B2B

B2B

Mobile

Mobile

Tracking bulk orders

Reducing the ordering time
by 40%

Improving efficiency of cement dealers by enhancing the visibility of their placed orders

Design Timeline
10 weeks (Jan'24 - Mar'24)

Team
3 UXDs + PM + 2UXR

My Role
Senior Product Designer
Research Synthesis, Design System, UX, Visual Design, Interaction Design, Prototypes & Hand-off

Disclaimer
While I might not be able to disclose specific details of these projects I had worked on, I will try to demonstrate the thought process and design decisions I took a long the way with an hypothetical use case.

Disclaimer
While I might not be able to disclose specific details of these projects I had worked on, I will try to demonstrate the thought process and design decisions I took a long the way with an hypothetical use case.

CONTEXT

Understanding the importance of dealers
in their sale revenue generation, a leading
cement manufacturing company based
in India decides to launch a dealer’s
platform specifically tailored to their
needs to conduct business smoothly.

Problem
Problem
Problem

Through primary research with dealers and internal stakeholders, we discovered
that dealer's lack of visibility into the delivery status of their ordered products has a direct and negative impact on sales performance.

Through primary research with dealers and internal stakeholders, we discovered
that dealer's lack of visibility into the delivery status of their ordered products has a direct and negative impact on sales performance.

Reliance on offline systems
Dealers currently depend on phone calls to get delivery updates, often facing long hold times or needing to make multiple follow-ups. This inefficient communication process not only consumes time but also creates friction and frustration.

Reliance on offline systems
Dealers currently depend on phone calls to get delivery updates, often facing long hold times or needing to make multiple follow-ups. This inefficient communication process not only consumes time but also creates friction and frustration.

Uncertainty affects customer trust
Without real-time visibility, dealers are hesitant to commit to potential customers—or worse, they overpromise and underdeliver. This uncertainty hinders their ability to confidently convert leads.

Uncertainty affects customer trust
Without real-time visibility, dealers are hesitant to commit to potential customers—or worse, they overpromise and underdeliver. This uncertainty hinders their ability to confidently convert leads.

Loss of high-value customers
Large-scale dealers, who handle high volumes and require consistent reliability, are especially affected. Many choose to shift their loyalty to competitors offering better digital support.

Loss of high-value customers
Large-scale dealers, who handle high volumes and require consistent reliability, are especially affected. Many choose to shift their loyalty to competitors offering better digital support.

Impact on business performance
As a result, the brand is experiencing a growing dropout rate among key dealer accounts, leading to a measurable decline in both revenue and market share.

Impact on business performance
As a result, the brand is experiencing a growing dropout rate among key dealer accounts, leading to a measurable decline in both revenue and market share.

How might we empower dealers with timely shipment visibility to help them grow sales and retain customers?
How might we empower dealers with timely shipment visibility to help them grow sales and retain customers?
ANALYSIS
ANALYSIS
ANALYSIS
  1. Business process

To understand how we could solve this problem, I dug deep into the fulfillment process.

To understand how we could solve this problem, I dug deep into the fulfillment process.

(Picture 1.1)

  1. Most of the orders will have multiple line items.

  1. The size of the orders varies depending of the dealers and demand in the market.

  1. The large orders are fulfilled in batches over multiple shipment.

  1. Competitor Analysis
I evaluated several competitor apps to understand if and how they solved this challenge. Surprisingly, most of them failed to address the core pain point. Their tracking modules were limited to order-level statuses — offering no visibility into how line items were distributed across multiple shipments.

This gap confirmed the opportunity a tracking experience that reflects the actual, on-the-ground logistics of large-scale orders.

I evaluated several competitor apps to understand if and how they solved this challenge. Surprisingly, most of them failed to address the core pain point. Their tracking modules were limited to order-level statuses — offering no visibility into how line items were distributed across multiple shipments.

This gap confirmed the opportunity a tracking experience that reflects the actual, on-the-ground logistics of large-scale orders.

  1. User Persona

To illustrate the complexity, let’s look at Ramesh

To illustrate the complexity, let’s look at Ramesh

Meet Ramesh: A Power Dealer

A large-scale dealer who manages orders for a network of 25+ sub-dealers and retailers.

  • Ramesh currently has 31 active orders

  • Those orders are spread across 54 ongoing shipments

If he places an order for 10 metric tons of cement in 4 different varieties, it could be split across multiple trucks and delivery dates.

Yet, the existing system only shows a generic status like “Partially Shipped.”

But, Ramesh would want to know:

  • Which products have been shipped

  • What’s pending and from which shipment

  • When specific line items will be delivered

Approach
Approach
Approach
Phase 1: The First Instinct

Before diving into screens, I started with figuring out the right user flow.

Before diving into screens, I started with figuring out the right user flow.

Initially, we explored a shipment-first flow: dealers would view each shipment and drill down to the items within it.

Initially, we explored a shipment-first flow: dealers would view each shipment and drill down to the items within it.

This approach made sense from a logistics standpoint — but it didn’t align with how dealers thought. When we discussed with the stake holders, we heard a consistent insight:

This approach made sense from a logistics standpoint — but it didn’t align with how dealers thought. When we discussed with the stake holders, we heard a consistent insight:

“I just want to know when I’ll get the 10MT of Concretax I ordered. I don’t care how many trucks they come in.”

This led us to pivot toward a line item–centric model.

Phase 2: Designing for Mental Models

We reframed the experience around the most critical dealer question:

We reframed the experience around the most critical dealer question:

→ “Where are my items?”
→ “Where are my items?”

This led to a more intuitive, line Item-first flow: dealers would view details about how that line item is distributed across shipments, with status updates for each.

This led to a more intuitive, line Item-first flow: dealers would view details about how that line item is distributed across shipments, with status updates for each.

By structuring it this way, dealers could easily track the progress of each product, regardless of how it was split across trucks or dates.

By structuring it this way, dealers could easily track the progress of each product, regardless of how it was split across trucks or dates.

We also clearly separated “Ongoing” vs. “Delivered” shipments within each line item — making it easy to spot what's pending vs. completed.

We also clearly separated “Ongoing” vs. “Delivered” shipments within each line item — making it easy to spot what's pending vs. completed.

DESIGNING
DESIGNING
DESIGNING
Identifying an Order

The primary goal was to help users quickly identify and access relevant orders from a large pool (40–50 at a time)

The primary goal was to help users quickly identify and access relevant orders from a large pool (40–50 at a time)

Order card

Order card

Customer name was prioritized as the primary identifier, aligning with how dealers recall orders. For duplicates, secondary cues like order date and item count ensure quick differentiation and faster decision-making

Customer name was prioritized as the primary identifier, aligning with how dealers recall orders. For duplicates, secondary cues like order date and item count ensure quick differentiation and faster decision-making

Subtle Nudges for New Updates

Subtle Nudges for New Updates

To reduce uncertainty during long shipping windows, we added subtle nudges that highlight recent activity — giving dealers confidence and reassurance, even when the overall status remains unchanged.

To reduce uncertainty during long shipping windows, we added subtle nudges that highlight recent activity — giving dealers confidence and reassurance, even when the overall status remains unchanged.

Fully Delivered Orders

Fully Delivered Orders

Delivered orders are highlighted, then auto-moved to ‘Past Orders’ after 3 days — keeping the main view focused on what matters now

Delivered orders are highlighted, then auto-moved to ‘Past Orders’ after 3 days — keeping the main view focused on what matters now

Repositioned Search & Filter

Repositioned Search & Filter

By placing Search & Filter within easy reach, we reduced friction for dealers navigating dozens of active orders — improving speed-to-action and reducing cognitive load.

By placing Search & Filter within easy reach, we reduced friction for dealers navigating dozens of active orders — improving speed-to-action and reducing cognitive load.

Getting into Order Details

Iteration 1: Expandable Line Item Cards

The initial explorations revolved around limiting the order detail to a single page. The idea here was to progressively disclose the information precisely when he needs it.

The initial explorations revolved around limiting the order detail to a single page. The idea here was to progressively disclose the information precisely when he needs it.

Order details - Cards view

Order details - Table view

Many dealers (like Ramesh) had dozens of active orders and 10+ shipments per order. Though this iteration felt compact, but didn’t scale well — once a line item had more than 5 shipments, the UI got crowded and hard to scroll.

Many dealers (like Ramesh) had dozens of active orders and 10+ shipments per order. Though this iteration felt compact, but didn’t scale well — once a line item had more than 5 shipments, the UI got crowded and hard to scroll.

Final Design: Dedicated Pages

Then we separated Order details and line item details into dedicated pages to keep focus and avoid overwhelming users.

Then we separated Order details and line item details into dedicated pages to keep focus and avoid overwhelming users.

  1. Order Page

The dealer can easily identify the line items from here along with other order details. All Line Item Cards with the quantity of the order gives the dealer a good enough context.

  1. Line Item Page

Specific details of each line item with the clear segregation of shipments (Ongoing and Delivered) enables the user to easily identify the shipments.

During the primary research, we had observed that many dealers jot down shipment IDs (e.g., SHP3456IN) when they talk to logistics contacts. We realized that giving them a quick way to search for these would significantly reduce their friction.

With 10+ shipments in each order, We Introduced search functionality — enabling dealers to jump straight to what they need using Shipment ID.

This insight opened up a new opportunity.

Smart Search for Power Users

We enhanced the search bar at the bottom of the My Orders page to support both:

  • Order-level searches (by customer name, date, or number of items)

  • Shipment-level searches (by shipment ID)

We enhanced the search bar at the bottom of the My Orders page to support both:

  • Order-level searches (by customer name, date, or number of items)

  • Shipment-level searches (by shipment ID)

This allows dealers to skip unnecessary steps and instantly access shipment status—saving time and reducing friction.

This allows dealers to skip unnecessary steps and instantly access shipment status—saving time and reducing friction.

The next challenge was presenting shipment search results in a way that preserved context. Since shipment IDs alone aren’t meaningful in isolation, we designed the results in a parent-child format—linking each shipment to its corresponding order for clarity and faster decision-making.

The next challenge was presenting shipment search results in a way that preserved context. Since shipment IDs alone aren’t meaningful in isolation, we designed the results in a parent-child format—linking each shipment to its corresponding order for clarity and faster decision-making.

Order Card

Shipment Card

Shipment Search Card

Order Search

Shipment Search

Based on the input given by the dealer, the system assists them in completing respective IDs with relevant visual cues such as illustrations and supporting texts to guide accurate and confident selection.

Getting into Shipment Details

Tapping into a shipment takes the user to a comprehensive shipment detail page:

Tapping into a shipment takes the user to a comprehensive shipment detail page:

Overall delivery status upfront

Estimated delivery date

All line items included in that shipment.

Step-by-step delivery status

Outcomes
Outcomes

While the new dealer platform is currently in phased rollout, early usability tests and stakeholder reviews highlighted key wins:

While the new dealer platform is currently in phased rollout, early usability tests and stakeholder reviews highlighted key wins:

35%

35%

reduction in dealer queries related to shipment status

reduction in dealer queries related to shipment status

Improved dealer satisfaction scores (CSAT) in onboarding regions, attributed to increased clarity and control

Strong positive feedback from sales and logistics teams, who found fewer manual coordination touchpoints were needed

My Role
My Role

I led the end-to-end UX process for this initiative:

I led the end-to-end UX process for this initiative:

1

Collaborated with functional team to gain and understand requirements

2

Analyzed user interviews recordings to the gathered further insights

3

Collaborated with PMs, logistics stakeholders, and developers to map fulfillment flows

4

Closely worked with tech to understand the feasibility and limitations

5

Created multiple iterations of the information architecture and design

6

Prototyped and tested low-to-high fidelity designs with actual dealers

7

Presented design rationale to business leaders and product heads

8

Handover and development support

Key learnings
Key learnings

Business logic ≠ user logic:

A logistics-based flow (shipment-first) may be efficient internally, but not necessarily intuitive for users. Stepping into the dealer’s shoes helped me prioritize real-world workflows over system structures.

Micro-interactions matter in high-stress tools

Things like search placement, visual nudges for updates, and contextual grouping reduced mental load for users managing high stakes and tight timelines.

Designing for scale from Day 1 is crucial

In B2B contexts, it’s easy to design for a single case. Designing for Ramesh — a power user with 50+ orders and dozens of shipments — forced me to build a more robust, scalable foundation.

What I am proud of
What I am proud of

This project exemplifies my approach to UX: zooming into the smallest interactions while keeping an eye on system-wide coherence. I’m proud that our design not only solved a core pain point, but also became a foundation for rethinking how digital can truly empower B2B dealers — not just replicate offline workflows.

That's the end of this case study!

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