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the challenge
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approach
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design system
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impact
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reflection
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Almach Labs
Redesigned Storeplus Order Tracking feature to enhance communication between wholesalers and retailers
B2B
Enterprise Tool
Shipped
Want to skim through this case study? I got you covered.
Here’s a 1 min TL;DR version
My Role
👤 Solo UX designer responsible for redesigning order tracking from research through validation
👥 Led end-to-end design working with 1 PM and 3 engineers under 8-week deadline to prevent client churn
Solution
Built dual-mode interface: table view for scanning 50+ orders, expandable timeline for detailed tracking with threaded messages, photos, and commitment tracking.
Impact/Results
⏱️ Reduced time on task by 60%
💰 Protected ₹2.4M in annual revenue
🧠 Reduced cognitive load
CONTEXT
About the Product
StorePlus is a B2B commerce platform digitizing small retail supply chains across India.
The platform enables retailers to browse inventory, place orders, track fulfillment, generate invoices, and manage supplier relationships.
100+
Wholesalers
200+
Retailers
5K+
Orders last month
This case study focuses on Order Tracking- one of the three core features I designed for the product.
BEFORE/AFTER
Sneak Peak into what I did
WHY REDESIGN?
With endless support tickets and multiple clients cancelling subscriptions because of order tracking, I had 8 weeks to find and fix the problems for V2.0 launch
While I knew the platform had order tracking in-built, I didn't know why users weren't using it. Instead, they were turning to Whatsapp for all order based communications. So, I started by breaking down the problem.
Vague Status Labels reduced user trust in platform accuracy
WhatsApp Dependency due to lack of system confidence
Delayed Information led to order delays and cancellations
MY ROLE + APPROACH
As a Product Designer, I redesigned the experience and added an embedded communication system in the platform to build human trust
Diving deeper into the project
Let’s start from the beginning
RESEARCH
I conducted research across three methods to understand where
trust broke down and why users relied on WhatsApp instead
8
User interviews
(4 retailers, 4 wholesalers)
4
Contextual inquiry
100+
Support tickets analysis
Lots of
Competitive Analysis
UX Audit
The goal was to identify friction in the existing flow.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling
Contextual Inquiry
The goal was to observe how users tracked orders in daily workflows.
Findings: Noticed small workarounds like sticky notes taped to desks and group chats pinging all day. These hacks were signals of what was not working.
In-depth Research Plan
KEY INSIGHTS
Research revealed users had data but didn't trust it; the problem wasn't missing information, it was a credibility crisis
Users had information but didn't trust it due to past inaccuracies
my learning: User needed detailed information to build trust and not fancy features
Wholesalers needed to scan 50+ orders while retailers needed detailed timelines for 2-3 orders
my learning: Progressive disclosure could serve both without fragmentation
WhatsApp provided human confirmation that the platform couldn't
my learning: The real competitor was WhatsApp, and it won on trust, not features
PROJECT SCOPING
Research surfaced multiple opportunities, but the 8 week deadline and client retention crisis helped us prioritize
Closing the Visibility Gap in Order Tracking
Low dev effort
Less time
High impact
Handling Exceptions Proactively (Delays, Backorders)
High dev effort
More time
High impact
Decision: Prioritize #1 (visibility gap) because it addressed the root trust issue with lower technical risk and faster
delivery.
DEFINING SUCCESS METRICS
We defined success across three levels: retention (north star), behavioral adoption, and operational efficiency.
Order Completion Rate: 85% → 90%+
Why: Directly measures trust restoration; if users trust tracking, they complete orders instead of abandoning them.
Impact: 24% reduction in drop-offs
Supporting Metrics
ANALYZING THE CURRENT EXPERIENCE
In the current experience, retailers had no visibility between “Processing” and “Delivered,” forcing them to depend on calls and WhatsApp for updates
I detailed out the flow to find specific opportunities in the user experience
IDEATION
Exploring multiple directions to fill the gaps in flow
DIRECTION 1
Data Transparency Layer
We focused purely on transparency: adding more data to the order table and detail page
my learning: Transparency alone doesn’t build trust, clarity and hierarchy do
DIRECTION 2
Exception-First Dashboard
We reimagined the interface around exception handling rather than order listing
my learning: Prioritization is powerful but without credibility, it still drives external communication
DIRECTION 3
Decision-Driven Workflow
This direction reframed the product not as a data table, but as a decision-support system
my learning: Eliminating technical jargon, and embedding action directly into context adds more value
Converging the 3 directions into a trust loop
The trust loop required multiple features like verification badges, messaging, proactive alerts, but I needed to decide how to organize them for two very different users.
Wholesalers
Manage 50+ orders daily. They need to scan quickly, spot problems at a glance, and take bulk actions. Dense information and fast scanning are priorities.
Retailers
Track 2-3 orders. They want deep detail about each order like, timeline, messages, proof. They need to investigate, not scan.
One interface, two workflows
We shifted the focus from showing everything to showing what mattered. Users needed to understand the order status at a glance
concept A
concept B
concept C
Choosing Concept A: Despite its rigidity, it prioritized speed, scalability, and familiarity which was the foundations of trust in a B2B environment. So, I decided to further explore Concept A.
Why Not Other Concepts?
