Moje Makro & Moje METRO.
A mobile B2B shopping assistant and digital ecosystem for professionals in gastronomy and retail.
The Moje Makro app is a robust B2B tool for professionals in gastronomy and retail. In this segment, a shopping app is not a supplementary channel but an everyday work tool where success is decided by speed, clarity and absolute reliability. My task was to design a mobile interface capable of holding a massive amount of data and complex business processes without visually or cognitively overwhelming the user.
Project overview
The brief and the challenge
The project set out to digitise a wholesale giant, with the emphasis on modernising its B2B services. The intent was to design a comprehensive, thoroughly considered digital product where individual features follow on from each other logically and make our clients' everyday business easier.
Target audience
B2B partners (owners of gastronomy operations, retailers and other entrepreneurs) for whom speed, clarity and efficiency are decisive when stocking up.
My role
I took the project over in 2018 as a work-in-progress MVP. As the sole UX/UI — and later product — designer, I was responsible for the complete design of the solution. My main challenge was bridging the worlds of business, technology and users — transforming complex briefs from the client and the marketing department into an intuitive interface that fully respected the technical constraints of the systems and delivered a great user experience.
Process and iterations
Two apps, one design system
In reality this was not just one app but two sister apps — Moje Makro for the Czech Republic and Moje Metro for Slovakia. A key task was therefore to build a unified design system that respected the marketing requirements, both countries' brands and the global corporate identity, while working flawlessly in the native mobile environment. Beyond the classic UI components, custom illustrations for the app's various states and very precise work with the colour palette played an important role in the system, so that both versions of the app felt consistent.
The challenges of the B2B segment
Designing for B2B demands a different approach than classic B2C. Customers don't shop for pleasure — they shop out of necessity. They routinely order hundreds of items, need to see customer-specific price levels and want an instant overview of stock and invoices.
What I focused on in the design:
- Information architecture over UI: Building a robust, logical structure took absolute priority over merely good-looking visuals.
- Complexity on a small screen: Translating complex processes (such as advanced filtering in an endless catalogue) into a comprehensible mobile interface.
- Tailor-made B2B features: Designing smooth sharing of shopping lists between employees and clear management of credit accounts and receivables.
System integrations and technical limits
The project's main challenge was that, from a UX perspective, it was not always possible to design the perfectly ideal path. As a large corporation, Makro relies on a wide range of services and internal systems, which often complicated the search for the optimal solution — whether it was signing in with plastic cards and handling their expiration, integrating with checkout systems, or the entire logic of coupons and loyalty points in the app. Because of these technical limitations I often had to make pragmatic compromises and design solutions that were not 'textbook perfect', but worked safely and reliably in the given environment.
It doesn't end with the app
Content management administration
The project was not just the mobile app itself, but also the design of the administration used to manage its content. Employees needed a functional back office where they could easily upload and manage user groups, schedule the rollout of banners and notifications, or create and assign discount coupons.
Sales Cockpit: an internal system for sales representatives
Beyond the customer-facing apps I also designed Sales Cockpit — an internal system built directly for Makro's sales representatives. The goal was to make their everyday agenda as easy as possible. With this app, users can easily plan and log client meetings, record the course of business negotiations in detail and efficiently store price offers tailored to individual customers.
Result and impact
The result is a coherent digital product that doesn't stand in the customers' way — it demonstrably saves them precious time in their daily routine. The design of Moje Makro proves that even the most complex enterprise system, full of heavy data and intricate logical dependencies, can take a clean, elegant and highly functional form. All it takes is approaching it from the very beginning with attention to detail and a deep understanding of how people actually work with the product.
Data as of July 2026
The Moje Makro app:
- 200,000+ app downloads
- 4.5/5 average rating on Google Play and the App Store
The Moje METRO app:
- 100,000+ app downloads
- 5/5 average rating on Google Play and the App Store
