Casestudy

Casestudy

From Confusion to Confidence

Conducting business without clarity and visibility is difficult. Understanding this, a leading cement manufacturing company based in India decides to launch a digital tool specifically tailored to their dealer needs and conduct their business efficiently. I designed the order management experience around how dealers think — giving them clear, product-first visibility into complex, multi-shipment orders.

Project Description

Client

A leading cement manufacturer

Type of work

Commercial (Redesigned)

TImeline

10 weeks (Jan'24 - Mar'24)

My role

Product Designer

Contribution

Research Synthesis
Design System
UX
Visual Design
Interaction Design
Prototypes
Hand-off

Possible Outcome

Increased dealer retentions
User satisfaction Scrore
Overall sales increased
Reduced Errors & Return Order Rate
Fewer Support Requests

Preview

Preview

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.

Background

The organization relied on traditional methods like phone calls, in-person meetings, and sales agents to communicate with their dealers. This had 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.

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.

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.

Goal

Goal

Implementing a centralized product helps dealers & sub-dealers to efficiently manage their sales. Through this tool, they are also better integrated into company, aggregating all of their tasks and necessary workflows in one dedicated platform.

Challenge

It was a strategic decision to design the product in alignment with the company’s existing ways of working, rather than forcing a disruptive change. To achieve this, we first immersed ourselves in understanding the intricacies of their current business processes — including the workflows, dependencies, and pain points of all user groups.

Workflow variation

Three business verticals

Three business verticals

The manufacturer offers three different range of products- Cement, Modern-Building Materials (MBM), and Ready made Mix(RMX).

The manufacturer offers three different range of products- Cement, Modern-Building Materials (MBM), and Ready made Mix(RMX).

Three user profiles

Three user profiles

The business operated on a parent–child model, where dealers managed their network of sub-dealers, with each dealer potentially linked to multiple sub-dealers.

The business operated on a parent–child model, where dealers managed their network of sub-dealers, with each dealer potentially linked to multiple sub-dealers.

To address this, we designed workflows that shared a consistent foundation across all user groups, while introducing tailored variations to meet the specific needs of each. This ensured a cohesive and intuitive experience for everyone, while respecting the unique requirements of dealers, sub-dealers, and influencers.

To address this, we designed workflows that shared a consistent foundation across all user groups, while introducing tailored variations to meet the specific needs of each. This ensured a cohesive and intuitive experience for everyone, while respecting the unique requirements of dealers, sub-dealers, and influencers.

Time and budget constraints

Aiming for a rapid launch, we built the portal using Progressive Web App (PWA) technology for its efficiency. I also prioritized a design approach that balanced leveraging existing patterns with implementing innovative features helping in:

  • Reduce Development Time: Leveraging existing patterns minimized the "engineering lift," allowing us to deliver the platform faster.

  • Maintain Usability: Familiar design patterns contribute to a more intuitive user experience, reducing the learning curve for Cemet's dealers.

Aiming for a rapid launch, we built the portal using Progressive Web App (PWA) technology for its efficiency. I also prioritized a design approach that balanced leveraging existing patterns with implementing innovative features helping in:

  • Reduce Development Time: Leveraging existing patterns minimized the "engineering lift," allowing us to deliver the platform faster.

  • Maintain Usability: Familiar design patterns contribute to a more intuitive user experience, reducing the learning curve for Cemet's dealers.

Design Approach

To address the challenges of supporting diverse user groups and tight timelines, we followed a focused and strategic design approach

User-Centric & Aligned to Existing Workflows

We closely studied the current business processes of dealers, sub-dealers, and influencers to design a product that aligned with their existing ways of working, ensuring adoption without disrupting established workflows.

We closely studied the current business processes of dealers, sub-dealers, and influencers to design a product that aligned with their existing ways of working, ensuring adoption without disrupting established workflows.

Prioritization of Complex Workflows

Together with the business and tech teams, we prioritized the more complex MBM and Cement verticals first, deferring RMX, which was already handled directly by the manufacturer. Similarly, we tackled the Dealer profile before the Sub-dealer profile, as it was more critical and required deeper customization.

Together with the business and tech teams, we prioritized the more complex MBM and Cement verticals first, deferring RMX, which was already handled directly by the manufacturer. Similarly, we tackled the Dealer profile before the Sub-dealer profile, as it was more critical and required deeper customization.

Phased Delivery Strategy

Since it wasn’t feasible to design all flows within the timeframe, we worked with stakeholders to define a phased roadmap that delivered the most critical functionality first while minimizing rework later.

Since it wasn’t feasible to design all flows within the timeframe, we worked with stakeholders to define a phased roadmap that delivered the most critical functionality first while minimizing rework later.

Evolving Design System

We established a basic design system at the outset, which evolved alongside the project. This ensured visual and interaction consistency across the product and helped the team collaborate effectively.

We established a basic design system at the outset, which evolved alongside the project. This ensured visual and interaction consistency across the product and helped the team collaborate effectively.

Responsive & Consistent

As part of our responsive design strategy, I designed both web and mobile screens in parallel, maintaining consistent interaction patterns and visual language across platforms to provide a seamless experience.

As part of our responsive design strategy, I designed both web and mobile screens in parallel, maintaining consistent interaction patterns and visual language across platforms to provide a seamless experience.

Designing

Designing

Once the key flows were identified and distributed across the team, I took ownership of the core flow — Order Management for Dealer — and led its design from end to end while overlooking the other flows.

Key Flows under Order Management for Dealer

1. Order Requests

How dealers reviews, edits accepts order request from Sub dealers

How dealers reviews, edits accepts order request from Sub dealers

2. Quick Order

How dealers place orders both for themselves and for their sub dealers.

How dealers place orders both for themselves and for their sub dealers.

3. Active Orders

How dealers track and oversee the progress of their placed orders.

How dealers track and oversee the progress of their placed orders.

Designing — Order Requests

Designing — Order Requests

Designing — Order Requests

Designing — Active Orders

1. Order Requests

Context

Sub-dealers cannot place orders directly with the manufacturer. Instead, they submit an order request to their dealer. The dealer then reviews the request and, if acceptable, converts it into an actual order. The dealer also has the option to edit the sub-dealer’s request to better align with available stock, pricing, or other constraints before finalizing the order.

Sub-dealers cannot place orders directly with the manufacturer. Instead, they submit an order request to their dealer. The dealer then reviews the request and, if acceptable, converts it into an actual order. The dealer also has the option to edit the sub-dealer’s request to better align with available stock, pricing, or other constraints before finalizing the order.

Reduced backend load while empowering dealers to make informed, confident decisions.

Performing real-time inventory checks for multiple line items can strain the backend systems. To address this, the dealer is given the option to manually verify any line item if they have doubts about its availability.

Performing real-time inventory checks for multiple line items can strain the backend systems. To address this, the dealer is given the option to manually verify any line item if they have doubts about its availability.

Building trust with clear communication

If the stock is available and the dealer chooses to fulfill the requirement themselves, they can edit the requested line item before placing the order. When adjusting the quantity, the dealer is required to provide a specific reason for the change. This ensures transparency and keeps both the manufacturer and the sub-dealer informed about the modification.

If the stock is available and the dealer chooses to fulfill the requirement themselves, they can edit the requested line item before placing the order. When adjusting the quantity, the dealer is required to provide a specific reason for the change. This ensures transparency and keeps both the manufacturer and the sub-dealer informed about the modification.

Order confirmation and split fulfillment

Once the dealer reviews, edits (if needed), and accepts the request, it is sent to the manufacturer and converted into an active order. If the dealer reduces the requested quantity and provides the reason “In stock, I will provide”, the reduced quantity becomes a separate active order, which the dealer is responsible for fulfilling directly.

Once the dealer reviews, edits (if needed), and accepts the request, it is sent to the manufacturer and converted into an active order. If the dealer reduces the requested quantity and provides the reason “In stock, I will provide”, the reduced quantity becomes a separate active order, which the dealer is responsible for fulfilling directly.

Ensuring consistency across devices

In parallel, I designed the screens for mobile, ensuring that the same interaction patterns and visual design principles were maintained. This helped create a consistent and seamless experience across both web and mobile platforms, allowing users to switch between devices without any learning curve.

In parallel, I designed the screens for mobile, ensuring that the same interaction patterns and visual design principles were maintained. This helped create a consistent and seamless experience across both web and mobile platforms, allowing users to switch between devices without any learning curve.

1.

Received Requests

1.

Received Requests

1.

Received Requests

2.

Requested items

2.

Requested items

2.

Requested items

3.

Reason for edit

3.

Reason for edit

3.

Reason for edit

4.

Confirmation

4.

Confirmation

4.

Confirmation

Designing — Quick Order

Designing — Quick Order

Designing — Quick Order

Designing — Quick Order

2. Quick Order

Context

To efficiently manage their inventory, dealers handling a wide range of products often need to promptly order specific items. Rather than browsing or discovering new products, they often arrive with a predefined “to-order” list, which they replicate and fulfill as quickly as possible.

This behavior led us to define a dedicated Quick Order flow—an experience optimized for speed, familiarity, and efficiency.

To efficiently manage their inventory, dealers handling a wide range of products often need to promptly order specific items. Rather than browsing or discovering new products, they often arrive with a predefined “to-order” list, which they replicate and fulfill as quickly as possible.

This behavior led us to define a dedicated Quick Order flow—an experience optimized for speed, familiarity, and efficiency.

Pivoted from existing pattern to craft a consistent experience across all the platforms

While analyzing similar apps, we found a common pattern.

While analyzing similar apps, we found a common pattern.

Users select from each dropdown and creates a Line Item and checks out from the same screen.

Users select from each dropdown and creates a Line Item and checks out from the same screen.

Since this pattern didnot scale down well to smaller screens. I designed a pattern that works for both web and mobile. This helped in:

Since this pattern didnot scale down well to smaller screens. I designed a pattern that works for both web and mobile. This helped in:

Maintaining consistency and reducing tech efforts

Common pattern across all devices helps the users with consistent experience across all the devices and reduces the tech lift.

Common pattern across all devices helps the users with consistent experience across all the devices and reduces the tech lift.

Fewer clicks & faster order completion

Reduced the number of clicks, convenient scannability of added products helps reducing order completion time.

Reduced the number of clicks, convenient scannability of added products helps reducing order completion time.

How the flow works

Adding product imagery improved order accuracy and confidence, reducing friction and lowering the Order Return Rate.

From our research, we learned that dealers — and especially sub-dealers — often recognize products visually rather than by name or code. However, our competitor analysis revealed that none of the competing platforms included product imagery in their workflows.

When we probed this further during user conversations, dealers responded positively to the idea of showing product images alongside names and details. They felt it would make adding and reviewing orders much easier.

We incorporated clear product imagery into the order and review screens to support visual recognition.

This design reduced friction for users during the ordering process and helped them confidently verify their selections, ultimately contributing to a lower Order Return Rate.

From our research, we learned that dealers — and especially sub-dealers — often recognize products visually rather than by name or code. However, our competitor analysis revealed that none of the competing platforms included product imagery in their workflows.

When we probed this further during user conversations, dealers responded positively to the idea of showing product images alongside names and details. They felt it would make adding and reviewing orders much easier.

We incorporated clear product imagery into the order and review screens to support visual recognition.

This design reduced friction for users during the ordering process and helped them confidently verify their selections, ultimately contributing to a lower Order Return Rate.

Addressing conflicting needs for line-item price breakdown

During initial user testing, we received conflicting feedback about the line-item level price breakdown. About half the users considered it essential for making critical decisions, while the other half felt it added unnecessary cognitive load.

The challenge was to present this information in a way that served the users who needed it, without overwhelming those who didn’t. To resolve this, I designed an interactive collapsible section that kept the detailed breakdown hidden by default but easily accessible with a single click.

During initial user testing, we received conflicting feedback about the line-item level price breakdown. About half the users considered it essential for making critical decisions, while the other half felt it added unnecessary cognitive load.

The challenge was to present this information in a way that served the users who needed it, without overwhelming those who didn’t. To resolve this, I designed an interactive collapsible section that kept the detailed breakdown hidden by default but easily accessible with a single click.

While adding the products

While adding the products

Rechecking the added products

Rechecking the added products

This allowed users who wanted the details to view them seamlessly, while letting others continue their task without distraction, striking the right balance between clarity and simplicity, catering to both groups and improving the overall user experience.

This allowed users who wanted the details to view them seamlessly, while letting others continue their task without distraction, striking the right balance between clarity and simplicity, catering to both groups and improving the overall user experience.

Designing — Active Orders

Designing — Active Orders

Designing — Active Orders

Designing — Active Orders

3. Active orders

Context

Context

As above, dealers place large, complex orders with multiple line items, which are often fulfilled over multiple shipments due to inventory limits, logistics constraints, and fair distribution policies.

As above, dealers place large, complex orders with multiple line items, which are often fulfilled over multiple shipments due to inventory limits, logistics constraints, and fair distribution policies.

Challenge

Challenge

Partial shipments created confusion for dealers, who lacked clear visibility into what had shipped, what was pending, and which shipment covered which line items — leading to inefficiency and repeated follow-ups.

Goal

Goal

A solution that provides dealers with clear, real-time visibility into the status of each order and its line items across multiple shipments.

Uncertainty during long shipping windows

I added subtle nudges that highlight recent activity — giving dealers confidence and reassurance, even when the overall status remains unchanged for prolonged period.

I added subtle nudges that highlight recent activity — giving dealers confidence and reassurance, even when the overall status remains unchanged for prolonged period.

Number of new updates along with the status tag helps the user to quickly comprehend

Number of new updates along with the status tag helps the user to quickly comprehend

User feedback exposed the gap — I closed it by reframing tracking to match how dealers think.

Initially, aligning with the business process, we designed a shipment-first flow, where dealers viewed each shipment and then drilled down to see the items within.

However, user testing revealed a mismatch — 60% of dealers preferred tracking at the line-item level, as they primarily wanted to know the status of specific products.

We reframed the experience into a more intuitive line-item-first flow, where dealers could see each product and how it was distributed across multiple shipments, with clear status updates for each.

This structure allowed dealers to easily track the progress of every product, regardless of how it was split across trucks or delivery dates.

Initially, aligning with the business process, we designed a shipment-first flow, where dealers viewed each shipment and then drilled down to see the items within.

However, user testing revealed a mismatch — 60% of dealers preferred tracking at the line-item level, as they primarily wanted to know the status of specific products.

We reframed the experience into a more intuitive line-item-first flow, where dealers could see each product and how it was distributed across multiple shipments, with clear status updates for each.

This structure allowed dealers to easily track the progress of every product, regardless of how it was split across trucks or delivery dates.

Line Item-level tracking

Shipment-level tracking

Possible Impacts & Outcome

While I might not have direct visibility into the post-launch outcomes, the expected impact of the design decisions is significant.

Improved Efficiency

Dealers can track orders and shipments more quickly, reducing time spent on calls or follow-ups.

Dealers can track orders and shipments more quickly, reducing time spent on calls or follow-ups.

Reduced Errors & Returns

Clear line-item tracking and product imagery help prevent mistakes and misunderstandings, lowering the order return rate.

Clear line-item tracking and product imagery help prevent mistakes and misunderstandings, lowering the order return rate.

Higher User Satisfaction

Intuitive, product-first tracking aligns with dealers’ mental models, making the experience feel seamless and user-friendly.

Intuitive, product-first tracking aligns with dealers’ mental models, making the experience feel seamless and user-friendly.

Fewer Support Requests

By empowering dealers with visibility and control, reliance on support teams is reduced.

By empowering dealers with visibility and control, reliance on support teams is reduced.

Better Planning

With clarity on what’s shipped and what’s pending, dealers can better manage their inventory and sales commitments.

With clarity on what’s shipped and what’s pending, dealers can better manage their inventory and sales commitments.

My Role

  1. Collaborated with functional team to gain and understand requirements

  1. Analyzed user interviews recordings to the gathered further insights

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

  1. Closely worked with tech to understand the feasibility and limitations

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

  1. Presented design rationale to business leaders and product heads

  1. Handover and development support

Key Learnings

User mental models > internal processes

Even though the business processes suggested a shipment-first flow, user testing revealed that dealers think in terms of products — a reminder to always design for how users think, not just how the business operates.

Even though the business processes suggested a shipment-first flow, user testing revealed that dealers think in terms of products — a reminder to always design for how users think, not just how the business operates.

Test early and test often

Early user testing surfaced critical mismatches between assumptions and real needs, allowing us to pivot before investing too much in the wrong direction.

Early user testing surfaced critical mismatches between assumptions and real needs, allowing us to pivot before investing too much in the wrong direction.

Progressive disclosure works well for diverse needs

When some users needed detailed information (like price breakdowns or shipment details) while others didn’t, interactive patterns like collapsible sections helped balance clarity and simplicity.

When some users needed detailed information (like price breakdowns or shipment details) while others didn’t, interactive patterns like collapsible sections helped balance clarity and simplicity.

Aligning with backend constraints while preserving UX is key

Inventory checks and partial fulfillment workflows required compromise between technical feasibility and user needs — close collaboration with engineering made this possible.

Inventory checks and partial fulfillment workflows required compromise between technical feasibility and user needs — close collaboration with engineering made this possible.

A lightweight design system pays off

Starting with even a minimal design system ensured consistency and efficiency as the product scaled, saving time and reducing rework.

Starting with even a minimal design system ensured consistency and efficiency as the product scaled, saving time and reducing rework.

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