Improving Order Visibility and Control

eazle — Distributor x Heineken

My role

Product designer

The team

Product designers (2)

Duration

1 month

Product & project context

eazle Distributor is used by distributors to manage customer orders, track order progress, and perform operational tasks throughout the ordering process. As the product evolved, the Order Detail Page gradually accumulated additional information, statuses, actions, and business requirements. While functionality continued to grow, the overall experience had not been revisited holistically, creating an opportunity to improve clarity, information hierarchy, information structure, and usability. Important order information often competed with secondary details for attention, making it difficult for users to quickly understand the state of an order and identify relevant actions. At the same time, opportunities existed to better support user workflows by reorganizing information, introducing clearer prioritization, and exploring additional functionality that could improve the overall experience. This project explored how the Order Detail Page could be restructured to better support operational workflows, simplify information access, and establish a clearer foundation for future product development. The work focused on understanding how information should be organized, prioritized, and presented to help users navigate complex order details more efficiently.

My contribution

As Product Designer, I collaborated with another Product Designer to evaluate and reimagine the Order Detail Page experience. My work focused on auditing the existing experience, analyzing information architecture, mapping user workflows, and identifying opportunities to improve information hierarchy, usability, and operational efficiency. Through content audits, journey mapping, and concept exploration, I investigated how information could be better organized, prioritized, and presented to support users' day-to-day tasks. Based on these insights, I developed multiple future-state concepts and design directions, exploring new ways of structuring order information, supporting key workflows, and creating a more scalable foundation for future product development.

Challenge

Over time, the Order Detail Page evolved to support an increasing number of statuses, actions, data points, and business requirements. While this enabled additional functionality, it also resulted in a complex experience where critical information often competed with secondary details for attention. Users needed to review order information, understand order status, identify issues, and perform operational actions within the same interface. However, the existing structure made it difficult to quickly locate relevant information and understand the next best action. The challenge was not a lack of functionality, but the way information was organized, prioritized, and presented.

Design direction

Rather than focusing on visual redesign alone, the project began by re-evaluating the underlying information architecture of the Order Detail Page. Through content audits, information mapping, and workflow analysis, the goal was to understand how users consume order information and interact with the page throughout different stages of the ordering process. These insights informed a series of explorations aimed at creating a clearer information hierarchy, improving content organization, and establishing a more intuitive structure for future growth.

Challenge

Design direction

Design goal

Create a more intuitive and structured Order Detail experience that enables users to quickly understand order status, access relevant information, and perform operational tasks with confidence. The solution should improve information hierarchy, simplify navigation through complex order data, and support users throughout their workflow while providing a scalable foundation for future enhancements.

Design goal

Discovery

I began by analyzing the existing Order Detail Page to understand how information was structured, consumed, and used throughout the ordering process. The discovery focused on identifying information gaps, structural complexity, and opportunities to improve information hierarchy and content organization. These insights formed the foundation for subsequent information architecture explorations, user journey mapping, and future-state concepts.

Discovery

Research methods

Order Detail Page audit

Analyzed the existing Order Detail Page to understand how order information, statuses, actions, and supporting details were structured and presented.

Order information mapping

Mapped all information displayed within the Order Detail Page to identify relationships, dependencies, duplication, and opportunities for improved organization.

Information grouping and prioritization

Explored how order-related information could be grouped and prioritized to better reflect user needs and support faster understanding of an order's state.

Order journey mapping

Mapped the Order Detail experience to understand how users consume information and interact with the page throughout different stages of the order process.

Concept exploration

Developed multiple concepts for restructuring the Order Detail Page, exploring alternative information hierarchies, content layouts, and workflow support models.

Research methods

Order Detail Page audit

Analyzed the existing Order Detail Page to understand how order information, statuses, actions, and supporting details were structured and presented.

Order information mapping

Mapped all information displayed within the Order Detail Page to identify relationships, dependencies, duplication, and opportunities for improved organization.

Information grouping and prioritization

Explored how order-related information could be grouped and prioritized to better reflect user needs and support faster understanding of an order's state.

Order journey mapping

Mapped the Order Detail experience to understand how users consume information and interact with the page throughout different stages of the order process.

Concept exploration

Developed multiple concepts for restructuring the Order Detail Page, exploring alternative information hierarchies, content layouts, and workflow support models.

Findings

The analysis revealed that order information was distributed across multiple independent sections, making it difficult to understand relationships between key data points such as order status, customer information, delivery details, and operational actions. Information was primarily organized around business domains and system requirements rather than the sequence in which users review and process orders. As a result, users often needed to scan large amounts of information before locating what was relevant to their current task. The information grouping exercises highlighted opportunities to consolidate related content, establish clearer information hierarchy, and better align the page structure with the order journey.

Key insights

Information was organized by system logic rather than user logic

Order details were grouped according to business domains, making it difficult to follow the natural flow of reviewing and managing an order.

Relationships between information were unclear

Important information such as status, delivery details, customer information, and actions were separated across multiple sections, reducing context and increasing scanning effort.

Information hierarchy was inconsistent

Critical order information often received the same visual weight as secondary details, making prioritization difficult.

Key insights

Information was organized by system logic rather than user logic

Order details were grouped according to business domains, making it difficult to follow the natural flow of reviewing and managing an order.

Relationships between information were unclear

Important information such as status, delivery details, customer information, and actions were separated across multiple sections, reducing context and increasing scanning effort.

Information hierarchy was inconsistent

Critical order information often received the same visual weight as secondary details, making prioritization difficult.

Defining information groups

The analysis revealed opportunities to better organize order information and reduce fragmentation across the page. I explored different ways of grouping related content and defining information blocks, helping establish a clearer structure that aligned more closely with how users review and manage orders.

From Structure to Concept

Wireframing and testing

With the information architecture in place, I explored multiple concepts for restructuring the Order Detail experience. Rather than optimizing the existing page, the explorations investigated different ways of organizing information, supporting operational workflows, and improving information hierarchy. Each concept tested a different approach to balancing clarity, usability, and future scalability.

Design approach

1. Defining the ideal structure

Based on the information grouping exercises and user journey mapping, I created an ideal information structure for the Order Detail experience. The objective was to establish what information users need, how content should be grouped, and where hierarchy should be introduced to support faster understanding and decision-making.

2. Translating structure into concepts

The proposed structure was then used as a foundation for exploring different interface directions. Rather than focusing on visual design alone, the concepts investigated how information hierarchy, workflow support, and page organization could be expressed within the experience.

3. Exploring alternative approaches

Multiple concepts were developed to evaluate different ways of presenting order information, balancing clarity, usability, and operational efficiency while maintaining the same underlying information architecture.

4. Building a future vision

The final explorations expanded beyond immediate improvements and explored how the Order Detail experience could evolve over time, providing a scalable foundation for future functionality and business requirements.

Strategic outcomes

While the project did not result in an immediate redesign, it established a clearer vision for the future of the Order Detail experience. By analyzing the existing experience, restructuring information, and exploring multiple future-state concepts, the project helped define how order information could be organized, prioritized, and presented more effectively. The work created a foundation for future improvements, providing a scalable information architecture and a clearer direction for evolving the Order Detail Page over time

Key outcomes

Shared information model

Created a structured foundation for organizing order information.

Clearer information hierarchy

Identified opportunities to improve prioritization and reduce complexity.

Future design directions

Explored multiple concepts for evolving the Order Detail experience.

Scalable foundation

Established principles for accommodating future requirements and functionality.