WMS Pioneers Episode 8: Creating the Industry’s Best UI/UX with Lessons from the Floor
by Mike Catalino
In this episode of the WMS Pioneers, Softeon CEO Jim Hoefflin and CTO Mark Fralick discuss how Softeon is redefining the warehouse management system (WMS) experience through cutting-edge user interface (UI) and user experience (UX), smarter interfaces, and a deep understanding of real-world operational challenges.
Built by People Who’ve Been There
The Pioneers highlight the importance of focusing on how the person on the floor uses the software rather than from a lofty design perspective. Jim and Mark are clear: this isn’t theory. They’ve lived the challenges of warehouse operations, and that perspective drives every decision Softeon makes.
“We’ve felt that pain,” Fralick adds. “Like wondering why a single box is holding up an entire trailer. That’s the kind of frustration we want to eliminate.”
Hoefflin closes with a core principle that guides Softeon’s product development:
“You can’t solve operational problems unless you understand operations.”
Jim Hoefflin, CEO, Softeon
UI/UX as a Competitive Advantage
Softeon is on a journey to deliver the industry’s best user experience, with a strong focus on training, speed to productivity, and intuitive design.
“In today’s labor market, every customer is dealing with the same issue: not enough people,” says Fralick. “We’re building tools that help new hires get up to speed faster and feel successful from day one.”
One example is Softeon’s built-in navigation aids and training courses that help floor operators move confidently through workflows and processes. The interface should be intuitive and guide people. A block in the expected path should not disrupt typical operations.
To illustrate this point, Fralick references the opening scene from the movie Bugs Life as he laughs. The obstacle in the way of warehouse worker should not throw everything off and force improper procedures.
“We’ve always had a consumer-style interface. Now we’re taking it to the next level, where we remove frustration and help users feel like they’re winning. We want to help people be more successful right out of the gate.”
The Advantage of a Head Start
Jim Hoefflin, CEO, Softeon, points out that Softeon’s early move to a fully web-based platform has given the company a significant head start.
“Where at lot of competitors are coming off of a thick client and going to the web, it takes you time to go through that process to understand the different type of approach you need to take. We were fortunate because we came into an already great starting point and just had to launch.”
The Future of Interacting with Software
Mark also gives a preview of where the platform is headed next: natural language interactions that allow users to ask complex questions and get meaningful, contextual responses.
“From a UI perspective, input and response is the next generation of where we are going.”
Mark Fralick, CTO, Softeon
No-Code Customization: UI Composer
Softeon’s UI Composer gives customers the power to tailor their interfaces on both desktop and RF devices, without writing a single line of code. The tool enables customized workflows that match business processes exactly, while maintaining a clean, user-friendly interface.
“When something goes wrong, people aren’t thinking about the problem cases and how they get resolved. What you want to do at that pack station is have some collaboration between that person and then back to the equipment to decide, ‘do I do a replacement pick? Should I send the order short? Do I do a pick from a reserve location and bring it over to pack?’ That has really been non-existent up to this point
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