Background
The post-order experience for our MSME customers changes the game and takes the customer experience to the next level. Instead of focusing on ordering experience, we focused on what they suffered with the most: the post order experience. We rolled out features with the help of Design research that did the impossible: made the customers used our website, we provided unmatched value and experience which not only made them adopt our website but also stuck to our company to place orders because of the post order digital experience we provided. What did we change? Why we did that? What was the impact? Read on.
Goal
​To provide an experience that makes customers adopt our website and order more.
My impact
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Planning and executing research
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Research analysis and actionable insights
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Converting insights into features/product ideas
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Design strategy
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Rapid prototyping and validation with Business and Customers
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Managing design
Following up on the research
Through our research, we identified key features that not only enhance user experience but also significantly increase and sustain adoption rates.
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Order documents
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Reordering - Buy again
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Shipment tracking
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Material discovery and reordering made simple - buy again
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Price and availability
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Order inquiries
Order documents
Background
While doing customer research, we realised that from the moment of placing order, till receiving it and even beyond, they struggle with documents. We picked this up and design the experience in such a way that it makes the customers’ life a lot better and easier.
Research
We started with these insights:
Obtaining
It's challenging to keep track of documents like Lorry receipts and others.
Managing and sorting
It’s challenging to manage these documents because they are hard copies. Scanning, preserving, and organizing them is a time-consuming task.
Retriving
Having these documents ready is essential for filing taxes and during audits.
Notable design intervention
To understand the scope and importance of customer documents, we began by gathering and analyzing the various types of documents mentioned by our users. Next, we conducted follow-up interviews with a subset of customers to identify the most critical documents in their workflows.
Armed with these insights, our design team collaborated with Product Managers to ensure these priorities were addressed in the solution. Together, we facilitated the creation of Standard Operating Procedures (SOPs) for the Operations team to streamline document uploads. Particular emphasis was placed on non-negotiable documents, such as Invoices and Test Certificates, which were identified as crucial to customer satisfaction and trust.
The interface
The user interface was intentionally designed to be straightforward, displaying a clear, organised list of documents on a dedicated page. However, the key challenge lay in ensuring that customers received critical documents at the right time and in the right context.
To address this, we integrated contextual notifications:
• Invoices were prominently linked on the Order Summary page and became immediately accessible upon payment completion.
• Test Certificates were made available during the order placement process, ensuring customers could review them when they were most relevant.
This approach not only improved usability but also built trust by providing critical information precisely when it was needed.
The impact
90% of our customers accessed the documents from
the orders panel
50% of them stopped maintaining their own digital copies of document
40% of them used the documents feature to file their annual taxes and also used them for audit purpose
What worked in our favour
Organising documents order-wise and further shipment-wise proved to be a pivotal design choice. This structure made documents easily accessible for reference, download, and printing, addressing a critical user need.
The impact went beyond convenience—users adopted the system enthusiastically for audits and taxation purposes, highlighting its reliability and practicality. By eliminating the hassle of managing physical documents, scanning them, and navigating chaotic folder hierarchies, we delivered a solution that streamlined their workflows and simplified their lives.
This intuitive approach became a cornerstone of user satisfaction, showcasing the power of thoughtful design in solving real-world problems.
