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WATERMELON MARKETPLACE
WATERMELON MARKETPLACE
WATERMELON MARKETPLACE
Designed and led the evolution from MVP to a scalable product ecosystem, transforming low-adoption MVP workflows into a high-performing product that significantly increased in app discoverability, user adoption, and operational efficiency.
Designed and led the evolution from MVP to a scalable product ecosystem, transforming low-adoption MVP workflows into a high-performing product that significantly increased in app discoverability, user adoption, and operational efficiency.
Designed and led the evolution from MVP to a scalable product ecosystem, transforming low-adoption MVP workflows into a high-performing product that significantly increased in app discoverability, user adoption, and operational efficiency.
Designed and led the evolution from MVP to a scalable product ecosystem, transforming low-adoption MVP workflows into a high-performing product that significantly increased in app discoverability, user adoption, and operational efficiency.
4 Connected Platforms
4 Connected Platforms
Buyers, Suppliers, POS, Back-End Admin
Buyers, Suppliers, POS, Back-End Admin
Buyers, Suppliers, POS, Back-End Admin
Buyers, Suppliers, POS, Back-End Admin
2900+
2900+
2900+
Restaurants
Restaurants
Restaurants
Restaurants
750+
750+
750+
Suppliers
Suppliers
Suppliers
Suppliers
45000+
45000+
45000+
SKUs
SKUs
SKUs
SKUs
OVERVIEW
OVERVIEW
OVERVIEW
OVERVIEW
From MVP to MVP
From MVP to MVP
From MVP to MVP
From MVP to MVP
A Glow-up that made me cry:
UI Refresh & Improved Navigation
Enhanced Supplier Discoverability
4X Increased App Session Length
24% Increased Avg Ticket Value
40% reduced manual admin work
Faster User Sign-up and Account Set-up
New Catalog Management | Unified Payments | Credit Finance | Dynamic Cart | User Tier Hierarchy | Quick Check-out ....
A Glow-up that made me cry:
UI Refresh & Improved Navigation
Enhanced Supplier Discoverability
4X Increased App Session Length
24% Increased Avg Ticket Value
40% reduced manual admin work
Faster User Sign-up and Account Set-up
New Catalog Management | Unified Payments | Credit Finance | Dynamic Cart | User Tier Hierarchy | Quick Check-out ....
STEP 1
STEP 1
STEP 1
STEP 1
Framing the
Problem
Framing the
Problem
Framing the
Problem
Framing the Problem
Understanding why the product wasn’t being used.
Understanding why the product wasn’t being used.
Before redesigning screens, we needed to understand why a product built to simplify procurement was being actively avoided.
Through user interviews, operational audits, and live order shadowing, we uncovered a pattern: most high-value workflows were happening outside the app. Orders, payments, invoices, and credit were all being managed manually — turning the platform into an incomplete catalogue, not a system.
Before redesigning screens, we needed to understand why a product built to simplify procurement was being actively avoided.
Through user interviews, operational audits, and live order shadowing, we uncovered a pattern: most high-value workflows were happening outside the app. Orders, payments, invoices, and credit were all being managed manually — turning the platform into an incomplete catalogue, not a system.
Before redesigning screens, we needed to understand why a product built to simplify procurement was being actively avoided.
Through user interviews, operational audits, and live order shadowing, we uncovered a pattern: most high-value workflows were happening outside the app. Orders, payments, invoices, and credit were all being managed manually — turning the platform into an incomplete catalogue, not a system.
Before redesigning screens, we needed to understand why a product built to simplify procurement was being actively avoided.
Through user interviews, operational audits, and live order shadowing, we uncovered a pattern: most high-value workflows were happening outside the app. Orders, payments, invoices, and credit were all being managed manually — turning the platform into an incomplete catalogue, not a system.
Key themes surfaced:
Discovery was poor, pricing was opaque, and supplier reliability was unclear
Large and credit-based orders bypassed the platform entirely
Discovery was poor, pricing was opaque, and supplier reliability was unclear
Large and credit-based orders bypassed the platform entirely
Suppliers lacked motivation and tools to maintain listings
Operational complexity increased after checkout, not before
Suppliers lacked motivation and tools to maintain listings
Operational complexity increased after checkout, not before
Suppliers lacked motivation and tools to maintain listings
Operational complexity increased after checkout, not before
Suppliers lacked motivation and tools to maintain listings
Operational complexity increased after checkout, not before
STEP 2
STEP 2
STEP 2
STEP 2
Benchmarks &
Inspiration
Benchmarks &
Inspiration
Benchmarks &
Inspiration
Framing the Problem
Learning from leaders of industry
- not direct competition.
Learning from leaders of industry
- not direct competition.
Learning from leaders of industry
- not direct competition.
Learning from leaders of industry
- not direct competition.
We studied consumer and B2B leaders to understand:
How trust is communicated
How discovery is accelerated
How complexity is hidden behind simplicity
We studied consumer and B2B leaders to understand:
How trust is communicated
How discovery is accelerated
How complexity is hidden behind simplicity
We studied consumer and B2B leaders to understand:
How trust is communicated
How discovery is accelerated
How complexity is hidden behind simplicity
We studied consumer and B2B leaders to understand:
How trust is communicated
How discovery is accelerated
How complexity is hidden behind simplicity
References included Amazon, Careem, Carrefour, Swiggy Instamart, Tabby and SHEIN — not to mimic UI, but to extract patterns of behaviour, interaction, and expectation.
References included Amazon, Careem, Carrefour, Swiggy Instamart, Tabby and SHEIN — not to mimic UI, but to extract patterns of behaviour, interaction, and expectation.
References included Amazon, Careem, Carrefour, Swiggy Instamart, Tabby and SHEIN — not to mimic UI, but to extract patterns of behaviour, interaction, and expectation.
References included Amazon, Careem, Carrefour, Swiggy Instamart, Tabby and SHEIN — not to mimic UI, but to extract patterns of behaviour, interaction, and expectation.
STEP 3
STEP 3
STEP 3
STEP 3
Rebuilding
Discovery as a
Growth Lever
Rebuilding
Discovery as a
Growth Lever
Rebuilding
Discovery as a
Growth Lever
Framing the Problem
Making the marketplace worth browsing —
not just ordering.
Making the marketplace worth browsing — not just ordering.
Making the marketplace worth browsing —
not just ordering.
Making the marketplace worth browsing —
not just ordering.
Once the core blockers were mapped, we focused on the highest-leverage opportunity: improving how buyers discover products, suppliers, and value.
Discovery wasn’t just about search — it was about confidence, comparison, and clarity.
Once the core blockers were mapped, we focused on the highest-leverage opportunity: improving how buyers discover products, suppliers, and value.
Discovery wasn’t just about search — it was about confidence, comparison, and clarity.
Once the core blockers were mapped, we focused on the highest-leverage opportunity: improving how buyers discover products, suppliers, and value.
Discovery wasn’t just about search — it was about confidence, comparison, and clarity.
Once the core blockers were mapped, we focused on the highest-leverage opportunity: improving how buyers discover products, suppliers, and value.
Discovery wasn’t just about search — it was about confidence, comparison, and clarity.
This phase explored how users want to shop in a B2B context:
This phase explored how users want to shop in a B2B context:
By category when they’re exploring
By supplier when they’re optimising for MOV
By category when they’re exploring
By supplier when they’re optimising for MOV
By price when margins matter
By trust signals when stakes are high
By price when margins matter
By trust signals when stakes are high
STEP 4
STEP 4
STEP 4
STEP 4
Reimagining
payments &
Operational flows
Reimagining
payments &
Operational
flows
Reimagining
payments &
Operational flows
Framing the Problem
Bringing money, trust, and accountability back into the platform.
Making the marketplace worth browsing — not just ordering.
Bringing money, trust, and accountability back into the platform.
Lack of unified payments were the single biggest blocker for user adoption.
Cash on delivery, offline invoices, manual credit approvals, and post-order chaos meant Watermelon had no real control over its own transactions. This section shows how we redesigned payments not as a feature — but as an operating system.
Lack of unified payments were the single biggest blocker for user adoption.
Cash on delivery, offline invoices, manual credit approvals, and post-order chaos meant Watermelon had no real control over its own transactions. This section shows how we redesigned payments not as a feature — but as an operating system.
Lack of unified payments were the single biggest blocker for user adoption.
Cash on delivery, offline invoices, manual credit approvals, and post-order chaos meant Watermelon had no real control over its own transactions. This section shows how we redesigned payments not as a feature — but as an operating system.
Lack of unified payments were the single biggest blocker for user adoption.
Cash on delivery, offline invoices, manual credit approvals, and post-order chaos meant Watermelon had no real control over its own transactions. This section shows how we redesigned payments not as a feature — but as an operating system.
Key shifts included:
Centralising all payments through Watermelon
Enabling multi-supplier carts inspired by SHEIN
Introducing Watermelon Credit with statements, limits, and dynamic pricing logic
Centralising all payments through Watermelon
Enabling multi-supplier carts inspired by SHEIN
Introducing Watermelon Credit with statements, limits, and dynamic pricing logic
Enforcing invoice uploads before delivery
Designing refunds and replacements as credit flows, not exceptions
Enforcing invoice uploads before delivery
Designing refunds and replacements as credit flows, not exceptions
Enforcing invoice uploads before delivery
Designing refunds and replacements as credit flows, not exceptions
STEP 5
STEP 5
STEP 5
STEP 5
Mapping Transaction Types & Flows
Mapping Transaction Types & Flows
Mapping Transaction Types & Flows
Framing the Problem
Not all orders are equal — and the platform had to reflect that.
Making the marketplace worth browsing — not just ordering.
Not all orders are equal — and the platform had to reflect that.
This flow diagram visualises:
Cash vs prepaid vs credit transactions
Single supplier vs multi-supplier orders
Cash vs prepaid vs credit transactions
Single supplier vs multi-supplier orders
Partial availability and split fulfilment
Refunds, replacements, and adjustments
Partial availability and split fulfilment
Refunds, replacements, and adjustments
By mapping every transaction path early, we ensured the UI could scale without breaking under edge cases.
By mapping every transaction path early, we ensured the UI could scale without breaking under edge cases.
STEP 6
STEP 6
STEP 6
STEP 6
Early testing & Trials
Early testing & Trials
Early testing & Trials
Framing the Problem
Exploration before execution.
Making the marketplace worth browsing — not just ordering.
Exploration before execution.
With the structural foundations in place, we explored multiple early look-and-feel directions to pressure-test how the product should feel before committing to a final system.
With the structural foundations in place, we explored multiple early look-and-feel directions to pressure-test how the product should feel before committing to a final system.
With the structural foundations in place, we explored multiple early look-and-feel directions to pressure-test how the product should feel before committing to a final system.
These initial visual explorations were intentionally broad — designed to test:
These initial visual explorations were intentionally broad — designed to test:
These initial visual explorations were intentionally broad — designed to test:
Speed and clarity for high-frequency, daily
buyers
Depth, control, and confidence for power users
Speed and clarity for high-frequency, daily
buyers
Depth, control, and confidence for power users
Levels of visual warmth vs. operational seriousness
How trust, scale, and reliability could be communicated visually
Levels of visual warmth vs. operational seriousness
How trust, scale, and reliability could be communicated visually
Although these explorations didn’t ship, they were instrumental in defining the visual principles, hierarchy, and tone that ultimately shaped the scalable design system shown in the final screens.
Although these explorations didn’t ship, they were instrumental in defining the visual principles, hierarchy, and tone that ultimately shaped the scalable design system shown in the final screens.
Although these explorations didn’t ship, they were instrumental in defining the visual principles, hierarchy, and tone that ultimately shaped the scalable design system shown in the final screens.
With the strategy, workflows, & systems defined, the interface became an execution layer — not the starting point.
With the strategy, workflows, & systems defined, the interface became an execution layer — not the starting point.
With the strategy, workflows, & systems defined, the interface became an execution layer — not the starting point.
the glow-up
the glow-up
Buyer App Screens &
Feature Showcase
Buyer App Screens &
Feature Showcase
With the strategy, workflows, & systems defined, the interface became an execution layer — not the starting point.
With the strategy, workflows, & systems defined, the interface became an execution layer — not the starting point.
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
Efficient multi-location management for greater control
Manage your employees effectively with our employee management features
Learn More
Streamline your operations with our comprehensive tools
Increase productivity and efficiency with our user-friendly features
Sign Up
Optimize your business performance with our advanced analytics
Effortlessly manage your inventory and supplies with our tools
Get Started
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Happy Customers
Happy Customers
Read what our satisfied customers have to say
Read what our satisfied customers have to say
Our experience with Watermelon has been exceptional. Their POS system is efficient and user-friendly.
Our experience with Watermelon has been exceptional. Their POS system is efficient and user-friendly.
Our experience with Watermelon has been exceptional. Their POS system is efficient and user-friendly.
John Doe
Restaurant Manager, ABC Company
Watermelon has transformed our business operations. The POS system has improved our efficiency and customer service.
Watermelon has transformed our business operations. The POS system has improved our efficiency and customer service.
Watermelon has transformed our business operations. The POS system has improved our efficiency and customer service.
Jane Smith
Catering Coordinator, XYZ Catering
We are extremely satisfied with Watermelon's POS system. It has streamlined our processes and increased our revenue.
We are extremely satisfied with Watermelon's POS system. It has streamlined our processes and increased our revenue.
We are extremely satisfied with Watermelon's POS system. It has streamlined our processes and increased our revenue.
David Johnson
Owner, Gourmet Delights
Affordable
Pricing Options
Pricing Options
Choose the plan that suits your business needs.
Choose the plan that suits your business needs.
Monthly
Yearly
Basic Plan
$19/mo
Includes:
Inventory Management
Order Tracking
Supplier Communication
Get started
Get started
Business Plan
$29/mo
Includes:
Advanced Analytics
Marketing Tools
Customer Support
Payment Processing
Get started
Get started
Enterprise Plan
$49/mo
Includes:
Custom Integrations
Data Security
24/7 Support
Dedicated Account Manager
Advanced Reporting
Get started
Get started
Monthly
Yearly
Basic Plan
$19/mo
Includes:
Inventory Management
Order Tracking
Supplier Communication
Get started
Get started
Business Plan
$29/mo
Includes:
Advanced Analytics
Marketing Tools
Customer Support
Payment Processing
Get started
Get started
Enterprise Plan
$49/mo
Includes:
Custom Integrations
Data Security
24/7 Support
Dedicated Account
Manager
Advanced Reporting
Get started
Get started
Monthly
Yearly
Basic Plan
$19/mo
Includes:
Inventory Management
Order Tracking
Supplier Communication
Get started
Get started
Business Plan
$29/mo
Includes:
Advanced Analytics
Marketing Tools
Customer Support
Payment Processing
Get started
Get started
Enterprise Plan
$49/mo
Includes:
Custom Integrations
Data Security
24/7 Support
Dedicated Account Manager
Advanced Reporting
Get started
Get started
Monthly
Yearly
Basic Plan
$8/mo
Includes:
Inventory Management
Order Tracking
Supplier Communication
Get started
Get started
Business Plan
$16/mo
Includes:
Advanced Analytics
Marketing Tools
Customer Support
Payment Processing
Get started
Get started
Enterprise Plan
$49/mo
Includes:
Custom Integrations
Data Security
24/7 Support
Dedicated Account
Manager
Advanced Reporting
Get started
Get started
Discover the power of Watermelon
Discover the power of Watermelon
Discover the power of Watermelon
Discover the power of Watermelon
Transform your F&B business with Watermelon's ecosystem
Transform your F&B business with Watermelon's ecosystem
Transform your F&B business with Watermelon's ecosystem
Transform your F&B business with Watermelon's ecosystem
Request
Request
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