From 90% Sales-Assisted to 80% Self-Serve app business
CMP’s catering orders relied on a person, not the product. Customers browsed menus, then called sales through multiple conversations before booking. I redesigned the buying journey to do what sales did on a call - recommend, reassure, and close.
Company
Craft My Plate
Role
Product Designer
Timeline
Apr 2025 - Aug 2025
Team
Uday Kiran
Akash
Alolika
Suraj
Umang
Hardik
Context
Craft My Plate’s customer demand was growing, but every new order required more human effort to close. Revenue could only scale by scaling the sales team a model that wasn’t sustainable.
Less than 1% of orders converted through the app
More than 90% order still needed a sales call
Averaging 60+ minutes across multiple conversations, before a customer trusted the product enough to pay.
The app wasn’t losing to bad UX. It was losing to a phone call with a sales person. The redesign wasn’t about faster screens, it was about figuring out which parts of that human reassurance could live inside the product.
Helping Customers Decide Without Sales
Customers weren’t ordering food they were planning events, and every decision carried financial and emotional risk. Unlimited customisation didn’t feel like freedom, it felt like exposure. Rather than optimising the existing browsing experience, I reframed the problem: customers didn’t need more menus they needed help making a confident decision.
Previous flows required ordering veg and non-veg separately, adding friction to every order. I consolidated planning into one flow, with customisation guided rather than fully open keeping flexibility without handing over every decision at once.
Turning Trust into a Product Capability
Sales wasn’t just processing orders, it was de-risking a decision, answering questions the product never surfaced: is this the right menu, what’s actually included, will this work for my event. I made trust signals first class: pricing breakdowns, service quality, social proof, and event suitability moved from secondary to primary content.
Checkout was redesigned around certainty. Customers compared the bill to a restaurant meal or other caterers because value wasn’t legible so pricing was rebuilt to explain what it covered, not just what it cost.
Designed to scale
I worked within operational constraints from vendors and ops throughout, trading some edge case flexibility for a system that could scale without adding manual overhead. Scaling the business currently directly linked to the number of sales executives, but we want it to majorly shift to app.
80%
App orders share of total volume up from 10% pre - redesign
50%
Split payments adoption in the first month
2x
Faster decision time, discovery to cart
Business outcomes
The redesign shifted Craft My Plate from a sales-led workflow to a product-led buying experience. Customers relied less on manual sales support, explored more of the platform’s offerings, and readily adopted new purchasing capabilities like Split Payments. Beyond improving usability, the redesign strengthened the product’s role as a scalable growth engine for the business.
Learnings
Building an end-to-end experience for high-value purchases changed how I approach product design. Working closely with sales, operations, vendors, and engineering helped me understand the entire ecosystem behind the product, allowing me to make design decisions that worked not just for customers, but for the business as a whole.
More work
Good design compounds.
Let’s build products people return to
From 0→1 to scaled systems, 3 years across consumer and B2B. Open to freelance and full-time
3 spots available
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June 2026 | All rights reserved