Background story and discovery
In the initial stages of Breadstack's development, our focus was on creating a unified hub connecting multiple eCommerce platforms and stores, centered solely on eCommerce functionality. However, as we transition into the retail industry, many of our initial assumptions no longer hold true. For instance, local retailers may offer shipping methods such as in-store pickup, which are distinct from online stores. Similarly, our warehouse module was originally designed for multiple online stores to share inventory, but with warehouses now functioning as retail locations, individual operations prevail, with separate inventories.
Furthermore, our initial target users were individuals familiar with WooCommerce and WordPress, hence the similarity in Breadstack's UI. However, as we pivot towards retail owners, we must reassess which software they are accustomed to and adjust our approach accordingly.
Noticing problems of previous approach
The team's initial strategy to adapt the original platform for cannabis solutions with COVA integration focused on minimal changes, resulting in numerous inactive fields due to constraints and an overwhelming user interface. This approach created a disjointed solution like Frankenstein, with patchwork adjustments that failed to effectively meet user needs.
Design Strategy
Goal
Enhancing the user experience for cannabis retail store owners and operators by updating the main modules' UI while integrating cannabis-industry specific data within constraints, thereby transforming the platform into a premier solution for the cannabis industry.
Constraints
Integration with COVA system constraints:
The project must seamlessly integrate with the COVA system, imposing constraints such as non-editable contents for certain data fields like product information, customer details, etc.Adhere to existing product branding:
The project must maintain consistency with the branding of the existing product, ensuring a cohesive user experience and visual identity.Retail location-specific data:
Some data fields are specific to retail locations, requiring special consideration and handling within the system.
Things to consider before proceeding to ideation
Products module
Handling non-editable data
Distinguishing 'locations' from other attributes
Orders module
Enhancing order list display
Integrating POS orders
Customers module
Consolidating online and POS data presentation
Evaluating advanced filter utility
Analytics module
Incorporating location-based analytics
Integration of POS sales data
Solution
Multiple rounds of ideation
We engaged in a series of ideation sessions, where we conducted activities like card sorting, idea sketching, wireframing, and designing concept mockups for each module to be revamped. During each session, we reviewed and exchanged feedback, which enabled us to refine the design scope, leading to a clearer and more concrete understanding of the features to integrate into the redesign.
Ambitious approach
Can we combine 2 different modules?
Upon realizing the limited use of the Fulfillment module among our users, we identified an opportunity to refine the order processing workflow. Recognizing the integral role of fulfillment in this process, we proposed merging these functions into a cohesive system. By integrating fulfillment directly into the Order module and embedding it within the order details page, users can seamlessly manage orders from start to finish. This consolidation not only streamlines the order processing journey but also improves user efficiency and workflow coherence.
Additionally, we observed that our users often do not distinguish between warehouse operators and store operators, with both groups responsible for handling packages. This led us to merge fulfillment and order functionalities to allow users to manage packages within the Order module.
Delivery
Products module
We updated the product publish settings, transitioning them into a more intuitive format to facilitate easier management of the storefront catalog for users. Additionally, we made UI improvements to clarify product variations, providing clear indications of location inventory availability. Furthermore, we addressed potential confusion by changing non-editable fields from disabled text boxes to a simpler text style. These changes aim to ensure smoother navigation and increased clarity for our users.
Orders module
In response to time constraints, we opted to step back from our proposal to merge fulfillment and order functionalities, acknowledging the significant time investment such an overhaul would require.
Meanwhile, on the order list page, we made improvements by collapsing the advanced filter by default, which previously occupied considerable screen space and detracted from the main order list. This adjustment allows users to better focus on the primary purpose of the module.
Additionally, on the order details page, we prioritized usability by placing the order summary at the top, enabling users to quickly access vital information. Furthermore, we refined the method for changing order status, transitioning it to an action-driven style to align with the order processing workflow.
Customers module
Following the rationale behind the order list page update, we defaulted the advanced filter on the customer list page to a collapsed state, ensuring users can focus on the primary content without unnecessary distractions.
Moreover, on the customer details page, we prioritized usability by restructuring information and data in accordance with the module's purpose. To provide users with more insightful data, we refined the insights by eliminating overlapping information and integrating retail location-specific data. These enhancements offer users a clearer understanding of customer behavior and preferences.
Analytics module
We concentrated on enabling users to view data both by individual retail location and aggregated across all locations. This allows for a comprehensive understanding of performance at both granular and macro levels. Moreover, we expanded the module's capabilities to facilitate diverse comparisons between online and POS (in-store) order and sales data. These enhancements provide users with valuable insights to optimize business operations effectively.
Outcome
Growth in various client performance metrics
This redesign project significantly enhanced user experience and software interface, offering a more tailored solution for our clients. Consequently, our clients made a complete transition from their previous software to our product. Presently, all retail locations under the client's brand utilize the Breadstack Cannabis solution, simplifying organizational management of customer data, orders, and inventory.
46% average available inventory increase
26% decrease in inventory return rate
37% surge in new customers
14% boost in total orders
What happened next?
Following the release of the product update, the team recognized the untapped potential of integrating order and fulfillment functionalities. This realization was further reinforced by feedback from stakeholders, prompting us to revisit the concept. Motivated by this feedback and recognizing the opportunity to cater to diverse user profiles, we embarked on further exploration for future product updates.
Takeaways
Involve engineering early to understand limitations better
Involving engineering upfront proved to be crucial during our project, particularly when suggesting integration between the order and fulfillment modules. Without prior consideration of technical limitations within our time constraints, we encountered challenges that could have been mitigated with engineering input. This experience highlighted the importance of collaboration between design and engineering teams from the outset.
Iterate, iterate, iterate! (based on feedback)
The importance of feedback and iterations during the ideation phase became evident throughout our project. By actively seeking and incorporating feedback during the early stages, we were able to refine our ideas and solutions iteratively. This iterative approach facilitated the development of more robust and user-centric designs. Embracing feedback as an integral part of the ideation process enabled us to identify and address potential issues early on, leading to more successful outcomes in subsequent phases of the project.
Importance of critical thinking for product enhancement
Critical thinking played a significant role in our efforts to improve the product further. By challenging assumptions and exploring alternative approaches, we were able to uncover new opportunities for enhancement and innovation. This process of critical thinking encouraged us to question existing norms and push the boundaries of conventional design solutions.