Turning User Pain into Product Power
iTradeNetwork Platform
Order Maestro (OM)
Skills
Product design
User research & testing
Stakeholder management
Interactive prototyping
Nov 2020 – Present
Amir Rashidifar, Kristi Allen, Nicole Wilson.
Sr. UX/UI Designer
About
iTradeNetwork is the technology engine driving the food supply chain throughout North America.
iTradeNetwork unites the world’s leading retailers, distributors, and suppliers on a single, intelligent platform that seamlessly integrates order management, procurement, logistics, and traceability. In an industry where freshness, speed, and precision are mission-critical, we empower our partners to minimize waste, reduce costs, and act with data driven clarity faster than ever.
If you’ve eaten today, chances are iTradeNetwork played a role in making it happen.
The problem
Stuck in the Past, Losing the Future
OrderMaestro is currently the second-largest product offering within iTradeNetwork’s portfolio, and it has successfully secured three out of the five largest food service operators in the industry, a testament to its foundational value and market relevance. However, despite this strong foothold, the product has struggled to attract new customers, onboarding only two new accounts in the past three years.
The core issues stem from a significantly outdated user experience and legacy technology infrastructure that limit the platform’s adaptability and scalability. These limitations have resulted in clunky, inefficient workflows that hinder productivity and frustrate users. Moreover, OrderMaestro’s current restriction to desktop access is fundamentally misaligned with the operational realities of our target users, 75% of whom spend the majority of their workday on the move, visiting sites, managing vendor relationships, or overseeing logistics in the field.
As a result, the platform not only fails to meet modern usability expectations but also creates friction in mission-critical tasks that should be seamless and intuitive. This mismatch between user needs and platform capabilities is stalling growth, diminishing customer satisfaction, and putting OrderMaestro at risk of losing relevance in an increasingly competitive and mobile-first market.
Order Visibility
Users don’t know what happens with their orders
Outdated UI
It’s hard to close sales with old UI patterns
Machine Learning
No predictions of the future orders
The problem solution
Freedom to Work from Anywhere
To reverse stagnating growth, improve customer satisfaction, and reclaim our competitive edge, we are reimagining OrderMaestro as a fully modernized, mobile-first B2B e-commerce platform tailored to the real-world needs of food service professionals. This transformation includes launching OrderMaestro on mobile devices and tablets, empowering users to manage orders and streamline procurement from anywhere, whether they are in the field, in transit, or off-site.
This enhanced version of OrderMaestro will feature a completely updated user interface and a vastly improved user experience that minimizes friction and reduces the time spent on routine ordering tasks. By aligning the platform with how our customers truly work on the go, we not only improve efficiency and transparency across the food service supply chain but also enable our users to use OrderMaestro as a selling point for winning new business.
To ensure we meet user expectations, we will conduct comprehensive user interviews, analyze competitor solutions, and run usability studies to gather actionable insights. Feedback loops will be integrated into the design and development process, enabling continuous iteration and refinement throughout the process. The inclusion of machine learning capabilities will further enhance the experience by streamlining operations, anticipating needs, and improving overall decision-making.
This renewed OrderMaestro will be more than a too. It will be a competitive advantage. With this modernization, we aim to reduce customer churn by at least 10%, empower our sales teams with a more compelling product, and accelerate our market penetration.
User-validated insights
I led the creation and validation of detailed personas across my product, providing a strategic foundation that guided design decisions and ensured alignment with the distinct needs of specific user types.
Journey Maps
Empathy Maps
I actively engaged with product and engineering teams to challenge assumptions and foster a deeper, more empathetic understanding of our users, ensuring that decisions were grounded in real user needs rather than internal bias.
Comparative Analyses
I conducted comprehensive market research, including feature-specific competitive analyses, to assess market fit and better understand user demand. This ensured that design solutions were relevant and strategically positioned.
The design solution
A User-Centered Revolution in B2B E-commerce.
The design solution for the OrderMaestro application was a complete, user-centered transformation aimed at solving critical usability, mobility, and efficiency challenges. By modernizing the platform and making it fully accessible across mobile, tablet, and desktop devices, OrderMaestro empowered users to manage their daily tasks from anywhere, eliminating the dependency on desktop workflows that had previously slowed them down.
The UX approach was grounded in deep user research, including interviews and usability studies, which uncovered key pain points such as the need for offline functionality, faster search capabilities, and greater visibility into order statuses. As a result, new features like offline inventory mode, barcode scanning, elastic search, and real-time notifications were introduced to directly address user frustrations and improve operational flow.
Simultaneously, the UI was redesigned with a modern, streamlined interface that simplified task flows, reduced time-on-task, and offered clear, responsive visuals across all devices. Continuous feedback loops were built into the design process, allowing for iterative improvements based on real user input. This comprehensive redesign not only boosted task completion rates by 93% and cut task times by over half, but also significantly elevated user satisfaction and strengthened OrderMaestro’s position as a critical tool in the fast-paced foodservice supply chain. Ultimately, the new design succeeded in making OrderMaestro faster, smarter, and more aligned with the way users truly work—on the move, in real time, and with greater confidence.
Watch the transformation
The outcome
Rebuilding for Speed and Freedom: The OrderMaestro Evolution
The new OrderMaestro marks a transformational leap forward in the food service industry’s digital tools. With a 93% increase in task completion, a 57% reduction in time-on-task, and significantly higher user satisfaction scores, the results demonstrate that modernizing the platform made it faster, easier, and dramatically more effective for users.
Now a comprehensive B2B e-commerce platform available on mobile, tablet, and desktop, OrderMaestro empowers users to manage their day-to-day operations from anywhere. No longer tied to a desk, users can place orders, manage procurement, and meet critical cutoff times whether they are in the field, stuck in traffic, or relaxing at home. This mobile-first flexibility eliminates traditional workflow bottlenecks, boosts productivity, and aligns OrderMaestro with the real-world pace of food service operations anytime, anywhere.