Moje Makro & Moje METRO

The brief and the challenge

The goal was a large-scale digitisation of a wholesaler, with the emphasis on modernising its B2B services. The intent was a thoroughly considered digital product where features follow on from each other logically and make customers’ everyday business easier.

Target audience

B2B partners: owners of restaurants and cafés, retailers and other businesses 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 whole design of the solution. I connected business, technology and users: I turned complex briefs from the client and marketing into an interface that respected the technical limits of the systems and was still pleasant to work with.

Two apps and one design system

In reality this was not one app but two sister apps: Moje Makro for the Czech Republic and Moje METRO for Slovakia. The key was a unified design system that respects marketing requirements, the brand of both countries and the global corporate identity, while working natively on phones. Beyond UI components, it included custom illustrations for the app’s states and precise work with the palette, so that both versions feel consistent.

The challenges of B2B

Designing for B2B needs a different approach than B2C. Customers do not shop for pleasure but out of necessity. They routinely order hundreds of items, need to see their own price levels and want an instant overview of stock and invoices. What I focused on:

• Information architecture over UIA robust, logical structure took priority over good looks.
• Complexity on a small screenI turned advanced filtering in an endless catalogue and other complex processes into a clear mobile interface.
• Tailor-made B2B featuresShopping lists shared between employees and clear management of credit accounts and receivables.

System integrations and technical limits

The ideal UX path was not always possible. As a large corporation, Makro runs many services and internal systems: sign-in with plastic cards and their expiry, checkout integrations, the logic of coupons and loyalty points. I often chose pragmatic compromises, solutions that were not “textbook perfect” but safe and reliable in that environment.

Content administration

The project also included the app’s content administration. Staff use it to manage user groups, schedule banners and notifications, and create and assign discount coupons.

Sales Cockpit, an internal system for sales reps

Besides the customer apps, I designed Sales Cockpit for Makro’s sales reps. They use it to plan and log client meetings, record how negotiations went and store price offers tailored to each customer.

The result is a coherent product that stays out of customers’ way and demonstrably saves them time in their daily routine. Even a corporate system full of data and complex dependencies can be clean and functional when it is approached from the start with attention to detail and an understanding of how people really use it.

Data as of July 2026

Downloads and average rating on Google Play and the App Store.