Mondelez International
Order management system
Company
Mondelez International
Role
UX Designer
Duration
6 months, 2022
Challenge
Retailers were not actively using the existing OMS and continued relying on sales representatives to place orders. The platform felt complex, unclear, and error-prone leading to low adoption and high operational dependency.
As order volumes increased, manual interventions, payment failures, and lack of real-time visibility created inefficiencies across sales, support, and operations. What should have been a scalable self-serve system was instead generating friction, delays, and revenue leakage.
Approach
Mapped end-to-end order lifecycle (browse → cart → checkout → payment → fulfillment → tracking) to identify drop-offs and manual intervention points.
Defined clear information architecture and ordering flows to reduce cognitive load for retailers.
Created wireframes to define structure and hierarchy early
Built interactive prototypes to validate high-volume B2B workflows before development.
Aligned with engineering on payment constraints, inventory sync, and ERP integrations to ensure feasibility at scale.
Solution
The redesigned Order Management System focused on making ordering simple, reliable, and fully self-serve for retailers. We streamlined the bulk ordering flow, reduced unnecessary steps, and introduced built-in validations to prevent common errors during checkout and payment.
Clear product discovery, structured cart management, and real-time order tracking replaced the previous back-and-forth with sales reps.
Results
Retailers shifted from calling sales reps to placing orders directly on the platform.
Order errors decreased due to built-in validation and clearer workflows.
Support tickets related to order status and payment issues dropped.
Operations spent less time fixing mistakes and more time on growth initiatives.
Key Features
1. Efficient & faster onboarding :
Retailers can quickly access their account by selecting their district and customer name or verifying via mobile OTP.
Key details like customer code and location are shown upfront, so users know they are logged into the correct account.
2. Reduced drop off rates in order placement journies:
Retailers can select category → brand → product in a clear step-by-step flow.
SKU codes, pricing, and quantity controls are visible in one place, making it easy to review before confirming.
Redesign Impact
3. Real-Time order tracking to reduce load on the support staff :
We introduced clear order status visibility (in-transit, delivered, paid) and accessible order history to reduce retailer dependency on sales and support teams.
Support tickets related to order status were increasing as order volume scaled.
4. Structured checkout to reduce drop-Off & payment errors :
We redesigned checkout into a guided, step-by-step flow: address selection → payment method → order review → confirmation. Saved cards and addresses reduce repeat effort.
Incomplete orders and payment failures were causing revenue leakage and manual follow-ups.
5. Retailer feedback & roadmap hub
We introduced a structured community space where retailers can raise issues, vote on common challenges, and track what improvements are being worked on.
Feedback was scattered across sales calls and informal channels, making it hard to identify recurring problems or prioritize improvements.
6. Product discovery with incentivized adoption
We introduced a live product catalog highlighting newly launched SKUs, combined with short quizzes that unlock discounts for retailers on new products.
New product launches were underperforming because retailers were unaware or hesitant to stock unfamiliar items.
IMPACT NOTE
↑ New SKU awareness
↑ Early adoption of launches
↑ Orders for new products
Faster market penetration
IMPACT NOTE
↑ Structured feedback volume
↓ Repeated issue reporting
↑ Retailer engagement with the platform
IMPACT NOTE
↓ Order-status related support calls
↑ Retailer self-serve usage
↑ Trust in the platform
IMPACT NOTE
↑ Successful order completion rate
↓ Payment-related failures
↓ Manual intervention from finance/sales
Key Insights :
1. Independance & autonomy :
Reducing the number of people to communicate with from end-to-end in the order management process drastically improves the retailers time efficiency & cognitive load.
2. Perception of technology :
• Lack of instructions and guidance
• Lack of knowledge and confidence
• Cost
• Too much and too complex technology
• Feelings of inadequacy
Advantages :
• Accessing information
• Willingness to adopt technology
3. Communicating Obstacles :
Engagement between the retailers & the company is lost in the entire order management system due to the various stakeholders involved. A space for retailers to raise complaints & the company to address them, makes the process more effective for both the teams.
4. Value of nudge propositions :
Smart nudging as uses of cognitive technologies to affect peoples
behaviour predictably, without limiting their options or altering their
incentives.
While we categorised insights into three main categories,these do not live in isolation from one another.
For example, developing an app accesible in various languages can help reduce the cognitive load of the user & also help the user manage the entire process independantly
Insights & how they are connected