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.
Define
Goal
Based on identified issues, we established a project goal:
Goal is to update the main module's UI to significantly enhance user experience, integrating cannabis-industry specific data to effectively transform it into a premier cannabis solution platform.
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
Display of location-specific product information
Relevance of inventory product linkage
Orders module
Enhancing order list display
Redesigning UI and grouping for order status tabs
Evaluating advance filter utility
Integrating POS orders
Customers module
Consolidating online and POS data presentation
Evaluating advance filter utility
Enhancing customer details with POS purchase data
Location-based data display
Analytics module
Incorporating location-based analytics
Integration of POS sales data
Develop
Multiple rounds of ideation
For each module to revamp, we went through series of wireframing and feedback session.
Through review and feedback sessions, we refined the design scope, gaining a clearer, more tangible understanding of the features to incorporate in the design revamp.
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 clients 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.
Deliver
Products module
Orders module
We decided to step back from our suggestion to merge fulfillment and order functionalities due to time constraints that would accompany such a significant change.
Customers module
Analytics module
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.