If you’ve ever worked in e-commerce or retail, you’ll know the story: big, bold ideas often come crashing down when they meet the reality of clunky tools, repetitive processes, and overwhelmed teams. For too long, the focus has been on customer experience (CX) while the systems behind the curtain get neglected. Enter Operator Experience (OX) – the movement that shifts the spotlight onto the people running the show behind the scenes.
OX, or Operator Experience, is the practice of designing tools, systems, and processes that prioritise the operators in your business. These are the people who ensure your brand runs smoothly every day: the warehouse teams managing inventory, the customer service reps handling queries, and the operations managers making sure orders arrive on time.
When you design with OX in mind, you create an environment where your operators are equipped to succeed. It’s about reducing errors, minimising stress, and freeing up time for meaningful, high-impact work.
Why OX Matters
A great Operator Experience isn’t just a nice-to-have. It’s a competitive advantage.
Fewer errors: Well-designed tools reduce manual input, simplify complex workflows, and catch mistakes before they happen. The result? Fewer headaches and less time spent putting out fires.
Happier teams: Stress is the silent killer of workplace productivity. By reducing the friction in daily operations, OX fosters a less stressful, more enjoyable working environment. Happy operators are productive operators.
More time for growth: When your team isn’t bogged down by inefficiencies, they can focus on the work that truly drives growth—improving customer experience, refining processes, and pushing your brand forward.
One example of how prioritising OX can improve life in a retail brand is fixing the Weekly Trade meeting:
The Weekly Trade Meeting
How to Prioritise OX in Your Business
The first step is to evaluate the tools and processes your team uses daily. Engage with your operators directly to understand the challenges they face and identify inefficiencies in current workflows. This could reveal pain points that slow them down, create stress, or lead to mistakes. From there, focus on finding solutions that simplify these workflows and provide greater clarity.

Investing in user-friendly technology is key. Look for systems that integrate seamlessly with your existing setup and offer features designed to make the operator's life easier. Automation is another essential area to explore. By automating repetitive tasks, you free up time for your team to focus on high-value, strategic work rather than manual, repetitive processes.
Feedback should be a continuous part of your strategy. Create regular touchpoints with your team to collect insights and identify areas for improvement. It’s not just about rolling out changes but ensuring they’re effective in practice and adjusting as needed.
Finally, don’t underestimate the value of training and support. Even the best tools require some level of onboarding to maximise their potential. Equip your team with the knowledge and resources they need to make the most of the systems you implement.
Building the Future of Retail
OX is about more than tools and workflows. It’s about building a workplace where your team can thrive—a future where operators aren’t just surviving the daily grind but actively contributing to your brand’s success. Prioritising OX isn’t just good for your team; it’s good for your bottom line.
We’re bullish on OX in 2025. It’s at the core of what we do, and we’re just getting started. Watch this space.