SR*
Amazon.
Designing and building a performance-first omni-channel Order Management System
CATEGORY
E-Commerce
Supply Chain Management
Retail
PRESS RELEASE
Context.
An Omnichannel order management solution designed to help businesses streamline their e-commerce operations. It enables sellers to manage inventory, process orders, and fulfill shipments across multiple sales channels, including Amazon and other platforms, all from a single interface.
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The platform integrates advanced inventory tracking, order routing, and warehouse management tools, ensuring accurate fulfillment and timely deliveries.
Agency
HumanX
Team
Nabeelah R. , Product Designer
Hetvi V. , Head of Product
Vishnu S. , Product Manager
Shaurya S. , Technical Architect
Objective.
Amazon's primary objective with this tool was to onboard and retain more sellers, enhance their operational efficiency, and capture a larger share of the growing omni-channel commerce market while strengthening its ecosystem. By simplifying complex workflows and integrating seamlessly with the Amazon ecosystem, this tool positions itself as a one-stop solution to help sellers scale, reduce operational friction, and deliver a consistent customer experience.
ON TIME DELIVERY
97%
Impressive on-time delivery rate for orders managed through its Multi-Channel Fulfillment
ORDER FULFILMENT RATE
+12%
UX interventions directly contributed to the iincrease in Order Fulfilment Rate
OPERATIONAL COST SAVINGS
+5%
Efficient design reduced operational costs by optimizing inventory placement
Challenges.
Amazon's primary objective with this tool was to onboard and retain more sellers, enhance their operational efficiency, and capture a larger share of the growing omni-channel commerce market while strengthening its ecosystem. By simplifying complex workflows and integrating seamlessly with the Amazon ecosystem, this tool positions itself as a one-stop solution to help sellers scale, reduce operational friction, and deliver a consistent customer experience.
1. Balancing Simplicity
& Scalability
Designing an intuitive user interface that accommodates diverse MSMEs while supporting complex omnichannel workflows is essential for user adoption.
3. Complex Data-Viz
Presenting real-time data such as inventory levels, order status, and fulfillment timelines in a clear, digestible format is challenging, especially when dealing with large amounts of data from multiple sales channels.
2. Consistent Cross-Platform Experience
Designing a consistent user experience across web, mobile, and tablet interfaces while maintaining functionality is key to ensuring smooth interactions for users on various devices.
4. Cognitive Load
With a vast array of features, the challenge lies in designing an interface that allows users to quickly grasp and navigate complex processes, reducing cognitive overload while ensuring ease of use.
My Role.
As the Lead Product Designer on this platform, with the help of a cross-functional team, we drew a plan to unpack and tackle problems from a user and business perspective, going through an extensive mapping over clashing moments in the user journey, analyzing the end to end seller experience. Our journey started from the moment someone purchased an item from a marketplace(s) to getting back to former research to find existing insights, and benchmarking patterns used by competitors and similar products.
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In this case study, I’ll show some of these steps and go over the insights that guided us from discovery to delivery.
Research & Design for Users' Mental Models.
Affinity Mapping
After gathering insights from customer support, analysing competitors' patterns, and conducting brainstorming sessions, we recognised the need to gather user perspectives to validate the opportunities identified through our research. Site visits were conducted to observe sellers’ order processing operations within their warehouses, where we shadowed their daily activities. Through these interactions, sellers provided valuable insights into common pain points they experienced while using the platform. We also noted their internal processes that supported order processing
Findings Overview
Based on the insights from seller interviews and site visits of the warehouses, we clubbed the findings as per each vertical of the platform. Once we had our consolidated findings, we were able to derive the conclusions to our hypothesis and insights
Insights
"When an order being packed has a SKU that is not picked, our operators directly pick it from the shelf. It’s not the right way of doing it. The best way would be to make a picklist and then scan. We cannot rely on someone writing the SKU to be picked."
1. Asynchronous updates and inadequate communication
Due to lack of communication from the system there are manually maintained excel records, & sellers keep cross-checking across various marketplace(s)
Time delay between shipped orders to be reflected on the new order status leading to confusion and delays
2. Lack of customisation & tedious manual Processes
Sellers/their staff has to manually write additional details on pick-lists and ship labels, which aid them in the process of picking and packing.
Sellers are not provided with channel level pick-lists, as per their preference. To tackle this, they have to follow a multi-step process of applying filters to the orders to get a curated channel level pick-list.
3. Speed over Accuracy
At small and medium scale warehouses, operators prefer manually processing orders as the volume of orders is less. However, at large scale warehouses, due to the larger volume of orders, they prefer scan based processes as it minimises the occurrence of errors.

Operators print ship-labels in bulk, and then sort items according to the labels manually, as they feel scan based packing is an additional step which also takes longer.

4. Unclear Guided Flows
While packing, operators have to manually sort items into combos by reading the product title and identifying the different items in the title.
Scan based systems leave no scope for errors, but is an additional step which sometimes takes longer to process.
The Solutions.
01. Integrated Order Details
02. Improved performance metrics
03. Seamless Returns Integration
Key Learnings.
1. Familiarity minimises risk
Professional users often prefer sticking with familiar tools, even if they are inefficient, because they reduce perceived risk and learning curves. Introducing new tools requires showcasing clear, immediate benefits while maintaining elements of familiarity to encourage adoption and build trust.
2. Building credibility through data
Professional users depend heavily on accurate data. I learned the importance of designing interfaces that not only present data clearly but also establish trust by ensuring data integrity and reliability at every step.
3. Be ready to replan
One of the biggest learnings was the ability to quickly act and replan in case we face a wall. I lost count of how many times our team had to brainstorm to get out of a rabbit hole and move forward.
4. Gap & Gain between Strategy and Execution
I developed a stronger appreciation for how design shapes strategic goals into tangible outcomes. From crafting intuitive workflows to ensuring a cohesive user journey, I became adept at translating high-level ideas into actionable designs.
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