cards, intuitive search and filtering, and a mobile-responsive layout. The design needed to feel professional and fast — a platform built for people who know exactly what they need and don’t want to hunt for it.
UX research involved mapping the buyer journey across different HoReCa roles — from a solo café owner to a hotel procurement manager handling bulk orders. Key findings shaped the final design: buyers need fast access to product comparisons, clear pricing, and visible stock information. Trust signals — supplier details, certifications, order history — needed to be present but unobtrusive.
The moodboard drew from modern consumer e-commerce and professional B2B tools — bold typography, clean white space, strong visual hierarchy. The palette was restrained: neutral backgrounds with high-contrast product photography and clear typographic structure. The goal was a platform that feels contemporary and trustworthy, not like a legacy procurement system.
Design concepts explored two directions: a minimalist approach emphasizing speed and clarity, and a more structured layout with stronger visual categorization. The final direction merged both — clean and fast at the top level, with structured depth available when buyers need it.
The UI design delivered a full platform experience: homepage, catalog pages, product cards, search results, mobile layout, and key interaction states. Bold typography ensures readability at every scale. The visual language is consistent and professional — a platform that looks like it was built for the people using it.
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