🚀 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.
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
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:
For retailers, to understand what information they needed after placing an order and why the current system wasn’t giving them confidence.
For wholesalers, to learn how they managed updates, what workflows they followed outside the platform, and where inefficiencies were creeping in.
The goal of the interviews was to uncover how retailers and wholesalers experienced the existing order tracking flow:
For retailers, to understand what information they needed after placing an order and why the current system wasn’t giving them confidence.
For wholesalers, to learn how they managed updates, what workflows they followed outside the platform, and where inefficiencies were creeping in.
The goal of the interviews was to uncover how retailers and wholesalers experienced the existing order tracking flow:
For retailers, to understand what information they needed after placing an order and why the current system wasn’t giving them confidence.
For wholesalers, to learn how they managed updates, what workflows they followed outside the platform, and where inefficiencies were creeping in.
The goal of the interviews was to uncover how retailers and wholesalers experienced the existing order tracking flow:
For retailers, to understand what information they needed after placing an order and why the current system wasn’t giving them confidence.
For wholesalers, to learn how they managed updates, what workflows they followed outside the platform, and where inefficiencies were creeping in.
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.
With research in hand, the next step was to rethink order tracking around clarity, predictability, and trust
With research in hand, the next step was to rethink order tracking around clarity, predictability, and trust
With research in hand, the next step was to rethink order tracking around clarity, predictability, and trust
To find the right direction, I looked at B2B platforms like Walmart, Amazon and Alibaba to understand why their flows work successfully. I realized three things:
To find the right direction, I looked at B2B platforms like Walmart, Amazon and Alibaba to understand why their flows work successfully. I realized three things:
To find the right direction, I looked at B2B platforms like Walmart, Amazon and Alibaba to understand why their flows work successfully. I realized three things:
At this point, the PM and I debated whether adding more granular statuses (e.g., Order Received → Packed → Shipped → In Transit → Delivered) would solve the problem. It looked like a good fix, but we wanted to validate it before committing to design and dev effort.
At this point, the PM and I debated whether adding more granular statuses (e.g., Order Received → Packed → Shipped → In Transit → Delivered) would solve the problem. It looked like the a good fix, but we wanted to validate it before committing to design and dev effort.
At this point, the PM and I debated whether adding more granular statuses (e.g., Order Received → Packed → Shipped → In Transit → Delivered) would solve the problem. It looked like a good fix, but we wanted to validate it before committing to design and dev effort.
At this point, the PM and I debated whether adding more granular statuses (e.g., Order Received → Packed → Shipped → In Transit → Delivered) would solve the problem. It looked like the a good fix, but we wanted to validate it before committing to design and dev effort.
So, we did user testing
So, we did user testing
I created low-fidelity wireframes showing an extended set of 7–8 statuses. We ran quick usability sessions with 5 retailers, asking them to walk through the flow and explain what each status meant to them. The feedback we received was consistent
I created low-fidelity wireframes showing an extended set of 7–8 statuses. We ran quick usability sessions with 5 retailers, asking them to walk through the flow and explain what each status meant to them. The feedback we received was consistent
I created low-fidelity wireframes showing an extended set of 7–8 statuses. We ran quick usability sessions with 5 retailers, asking them to walk through the flow and explain what each status meant to them. The feedback we received was consistent
Learning from Feedback
Learning from Feedback
Learning from Feedback
Learning from Feedback
More details meant more cognitive load. Instead, users needed more clarity and visibility of information
More details meant more cognitive load. Instead, users needed more clarity and visibility of information
More details meant more cognitive load. Instead, users needed more clarity and visibility of information
More details meant more cognitive load. Instead, users needed more clarity and visibility of information
Coming up with a new flow
Coming up with a new flow
