🚀 shipped industry project
🚀 shipped industry project
Redesigning Order Tracking: Fixing Blind Spots in B2B Workflows
Redesigning Order Tracking: Fixing Blind Spots in B2B Workflows
Redesigning Order Tracking: Fixing Blind Spots in B2B Workflows
B2B Saas
B2B Saas
Order Tracking
Order Tracking
User Research
User Research
Usability Testing
Usability Testing
Context
Context
At Almach Labs, I was the solo designer brought in to rebuild StorePlus.AI. I owned the process end-to-end — defining problems, redesigning the dashboard system, fixing the order tracking flow, building prototypes, running user tests, and collaborating with engineers to polish the details. Over 10 weeks, I delivered a complete redesign of StorePlus, from research and iteration to testing and final launch.
At Almach Labs, I was the solo designer brought in to rebuild StorePlus.AI. I owned the process end-to-end — defining problems, redesigning the dashboard system, fixing the order tracking flow, building prototypes, running user tests, and collaborating with engineers to polish the details. Over 10 weeks, I delivered a complete redesign of StorePlus, from research and iteration to testing and final launch.
At Almach Labs, I was the solo designer brought in to rebuild StorePlus.AI. I owned the process end-to-end — defining problems, redesigning the dashboard system, fixing the order tracking flow, building prototypes, running user tests, and collaborating with engineers to polish the details. Over 10 weeks, I delivered a complete redesign of StorePlus, from research and iteration to testing and final launch.
Company
Company
Almach Labs
Almach Labs
Team
Team
Solo UX designer (me)
Solo UX designer (me)
1 Product Manager
1 Product Manager
3 engineers
3 engineers
Summary of the Project
Summary of the Project
ABOUT THE PRODUCT
ABOUT THE PRODUCT
StorePlus is on a mission to transform how small retailers procure from wholesalers—making reliable, fast, and seamless product sourcing as simple as tapping a screen.
StorePlus is on a mission to transform how small retailers procure from wholesalers—making reliable, fast, and seamless product sourcing as simple as tapping a screen.
THE PROBLEM
THE PROBLEM
Retailers faced a long and repetitive process whenever they wanted to track orders and see insights on dashboards
Retailers faced a long and repetitive process whenever they wanted to track orders and see insights on dashboards
As we were scaling, retailers faced three recurring pain points: no real-time insights on dashboards, difficulty tracking orders, and endless forms to fill. The outcome? Frustration, drop-offs, and abandoned carts.
As we were scaling, retailers faced three recurring pain points: no real-time insights on dashboards, difficulty tracking orders, and endless forms to fill. The outcome? Frustration, drop-offs, and abandoned carts.
WHAT ARE WE TRYING TO SOLVE FOR? + SUCCESS METRICS
WHAT ARE WE TRYING TO SOLVE FOR? + SUCCESS METRICS
It was important to solve for both sides of the experience while setting clear metrics to measure success
It was important to solve for both sides of the experience while setting clear metrics to measure success
Business Goals
Business Goals
📦 Automate stock + orders → reduce errors
📦 Automate stock + orders → reduce errors
💬 Centralize communication → one platform
💬 Centralize communication → one platform
👁️ Increase supplier transparency → build trust
👁️ Increase supplier transparency → build trust
User Experience Goals
User Experience Goals
🔍 Faster product discovery → smart filters
🔍 Faster product discovery → smart filters
🚚 Real-time order tracking → live updates
🚚 Real-time order tracking → live updates
🗂️ Simplify workflows → all-in-one dashboard
🗂️ Simplify workflows → all-in-one dashboard
How We Measured Success
How We Measured Success
Task completion rate for key flows like ordering and tracking
Task completion rate for key flows like ordering and tracking
Average time saved per order (placing, tracking, and listing products)
Average time saved per order (placing, tracking, and listing products)
% of orders tracked without manual intervention (calls or WhatsApp follow-ups)
% of orders tracked without manual intervention (calls or WhatsApp follow-ups)
Dashboard adoption rate (daily active retailers actively using insights)
Dashboard adoption rate (daily active retailers actively using insights)
WHAT WE DELIVERED
WHAT WE DELIVERED
old vs. revamped version
old vs. revamped 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🚀
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.
But, what was my process behind this?🤔
But, what was my process behind this?🤔
RESEARCH
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:
▪️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 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.
Surveys & Interviews
Surveys & Interviews
📋 50 surveys
📋 50 surveys
🧑💼 4 wholesaler interviews
🧑💼 4 wholesaler interviews
🙋♂️ 4 retailer interviews
🙋♂️ 4 retailer interviews
To learn why adoption was low, I ran a survey for broad trends and followed up with interviews to uncover the “why".
To learn why adoption was low, I ran a survey for broad trends and followed up with interviews to uncover the “why".
My findings:
My findings:
Most retailers still relied on WhatsApp for quick updates.
Dashboards weren’t trusted for real-time insights.
Forms felt too long and repetitive, leading to drop-offs.
Most retailers still relied on WhatsApp for quick updates.
Dashboards weren’t trusted for real-time insights.
Forms felt too long and repetitive, leading to drop-offs.
Contextual inquiry
Contextual inquiry
I spent time observing retailers in their own environments. Watching them juggle phone calls, WhatsApp groups, and Excel sheets gave me insights I couldn’t get from surveys alone.
While watching the retailers juggle phone calls, WhatsApp groups, and Excel sheets, I noticed small workarounds: sticky notes taped to desks, group chats pinging all day, and paper invoices stacked in piles. These hacks weren’t random, they were signals of what was not working.
My findings:
I noticed small workarounds: sticky notes taped to desks, group chats pinging all day, and paper invoices stacked in piles. These hacks weren’t random, they were signals of what was not working.
Affinity Diagram
Affinity Diagram
After surveys, interviews, and contextual inquiries, I had a flood of raw insights. To avoid losing track of patterns, I used an affinity diagram to group these insights and uncover themes that would guide the redesign.
To avoid losing track of patterns, I used an affinity diagram to group these insights and uncover themes that would guide the redesign.
How it helped:
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
I realized if users are relying more on WhatsApp and spreadsheets, the system isn’t solving their real problems
I realized if users are relying more on WhatsApp and spreadsheets, the system isn’t solving their real problems
From our conversations and observations with the retailers, three recurring pain points emerged:
From our conversations and observations with the retailers, three recurring pain points emerged:
Problem #1
🗯️Fragmented Communication
🗯️Fragmented Communication
Retailers and distributors rely on scattered tools, leading to delays and miscommunication
Retailers and distributors rely on scattered tools, leading to delays and miscommunication
Problem #2
📋Manual Inventory Tracking
📋Manual Inventory Tracking
Stock levels are updated manually, increasing chances of errors and over/understocking
Stock levels are updated manually, increasing chances of errors and over/understocking
Problem #3
📦Lack of Order Visibility
📦Lack of Order Visibility
Retailers struggle to track order status, which affects planning and customer satisfaction
Retailers struggle to track order status, which affects planning and customer satisfaction
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
Redesigning the Dashboard for Actionability
Redesigning the Dashboard for Actionability
Redesigning the Dashboard for Actionability
High dev effort
High dev effort
High dev effort
More time
More time
More time
High impact
High impact
High impact
IDEATION: MY APPROACH
IDEATION: MY APPROACH
Key Area 1: Fixing the Order Tracking Flow
Key Area 1: Fixing the Order Tracking Flow
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.
The obvious fix (spoiler: we didn't go for it)
The obvious fix (spoiler: we didn't go for it)
Just add more steps like Shipped, Out for Delivery, etc
Just add more steps like Shipped, Out for Delivery, etc
We weren't sure if it was the right solution so we tested it…
We weren't sure if it was the right solution so we tested it…
Learning from Feedback
Learning from Feedback
More steps made the flow look busy, but it still didn’t answer the real question: where is my order?
More steps made the flow look busy, but it still didn’t answer the real question: where is my order?
Coming up with a new flow
Coming up with a new flow
Rather than replicating existing user flows, we landed on a solution with three parts
Rather than replicating existing user flows, we landed on a solution with three parts
Part #1
Predictive Tracking
Predictive Tracking
Orders include ETA windows and “On Track / At Risk” labels so retailers know when to expect deliveries.
Orders include ETA windows and “On Track / At Risk” labels so retailers know when to expect deliveries.
Part #2
Transparency Layer
Transparency Layer
Each status shows who last updated it + when (supplier, system, or driver), reducing confusion and building trust.
Each status shows who last updated it + when (supplier, system, or driver), reducing confusion and building trust.
Part #3
Dual Views
Dual Views
Designed role-specific experiences: a simplified view for retailers and a detailed operational view for wholesalers. Both stay in sync, but only sees what’s relevant to them.
Designed role-specific experiences: a simplified view for retailers and a detailed operational view for wholesalers. Both stay in sync, but only sees what’s relevant to them.
The new user flow
The new user flow
User Flows for Retailers and Wholesalers
User Flows for Retailers and Wholesalers
Retailers
Retailers
Wholesalers
Wholesalers
Adding the Missing Visibility in Order Tracking
How did I translate it into design?
Final Design
Iteration
Before
Zooming into a single order
Adding the Missing Visibility in Order Tracking
How did I translate it into design?
Final Design
Iteration
Before
Zooming into a single order
Adding the Missing Visibility in Order Tracking
How did I translate it into design?
Final Design
Iteration
Before
Zooming into a single order
Adding the Missing Visibility in Order Tracking
How did I translate it into design?
Final Design
Iteration
Before
Zooming into a single order
The Final Screen
The Final Screen
old vs. revamped version
old vs. revamped version
Yay! You’ve made it to the finish line. Say hi!👋
sreesha24@gmail.com
