Improving Order History Visibility at the Material Level in B2B E-Commerce

Packaging E-Commerce Platform | Sr. UX Researcher

Tools Used: FullStory | Microsoft Teams | Pendo

Overview

The purpose of this study was to validate that our recent implementation of the view by material number functionality was in line with our users’ expectations. This involved collecting feedback from a diverse group of users to assess their experiences and satisfaction with the new feature. Key metrics were evaluated, including ease of use, efficiency of accessing information, and overall satisfaction with the interface.

Problem Statement

Users struggled to locate past orders at the material level, leading to inefficiencies in order management.

In your legacy product, “I'm always searching for the material numbers…everything I do is by material #100%.” - Customer

Research Methods

• Data Analysis: Analyzed user journeys in FullStory, focusing on tasks like adding to cart, viewing product details, and searching for materials from the new Order History by Material feature. Trends in user behavior with table content were also examined.

• Usability Interviews: Conducted task-based interviews to ensure users understood how to interact with the new functionality.

• Pendo In-App Feedback: On the new “By Material” page, customers were asked if they found what they were looking for. If not, they were prompted to provide more information.

Research Objectives

• First Impressions: Understand initial reactions to the new “By Material” tab and gather suggestions.

• Information Relevance: Identify which data points users find valuable vs. unnecessary.

• Column Usability: Test how easily users find Qty on Hand and use horizontal scrolling.

• Feature Engagement” Measure usage and usefulness of the download and estimated delivery filter.

• Item Clarity": Ensure users can clearly distinguish between shipped vs. ordered quantities.

• Order Number Format: Gauge comprehension of the “/ #” notation after order numbers.

• Sold To Column Value: Evaluate whether the Sold To info is sufficient or missing key details.

Impact at a Glance

The redesigned “By Material” tab improved clarity and efficiency, with 100% of users easily interpreting shipped vs. ordered quantities and valuing side-by-side material number references. The study also identified low-value features (like download and delivery date filter) and surfaced key opportunities to streamline reordering and tracking workflows.

Data Analysis

Common User Journeys & Behavior

Analysis of dozens of user sessions on the “By Material” tab in FullStory revealed three common user behaviors:

• Adding Materials to Cart: Customers wanting to add a specific material typically clicked the material number or searched for it on the page, then navigated to the Product Detail Page (PDP) to complete the add-to-cart process.

• Seeking More Information: When customers needed additional details about a material, they also clicked the material number to access the PDP for comprehensive product information.

• Unable to Find Specific Material: Some customers searched for a material but were unable to locate it within the Order History by Material page, indicating potential gaps in search or filtering functionality.

These insights underscore the importance of robust search and navigation tools, as well as the PDP’s role in both information discovery and purchase completion.

Usability Interviews

Total Responses: 5 | Roles: Purchasing, Office Manager, & Sr. Sales Assistant | Persona(s): Protective & Food Packaging Customers

Order History Content Ranked by Customer Importance

Customers were asked to identify the most important types of information when viewing their order history by material type. The table below ranks each column based on how many of the five interviewed customers specifically mentioned it as valuable or necessary.

Benefits Noted by Customers Using the “By Material” Tab

• 📅 The “By Material” tab enables faster access to estimated delivery dates for specific materials, eliminating the need to review entire purchase orders.

• 🔢 Customers find it helpful to see their My Material # alongside the [Company] Material # for quick cross-referencing.

• ✅ 100% of users could easily scan and understand the shipped versus ordered quantities on the page.

• ↔️ The horizontal scroll was intuitively found and used by all customers interviewed.

Customer Needs and Challenges Identified in Research

• 🚚 Customers want the ability to track materials directly from the “By Material” page instead of navigating through individual purchase orders to find tracking links.

• 📥 The download functionality saw 0% usage and was perceived as unhelpful by 80%, since it only exports the existing table data without added value.

• 📅 The Estimated Delivery Date filter was unused before testing; although 40% saw potential value after trying it, many customers lack specific dates to filter by.

• 👀 60% of customers couldn’t locate the Qty on Hand column, which is only relevant to inventory orders but always visible and positioned off-screen, requiring horizontal scrolling.

• ❓ 60% of customers did not understand the “/ #” suffix in order numbers. This feature supports internal customer service but holds little meaning for customers directly.

Pendo In App Feedback

Span: 30 Days | Audience: Users visiting new Order History by Material (tab)

Recommendations

• Rearrange Columns for Clarity: Move Product Name, My Material #, and [Company] Material # to the left side to help customers more easily associate products with their material numbers, creating a more intuitive layout.

• Add Quick View for Product Details: Introduce a quick view or popover component so customers can see product details without leaving the Order History by Material page, reducing unnecessary navigation to Product Detail Pages (PDPs).

• Remove Order # - Line Item # from Customer View: Since this information is only relevant for internal processes, remove it from the customer-facing interface to reduce confusion.

• Conditional Visibility for Qty on Hand Column: Show the Qty on Hand column only for inventory, produce, and hold-type orders rather than displaying it universally.

• Enable Adding Materials to Cart Directly: Allow customers to add materials to their cart directly from the Order History by Material page, eliminating the need to open individual POs or start new orders from scratch.

• Remove Download Functionality: Based on low usage and minimal value, remove the download feature from this page to streamline the user experience.

• Eliminate or Improve Estimated Delivery Date Filter: Due to low usage and limited customer value, remove this filter. If removal isn’t possible, enhance it by allowing users to select a date range or choose from presets like “Last 7 days,” “Last 30 days,” and “Last 90 days.”

Outcome

The introduction of the “By Material” tab led to faster, more intuitive access to order details, improving customer efficiency and satisfaction. Key outcomes included:

• Streamlined access to delivery dates and improved clarity through side-by-side My Material # and [Company] Material # visibility.

• Clear comprehension of shipped vs. ordered quantities, with 100% of users able to interpret this information at a glance.

• Identification of future improvement areas, including direct material tracking, in-page cart functionality, and de-prioritization of underused features like the download option and delivery date filter.