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MANOJ RAJAMANI

Discovery phase activities

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  • Working sessions with the product team to understand the application.

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  • Conduct 3-5 customer interviews.

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  • Talk to 10-12 users of the TradeEdge application.

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  • Analyze the current TradeEdge application and select specific workflows for a redesign.

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  • Research products from 2 competitors.

Over a 3 day period, we conducted 6 stakeholder interviews and a product presentation. These alignment activities helped us compose the,

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• Product success criteria.

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• Understand the team’s brand perspectives.

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• Requirements for design research.

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• Establish broader strategic context.

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• Identify project aspiration / risks.

Technical Challenges

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  • Network Issues in rural regions

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  • Usage of products across platforms and in different form factors

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  • Multilingual (Implementation + design)

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  • Ability to distribute for multiple or competitive CPGs (may not be a technical challenge but functionality is yet to be implemented and explored)

Key points for the user research,

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  • Current attitudes and behavior towards DMS

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  • Validation of current system

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  • The differences in attitude, usage and expectations between geographies

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  • Reducing dependency on data entry

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  • The users emotions at each stage of the service journey

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  • The factors that influence a product purchase decision like motivation

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  • Needs and aspirations

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  • Tax laws

Retailers

CPGs

Distributors

Users

Innovation Continuum

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Stakeholders shared a number of interesting initiatives and products that are considered daring within the innovation continuum.

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This redesign project was confirmed to sit comfortably in-between daring and revolutionary (leaning towards the daring side) in the innovation continuum.

Task Flows

Wireframes and Visual Design

Process

Who is it for

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Simple, easy to use, and configurable ERP capability for distributors.

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Features 

 

  • Master data setups

  • End-to-end procurement and order-to-cash cycle

  • Inventory and warehouse management

  • Finance and accounting

  • Consolidated reporting

DISTRIBUTION MANAGEMENT SYSTEM FOR RETAILERS

TRADE EDGE

G​oal

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  • Redesign TradeEdge DMS UX.

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  • Enhance the user experience.

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  • Seamless integration of Tradeedge UX across Edgeverve platform.

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  • Identify opportunities, needs, cultural nuances and provide the solution to step up the customer experience.

The contextual inquiry to understand distributors helped me to identify key areas like Customer Relations, Delivery Channels, Regional influence for the usage of applications, Inventory Management related aspects and Other Operational Challenges which are very significant to target users.

Scenarios

Sketches

Organisational benefits

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  • 30% increase in order processing and delivery speed from the time of receiving purchase order.

  • 40% increase in speed of invoice generation.

  • This resulted in 20% increase of monthly payments thus an increase of revenue every month.

Impact and success metrics

User benefits

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  • Routine repeatative tasks are cut down by 40%.

  • More sense of control for order processing and finance staff.

  •  60% of retail owners felt confident and less stress while managing their day to day sales and delivery. 

Learnings

  • Spend more time on research if needed.

  • Test, test and test. Learn fast.

  • Iteration does not necessarily mean more. Less is effective in many cases.

Key Insights​

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  • Difficulty in understanding the English language which is the default language for software application.

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  • Application are heavy on text usages which demands user to remember meaning of words and flows to perform tasks.

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  • Training or learning new software (like Tally) is not appreciated.

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  • Owner Prefers to sell only these two brands or principals as their godowns are close by.

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  • “Giving orders online is not in the mindset of retailers” - Suresh (Owner).

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  • “ Using software applications to operate is a ‘Time Saver’ ” - Suresh (Owner).

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  • “If there is only one solutions which can handle both the brands it would reduce workload” -Suresh (Owner).

Conducted field study for 5 distributors across 3 industries in Bangalore (India) to understand their Daily activities, Team members, Demographies, Environments, and Challenges. Artefacts like photographs, videos and field notes were collected during the process. Raw data collected through semistructured interviews helped us to drive insights.

Field Study

Data Collection

Data Analysis

Process Overview

Key Insights

Persona

User Profiles

Next Steps

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