OSAI - 5 min read

Omnisynkai is a Series A company focused on managing online store orders. While the product was in beta, I led the design for the seller experience of a 0-1 delivery management flow.

My role
I was leading the project for design, my challenge was to design a minimum viable product (MVP) for 3 shipping flows from ground up. As the platform was in funding series it was important to iterate fast.
Team structure
2 Designers (including me) and Co-founder
Research Methods
Competitive Analysis, Youtube Observations, Interviews
Timeline
3 months
Synopsis

OSAI wanted to present shipping flow during their funding series, I had to understand SMB's painpoints to design 3 flows that address effective order delivery
This was a part of internship that lasted for 2 months with the growth team, the first month was research phase and the second phase was the design and testing phase.These periods involved regular stakeholder meetings, feedback and quality check sessions to ensure the design was aligned with product vision.
The Scene

WHAT IS OMNISYNKAI?
OmnisynkAI is a B2B order
management platform for small e-commerce businesses. This platform saw a business opportunity by integrating AI/ML capabilties on the platform and have competitve advantage.

"Being an ex - small business owner managing online stores is very cumbersome"~ Co-founder

OUTCOMES
⬆️ $300K


These designs led to $300K pre seed funding for OSAI

⬆️ 14/16

Task success rate for shipping delivery orders

👤 500+

App downloads after beta lauch
The plot

How could we integrate a robust and error free experience for small business owners?

69%

Shoppers will not shop with the retailer again If the purchase does not arrive on time.               

40%

Incorrect addresses, sending out the wrong item, incomplete or damaged items and delayed deliveries all send the message to customers that the small business isn’t trustworthy.

Understanding dialogues

To understand user pain point we didn't have access to small business owners so I observed youtube videos to hear their frustations and analyzed competitors to design a seamless flow

📱


8 Competitors analyzed and benchmarked to figure best practises for shipping flows.

🧑🏽

5+ youtube videos observed for data collection that informed product strategy

📝

80+ participants for surveys to gauge what users already do for mental health treatment

Practising Rehersals

Design a 0-1 shipping flow that presents information visually and integrate with the rest of the design system
After having data points on 8+ features, I decided to prioritized all of them on the basis of section, issue, priority, possible solution, issue type and number of users affected. These also helped me align the product roadmap accordingly.
01 Users struggled to visualize the dimensions when picking a delivery box
02 Efficient and simpler way of uploading pre bought shipping label
03 Users were unfamiliar on what size of products could fit in a specific box
Looking at other characters
I compared shipping flows from Depop, Pirate ship, Ecwid and Shopify

- The shipment process should be quick and require less clicks
- Less manual entry of information is crucial for seamless user experience.
- There was chronological order to the flow which all of the competitors had
Practise makes perfect
The previous designs had the following problems:

- Edit buttons added extra clicks
- Steps and navigation required reading and user efforts
I landed with this design because:

- Navigation stages have considerations of accessibility.
- The user can see the highlighted section if the reading is difficult
- Description of the kind of objects that could fit inside the packaging.
- Ability to add custom dimensions of the packaging material
- Content design changes, making the language easy to understand.
When choosing a shipping service, I started out with this design but I found out:

- The design system and visual consistency was lacking
- More information leads to decision fatigue
- Too much scrolling to look at the different options
The new designs had some improvements:

- Adding the feature of drop offs or pick up
- Less decision fatigue for users
- Information of benefits of each service listed concisely
- Cheapest option is selected by default
- Information on the amount of labels
Final showdown

When the seller wants to schedule a pick up on their order

When the seller has their own shipping label and tracking number