Trace Register
ORIGIN Platform Redesign
Reimagining Seafood Traceability for a More Usable, Trustworthy Future
Background
Trace Register offers ORIGIN, a global SaaS platform that empowers seafood supply chain companies to use traceability data to verify and communicate the journey of the products they sell. Trace Register partnered with Fresh to reimagine the ORIGIN platform into a more intuitive and user-friendly experience—designed to not only improve current workflows but also help capture net-new business for the future.
Challenges
Redesign the platform interface to make it significantly more intuitive, streamlined, and centered around the quality of data—while supporting Trace Register’s broader business goals. At the same time, the company’s marketing site needed a visual refresh, with a tight deadline tied to upcoming internal initiatives.
One of the most pressing functional goals: Improve data completeness so traceability audits are less disruptive to daily productivity.
The legacy version of the platform, TR5, had reached the limits of what it could offer. Inconsistent user flows made data entry cumbersome and unreliable, leading users to question the accuracy and trustworthiness of traceability records. And when the data is difficult to trust, the impact goes beyond usability—it undermines confidence in the story of sustainable seafood itself.
Aligning Vision and Defining Opportunity
We began with a series of collaborative workshops alongside Trace Register’s stakeholder team to align on a shared product vision, define the core challenge, and clearly articulate what success would look like for the global redesign effort. Through these sessions, we identified three key opportunity areas and translated them into a set of “How might we” statements—guiding principles that would shape our approach moving forward.
Framing the problem
Exploring & Expanding the Brand’s Periphery
Trace Register’s brand was built with care—but primarily for print. As we explored early design directions, we focused on extending these elements into a digital environment in ways that felt natural, modern, and elevated. Our goal was to bring clarity and function to the interface without losing the brand’s personality.
Early aesthetic exploration addressed the unique needs of digital platforms—data density, accessibility, and storytelling—while creating a consistent visual system that could scale across both product and marketing touch points.
Solving the Biggest Problems First
Our redesign effort was about more than a fresh coat of paint. It was a strategic evolution rooted in improving the quality and integrity of data from the ground up—while also delivering an interface that’s elegant, focused, and empowering for users in a high-stakes, high-complexity industry.
Prioritizing for Impact
We prioritized solving the issues that would deliver the most value to users:
- Accurate data entry the first time
- Clear error handling
- Visual feedback on data completeness
Simplifying how users enter and interact with data was central to the redesign—and key to restoring trust in the system.
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From WordPress to Webflow in 5 Weeks
In parallel with the product redesign, we helped overhaul Trace Register’s public-facing website. The existing WordPress site lacked structure, narrative clarity, and modern responsiveness. Our goals were clear:
- Restructure the information architecture
- Clarify the homepage message
- Elevate storytelling around traceability and its global impact
New Structure, Ground Up
We adopted a ground-up approach, organizing content types for better scannability, and applying an editorial design layout to support dense information with visual rhythm and breathing room. The result was a modern, responsive site that better served its audiences—both business and mission-driven.
Designed in Figma, Built in Webflow
Designed in Figma, built in Webflow, the new site came together in just five weeks thanks to tight collaboration between our designers and developers—and a deliberate move away from heavier technical constraints.
Key Outcomes
The redesign of ORIGIN created measurable business and user outcomes that set Trace Register up for long-term success:
Dramatic improvement in task completion rate for key workflows in usability testing
Reduced support tickets related to data input and traceability confusion
Faster onboarding for new users, with less reliance on documentation or walkthroughs
A design foundation that now supports future product modules and roadmap features
The new Webflow marketing site now clearly articulates why traceability matters—and does so in a way that’s aligned with the brand’s purpose, values, and visual identity.
“Our business, like the seafood industry itself, is greatly impacted by ongoing changes in technology, environmental conditions, global markets, and business trends. Fresh is an indispensable partner we depend on, to help us meet these challenges.
