Food Fleet

Every business is unique, and Food Fleet posed a distinctive challenge. They needed custom software to efficiently manage their event operations while overseeing a multitude of food truck and catering vendors, each with their menus, contracts, licenses, and financial data. The task was clear: create a comprehensive platform to handle this complexity.

My role

  • User-Centric Approach: As the product designer at Freshify / Freshinup I collaborated closely with stakeholders to understand user and business needs, creating personas, use cases, and gathering requirements.
  • Strategic Planning: I took a modular microservices approach to plan and conceptualize the entire platform.
  • Design Expertise: Crafting key visuals and establishing a solid design system formed the foundation of the project.
  • UI Leadership: I led a skilled UI design team to develop wireframes, high-fidelity prototypes, and consistently maintain the design system.
  • Seamless Collaboration: From design handoff to delivering user-ready assets, I worked closely with the development and quality assurance teams.

Results

  • Recipe for Success: Although still in development, our proprietary platform significantly contributed to Food Fleet’s valuation and eventual acquisition.
  • Collaborative Achievement: I relished the opportunity to work with a rapidly growing company and diverse cross-functional teams from project inception to the delivery of usable modules and increments.

“This will be a game-changer. Our business is so unique we have tried to find third-party solutions, but nothing that has worked for our needs. We spent two years searching for a solution and finally decided to do it ourselves. (...) I sent him the specs of what we needed, and they were the only company that truly understood our needs. They got what we were trying to accomplish and had a team that was able to think the way we did.”

Jeffrey MoraCEO