🚀 shipped industry project
🚀 shipped industry project
🚀 shipped industry project
Build Retailer Trust: Fixing Blind Spots in B2B Order tracking
Build Retailer Trust: Fixing Blind Spots in B2B Order tracking
Build Retailer Trust: Fixing Blind Spots in B2B Order tracking
Build Retailer Trust: Fixing Blind Spots in B2B Order tracking
B2B Saas
B2B Saas
B2B Saas
B2B Saas
Order Tracking
Order Tracking
Order Tracking
Order Tracking
User Research
User Research
User Research
User Research
Usability Testing
Usability Testing
Usability Testing
Usability Testing
Research
Research
Research
Research
Findings
Findings
Findings
Findings
Ideation:
My Approach
Ideation:
My Approach
Ideation:
My Approach
Ideation:
My Approach
Context
Context
At Almach Labs, I was the solo designer responsible for rebuilding StorePlus.AI. I redesigned the broken order tracking flow, leading to 8k+ new orders and a 34% decrease in drop-off rate. I led the full process from user research and problem framing to wireframes, prototypes, and usability testing collaborating closely with engineers and ops managers to ensure the solution was both feasible and impactful.
At Almach Labs, I was the solo designer responsible for rebuilding StorePlus.AI. I redesigned the broken order tracking flow, leading to 8k+ new orders and a 34% decrease in drop-off rate. I led the full process from user research and problem framing to wireframes, prototypes, and usability testing collaborating closely with engineers and ops managers to ensure the solution was both feasible and impactful.
At Almach Labs, I was the solo designer responsible for rebuilding StorePlus.AI. I redesigned the broken order tracking flow, leading to 8k+ new orders and a 34% decrease in drop-off rate. I led the full process from user research and problem framing to wireframes, prototypes, and usability testing collaborating closely with engineers and ops managers to ensure the solution was both feasible and impactful.
Company
Company
Company
Almach Labs
Almach Labs
Almach Labs
Team
Team
Team
Solo Product designer (me)
Solo Product designer (me)
Solo Product designer (me)
1 Product Manager
1 Product Manager
1 Product Manager
3 engineers
3 engineers
3 engineers
Timeline
Timeline
Timeline
10 weeks
10 weeks
10 weeks
ABOUT THE PRODUCT
ABOUT THE PRODUCT
ABOUT THE PRODUCT
StorePlus is a B2B e-commerce platform that connects small retailers with wholesalers.
StorePlus is a B2B e-commerce platform that connects small retailers with wholesalers.
StorePlus is a B2B e-commerce platform that connects small retailers with wholesalers.
It brings everything from inventory tracking, order management, and communication into one simple platform.
It brings everything from inventory tracking, order management, and communication into one simple platform.
It brings everything from inventory tracking, order management, and communication into one simple platform.
Like our stakeholders say,
Like our stakeholders say,
Like our stakeholders say,
Like our stakeholders say,
"With StorePlus, businesses can stay organized, avoid delays, and work together more smoothly"
"With StorePlus, businesses can stay organized, avoid delays, and work together more smoothly"
"With StorePlus, businesses can stay organized, avoid delays, and work together more smoothly"
"With StorePlus, businesses can stay organized, avoid delays, and work together more smoothly"
Summary
Summary
THE PROBLEM
THE PROBLEM
THE PROBLEM
Retailers faced a long and repetitive process whenever they wanted to track orders
Retailers faced a long and repetitive process whenever they wanted to track orders
As we scaled, retailers wanted clear updates, but saw only “Processing” until delivery. Wholesalers wanted a faster way to share status, yet spent hours each week on manual follow-ups. The outcome? Frustration on both sides, more support tickets and higher drop-offs.
As we scaled, retailers wanted clear updates, but saw only “Processing” until delivery. Wholesalers wanted a faster way to share status, yet spent hours each week on manual follow-ups. The outcome? Frustration on both sides, more support tickets and higher drop-offs.
As we scaled, retailers wanted clear updates, but saw only “Processing” until delivery. Wholesalers wanted a faster way to share status, yet spent hours each week on manual follow-ups. The outcome? Frustration on both sides, more support tickets and higher drop-offs.
WHAT ARE WE TRYING TO SOLVE FOR?
WHAT ARE WE TRYING TO SOLVE FOR?
WHAT ARE WE TRYING TO SOLVE FOR?
It was important to solve for both sides of the experience
It was important to solve for both sides of the experience
User Goal
User Goal
User Goal
User Goal
Retailers wanted a reliable way to track their orders without chasing updates on calls or WhatsApp.
Retailers wanted a reliable way to track their orders without chasing updates on calls or WhatsApp.
Retailers wanted a reliable way to track their orders without chasing updates on calls or WhatsApp.
Retailers wanted a reliable way to track their orders without chasing updates on calls or WhatsApp.
Business Goal
Business Goal
Business Goal
Business Goal
StorePlus needed to reduce support load and rebuild trust in the platform to improve order completion.
StorePlus needed to reduce support load and rebuild trust in the platform to improve order completion.
StorePlus needed to reduce support load and rebuild trust in the platform to improve order completion.
StorePlus needed to reduce support load and rebuild trust in the platform to improve order completion.
THE SOLUTION
THE SOLUTION
THE SOLUTION
old vs. revamped version
old vs. revamped version
what was my process behind this?🤔
what was my process behind this?🤔
what was my process behind this?🤔
THE RESEARCH
THE RESEARCH
THE RESEARCH
Talking to the users revealed problems that ran deeper than usability alone
Talking to the users revealed problems that ran deeper than usability alone
My main research goal:
My main research goal:
My main research goal:
▪️What drives the users? Understanding their goals and motivations.
▪️What drives the users? Understanding their goals and motivations.
▪️What drives the users? Understanding their goals and motivations.
▪️What drives the users? Understanding their goals and motivations.
▪️How do they work? Mapping out their daily workflow.
▪️How do they work? Mapping out their daily workflow.
▪️How do they work? Mapping out their daily workflow.
▪️How do they work? Mapping out their daily workflow.
▪️How does the platform fit in? Identifying how they use it to accomplish tasks.
▪️How does the platform fit in? Identifying how they use it to accomplish tasks.
▪️How does the platform fit in? Identifying how they use it to accomplish tasks.
▪️How does the platform fit in? Identifying how they use it to accomplish tasks.
USER INTERVIEWS
USER INTERVIEWS
USER INTERVIEWS
I interviewed 4 wholesalers and 4 retailers
I interviewed 4 wholesalers and 4 retailers
I interviewed 4 wholesalers and 4 retailers
I interviewed 4 wholesalers and 4 retailers
The goal of the interviews was to uncover how retailers and wholesalers experienced the existing order tracking flow
The goal of the interviews was to uncover how retailers and wholesalers experienced the existing order tracking flow
70%
70%
70%
70%
retailers said they relied on WhatsApp or calls for order updates
retailers said they relied on WhatsApp or calls for order updates
retailers said they relied on WhatsApp or calls for order updates
retailers said they relied on WhatsApp or calls for order updates
5/6
5/6
5/6
5/6
wholesalers spent hours each week on manual follow-ups
wholesalers spent hours each week on manual follow-ups
wholesalers spent hours each week on manual follow-ups
wholesalers spent hours each week on manual follow-ups
UX AUDIT
UX AUDIT
UX AUDIT
The goal was to identify friction in the existing flow.
The goal was to identify friction in the existing flow.
The goal was to identify friction in the existing flow.
The goal was to identify friction in the existing flow.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling, and the same view for both retailers and wholesalers.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling, and the same view for both retailers and wholesalers.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling, and the same view for both retailers and wholesalers.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling, and the same view for both retailers and wholesalers.
CONTEXTUAL INQUIRY
CONTEXTUAL INQUIRY
CONTEXTUAL INQUIRY
The goal was to observe how users tracked orders in daily workflows.
The goal was to observe how users tracked orders in daily workflows.
The goal was to observe how users tracked orders in daily workflows.
The goal was to observe how users tracked orders in daily workflows.
Findings: Noticed small workarounds: sticky notes taped to desks, group chats pinging all day, and paper invoices stacked in piles. These hacks were signals of what was not working.
Findings: Noticed small workarounds: sticky notes taped to desks, group chats pinging all day, and paper invoices stacked in piles. These hacks were signals of what was not working.
Findings: Noticed small workarounds: sticky notes taped to desks, group chats pinging all day, and paper invoices stacked in piles. These hacks were signals of what was not working.
Findings: Noticed small workarounds: sticky notes taped to desks, group chats pinging all day, and paper invoices stacked in piles. These hacks were signals of what was not working.
AFFINITY DIAGRAM
AFFINITY DIAGRAM
AFFINITY DIAGRAM
The real opportunity was to simplify the journey, build trust with transparency, and reduce friction in daily tasks. This became the foundation to guide the rest of the design process.
The real opportunity was to simplify the journey, build trust with transparency, and reduce friction in daily tasks. This became the foundation to guide the rest of the design process.
The real opportunity was to simplify the journey, build trust with transparency, and reduce friction in daily tasks. This became the foundation to guide the rest of the design process.
The real opportunity was to simplify the journey, build trust with transparency, and reduce friction in daily tasks. This became the foundation to guide the rest of the design process.
Clustering 30+ user insights into themes that shaped the redesign
Clustering 30+ user insights into themes that shaped the redesign
Clustering 30+ user insights into themes that shaped the redesign
Clustering 30+ user insights into themes that shaped the redesign
3 key findings from the User Research
3 key findings from the User Research
Project kicked off by conducting 5+ interviews, contextual inquiry, competitive analysis, and a thorough UX audit revealing 3 key problems...
Project kicked off by conducting 5+ interviews, contextual inquiry, competitive analysis, and a thorough UX audit revealing 3 key problems...
Project kicked off by conducting 5+ interviews, contextual inquiry, competitive analysis, and a thorough UX audit revealing 3 key problems...
Retailers lost confidence in the system
Retailers lost confidence in the system
Retailers lost confidence in the system
Retailers lost confidence in the system
70% said seeing only “Processing” made them turn to WhatsApp or calls, abandoning StorePlus as a reliable source of truth
70% said seeing only “Processing” made them turn to WhatsApp or calls, abandoning StorePlus as a reliable source of truth
70% said seeing only “Processing” made them turn to WhatsApp or calls, abandoning StorePlus as a reliable source of truth
70% said seeing only “Processing” made them turn to WhatsApp or calls, abandoning StorePlus as a reliable source of truth
One-size-fits-all view didn’t match user needs
One-size-fits-all view didn’t match user needs
One-size-fits-all view didn’t match user needs
One-size-fits-all view didn’t match user needs
Both retailers and wholesalers saw the same order view, even though retailers needed predictability while wholesalers needed efficiency.
Both retailers and wholesalers saw the same order view, even though retailers needed predictability while wholesalers needed efficiency.
Both retailers and wholesalers saw the same order view, even though retailers needed predictability while wholesalers needed efficiency.
Both retailers and wholesalers saw the same order view, even though retailers needed predictability while wholesalers needed efficiency.
No visibility into exceptions
No visibility into exceptions
No visibility into exceptions
No visibility into exceptions
Delays, partial deliveries, and backorders weren’t surfaced in the system.
Delays, partial deliveries, and backorders weren’t surfaced in the system.
Delays, partial deliveries, and backorders weren’t surfaced in the system.
Delays, partial deliveries, and backorders weren’t surfaced in the system.
PROJECT SCOPING
PROJECT SCOPING
PROJECT SCOPING
Closing the Visibility Gap in Order Tracking
Closing the Visibility Gap in Order Tracking
Closing the Visibility Gap in Order Tracking
Low dev effort
Low dev effort
Low dev effort
Low dev effort
Less time
Less time
Less time
Less time
High impact
High impact
High impact
High impact
Handling Exceptions Proactively (Delays, Backorders, Splits)
Handling Exceptions Proactively (Delays, Backorders, Splits)
Handling Exceptions Proactively (Delays, Backorders, Splits)
High dev effort
High dev effort
High dev effort
High dev effort
More time
More time
More time
More time
High impact
High impact
High impact
High impact
IDEATION: MY APPROACH
IDEATION: MY APPROACH
IDEATION: MY APPROACH
Fixing the Order Tracking Flow
Fixing the Order Tracking Flow
RETHINKING THE EXPERIENCE
RETHINKING THE EXPERIENCE
RETHINKING THE EXPERIENCE
In the current flow, retailers only saw “Processing” until the order was marked “Delivered.” This vague journey left them in the dark and pushed them back to WhatsApp and calls.
In the current flow, retailers only saw “Processing” until the order was marked “Delivered.” This vague journey left them in the dark and pushed them back to WhatsApp and calls.
In the current flow, retailers only saw “Processing” until the order was marked “Delivered.” This vague journey left them in the dark and pushed them back to WhatsApp and calls.
CUSTOMER JOURNEY MAP
CUSTOMER JOURNEY MAP
CUSTOMER JOURNEY MAP
The journey map revealed the emotional dip between “Packed” and “Delivered” where the moment users felt most out of control. This insight shaped the design goal: transform tracking from passive updates into an active sense of progress and trust.
The journey map revealed the emotional dip between “Packed” and “Delivered” where the moment users felt most out of control. This insight shaped the design goal: transform tracking from passive updates into an active sense of progress and trust.
The journey map revealed the emotional dip between “Packed” and “Delivered” where the moment users felt most out of control. This insight shaped the design goal: transform tracking from passive updates into an active sense of progress and trust.
The goal was to reduce cognitive load while increasing perceived control and trust
The goal was to reduce cognitive load while increasing perceived control and trust
ITERATION
ITERATION
ITERATION
The first iterations attempted full transparency. Every data point from ETA, order ID, payment status, shipping provider, supplier lived inside a single data grid.
The first iterations attempted full transparency. Every data point from ETA, order ID, payment status, shipping provider, supplier lived inside a single data grid.
The first iterations attempted full transparency. Every data point from ETA, order ID, payment status, shipping provider, supplier lived inside a single data grid.
Insight: It looked powerful for about ten seconds but the usability issue was clear: high information density without perceptual grouping. It left us with a lot of question marks.
Insight: It looked powerful for about ten seconds but the usability issue was clear: high information density without perceptual grouping. It left us with a lot of question marks.
Insight: It looked powerful for about ten seconds but the usability issue was clear: high information density without perceptual grouping. It left us with a lot of question marks.
We shifted the focus from showing everything to showing what actually mattered. Users needed to understand the order status at a glance
We shifted the focus from showing everything to showing what actually mattered. Users needed to understand the order status at a glance
We shifted the focus from showing everything to showing what actually mattered. Users needed to understand the order status at a glance
We shifted the focus from showing everything to showing what actually mattered. Users needed to understand the order status at a glance
COMING UP WITH A NEW FLOW
COMING UP WITH A NEW FLOW
WHAT I LEARNT FROM OTHER PRODUCTS
WHAT I LEARNT FROM OTHER PRODUCTS
WHAT I LEARNT FROM OTHER PRODUCTS
Building on the previous iteration, I explored how to add temporal mapping to make progress more intuitive, taking inspiration from Walmart Seller Center, Amazon Vendor Central, and Zoho Commerce, which visualize shipment lifecycles as linear flows
Building on the previous iteration, I explored how to add temporal mapping to make progress more intuitive, taking inspiration from Walmart Seller Center, Amazon Vendor Central, and Zoho Commerce, which visualize shipment lifecycles as linear flows
Building on the previous iteration, I explored how to add temporal mapping to make progress more intuitive, taking inspiration from Walmart Seller Center, Amazon Vendor Central, and Zoho Commerce, which visualize shipment lifecycles as linear flows
What works:
What works:
What works:
What works:
These platforms rely on timeline-based status indicators that convey progress well
These platforms rely on timeline-based status indicators that convey progress well
These platforms rely on timeline-based status indicators that convey progress well
What doesn't work:
What doesn't work:
What doesn't work:
What doesn't work:
Most B2B systems treat tracking as passive information, they tell you what’s happening, but not what you can do next. We wanted to build for actionability.
Most B2B systems treat tracking as passive information, they tell you what’s happening, but not what you can do next. We wanted to build for actionability.
Most B2B systems treat tracking as passive information, they tell you what’s happening, but not what you can do next. We wanted to build for actionability.
I explored three different layout directions to make the experience faster to scan and easier to act on.
I explored three different layout directions to make the experience faster to scan and easier to act on.
I explored three different layout directions to make the experience faster to scan and easier to act on.
I explored three different layout directions to make the experience faster to scan and easier to act on.
concept A
concept A
concept B
concept B
concept B
concept C
concept C
concept C
While Concept B and C introduced much-needed visual clarity, both sacrificed relational awareness which meant users could no longer scan, compare, or manage multiple orders efficiently.
Concept A, despite its rigidity, preserved data integrity, scalability, and familiarity which was the foundations of trust in a B2B environment. So, I decided to further explore Concept A.
While Concept B and C introduced much-needed visual clarity, both sacrificed relational awareness which meant users could no longer scan, compare, or manage multiple orders efficiently.
Concept A, despite its rigidity, preserved data integrity, scalability, and familiarity which was the foundations of trust in a B2B environment. So, I decided to further explore Concept A.
While Concept B and C introduced much-needed visual clarity, both sacrificed relational awareness which meant users could no longer scan, compare, or manage multiple orders efficiently.
Concept A, despite its rigidity, preserved data integrity, scalability, and familiarity which was the foundations of trust in a B2B environment. So, I decided to further explore Concept A.
I archived the concept, but kept its core principle of temporal visibility, which later became the backbone of the hybrid system.
I archived the concept, but kept its core principle of temporal visibility, which later became the backbone of the hybrid system.
I archived the concept, but kept its core principle of temporal visibility, which later became the backbone of the hybrid system.
I archived the concept, but kept its core principle of temporal visibility, which later became the backbone of the hybrid system.
BUILDING A HYBRID STRUCTURE AND NARRATIVE
BUILDING A HYBRID STRUCTURE AND NARRATIVE
BUILDING A HYBRID STRUCTURE AND NARRATIVE
The turning point came by combining tabular and temporal models.
Each order row in the table expanded into a contextual mini-timeline component, blending quantitative precision with state awareness.
The turning point came by combining tabular and temporal models.
Each order row in the table expanded into a contextual mini-timeline component, blending quantitative precision with state awareness.
The turning point came by combining tabular and temporal models.
Each order row in the table expanded into a contextual mini-timeline component, blending quantitative precision with state awareness.
Analytical Scanning
Analytical Scanning
Analytical Scanning
Progressive Storytelling
Progressive Storytelling
Progressive Storytelling
Iteration 1
Iteration 1
Iteration 2
Iteration 2
Conducting Usability Test on the iterations
Conducting Usability Test on the iterations
Conducting Usability Test on the iterations
The goal was to understand how users perceive progress visibility and data clarity across two visual hierarchies.
The goal was to understand how users perceive progress visibility and data clarity across two visual hierarchies.
The goal was to understand how users perceive progress visibility and data clarity across two visual hierarchies.
Five participants representing key StorePlus roles:
2 Warehouse Operators
2 Sales Reps
1 Small Business Owner
Five participants representing key StorePlus roles:
2 Warehouse Operators
2 Sales Reps
1 Small Business Owner
Five participants representing key StorePlus roles:
2 Warehouse Operators
2 Sales Reps
1 Small Business Owner
WHAT WE TESTED
WHAT WE TESTED
WHAT WE TESTED
Confidence perception — Do users feel assured that orders are progressing without needing to refresh?
Comprehension speed — How quickly can users locate the current state of an order?
Error recovery — How easily can users identify delays and take action?
Confidence perception — Do users feel assured that orders are progressing without needing to refresh?
Comprehension speed — How quickly can users locate the current state of an order?
Error recovery — How easily can users identify delays and take action?
Confidence perception — Do users feel assured that orders are progressing without needing to refresh?
Comprehension speed — How quickly can users locate the current state of an order?
Error recovery — How easily can users identify delays and take action?
THE RESULT?
THE RESULT?
THE RESULT?
Iteration 1 (Table-Timeline) scored higher on information accuracy but lower on perceived liveliness.
Users appreciated having all data aligned but described it as “static” or “too mechanical.”
Iteration 1 (Table-Timeline) scored higher on information accuracy but lower on perceived liveliness.
Users appreciated having all data aligned but described it as “static” or “too mechanical.”
Iteration 1 (Table-Timeline) scored higher on information accuracy but lower on perceived liveliness.
Users appreciated having all data aligned but described it as “static” or “too mechanical.”
Iteration 2 (Dashboard Summaries) improved scannability and emotional feedback, especially when motion cues or timestamps were present.
Iteration 2 (Dashboard Summaries) improved scannability and emotional feedback, especially when motion cues or timestamps were present.
Iteration 2 (Dashboard Summaries) improved scannability and emotional feedback, especially when motion cues or timestamps were present.
Learning from Feedback
Learning from Feedback
Learning from Feedback
I decided to merge the hierarchical logic of Iteration 1 with the motion feedback of Iteration 2, forming a final layout that balances data reliability with perceived activity.
I decided to merge the hierarchical logic of Iteration 1 with the motion feedback of Iteration 2, forming a final layout that balances data reliability with perceived activity.
I decided to merge the hierarchical logic of Iteration 1 with the motion feedback of Iteration 2, forming a final layout that balances data reliability with perceived activity.
UI DESIGN
UI DESIGN
UI DESIGN
Final Screens
Final Screens
Final Screens
Zooming into a single order
Zooming into a single order
Zooming into a single order
What was the impact of the new version?
What was the impact of the new version?
User adoption shot up within 3 months of launch🚀
User adoption shot up within 3 months of launch🚀
User adoption shot up within 3 months of launch🚀
Smart invoicing and real-time tracking reduced errors and boosted retailer confidence, leading to 3x higher repeat usage on StorePlus.
Smart invoicing and real-time tracking reduced errors and boosted retailer confidence, leading to 3x higher repeat usage on StorePlus.
my learnings
Lessons from the project I carry forward
Lessons from the project I carry forward
Lessons from the project I carry forward
Design Decisions Are Stronger with Data
Design Decisions Are Stronger with Data
Design Decisions Are Stronger with Data
Great UX Happens When Designers & Developers Sync
Great UX Happens When Designers & Developers Sync
Great UX Happens When Designers & Developers Sync
The Best Designs Evolve with User Feedback
The Best Designs Evolve with User Feedback
The Best Designs Evolve with User Feedback
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