• Client

    Tata Steel

  • Service

    UX & CX Design

  • Industry

    Steel Manufacturing

  • Company Size

    80,000+

The client

The global steel giant operates one of India’s most complex dealer and distributor networks, spanning thousands of partners across construction, infrastructure, and manufacturing sectors. As order volumes scaled and product complexity grew, the company’s digital commerce platform — the primary tool for dealers to place orders, track shipments, and reconcile invoices — became a bottleneck. Worxwide was engaged to conduct end-to-end UX research, redesign and development of the platform architecture to match the full complexity of the Order-to-Cash lifecycle across India. 

The problem

Tata Steel’s digital commerce platform, serving dealers, distributors, and sales teams across India, had outgrown its original design. As transaction volumes increased and the product portfolio expanded, the platform’s interface created more friction than it resolved — generating escalations, delays, and distributor frustration that were undermining the company’s ability to operate a high-performing, digitally-led distribution network at scale. 

 

  • Cluttered Interface Creating High Cognitive Load — The platform’s dense, information-heavy interface imposed a high cognitive load on dealers attempting to place or track orders across India, creating errors, delays, and elevated support escalations. The design had not kept pace with the growth in product complexity. 
  • Disconnected Journeys Across the O2C Lifecycle — Critical user journeys — order placement, review, sales tracking, and invoice insight — operated as disconnected experiences rather than a coherent flow. Users were forced to context-switch repeatedly across stages, breaking momentum and increasing errors at each handoff. 
  • Limited Data Insights for Distributor Decision-Making — Distributors and sales managers lacked the visibility needed to understand order patterns, identify delays, or take proactive action. The absence of contextual dashboards meant decisions were made on incomplete information, reducing operational efficiency across the Indian dealer network. 

OUR SOLUTION

Worxwide conducted user research with over 10 distributors and 25 customers across India, mapping the full Order-to-Cash lifecycle to identify friction points at every stage. The platform navigation was re-architected to align with how dealers and sales teams actually move through the O2C process — from order placement through payment reconciliation. Role-based journeys were designed for dealers, sales teams, and customers to reduce friction and boost task efficiency, while contextual dashboards gave every stakeholder the visibility they needed. 

 

  • Research Across 35+ Distributors and Customers in India — In-depth interviews and task flow observations with over 35 dealers and customers across India revealed the specific navigation failures, information gaps, and workflow disconnects suppressing platform performance — forming the evidence base for every design decision. 
  • O2C-Aligned Navigation Architecture — The platform was re-architected to mirror the natural progression of the Order-to-Cash journey — from enquiry through order, dispatch, and invoice — eliminating the context-switching that had fragmented the dealer experience across India’s steel distribution network. 
  • Role-Based Journeys with Contextual Dashboards — Distinct, persona-appropriate journeys were designed for dealers, field sales teams, and customers, ensuring each user saw only relevant information and actions. Contextual dashboards with order status visibility reduced escalations and empowered proactive decision-making. 

Our work in action

The Impact

Higher Dealer Satisfaction Scores Across India

Post-launch feedback from the dealer network showed significant improvement in satisfaction, reflecting a design that finally matched the complexity and expectations of professional B2B distribution workflows.

Fewer Escalations and Operational Delays

Contextual order status dashboards and proactive visibility tools reduced the volume of escalations and support queries generated by distribution tracking gaps, improving operational efficiency for both dealers and internal sales teams across India.

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