I led the implementation of a unified design system across seven web and mobile products, eliminating inconsistencies and streamlining collaboration between designers and developers.
resulted in a 200%+ increase in design productivity, adherence to brand and design guidelines, and a more cohesive user experience.
Company
TreeDots
DELIVERABLES
UX Research Low & High-fidelity Prototypes
Year
2021
Role
Design Lead
About the Company
TreeDots is Asia’s first B2B marketplace tackling food loss by redistributing surplus and imperfect food supplies to businesses at lower prices. Through a tech-driven approach, TreeDots optimizes supply chain logistics, enabling wholesalers, retailers, and F&B businesses to source sustainable ingredients while minimizing waste.
My Role
As the Senior Product Designer on this project, I collaborated closely with another UX Designer to identify key user pain points, conduct research, and design a solution that improved supplier issue reporting. Together, we worked to ensure a seamless and user-friendly experience.
Leading user research efforts, including data analysis and stakeholder interviews.
Collaborating with cross-functional teams to align design decisions with business and operational needs.
Designing and iterating on a structured issue-reporting system within the Supplier Dashboard.
Ensuring seamless implementation by working closely with developers and gathering supplier feedback for continuous improvements.
Context
Suppliers at TreeDots struggled with an inefficient issue-reporting process, relying on WhatsApp for order complaints. This lack of structure caused delays and miscommunication, impacting both suppliers and the support team. To solve this, we designed an integrated issue-reporting feature within the Supplier Dashboard
Problem
Considerations to Business goals
While improving the supplier experience was a priority, we also ensured alignment with TreeDots’ business objectives: Operational Scalability: Automating issue tracking reduced manual intervention, allowing the support team to handle more requests efficiently without increasing headcount. Data-Driven Insights: The structured reporting system provided valuable data on recurring issues, enabling proactive improvements in supply chain management and customer service. Supplier Retention: A more transparent and efficient resolution process strengthened supplier trust, encouraging long-term partnerships and reducing churn.
Internal Data Analysis
I reviewed three weeks of internal WhatsApp chat logs between suppliers and the customer support team to identify common issue types and pain points
Categorization
I mapped recurring issues based on frequency and severity, grouping them into four key categories: missing or incorrect items, payment discrepancies, delivery delays, and damaged goods
Stakeholder Interviews
I collaborated with the finance, warehouse, delivery, and tech teams to understand how these issues impacted operations and what a seamless resolution process could look like
Based on my research, I designed an intuitive issue-reporting module within the Supplier Dashboard
Simplified Submission Process
Suppliers could easily log issues using a structured form with predefined categories, reducing ambiguity and enabling faster processing
Automated Ticketing System
Each issue generated a ticket with real-time tracking, eliminating the need for scattered manual documentation
Prioritization and Status Updates
A dashboard feature allowed suppliers to check their issue status, reducing unnecessary follow-ups and enhancing transparency
Result