Jou Sun
Traceable food, directly from the source. An end-to-end online grocery platform connecting local farms and wet markets to households.
The Problem
Market Gap
Hong Kong's "wet markets" offer the freshest produce but operate during hours inconvenient for working professionals. The best quality food remained inaccessible to those who needed it most.
Supply Chain Complexity
Existing solutions lacked transparency. There was no centralized way to aggregate produce from fragmented local farms and markets while guaranteeing freshness and traceability.
User Friction
Suppliers and logistics partners had varying levels of technical literacy, making complex digital tools a barrier to adoption rather than an enabler.
Constraints & Considerations
- Perishability — The system had to handle three temperature zones (ambient, chilled, frozen) with strict time windows to minimize spoilage.
- Operational Speed — Inbound and outbound sorting needed to happen rapidly in limited warehouse space.
- Technical Adoption — Tools for suppliers and delivery staff needed to be usable by non-technical workers in fast-paced, physical environments.
Approach & Execution
Built a unified platform covering the entire lifecycle—from farmer harvest to customer doorstep. Each touchpoint was designed with its specific user in mind.
Customer Experience
Developed a fast, intuitive storefront UI designed for quick reordering and clarity. Customers could trace the origin of their produce and trust the freshness guarantees.
Supplier Integration
Created mobile and desktop apps allowing suppliers to print unique itemized barcodes and manage packing data directly. Simplified interfaces for users of all technical comfort levels.
Warehouse Logistics
Built a mobile app for warehouse staff to manage sorting and inventory, enabling flexible use of space rather than rigid racking systems.
Last-Mile Delivery
Provided delivery partners with a mobile app for real-time routing and barcode scanning to ensure order accuracy at every handoff point.
Outcome & Impact
Market Leadership
Over two years, amassed the largest assortment of local farm produce in Hong Kong, becoming the go-to platform for traceable, fresh groceries.
Operational Efficiency
Successfully digitized the "wet market" supply chain, reducing error rates in packing and delivery while maintaining freshness guarantees.
User Adaptability
Proved that complex B2B systems can be adopted by users of varying ages and technical comfort levels if the UX is adapted to their workflow.
In B2B systems, especially within operational contexts, technology must adapt to the users—farmers, drivers, packers—rather than expecting users to adapt to complex software.