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
UX Designer at Almach Labs
UX Designer at Almach Labs
UX Designer at Almach Labs
shipped industry project
shipped industry project
shipped industry project
As the solo UX designer at Almach Labs, I rebuilt StorePlus.AI’s order tracking flow, boosting 8k+ new orders and reducing drop-offs by 34%. I led end-to-end design from research to testing, collaborating with engineers and ops managers for a feasible, high-impact solution.
As the solo UX designer at Almach Labs, I rebuilt StorePlus.AI’s order tracking flow, boosting 8k+ new orders and reducing drop-offs by 34%. I led end-to-end design from research to testing, collaborating with engineers and ops managers for a feasible, high-impact solution.
As the solo UX designer at Almach Labs, I rebuilt StorePlus.AI’s order tracking flow, boosting 8k+ new orders and reducing drop-offs by 34%. I led end-to-end design from research to testing, collaborating with engineers and ops managers for a feasible, high-impact solution.
Industry
Industry
Industry
B2B SaaS
B2B SaaS
B2B SaaS
Company
Company
Company
Almach Labs
Almach Labs
Almach Labs
Team
Team
Team
UX Designer (me)
UX Designer (me)
UX 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.
Want to skim through this case study? I got you covered
Want to skim through this case study? I got you covered
Want to skim through this case study? I got you covered
Here's a Summary
Here's a Summary
Here's a 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
Retailers faced a long and repetitive process whenever they wanted to track orders
As we were scaling, retailers lacked real-time order updates, while wholesalers wasted hours on manual follow-ups. The outcome was frustration on both sides, more support tickets and higher drop-offs.
As we were scaling, retailers lacked real-time order updates, while wholesalers wasted hours on manual follow-ups. The outcome was frustration on both sides, more support tickets and higher drop-offs.
WHAT ARE WE TRYING TO SOLVE FOR?
User Goal
Retailers want a reliable way to track their orders
Retailers want a reliable way to track their orders
Retailers want a reliable way to track their orders
Business Goal
StorePlus needed to reduce support load and rebuild trust.
StorePlus needed to reduce support load and rebuild trust.
StorePlus needed to reduce support load and rebuild trust.
THE SOLUTION
Designed a unified, real-time order tracking system that replaced manual updates and reduced drop-offs
THE IMPACT
Measuring the impact
8k+
8k+
8k+
new orders
new orders
new orders
34.3%
34.3%
34.3%
fewer drop-offs
fewer drop-offs
fewer drop-offs
22%
22%
22%
boost in sales
boost in sales
boost in sales
here's a breakdown of how we reached the solution
here's a breakdown of how we reached the solution
here's a breakdown of how we reached the solution
what was my process behind this?🤔
what was my process behind this?🤔
what was my process behind this?🤔
THE RESEARCH
The current tracking process is manual, and no shared system meets both retailers’ and wholesalers’ needs.
The current tracking process is manual, and no shared system meets both retailers’ and wholesalers’ needs.
The current tracking process is manual, and no shared system meets both retailers’ and wholesalers’ needs.
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.
▪️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.
Interviews with 4 wholesalers and 4 retailers validated the project goals
Interviews with 4 wholesalers and 4 retailers validated the project goals
Interviews with 4 wholesalers and 4 retailers validated the project goals
Wholesalers and retailers were struggling with clarity and trust. Most of them relied on manual updates, revealing how they both had little shared visibility.
Wholesalers and retailers were struggling with clarity and trust. Most of them relied on manual updates, revealing how they both had little shared visibility.
Wholesalers and retailers were struggling with clarity and trust. Most of them relied on manual updates, revealing how they both had little shared visibility.
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
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
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.
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling
Findings: Vague “Processing” status until delivery, no ETAs, no exception handling
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.
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.
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.
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.
AFFINITY MAPPING
Taking all the pieces and assembling the puzzle
Taking all the pieces and assembling the puzzle
Taking all the pieces and assembling the puzzle
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
3 main insights from the research
3 main insights from the research
3 main insights from the research
Insight 1
Retailers lost trust in digital updates after repeated delays and missing information
Retailers lost trust in digital updates after repeated delays and missing information
Retailers lost trust in digital updates after repeated delays and missing information
Insight 2
A shared dashboard forced wholesalers and retailers into the same workflow creating confusion
A shared dashboard forced wholesalers and retailers into the same workflow creating confusion
A shared dashboard forced wholesalers and retailers into the same workflow creating confusion
Insight 3
Users had no visibility into delays or backorders, leaving them unaware of issues in real time
Users had no visibility into delays or backorders, leaving them unaware of issues in real time
Users had no visibility into delays or backorders, leaving them unaware of issues in real time
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
Less time
Less time
Less time
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
More time
More time
More time
High impact
High impact
High impact
Requirements from the team, and our key metrics for success
Requirements from the team, and our key metrics for success
Requirements from the team, and our key metrics for success
1
1
Simplify tracking actions to reduce dependency on manual follow-ups
Simplify tracking actions to reduce dependency on manual follow-ups
2
2
Accelerate identifying exceptions to improve response time
Accelerate identifying exceptions to improve response time
3
3
Increase confidence in system accuracy to build long-term adoption
Increase confidence in system accuracy to build long-term adoption
IDEATION: MY APPROACH
In the current experience, retailers had no visibility between “Processing” and “Delivered,” forcing them to depend on calls and WhatsApp for updates
In the current experience, retailers had no visibility between “Processing” and “Delivered,” forcing them to depend on calls and WhatsApp for updates
In the current experience, retailers had no visibility between “Processing” and “Delivered,” forcing them to depend on calls and WhatsApp for updates
MAPPING FLOWS
We simplified the prospect development flow and identified opportunities to integrate tech
We simplified the prospect development flow and identified opportunities to integrate tech
We simplified the prospect development flow and identified opportunities to integrate tech
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
The goal was to reduce cognitive load while increasing perceived control and trust
The first iterations attempted full transparency. Every data point from ETA, order ID, payment status, shipping provider, supplier inside a single data grid.
The first iterations attempted full transparency. Every data point from ETA, order ID, payment status, shipping provider, supplier inside a single data grid.
The first iterations attempted full transparency. Every data point from ETA, order ID, payment status, shipping provider, supplier inside a single data grid.
What works
What works
What works
Analytical Scanning
Analytical Scanning
Analytical Scanning
Analytical Scanning
Analytical Scanning
Analytical Scanning
What doesn't work
What doesn't work
What doesn't work
Analytical Scanning
Analytical Scanning
Analytical Scanning
Analytical Scanning
Analytical Scanning
Analytical Scanning
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
We shifted the focus from showing everything to showing what mattered. Users needed to understand the order status at a glance
We shifted the focus from showing everything to showing what mattered. Users needed to understand the order status at a glance
We shifted the focus from showing everything to showing what mattered. Users needed to understand the order status at a glance
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.
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.
Iteration 1
Iteration 1
Iteration 1
Iteration 2
Iteration 2
Iteration 2
Analytical Scanning
Analytical Scanning
Analytical Scanning
Progressive Storytelling
Progressive Storytelling
Progressive Storytelling
We tested our designs with 4 users
We tested our designs with 4 users
We tested our designs with 4 users
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.
Four participants representing key StorePlus roles
Four participants representing key StorePlus roles
Four participants representing key StorePlus roles
2 Warehouse Operators
2 Warehouse Operators
2 Warehouse Operators
2 Retailers
2 Retailers
2 Retailers
Users finally trusted the system but their feedback revealed three minor changes to refine before launch
Users finally trusted the system but their feedback revealed three minor changes to refine before launch
Users finally trusted the system but their feedback revealed three minor changes to refine before launch
1
1
1
Users confused ETA with dispatch date, so we renamed and repositioned it as “Expected Delivery” for clarity
Users confused ETA with dispatch date, so we renamed and repositioned it as “Expected Delivery” for clarity
Users confused ETA with dispatch date, so we renamed and repositioned it as “Expected Delivery” for clarity
2
2
2
Some users missed progress changes, so we added icons to make order movement instantly noticeable
Some users missed progress changes, so we added icons to make order movement instantly noticeable
Some users missed progress changes, so we added icons to make order movement instantly noticeable
3
3
3
Users had to scan across columns to see when an update happened. We aligned timestamps, improving scanability and reducing confusion
Users had to scan across columns to see when an update happened. We aligned timestamps, improving scanability and reducing confusion
Users had to scan across columns to see when an update happened. We aligned timestamps, improving scanability and reducing confusion
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
IMPACT OF THE FINAL 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.
Smart invoicing and real-time tracking reduced errors and boosted retailer confidence, leading to 3x higher repeat usage on StorePlus.
