Sapori
A B2B product catalogue that turned a food importer's manual outbound sales into a working inbound lead-generation channel, built to be found by both buyers and AI.
Year:
2026
Timeframe:
Tools:
Figma
Category:
Web / Product Design
Overview
A lead-generation engine for a food importer
Sapori is a food importer that recently entered a competitive market with a strong product range but a slow, outbound sales motion. I led the 0-1 design of an inbound lead-generation system built for two audiences at once: the buyers who enquire, and the search engines and LLMs that increasingly decide what those buyers see. The catalogue was designed not just to be seen, but to be found and cited.
Growth was outbound, slow, and undifferentiated
A small sales team worked from a generic PDF stock list, acquiring customers in person despite a genuinely strong range. Making a sale relied on being in the right place at the right time, on relationships, or on cutting margins to beat a competitor on price. The product range was un-merchandised and had no buyer-facing structure, so a differentiated catalogue looked like everyone else's price list.
Let the catalogue do the selling
I designed an inbound system built on patterns buyers already trust from consumer e-commerce: search, filterable categories, and rich product cards on a buyer-focused food taxonomy, kept lighter than full commerce since the goal was enquiry, not checkout. Without public pricing to drive conversion, the design carried confidence through quality: high imagery, verified detail, and listings that answered a buyer's questions before they asked. Every page was built server-side and structured for retrieval, so it surfaces in the Google and LLM searches buyers now use to find suppliers. Alongside a developer, I architected it as a replicable content pipeline the client runs themselves, with enquiries landing in reps' inboxes with full product context.
