Project Context

Overview

The Omni-Channel Route Definition Solution was designed to address logistical inefficiencies in corporate supply chains, particularly in the context of rising customer expectations for same-day and two-hour deliveries. This web-based tool enabled operations managers to optimize route planning by dynamically configuring stops, assigning load capacities, and visualizing delivery routes in real-time. The solution emphasized scalability, efficiency, and usability, ensuring smooth shuttle operations across multiple store clusters.

​

Industry Context

1. Growing E-Commerce and Omni-Channel Demand:

   • The rapid shift toward e-commerce and services like Buy Online, Pick Up In-Store (BOPIS) highlighted the importance of logistics in customer satisfaction.

   • Statistics showed that:

     • 41% of customers were willing to pay more for same-day delivery.

     • 24% preferred to pay extra for ultra-fast delivery (1–2 hours).

     • 82% of customers increased their order size to meet minimum thresholds for same-day delivery.

2. Metro BOPIS Model:

   • This concept dissolved the traditional hub system, allowing stores to fulfill demands for one another.

   • Vehicles acted as shuttles, distributing inventory among store clusters to maintain availability and satisfy demand.

3. Operational Challenges:

   • Planning routes for high-volume store networks without a centralized hub.

   • Adapting to real-time changes in inventory and delivery priorities.

   • Managing load capacities to maximize efficiency without exceeding vehicle limits.

​

Problem Statement

Operations managers faced significant challenges in managing complex delivery networks:

• Inefficient manual processes for route planning and stop allocation.

• Lack of real-time visualization and feedback for route optimization.

• Difficulty in scaling operations for multiple retailers and large store networks.

​

Objectives

The project aimed to develop a user-friendly, web-based solution that:

1. Simplifies route planning for operations managers by providing tools for dynamic stop and load configuration.

2. Visualizes routes on a real-time map for better planning and adjustment.

3. Integrates scalability to support multiple retailers and their store networks.

​

Target Audience

Primary User:

• Operations Manager: Responsible for planning, configuring, and optimizing delivery routes for corporate supply chains.

Secondary Stakeholders:

• Drivers: Beneficiaries of optimized routes for seamless execution.

• Logistics Managers: Supervisors who oversee overall supply chain performance and analyze route efficiency.

​

Design Challenges

1. Usability:

   • Designing an intuitive interface for operations managers to handle complex route configurations quickly.

   • Ensuring the tool is accessible even for users with limited technical expertise.

2. Real-Time Feedback:

   • Providing instant feedback on route feasibility, load capacity, and delivery schedules.

3. Scalability:

   • Supporting large-scale operations with multiple retailers, store clusters, and vehicles.

4. Integration:

   • Seamlessly connecting the tool with existing logistics systems for real-time data synchronization.

​

Solution Scope

The Omni-Channel Route Definition Solution addressed these challenges through:

1. Dynamic Route Configuration:

   • Tools to select clusters, assign stops, and adjust load capacities in real time.

2. Real-Time Visualization:

   • Map-based route planning with interactive elements for stop adjustment and load distribution.

3. Task Logging:

   • Historical records of routes and performance metrics for continuous improvement.

4. Scalable Architecture:

   • Flexibility to accommodate the growing demands of multi-retailer operations.

​

My Role

As the Lead Designer, I managed the end-to-end design process:

1. Collaborated with stakeholders to gather requirements and understand pain points.

2. Defined system requirements and translated them into actionable design goals.

3. Designed user flows, wireframes, and high-fidelity prototypes.

4. Conducted usability testing to gather feedback and implemented iterative improvements.

​

User Persona

Primary Persona:

• Name: Priya Sharma

• Role: Operations Manager for a Corporate Supply Chain

• Goals:

  • Optimize delivery routes to ensure timely and cost-effective operations.

  • Seamlessly configure routes across multiple retailers and store clusters.

  • Adjust load capacities dynamically based on demand.

• Pain Points:

  • Inefficiency in manually planning routes for multiple stores.

  • Difficulty managing real-time changes in demand or stops.

​

User Flow

The user flow illustrates the step-by-step interactions for operations managers using the web-based solution to configure routes and manage logistics efficiently.

1. Login/Authentication:

   • User enters credentials (e.g., email and password) to access the system.

   • Redirected to the Dashboard upon successful login.

2. Dashboard:

   • Displays an overview of all active retailers and their respective store clusters.

   • Users can:

     • Select a retailer to begin route configuration.

     • View performance metrics for existing routes.

3. Retailer Selection:

   • Upon selecting a retailer, the user is shown a detailed list of clusters and stores associated with the retailer.

   • Options to filter clusters based on:

     • Geographical proximity.

     • Delivery time constraints.

     • Store inventory demands.

4. Route Configuration:

   • User selects a cluster and its associated stores to define a route.

   • Assigns a vehicle and sets load capacity dynamically.

   • Features include:

     • Adding/removing stops within the cluster.

     • Reassigning stops to balance load across multiple vehicles.

5. Visualization:

   • User views the configured route on a real-time map.

   • Interactive features:

     • Drag-and-drop functionality for reordering stops.

     • Color-coded paths to distinguish between clusters and routes.

     • Real-time feedback for route feasibility and load limits.

6. Saving and Syncing:

   • User saves the route configuration.

   • Data syncs automatically with the central logistics system, making it accessible to drivers and other stakeholders.

7. Task Log and History:

   • Access historical data for route performance:

     • Metrics such as delivery times, delays, and flagged issues.

   • Allows exporting reports for operational analysis.

8. Settings:

   • Adjust default values for:

     • Vehicle load capacities.

     • Cluster and stop preferences.

   • Enable/disable real-time notifications for route updates.

​

​

​

​

​

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​​​​​​​​​​

​

 

Information Architecture

Primary Navigation

1. Dashboard:

   • Overview of all active retailers and clusters.

   • Key performance indicators (KPIs) for route efficiency.

   • Links to route configuration and task logs.

2. Retailer Selection:

   • List of retailers with filters for location, store size, and demand.

   • Cluster-based view for better organization.

3. Route Planner:

   • Central module for defining and editing routes.

   • Features:

     • Cluster and store selection.

     • Dynamic load allocation.

     • Stop addition/removal.

4. Visualization:

   • Map-based interface showing:

     • Real-time route paths.

     • Stop details and vehicle assignments.

     • Drag-and-drop functionality for route adjustments.

5. Task Log:

   • Historical data for all route configurations.

   • Filters for date, retailer, and delivery status.

   • Exportable reports for analytics.

6. Settings:

   • Configuration options for default cluster logic, vehicle load limits, and notification preferences.

​

Secondary Navigation (Within Route Planner):

• Cluster List:

  • Displays all clusters under the selected retailer.

  • Options for filtering and prioritizing stops.

• Stop Details:

  • Specific information for each stop, such as:

    • Address.

    • Demand volume.

    • Special instructions.

​

 

​​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​​

​

​

​

​

​

​

​

​

​

​

​​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

 

Wireframes

Initial Sketches

​​

• Hand-drawn Wireframes:

  • Basic layout for route planning, showing elements like stop configuration, load capacity, and route visualization.

  • Focus on user-friendly interface for operations managers to easily navigate and configure routes.

​

​

Digital Wireframes

​

• Route List:

  • Displaying all active routes with options to filter and sort by retailer, cluster, and delivery status.

• New Route Definition Form:

  • Form to create a new route, including fields for selecting retailer, cluster, vehicle, and load capacity.

  • Options to add or remove stops within the cluster.

• Route Details:

  • Detailed view of the selected route, showing stops, load distribution, and real-time map visualization.

​​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

Key Screens and Features

Route List Interface

• Polished Design:

  • Clean and modern UI showcasing a list of routes with real-time status updates.

  • Interactive elements like filters and search functionality for easy navigation.

​

New Route Definition Form

• User-Friendly Form:

  • Streamlined form with intuitive fields for selecting retailer, cluster, vehicle, and load capacity.

  • Real-time validation and suggestions to ensure efficient route configuration.

​

Route Visualization

• Map-Based Interface:

  • Dynamic map displaying the configured route with color-coded paths and interactive stops.

  • Drag-and-drop functionality for reordering stops and real-time feedback on route feasibility and load limits.

​

• Real-Time Updates:

  • Live updates on the map as changes are made, ensuring accurate and efficient route planning.

​

​

Impact and Benefits

The final solution optimised route planning by:

• Reducing Manual Effort: The user-friendly interface and dynamic tools significantly reduced the time and effort required for route planning.

• Real-Time Adjustments: The ability to make real-time adjustments to routes ensured adaptability to changing logistical needs.

• Improved Delivery Efficiency: Optimized routes led to faster deliveries, enhancing customer satisfaction and providing a competitive advantage.

​

​​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​​​​​​​​​​​​​​​​​​​​

​

Concluding Thoughts

The Omni-Channel Route Definition Solution successfully addressed the logistical challenges of modern corporate supply chains, empowering operations managers to optimize delivery routes with ease. By combining dynamic route configuration, real-time visualization, and scalable architecture, the tool provided a seamless solution for managing shuttle operations across store clusters. The project emphasized user-centered design principles, ensuring that complex logistical tasks were simplified into intuitive workflows.

This project demonstrated how innovative design solutions can drive efficiency, reduce costs, and enhance customer satisfaction in high-demand industries.

​

​

Learnings

1. User-Centric Design is Key:

   • Simplifying workflows for non-technical users like operations managers is critical for adoption and effectiveness.

   • Interactive and visual features, such as drag-and-drop functionality and color-coded routes, greatly enhance usability.
      

2. Real-Time Feedback is Crucial:

   • Providing immediate feedback on route feasibility, load balancing, and delivery schedules ensured better decision-making.
      

3. Stakeholder Collaboration Drives Relevance:

   • In-depth discussions with operations and logistics managers revealed insights into practical pain points and guided feature prioritization.
      

4. Scalability and Flexibility are Non-Negotiable:

   • Designing a tool that scales seamlessly with the growing needs of multiple retailers and clusters ensured long-term viability.
      

5. Iterative Design Delivers Results:

   • Regular usability testing and iterative refinements based on feedback significantly improved the final solution's usability and functionality.

​

​

Future Recommendations

1. AI-Driven Route Optimization:

   • Introduce AI algorithms to automatically suggest optimal routes based on factors like traffic, load distribution, and delivery deadlines.
      

2. Integration with Fleet Management Systems:

   • Connect the tool with fleet management software to track vehicle locations and statuses in real-time.
      

3. Multi-Language Support:

   • Expand language options to accommodate global operations and non-English-speaking managers.
      

4. Enhanced Reporting and Analytics:

   • Develop advanced analytics dashboards to track performance metrics like delivery times, delays, and cost savings.
      

5. Offline Functionality:

   • Introduce offline capabilities for use in areas with limited internet connectivity, ensuring uninterrupted route configuration.
      

6. Driver-Focused Features:

   • Extend the tool to include a driver-facing mobile app for real-time updates and direct communication with operations managers.
      

7. Gamification for Engagement:

   • Incorporate gamified elements, such as performance badges or milestones, to motivate operations managers to achieve efficiency goals.
      

8. Continuous Feedback Loops:

   • Establish regular feedback mechanisms with users to identify pain points and prioritize future improvements.