Distributed Order Management System
One composable platform at the heart of complex order workflows which manage orders across all sales channels at scale, on a platform designed to drive efficiency and profitability
My role
Sole Product designer on this project, End-to-end ownership of UX/UI from discovery, research, and flow mapping to high-fidelity design.
Timeline
2021-2022
Team Members
20+ Stakeholders, Product Managers, Program Managers, Business Managers, Data Analysts, Engineers, QA, Graphic designer, Content Designers.
Organisation
FYND (Shopsense Retail Technologies Ltd.)
Highlights
Increased OMS adoption, enabling users to process 3.2M orders in 2023.
Vertical
B2B, B2C, SupplyChain, E-commerce SaaS
Project Overview
This project was about more than redesigning a tool. It was about aligning tech, business, and users into one seamless ecosystem.
The company’s OMS had reached a breaking point. As orders scaled, fulfillment complexities grew—fragmented processes, reliance on spreadsheets, inconsistent handoffs, and reactive SLA tracking. I was brought in to redesign the entire system from the ground up.
The Challenge
The product was expected to serve as a central nervous system for orders across multiple sales channels
Modern commerce moves fast, but the existing Order Management System (OMS) was stuck in silos. It was designed for a time when manual coordination across tools and teams might have worked — but now, scale, complexity, and multiple user personas have outgrown it.
User Problem
Each user from warehouse staff to brand managers felt the friction. Bulk actions were missing, workflows were rigid, manifest was fragmented and no one had the real-time visibility they needed.
Business Goals
Leadership wanted a one system that could centralize operations, reduce human error, support integrations (ERP, WMS, POS), reduce turnaround time, enable real-time fulfillment tracking across thousands of orders and provide actionable insights across the order lifecycle.
Impact
Before we get to the good stuff, here are some statistics that show the scope and impact of this work:
Redesigning the OMS wasn’t just about refining workflows — it was about enabling scale, clarity, and control across the fulfillment lifecycle. Within months of rolling out the new system, the results spoke volumes.
3.2M+
Orders processed in 2023
600M
Shoppers served across marketplaces
20,000+
Fulfilment locations using platform
48
New integrations
(ERP, WMS, POS) fully functional
The Process
Mapping User Realities
I interviewed over 15 stakeholders — from fulfilment heads to small sellers. I walked the floors of warehouses. Sat in on live support calls. Understanding their workflows and pain points helped us tailor the interface and automation logic to their real-world tasks. What emerged were patterns:
1. The confusion caused by vague shipment statuses.
2. The time lost on manual transitions.
3. The disconnect between order and bag-level tracking.
Redesigning the functional flow
Our core challenge was buried deep in how the system processed “bags” inside shipments — logic that was both critical and obscure.
We collaborated closely with the engineering manager to break down the backend structure and its constraints, then worked with the product manager to align on business requirements.
Mapping User Flow & Edge Case
To streamline backend logic, I worked directly with engineering leadership to understand how bag statuses transitioned within shipments. We co-created a simplified state machine that reduced ambiguity and reflected backend logic accurately in the UI.
The Solution
To address the fragmented and manual nature of the existing OMS, we reimagined the system from the ground up — not just as a tool, but as a smart, adaptive platform that simplifies complex logistics for every stakeholder involved.
A Unified Interface for Everyone
We designed a centralized dashboard that became the single source of truth across roles. Whether it’s a warehouse operator managing hundreds of shipments, or a brand manager tracking performance, everyone now works within the same intuitive environment — no more context switching, no more guesswork.
Intelligent Automation Where It Matters Most
Tasks that previously required constant human input — like invoicing, SLA tracking, and assigning delivery partners — are now handled through rule-based automation. This shift reduced operational delays and significantly cut down on human efforts.
Workflow-Specific Flexibility
We paid special attention to designing for role-specific needs:
Bulk operations for warehouses to pack, invoice, and manifest at scale. Simplified, single-order views for small sellers.
Data-rich dashboards for managers to make fast, informed decisions.
Engineered for Integration
The system was built with scalability in mind, offering plug-and-play integrations with ERPs, WMS, POS systems, and sales channels. It now adapts easily to the diverse tech stacks of different fulfillment partners and brands.
Final Design
The system was built with scalability in mind, offering plug-and-play integrations with ERPs, WMS, POS systems, and sales channels. It now adapts easily to the diverse tech stacks of different fulfillment partners and brands.
As a Small-Seller, I want easy to use interface, customer details visibility, and efficient single order management.
Order Processing
In the new OMS, an order moves from purchase to delivery without hassle — stock is checked, invoices are made, and couriers are booked automatically, while live updates keep everyone in the loop. Returns are just as easy, saving time and effort for the whole team.
As a Store manager, I want Bulk-order processing, visibility into inventory and shipment statuses and efficient handling of large order volume
Bulk action processing
Instead of handling orders one by one, the Bulk Action feature lets store managers update many orders at once using a simple file. They can confirm, cancel, invoice, assign delivery, and print labels in just a few steps making the whole process faster and less tiring.
As a Store-manager, I want easy to way create manifest for bulk orders as well as want to create drafts of it and clear visibility manifest
Manifest process
Manifest processing makes handing over shipments to delivery partners quick and easy. Once orders are ready, the store manager creates a list of all packages with their tracking details. The delivery partner signs it when picking them up, confirming the handover. The OMS automates this, so bulk dispatch is faster and mistakes are less likely.
As a Brand Head, I want High-level insights into order metrics, SLA adherence, and comparative performance reports.
Analytics Dashboard
The analytics dashboard gives store managers and brand head a clear view of their orders in one place. They can track sales, returns, delivery times, and other key stats without digging through spreadsheets. This helps them spot issues quickly, make better decisions, and keep operations running smoothly
Learnings from Working with Scope Changes
This project pushed me to think beyond screens and truly understand the ecosystems users operate within. Here’s what stood out:
Designing for scale means designing for every role
OMS had to work for sellers shipping 1 item per day and warehouses managing 40K+. Balancing those needs was a constant challenge that required flexible, role-specific workflows.
Partnership with engineering is critical.
Understanding the system architecture helped me collaborate better with developers and design solutions that were not only usable but technically feasible and scalable.
Clarity beats cleverness
Complex backend logic and edge cases needed simplified UX, not more layers. Every decision was guided by reducing friction, not adding features.
Storytelling is as much for teams as for users.
Communicating problems, trade-offs, and decisions helped align stakeholders from product, tech, ops, and design — creating real momentum behind the final solution.
