Horego
Generated 30+ leads post-launch by designing integrated solutions for F&B SMEs.
Product Design
F&B
How might we design a centralized platform that simplifies procurement and logistics workflows for F&B businesses?
About Company
Horego began as an internal pivot from Printerous, a B2B printing platform, after we saw recurring challenges among F&B clients dealing with fragmented supply chains. Their openness to a unified solution pointed to a clear market gap, which led us to build a new platform focused on simplifying procurement and logistics for food businesses.
My Role
Website Product Design UI Design Branding Design System
Overview
Horego was designed to help restaurants overcome fragmented processes in supply chain operations. The product aimed to give F&B businesses one central place to manage orders, track shipments, and make vendor decisions—saving them time and increasing clarity across daily workflows.
The Problem
F&B businesses often face inefficient procurement systems.
We saw that the core challenge was not a lack of tools but the absence of integration. Restaurant managers were constantly context-switching between spreadsheets, group chats, and vendor calls—leading to errors and wasted resources. No existing solution had truly addressed the unique pace and needs of restaurant operations.
Research
The Horego project reinforced that truly effective design emerges only after immersive understanding.
Our deep exploration of restaurant supply chains revealed systemic inefficiencies that conventional solutions had merely worked around rather than resolved. While Horego has since evolved beyond its original vision, the principles uncovered during this journey—about designing for specialized workflows and translating complex operations into intuitive interfaces—continue to inform my approach to every design challenge I encounter. I collaborated with the Business Development Team to create a market fit report that mapped out our potential market size.
The Brand
Horego’s identity was guided by six core values: transparency, efficiency, accountability, centralization, measurement, and trackability.
Beyond values, the brand was built on three storytelling principles. The first, Chains, symbolizes Horego’s role as the connector between buyers and suppliers. The second, Pinky Promise, reflects reliability and trust in the procurement space. The third, Elevate, communicates Horego’s intention to empower both sides of the business to grow together. These ideas informed not just the visual identity, but also how the product presented itself through copy, color, and motion.
Solution
We distilled chaotic workflows into intuitive journeys, creating a unified experience where previously disconnected processes now flowed seamlessly together.
Unified Dashboard: A central command center for real-time inventory, order, and vendor management, bringing clarity and control.
Smart Procurement: Tools for easy vendor price comparisons with visual highlights, plus a streamlined quotation system for unavailable products, ensuring cost savings and quality.
Integrated Communication: A chat system that logs all internal and supplier interactions, creating a clear record of decisions.
Transparent Workflow: An approval system for managers with contextual information, and order tracking visualization for complete transparency from request to delivery.
Results
Designing Horego emphasized how crucial it is to conduct thorough research when entering an unfamiliar industry.
Our effort to understand F&B operations revealed pain points that existing tools had overlooked. This foundation enabled us to create a solution that brought structure to an otherwise chaotic process, and ultimately helped users find more clarity in their daily workflows.
While Horego has since pivoted its business model as of 2024 and I am no longer actively involved, the project gave me lasting insight into building solutions for specialized industries with operational complexity.
Horego
Generated 30+ leads post-launch by designing integrated solutions for F&B SMEs.
Product Design
F&B
How might we design a centralized platform that simplifies procurement and logistics workflows for F&B businesses?
About Company
Horego began as an internal pivot from Printerous, a B2B printing platform, after we saw recurring challenges among F&B clients dealing with fragmented supply chains. Their openness to a unified solution pointed to a clear market gap, which led us to build a new platform focused on simplifying procurement and logistics for food businesses.
My Role
Website Product Design UI Design Branding Design System
Overview
Horego was designed to help restaurants overcome fragmented processes in supply chain operations. The product aimed to give F&B businesses one central place to manage orders, track shipments, and make vendor decisions—saving them time and increasing clarity across daily workflows.
The Problem
F&B businesses often face inefficient procurement systems.
We saw that the core challenge was not a lack of tools but the absence of integration. Restaurant managers were constantly context-switching between spreadsheets, group chats, and vendor calls—leading to errors and wasted resources. No existing solution had truly addressed the unique pace and needs of restaurant operations.
Research
The Horego project reinforced that truly effective design emerges only after immersive understanding.
Our deep exploration of restaurant supply chains revealed systemic inefficiencies that conventional solutions had merely worked around rather than resolved. While Horego has since evolved beyond its original vision, the principles uncovered during this journey—about designing for specialized workflows and translating complex operations into intuitive interfaces—continue to inform my approach to every design challenge I encounter. I collaborated with the Business Development Team to create a market fit report that mapped out our potential market size.
The Brand
Horego’s identity was guided by six core values: transparency, efficiency, accountability, centralization, measurement, and trackability.
Beyond values, the brand was built on three storytelling principles. The first, Chains, symbolizes Horego’s role as the connector between buyers and suppliers. The second, Pinky Promise, reflects reliability and trust in the procurement space. The third, Elevate, communicates Horego’s intention to empower both sides of the business to grow together. These ideas informed not just the visual identity, but also how the product presented itself through copy, color, and motion.
Solution
We distilled chaotic workflows into intuitive journeys, creating a unified experience where previously disconnected processes now flowed seamlessly together.
Unified Dashboard: A central command center for real-time inventory, order, and vendor management, bringing clarity and control.
Smart Procurement: Tools for easy vendor price comparisons with visual highlights, plus a streamlined quotation system for unavailable products, ensuring cost savings and quality.
Integrated Communication: A chat system that logs all internal and supplier interactions, creating a clear record of decisions.
Transparent Workflow: An approval system for managers with contextual information, and order tracking visualization for complete transparency from request to delivery.
Results
Designing Horego emphasized how crucial it is to conduct thorough research when entering an unfamiliar industry.
Our effort to understand F&B operations revealed pain points that existing tools had overlooked. This foundation enabled us to create a solution that brought structure to an otherwise chaotic process, and ultimately helped users find more clarity in their daily workflows.
While Horego has since pivoted its business model as of 2024 and I am no longer actively involved, the project gave me lasting insight into building solutions for specialized industries with operational complexity.
Horego
Generated 30+ leads post-launch by designing integrated solutions for F&B SMEs.
Product Design
F&B
How might we design a centralized platform that simplifies procurement and logistics workflows for F&B businesses?
About Company
Horego began as an internal pivot from Printerous, a B2B printing platform, after we saw recurring challenges among F&B clients dealing with fragmented supply chains. Their openness to a unified solution pointed to a clear market gap, which led us to build a new platform focused on simplifying procurement and logistics for food businesses.
My Role
Website Product Design UI Design Branding Design System
Overview
Horego was designed to help restaurants overcome fragmented processes in supply chain operations. The product aimed to give F&B businesses one central place to manage orders, track shipments, and make vendor decisions—saving them time and increasing clarity across daily workflows.
The Problem
F&B businesses often face inefficient procurement systems.
We saw that the core challenge was not a lack of tools but the absence of integration. Restaurant managers were constantly context-switching between spreadsheets, group chats, and vendor calls—leading to errors and wasted resources. No existing solution had truly addressed the unique pace and needs of restaurant operations.
Research
The Horego project reinforced that truly effective design emerges only after immersive understanding.
Our deep exploration of restaurant supply chains revealed systemic inefficiencies that conventional solutions had merely worked around rather than resolved. While Horego has since evolved beyond its original vision, the principles uncovered during this journey—about designing for specialized workflows and translating complex operations into intuitive interfaces—continue to inform my approach to every design challenge I encounter. I collaborated with the Business Development Team to create a market fit report that mapped out our potential market size.
The Brand
Horego’s identity was guided by six core values: transparency, efficiency, accountability, centralization, measurement, and trackability.
Beyond values, the brand was built on three storytelling principles. The first, Chains, symbolizes Horego’s role as the connector between buyers and suppliers. The second, Pinky Promise, reflects reliability and trust in the procurement space. The third, Elevate, communicates Horego’s intention to empower both sides of the business to grow together. These ideas informed not just the visual identity, but also how the product presented itself through copy, color, and motion.
Solution
We distilled chaotic workflows into intuitive journeys, creating a unified experience where previously disconnected processes now flowed seamlessly together.
Unified Dashboard: A central command center for real-time inventory, order, and vendor management, bringing clarity and control.
Smart Procurement: Tools for easy vendor price comparisons with visual highlights, plus a streamlined quotation system for unavailable products, ensuring cost savings and quality.
Integrated Communication: A chat system that logs all internal and supplier interactions, creating a clear record of decisions.
Transparent Workflow: An approval system for managers with contextual information, and order tracking visualization for complete transparency from request to delivery.
Results
Designing Horego emphasized how crucial it is to conduct thorough research when entering an unfamiliar industry.
Our effort to understand F&B operations revealed pain points that existing tools had overlooked. This foundation enabled us to create a solution that brought structure to an otherwise chaotic process, and ultimately helped users find more clarity in their daily workflows.
While Horego has since pivoted its business model as of 2024 and I am no longer actively involved, the project gave me lasting insight into building solutions for specialized industries with operational complexity.