SHEJIN

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B2B

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.

Context

Dealer's lack of visibility into the delivery status of their ordered products has a direct and negative impact on sales performance.

Problem

How might we empower dealers with timely shipment visibility to help them grow sales and retain customers?

Detailed Case study

Approach

Phase 1: The First Instinct

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.

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:

→ “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.

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.

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)

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

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.

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

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.

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.

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.

Final Design: Dedicated Pages

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

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.

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.

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)

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.

Order Card

Shipment Card

Shipment Search Card

Getting into Shipment Details

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

My Role

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

Collaborated with functional team to gain and understand requirements

Analyzed user interviews recordings to the gathered further insights

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

Closely worked with tech to understand the feasibility and limitations

Created multiple iterations of the information architecture and design

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

Presented design rationale to business leaders and product heads

Handover and development support

Outcomes

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

35%

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

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

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.