Tracerty
Reduces field task completion effort by 50% with a streamlined, offline-first workflow.
Supply Chain
California
Research & Discovery
Product Design
Offline First
About
Tracerty digitizes the first mile of food supply chains turning field actions into verified compliance records, instantly. Fresh produce buyers and food safety teams were losing hours reconstructing chain-of-custody records by hand, every time an audit or recall came up, because compliance data lived scattered across paper logs, spreadsheets, and disconnected systems.
Tracerty is the answer to that problem. It captures the first traceability event at the moment it happens in the field and carries it, verified, all the way to the retailer.
We built the research foundation and the product experience from the ground up, starting with zero supply chain knowledge.
The design had to serve two very different users at once: a harvest crew working gloved, offline, and under time pressure, and a compliance manager who needs that same data to be audit-proof months later.
Impact
50%
Reduction in field task completion effort
Timeline
3 Months
Research to shipped MVP
Services
User Research · Product Strategy · Experience Design · Feature Prioritisation · Product Roadmapping
Domain
New to Upsimpl - Supply Chain & Food Safety
Supply chain actors mapped
Farmer · Grower · Shipper · Warehouse · CFIA Inspector · Supermarket
Website
Six Supply chain actors mapped
›
›
›
›
›
A single lot code changes meaning at every handoff. Designing for the first actor without understanding the last creates compliance gaps that compound downstream.
Challenge
The fresh produce industry runs on paper trails and tribal knowledge, not connected systems. Tracerty's challenge was to replace that with something field-usable and audit-proof at the same time.
- New domain, zero prior experience Upsimpl had never designed for supply chain or food safety compliance before.
- Build traceability across six supply chain actors, from farmer to supermarket, without gaps at any handoff a single lot code changes meaning every time custody changes hands.
- Design for muddy gloves, poor field connectivity, and zero tolerance for slow or error-prone workflows conditions no standard mobile form is built for.
- Deliver a fully functional MVP research through design in a 3-month window.
- Do all of this remotely: the team is based in India, the farms are in Salinas Valley, California, with no site visit possible.
Research & Discovery
Research From
12,000 Miles Away
India-based team. California farms. No site visit. We built our own research pipeline video ethnography, regulatory cross-reference, actor mapping, SME validation.
Video ethnography
SME validation
Domain research
01
We watched the work, not the pitch deck.
Hours of real harvest footage planting, pre-harvest testing, picking, packing, cooling studied frame by frame.
02
We cross-referenced against the regulation.
Every step checked against LGMA member surveys, FSMA 204 guidance, and pre-harvest protocols.
03
We mapped every actor, not just our user.
Six actors traced from farmer to supermarket how a single lot code moves and changes meaning at every handoff.
04
We validated with the client's expert.
SME onboarding corrected our assumptions and surfaced the gaps that desk research alone couldn't reveal.
“If the first mile is wrong,
everything downstream is a guess.”
Customer journey map
Storyboard
High-level Wireflows
The Persona
The First-Mile Operator
Harvest Manager / Field Supervisor
Harvest floor
Gloved
Offline-first
Mission & Operational Needs
Needs to keep harvest moving, avoid mistakes without thinking about compliance, and fix issues immediately under intense time pressure, muddy gloved hands, and highly unpredictable cellular connectivity.
"If this persona doesn't complain, the product is usable."
- Client, on field usability guidelines
Same underlying data. Two completely different relationships to it - one lived in real time under pressure on the harvest floor, the other reviewed months later under heavy regulatory scrutiny. The product had to serve both without compromising either.
IN THE MOMENTHarvest Floor
IN REVIEWAfter the Fact
Tracking Route
Connecting Dots (Network) in sets of 3 - Showing
different verticals under one umbrella
“Tracerty”
T - Tracerty
Current point
of Tracking
Next Point Tracking
Can make use of this
space smartly to showcase
different vertical / business
The AI-Powered Platform for FSMA 204 Compliance
Solution
Our work covered research, product strategy, and experience design end to end establishing a research-driven approach to product decisions and shaping the product vision alongside the client's team.
Brand Identity
A simple, distinctive identity built to make a complex traceability system feel clear and trustworthy a warm, high-visibility palette (harvest orange through amber) paired with neutral black and light gray, legible in bright field conditions and calm enough for a compliance dashboard.
Product Design
The research surfaced one hard fact: harvest workers wear gloves soaked in mud within minutes. Touch couldn't be the primary input.
So we designed a voice-first flow for every core field task start a harvest, log crew and quantity, generate a lot code with large touch targets as backup, not default.
We mapped both personas end to end: the First-Mile Operator on the harvest floor, and the Compliance Owner reviewing that same data months later under audit.
One data set, two very different jobs to do.
Website Design
The research surfaced one hard fact: harvest workers wear gloves soaked in mud within minutes. Touch couldn't be the primary input.
So we designed a voice-first flow for every core field task start a harvest, log crew and quantity, generate a lot code with large touch targets as backup, not default.
We mapped both personas end to end: the First-Mile Operator on the harvest floor, and the Compliance Owner reviewing that same data months later under audit.
One data set, two very different jobs to do.
Before VS after
BEFORE- Standard mobile field app
Type the crew count. Tap through multi-step forms. Manually enter the lot code. Designed for office workers, not gloved crews in a muddy field.
✗
Small tap targets - impossible with gloves
✗
Multi-step typed forms under time pressure
✗
Manual lot code entry, prone to errors
✗
Food safety clearance: 2+ hours of back-and-forth
Result
Food safety clearance approval previously 2+ hours of manual back-and-forth reduced to a single tap.
Attention to Detail
Every harvest worker wore heavy gloves soaked in soil and moisture within minutes of starting the shift. Any app requiring precise touch or typed input would fail in the real environment, regardless of how refined it looked on screen.
From Insight to system
Seven zones mapped the entire farm-to-retail journey so every screen had a clear place in the bigger system, and no flow was left without a home.
50%
Reduction in field task completion effort
3 Mon
Research to shipped MVP
0 → 1
Domain knowledge to full client trust
“We didn't know strawberry farming in the US. We didn't know supply chain compliance. What we knew was how to go find out and design for the real conditions, not the assumed ones.”
Upsimpl Design Team
Want to see how we transform complex products?
View Other Case Studies
We diagnose user experience friction and design simple, high-converting digital products.
Contact Us
© Upsimpl 2026. All rights reserved.
Tracerty
Reduces field task completion effort by 50% with a streamlined, offline-first workflow.
Supply Chain
California
Research & Discovery
Product Design
Offline First
About
Tracerty digitizes the first mile of food supply chains turning field actions into verified compliance records, instantly. Fresh produce buyers and food safety teams were losing hours reconstructing chain-of-custody records by hand, every time an audit or recall came up, because compliance data lived scattered across paper logs, spreadsheets, and disconnected systems.
Tracerty is the answer to that problem. It captures the first traceability event at the moment it happens in the field and carries it, verified, all the way to the retailer.
We built the research foundation and the product experience from the ground up, starting with zero supply chain knowledge.
The design had to serve two very different users at once: a harvest crew working gloved, offline, and under time pressure, and a compliance manager who needs that same data to be audit-proof months later.
Impact
50%
Reduction in field task completion effort
Timeline
3 Months
Research to shipped MVP
Services
User Research · Product Strategy · Experience Design · Feature Prioritisation · Product Roadmapping
Domain
New to Upsimpl - Supply Chain & Food Safety
Supply chain actors mapped Farmer
Farmer · Grower · Shipper · Warehouse · CFIA Inspector · Supermarket
Website
Six Supply chain actors mapped
›
›
›
›
›
A single lot code changes meaning at every handoff. Designing for the first actor without understanding the last creates compliance gaps that compound downstream.
Challenge
The fresh produce industry runs on paper trails and tribal knowledge, not connected systems. Tracerty's challenge was to replace that with something field-usable and audit-proof at the same time.
- New domain, zero prior experience Upsimpl had never designed for supply chain or food safety compliance before.
- Build traceability across six supply chain actors, from farmer to supermarket, without gaps at any handoff a single lot code changes meaning every time custody changes hands.
- Design for muddy gloves, poor field connectivity, and zero tolerance for slow or error-prone workflows conditions no standard mobile form is built for.
- Deliver a fully functional MVP research through design in a 3-month window.
- Do all of this remotely: the team is based in India, the farms are in Salinas Valley, California, with no site visit possible.
Research & Discovery
Research From
12,000 Miles Away
India-based team. California farms. No site visit. We built our own research pipeline video ethnography, regulatory cross-reference, actor mapping, SME validation.
Video ethnography
SME validation
Domain research
01
We watched the work, not the pitch deck.
Hours of real harvest footage planting, pre-harvest testing, picking, packing, cooling studied frame by frame.
02
We cross-referenced against the regulation.
Every step checked against LGMA member surveys, FSMA 204 guidance, and pre-harvest protocols.
03
We mapped every actor, not just our user.
Six actors traced from farmer to supermarket how a single lot code moves and changes meaning at every handoff.
04
We validated with the client's expert.
SME onboarding corrected our assumptions and surfaced the gaps that desk research alone couldn't reveal.
“If the first mile is wrong,
everything downstream is a guess.”
Customer journey map
Storyboard
High-level Wireflows
The Persona
The First-Mile Operator
Harvest Manager / Field Supervisor
Harvest floor
Gloved
Offline-first
Mission & Operational Needs
Needs to keep harvest moving, avoid mistakes without thinking about compliance, and fix issues immediately under intense time pressure, muddy gloved hands, and highly unpredictable cellular connectivity.
"If this persona doesn't complain, the product is usable."
- Client, on field usability guidelines
Same underlying data. Two completely different relationships to it - one lived in real time under pressure on the harvest floor, the other reviewed months later under heavy regulatory scrutiny. The product had to serve both without compromising either.
IN THE MOMENTHarvest Floor
IN REVIEWAfter the Fact
Tracking Route
Connecting Dots (Network) in sets of 3 - Showing
different verticals under one umbrella
“Tracerty”
T - Tracerty
Current point
of Tracking
Next Point Tracking
Can make use of this
space smartly to showcase
different vertical / business
The AI-Powered Platform for FSMA 204 Compliance
Solution
Our work covered research, product strategy, and experience design end to end establishing a research-driven approach to product decisions and shaping the product vision alongside the client's team.
Brand Identity
A simple, distinctive identity built to make a complex traceability system feel clear and trustworthy a warm, high-visibility palette (harvest orange through amber) paired with neutral black and light gray, legible in bright field conditions and calm enough for a compliance dashboard.
Product Design
The research surfaced one hard fact: harvest workers wear gloves soaked in mud within minutes. Touch couldn't be the primary input.
So we designed a voice-first flow for every core field task start a harvest, log crew and quantity, generate a lot code with large touch targets as backup, not default.
We mapped both personas end to end: the First-Mile Operator on the harvest floor, and the Compliance Owner reviewing that same data months later under audit.
One data set, two very different jobs to do.
Website Design
The research surfaced one hard fact: harvest workers wear gloves soaked in mud within minutes. Touch couldn't be the primary input.
So we designed a voice-first flow for every core field task start a harvest, log crew and quantity, generate a lot code with large touch targets as backup, not default.
We mapped both personas end to end: the First-Mile Operator on the harvest floor, and the Compliance Owner reviewing that same data months later under audit.
One data set, two very different jobs to do.
Attention to Detail
Every harvest worker wore heavy gloves soaked in soil and moisture within minutes of starting the shift. Any app requiring precise touch or typed input would fail in the real environment, regardless of how refined it looked on screen.
Before VS after
BEFORE- Standard mobile field app
Type the crew count. Tap through multi-step forms. Manually enter the lot code. Designed for office workers, not gloved crews in a muddy field.
✗
Small tap targets - impossible with gloves
✗
Multi-step typed forms under time pressure
✗
Manual lot code entry, prone to errors
✗
Food safety clearance: 2+ hours of back-and-forth
Result
Food safety clearance approval previously 2+ hours of manual back-and-forth reduced to a single tap.
From Insight to system
Seven zones mapped the entire farm-to-retail journey so every screen had a clear place in the bigger system, and no flow was left without a home.
50%
Reduction in field task completion effort
3 Mon
Research to shipped MVP
0 → 1
Domain knowledge to full client trust
“We didn't know strawberry farming in the US. We didn't know supply chain compliance. What we knew was how to go find out and design for the real conditions, not the assumed ones.”
Upsimpl Design Team
Want to see how we transform complex products?
View Other Case Studies
We diagnose user experience friction and design simple, high-converting digital products.
Contact Us
© Upsimpl 2026. All rights reserved.
Tracerty
Reduces field task completion effort by 50% with a streamlined, offline-first workflow.
Supply Chain
California
Research & Discovery
Product Design
Offline First
About
Tracerty digitizes the first mile of food supply chains turning field actions into verified compliance records, instantly. Fresh produce buyers and food safety teams were losing hours reconstructing chain-of-custody records by hand, every time an audit or recall came up, because compliance data lived scattered across paper logs, spreadsheets, and disconnected systems.
Tracerty is the answer to that problem. It captures the first traceability event at the moment it happens in the field and carries it, verified, all the way to the retailer.
We built the research foundation and the product experience from the ground up, starting with zero supply chain knowledge.
The design had to serve two very different users at once: a harvest crew working gloved, offline, and under time pressure, and a compliance manager who needs that same data to be audit-proof months later.
Impact
50%
Reduction in field task completion effort
Timeline
3 Months
Research to shipped MVP
Services
User Research · Product Strategy · Experience Design · Feature Prioritisation · Product Roadmapping
Domain
New to Upsimpl - Supply Chain & Food Safety
Supply chain actors mapped
Farmer · Grower · Shipper · Warehouse · CFIA Inspector · Supermarket
Website
Six Supply chain actors mapped
›
›
›
›
›
A single lot code changes meaning at every handoff. Designing for the first actor without understanding the last creates compliance gaps that compound downstream.
Challenge
The fresh produce industry runs on paper trails and tribal knowledge, not connected systems. Tracerty's challenge was to replace that with something field-usable and audit-proof at the same time.
- New domain, zero prior experience Upsimpl had never designed for supply chain or food safety compliance before.
- Build traceability across six supply chain actors, from farmer to supermarket, without gaps at any handoff a single lot code changes meaning every time custody changes hands.
- Design for muddy gloves, poor field connectivity, and zero tolerance for slow or error-prone workflows conditions no standard mobile form is built for.
- Deliver a fully functional MVP research through design in a 3-month window.
- Do all of this remotely: the team is based in India, the farms are in Salinas Valley, California, with no site visit possible.
Research & Discovery
Research From
12,000 Miles Away
India-based team. California farms. No site visit. We built our own research pipeline video ethnography, regulatory cross-reference, actor mapping, SME validation.
Video ethnography
SME validation
Domain research
01
We watched the work, not the pitch deck.
Hours of real harvest footage planting, pre-harvest testing, picking, packing, cooling studied frame by frame.
02
We cross-referenced against the regulation.
Every step checked against LGMA member surveys, FSMA 204 guidance, and pre-harvest protocols.
03
We mapped every actor, not just our user.
Six actors traced from farmer to supermarket how a single lot code moves and changes meaning at every handoff.
04
We validated with the client's expert.
SME onboarding corrected our assumptions and surfaced the gaps that desk research alone couldn't reveal.
“If the first mile is wrong,
everything downstream is a guess.”
Customer journey map
Storyboard
High-level Wireflows
The Persona
The First-Mile Operator
Harvest Manager / Field Supervisor
Harvest floor
Gloved
Offline-first
Mission & Operational Needs
Needs to keep harvest moving, avoid mistakes without thinking about compliance, and fix issues immediately under intense time pressure, muddy gloved hands, and highly unpredictable cellular connectivity.
"If this persona doesn't complain, the product is usable."
- Client, on field usability guidelines
Same underlying data. Two completely different relationships to it - one lived in real time under pressure on the harvest floor, the other reviewed months later under heavy regulatory scrutiny. The product had to serve both without compromising either.
IN THE MOMENTHarvest Floor
IN REVIEWAfter the Fact
Tracking Route
Connecting Dots (Network) in sets of 3 - Showing
different verticals under one umbrella
“Tracerty”
T - Tracerty
Current point
of Tracking
Next Point Tracking
Can make use of this
space smartly to showcase
different vertical / business
The AI-Powered Platform for FSMA 204 Compliance
Solution
Our work covered research, product strategy, and experience design end to end establishing a research-driven approach to product decisions and shaping the product vision alongside the client's team.
Brand Identity
A simple, distinctive identity built to make a complex traceability system feel clear and trustworthy a warm, high-visibility palette (harvest orange through amber) paired with neutral black and light gray, legible in bright field conditions and calm enough for a compliance dashboard.
Product Design
The research surfaced one hard fact: harvest workers wear gloves soaked in mud within minutes. Touch couldn't be the primary input.
So we designed a voice-first flow for every core field task start a harvest, log crew and quantity, generate a lot code with large touch targets as backup, not default.
We mapped both personas end to end: the First-Mile Operator on the harvest floor, and the Compliance Owner reviewing that same data months later under audit.
One data set, two very different jobs to do.
Website Design
The research surfaced one hard fact: harvest workers wear gloves soaked in mud within minutes. Touch couldn't be the primary input.
So we designed a voice-first flow for every core field task start a harvest, log crew and quantity, generate a lot code with large touch targets as backup, not default.
We mapped both personas end to end: the First-Mile Operator on the harvest floor, and the Compliance Owner reviewing that same data months later under audit.
One data set, two very different jobs to do.
Attention to Detail
Every harvest worker wore heavy gloves soaked in soil and moisture within minutes of starting the shift. Any app requiring precise touch or typed input would fail in the real environment, regardless of how refined it looked on screen.
Before VS after
BEFORE- Standard mobile field app
Type the crew count. Tap through multi-step forms. Manually enter the lot code. Designed for office workers, not gloved crews in a muddy field.
✗
Small tap targets - impossible with gloves
✗
Multi-step typed forms under time pressure
✗
Manual lot code entry, prone to errors
✗
Food safety clearance: 2+ hours of back-and-forth
Result
Food safety clearance approval previously 2+ hours of manual back-and-forth reduced to a single tap.
From Insight to system
Seven zones mapped the entire farm-to-retail journey so every screen had a clear place in the bigger system, and no flow was left without a home.
50%
Reduction in field task completion effort
3 Mon
Research to shipped MVP
0 → 1
Domain knowledge to full client trust
“We didn't know strawberry farming in the US. We didn't know supply chain compliance. What we knew was how to go find out and design for the real conditions, not the assumed ones.”
Upsimpl Design Team
Want to see how we transform complex products?
View Other Case Studies
We diagnose user experience friction and design simple, high-converting digital products.
Contact Us
© Upsimpl 2026. All rights reserved.