B2B SaaS Fintech Product
Case Study: Building a B2B SaaS Platform for Customer Insights, Feedback Resolution, and Loyalty Growth in Retail
The client, a Bengaluru-based retail chain operating six sportswear stores, was facing a steady decline in customer engagement and repeat purchases due to increasing competition from online giants. I led the design of a web-based internal platform that allowed the business to monitor store performance, track customer behavior, and manage post-sale feedback and grievances in one centralized system.
Through stakeholder discussions and customer journey mapping, we uncovered critical friction points — such as the lack of visibility into store-level interactions, no formal feedback resolution process, and delays in responding to complaints. I mapped user roles and workflows, designed a modular KPI dashboard, and built out intuitive UI screens for managing and resolving customer issues quickly.
After launch, the platform helped reduce complaint response times by 30%, cut new staff onboarding time nearly in half, and enabled store managers to take action using real-time customer data. The solution is now used daily across all six stores and is designed to scale across other franchise-style retail businesses in the future.
About the Client
The client owns a chain of six sportswear retail stores across Bengaluru. Known for strong in-store relationships and customer trust, the business had thrived locally — until growing pressure from online retail giants began to erode footfall, repeat purchases, and customer engagement.
The client lacked visibility into customer behavior, had no structured system to track feedback or complaints, and couldn’t respond quickly enough to post-sale issues. To address this, he partnered with us to design a B2B SaaS web Application that would centralize key retail metrics and grievance handling — with the future goal of scaling this platform across similar businesses or franchises.
The Challenges
1. Losing customer engagement and loyalty to online competitors
Larger online platforms were offering seamless post-sale experiences and data-driven insights — areas where the client was falling behind.
2. Lack of visibility into customer behavior
There was no way to track visits, purchases, window shopping, or segment data — making it difficult to optimize store performance.
3. No centralized system for tracking customer feedback or complaints
Customer complaints were handled in-store, informally, and often went unresolved — leading to lost trust and missed service opportunities.
4. Limited post-sale visibility and follow-up
Once a customer left the store, there was no structured way to capture their experience or follow up on unresolved issues. This disconnect led to missed opportunities for service recovery and weakened long-term loyalty.
Our Role
At Vortx, we were brought in to lead the end-to-end product design of a web-based, internal B2B SaaS platform tailored for multi-store retail operations. The client needed more than just a digital tool—they needed a system that could help them track customer behavior, collect post-sale feedback, assign grievances to store staff, and monitor resolution progress in a structured and measurable way.
We started by identifying the needs of different user types within the business—store managers, frontline staff, and the owner—and designed user flows that supported their daily goals while minimizing friction. From user journey mapping and wireframing to high-fidelity UI and developer handoff, we managed every step of the design lifecycle.
The result was a clean, role-based interface built on a modular design system that could be scaled across other branches or franchise-style businesses. In addition to solving the immediate challenges, the platform was designed with future expansion in mind—giving it the potential to evolve into a full-fledged B2B SaaS solution for the retail industry.
Our Approach
This wasn’t just about visuals — it was about designing a system that worked daily for retail managers and staff. We focused on simplicity, visibility, and quick access to critical data.
We broke down our process into four key phases:
Research & Journey Mapping
001
What we did
Conducted stakeholder interviews and studied current feedback flows
Created a detailed user journey map, identifying key actions
Mapped user goals to interface features, ensuring alignment at every step
UX Strategy
002
what we did
Designed an action-oriented dashboard with key KPIs
Consolidated scattered tasks into a single, role-based interface
Built logical user flows for faster access to task-critical data
UI Design
003
What we did
Built a clean, modern interface using modular Figma components
Designed tiles and charts for real-time visibility into KPIs
Integrated smart alerts, hover states, and confirm prompts to reduce errors
Handoff & Support
004
what we did
Delivered developer-ready assets with proper interaction specs
Created comprehensive documentation for screens, behavior, and responsive states
Provided post-delivery support to help the client and iterate based on usage feedback
Results
The redesigned teller system delivered measurable improvements across efficiency, accuracy, and usability. By streamlining workflows and introducing a clearer, more intuitive interface, we helped reduce the average transaction time by 30% and cut internal support queries by 60%. The improved UI also accelerated onboarding—reducing new staff training time from 10 days to just 4. Most notably, there were zero reported errors in high-risk actions like large cash transactions and customer verification post-launch, reflecting the system’s reliability and clarity under pressure.