Merchant Order Management System

A logistics management platform for SME merchants to streamline onboarding, delivery coordination, and operational workflows at scale.

Role

End-to-end Product Design

Team

Product Manager: Ewin Lim
FE Engineers: Chuong Quan, An Pham
BE Engineers: Danh Nguyen, Tien Nguyen
Product Designer: Kate Pham

Duration

Feb 2025 – Oct 2025

Status

Released

GO-GENIE order management dashboard showing order details, marketplace status, warehouse and delivery status, progress bars, and filters.

GO-GENIE order details screen showing tracking number WH20241030065146, internal ID KS WRISLET (ROSE GOLD), order status as created, latest tracking progress, drop-off and pick-up locations with recipient and sender Kate Pham at 448 Choa Chu Kang, Singapore, total distance 10.8 km, CO2 emission 1.8 kg, and pricing details totaling $23.80.

Delivery order form with sender and receiver addresses, package dimensions, insurance option, total price, and a map showing locations around Washington, DC.

Order tracking interface showing search for up to 10 orders with details for two orders including addresses in Singapore, contact names and numbers, order status as Created, and notification of no orders found for a specific ID.

" GO-GENIE’s Merchant Order Management System was still just an idea when I came on board. By the time I left, merchants had a system they could actually rely on. "

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Overview

GO-GENIE is a logistics SaaS platform helping merchants in Singapore manage delivery and fulfillment. As the product grew, so did the complexity, until the system became too hard to use and too hard to maintain.

Merchant Order Management System was the fix: one place for merchants to run their store's logistics, without the mess.

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Results

The system launched in late 2025, rolling out to new SME merchants while running in parallel with the old one.

Early results showed a 53% lift in new account conversion, a 40% increase in retention, and a 40% drop in WhatsApp support tickets.

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My contributions

Built a design system with 300+ components

Designed 100+ features across the merchant platform

Aligned design patterns and interaction flows across products

Presented design decisions to C-level and investors, securing alignment and sign-off across key milestones

️🎯 Vision & Mission

Every business starts somewhere. A small shop, a first order, a founder doing everything alone. That's exactly where we show up.

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One consistent UI across everything

Website, mobile app, and every touchpoint, same look and feel for Merchants, Service Providers, and Drivers.

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Zero learning curve for merchants

Intuitive enough that users can get things done without stopping to decode the interface.

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Built to scale, not to redesign

A UI structure that supports new features as the product grows. No full overhaul every time.

Product Design Workflow

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1. Stakeholder Requirements

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2. Operational Flow Mapping

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3. Problem Identification

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4. Workflow & Data Structuring

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5. Wireframe & UX Planning

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6. Scalable UI Pattern Design

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7. Developer Handoff & Collaboration

How I do it?

Rebuilding the Merchant website was a long journey. The deeper I got into the system, the more I learned full of those little "Ohhhh" and "A-ha" moments along the way.

NAVIGATION

Notes 01: Navigation is not access. It’s orientation