ESHO
Product / Design System for food Delivery App
E-commerce
HoReCa
Product Design
About the client
Esho is an emerging B2C e-commerce platform specializing in the direct-to-consumer sale of high-quality semi-finished goods and ready-made meals. Developed within the Razom team, the project aimed to bridge the gap between traditional food production and the modern online shopper.
The platform provides a digital storefront where customers can easily browse, filter, and purchase gourmet-level convenience foods. Overall, Esho is a customer-centric solution designed to simplify meal prep for busy individuals while maintaining a premium brand image through a seamless digital experience.
Challenges
The primary challenge was the lack of a dedicated web product capable of presenting semi-finished goods in an appetizing and organized manner for the average consumer. Without a unified design system, the initial interface felt fragmented, making it difficult for users to navigate a large assortment of products. Additionally, the business faced operational hurdles due to the absence of a synchronized CRM and order management system.
The project required a solution that not only looked professional but also automated the transition from a customer’s online click to the internal team's fulfillment process, all while driving conversion in a competitive food-tech niche.
Solution statement
To create a scalable B2C solution for Esho, we followed a systematic approach focused on UX clarity and operational efficiency. Our primary focus was on establishing a robust Design System that would standardize all interface elements, ensuring that the platform remains intuitive as the product catalog grows.
Our decision involved a thorough restructuring of the product navigation and filtering logic to help customers find specific meals quickly. We developed high-fidelity wireframes and UX flows that integrated directly with the client's CRM and marketing tools, turning the website into a lead-generating engine. By optimizing the design-to-production pipeline, we ensured that new features—such as promotional banners or seasonal categories—could be implemented with minimal technical friction and zero visual inconsistencies.
So a team with diverse skills in UX architecture and system integration worked collaboratively to build a platform that serves both the customer and the business. This included a visual strategy that highlights the quality of the ingredients, making the "semi-finished" nature of the product feel like a premium convenience service.
Vanya
Product Manager at ESHO
The Esho project required a delicate balance between a complex backend and a simple, inviting frontend. The design system implemented by the team allowed us to launch a professional B2C platform in record time. Their focus on CRM integration and user conversion metrics helped us turn a traditional food business into a modern digital contender.
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