Before
After
Drag to compare the ordering dashboard, before and after redesign
UI/UX Design · EasyOrder
EasyOrder is a sales representative and client ordering platform built to support fast, accurate order creation within complex business rules. This project focused on reducing friction, improving clarity, and increasing user confidence across the end-to-end ordering flow.
Before
After
Drag to compare the ordering dashboard, before and after redesign
The Challenge
The existing ordering flow was complex and inefficient. Users faced repetitive steps, unclear navigation, and limited system feedback, leading to slower task completion and higher error rates, especially for frequent users.
Research & Insights
I reviewed the current flow, observed user behavior, and gathered qualitative feedback from internal teams.
Multiple unnecessary actions increased cognitive load and slowed users down.
Users lacked clear progress indicators and flow awareness.
Insufficient system responses reduced user confidence during critical actions.
Discovery & Research
Before touching the interface, I built out the research base: who uses EasyOrder, what they're up against, and how the product compares to what else is on the market.
Represents the field sales rep who places orders on the move, between client visits, often on unstable connections.
Orders the same core catalogue every cycle and needs speed and pricing accuracy above all else.
Oversees a team of reps and needs visibility into order volume and discount exceptions across the region.
Fulfils orders once they're placed, and depends on accurate stock data flowing through from EasyOrder.
Early-stage assumption persona used before research access to actual clients was granted.
Assumption persona framing the onboarding experience before shadowing new reps was scheduled.
Used to frame the approval side of the flow ahead of finance stakeholder interviews.
Assumption persona for the external partner side of fulfilment, pending partner research.
Synthesized from 9 shadowing sessions with reps across 3 regions.
Maps who is directly affected by ordering changes versus who influences from a distance.
Raw research notes clustered into themes during a synthesis workshop, surfacing the patterns behind user pain points.
Scored comparison against comparable enterprise platforms across usability, performance, and support dimensions.
Design Response
Reduced and grouped steps to minimize cognitive load and speed up completion.
Improved information architecture to surface key details at the right moment.
Enhanced primary actions and system responses to build user confidence.
Journey & Flow
With the problem framed, I mapped the full ordering journey from frontstage to backstage, to see exactly where the flow was breaking down and design around it.
End-to-end emotional curve across the order placement journey, from first touch to task completion, mapped against satisfaction (1–5).
Frontstage actions, backstage operations, and supporting systems mapped against each other to expose handoff gaps.
Primary task flow through the product, including key decision points and drop-off risk areas.
Navigation and content hierarchy used to structure menus, dashboards, and permissions.
Validation
I facilitated a focus group with active users to validate the proposed design, testing the revised ordering flow, navigation clarity, and action feedback and confidence.
Users found the flow faster and easier to understand.
Clear progress and feedback reduced hesitation.
Insights from the session informed final refinements.
Outcome & Impact
Impact
Scale and ownership across the EasyOrder platform, from strategy through to delivery.
Strategy & Prioritization
Every metric below is shown as a before → after pair: what the baseline looked like pre-redesign, and where it landed after launch, so the improvement is never just a claim.
Share of support tickets and feedback tied to each theme, before the redesign shipped versus today.
Net Promoter Score moved from 14 to 42, made up of 55% promoters, 32% passives, and 13% detractors (n=486).
Customer satisfaction climbed from 61% to 88% across 312 post-task survey responses.
Effort score improved from 3.6 to 5.8 out of 7 across 298 responses. Lower effort correlates with higher retention.
Session recordings and heatmaps reviewed for rage clicks, dead clicks, and scroll depth to locate friction.
Unmet needs plotted by importance vs. current satisfaction to surface where the biggest opportunity gaps sit.
Candidate initiatives scored on impact vs. effort to sequence the roadmap.
North-star and supporting metrics compared against their pre-launch baseline to show whether the redesign is actually working.
Quarterly delivery plan covering discovery, build, rollout, and iteration phases.
Operational metrics compared before and after launch to quantify the business case.
One-page leadership readout summarizing problem, approach, and measurable outcome.
Key Takeaway
This project demonstrates how user research, structured problem-solving, and validation can transform a complex enterprise workflow into a clear, efficient experience, without compromising business requirements.