This being Jitto’s first digital platform, necessitated by their recent growth, we knew there would be many development iterations ahead. Our task would be to  build good bones for future growth, with certain caveats:

Before beginning our design, we aggregated the existing research, system requirements documentation, and determined the need for a comparative analysis of similar companies and services from ancillary industries.

Jitto had a UX team previously that validated the  existing market research,  contributed secondary research statistics, and developed a persona. We built our research atop this data, and note their key numerical insights below.

The majority of Jitto’s user base is middle-aged to elderly. In our initial sketches, we hadn’t taken these demographics into account, but in later iterations, this became a critical piece of information that would shape our design choices.

In order to ensure a smooth transition we needed to assess the current ordering process and create an aligned digital experience. There are two primary types of orders that customers will make:

Jitto has made ordering as simple as possible with phone and text options. Jitto will also often reach out to their clientele with any promotions of interest. This person-to-person communication has built trust in Jitto with their clients.

“Repeat Order”

Customers frequently prefer to 
send a text message to restock their existing weekly shipments

Discuss Options

Businesses will call in to modify orders and Jitto also reaches out with promotions of interest

While the analog aspect of Jitto has created a strong trust, it has also required the startup to spend much of its time repeating interactions across clientele through responding and filing orders. Our goal is to remove the administrative overhead.

Top competitors showed inconsistency in the features they offered. While logistical approaches were similar, industries served differed, which naturally created a variety in the needs of their clientele.

Some offered saved lists, some the ability to quickly reorder, and some to be able to choose the supplier of certain foods, but no service offered all of these at once. 



The most robust logistics came from restaurant supplier software and those with their own operating system. They utilized the most data across supply, inventory, and reordering.

Below is an assessment of the differentiating features each service offered, with all offering basic onboarding, ordering process, payment and selections.

Beyond the features compared above, each competitor had their own style of presenting this information with their pros and cons described below.

The most robust logistics came from restaurant supplier software and those with their own operating system. They utilized the most data across supply, inventory, and reordering.

With a strong grasp on primary research, we moved onto defining our task further by identifying who we would be designing for and what features to implement.

To start with, we created the sitemap, noting our areas we would have time to develop within our scope and timeline.

We opted for a recognizable format with alternated shading on each inventory line. We also felt that it was important that a customer could be able to reorder from the order history as well. Invoice, packing slips, and order updates will be available in future iterations of the product.

Our initial task was to create a dashboard with user analytics. Below is the amalgam of ideas we had to present those metrics. We created layouts that provided information in the most basic sense as well as denser layouts that would provide any information on request with expandable metrics.

Since this is the initial launch of the product, the team decided on simplicity so as to not overwhelm the customers with the new information. This also provided some time for Jitto to decide on what information they would provide.

Dashboard designs focused on an idea of “opaque data” that was not yet ready for implementation. At this point, we realized that without a solid sense of business analytics ready to go, our focus would be most productively spent on the order catalog. This would provide Jitto with the quickest avenue to revenue.

Below are some initial designs for the order catalogue that included modal screens, categorizations to click through and deal listings.

With all of the features above for the marketplace, we realized we needed to make this a succinct five-minute shopping experience. Reorders are a simple button, but new orders needed to provide the most information visually while being clear and simple to use. We wanted to keep items fixed for an easier transition to a digital medium.
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Our final sketch before prototyping yielded an interface that frames the marketplace items. The order process is reflected linearly on the right so the customer has transparency into shipment logistics.  Choosing the delivery date applies alerts for any item that won’t arrive in time.

While creating our sketches, we also worked on our user flows. Below you can see three of them for major functions within the Jitto web app for login, repeat orders and new orders. We used these as a double check in our design process to be sure we incorporated all of the necessary components.

Unlike the normal consumer order process, businesses require items to be restocked at a specific date. The browsing experience is entirely different. Advertisements and lures are not necessary, instead the focus is on logistics.

Most of Jitto’s customers are middle aged or older. Designing for generational expectations opened the service up to so many more customers. Digitization and modernization, if done well, should be fully inclusive.

In designing the catalog experience we started with categorically sorted templates. This created excess visual clutter as well as a longer task analysis. Trusting the user to know what they wanted made alphabetical sorting the fastest.