CASE STUDYSeller Dashboard


OVERVIEWThe Seller Dashboard is the central command center for merchants to orchestrate their entire commerce lifecycle. 
I designed this unified ecosystem to seamlessly manage products, inventory, and complex logistics across different sales channels.


MY ROLELead Product Designer, 0-1 Design, Strategy, Research, UX/UI, Design Systems


IMPACT
Replacing manual workflows with scalable automation improved seller retention by 10–15% and cut repetitive inputs by ~40% via AI. These efficiencies lowered entry barriers for new sales formats, driving a 20–25% increase in multi-channel adoption.








Project IUnified Product Architecture

OverviewArchitected a modular product engine that scaled the platform from a single tool into a multi-channel ecosystem.

ChallengeAs the platform expanded to support complex sales models like Virtual Auctions, the legacy "single-page" form became a bottleneck. Displaying every field at once caused high cognitive load and increased input errors.




Solution To streamline the process, I integrated context-aware AI to auto-fill details from product covers, effectively shifting the interaction from manual entry to verification. 

Simultaneously, I transitioned the workflow to a task-based modal system. By isolating complex channel settings into focused popups, I kept the main interface clean and prevented context-switching errors.

Impact This modular architecture successfully accommodated three distinct sales channels without introducing UI clutter. The simplified flows and AI tools reduced listing setup time by ~40%, directly contributing to ecosystem growth.








Project IIIntelligent Fulfillment System
OverviewOrchestrated a smart fulfillment infrastructure that evolved from simple tracking to a flexible bulk consolidation system.

ChallengeAs order volumes grew, single-order shipping became unsustainable. An early attempt at auto-bundling proved too rigid, forcing order merges without considering package constraints and often blocking shipments entirely.



SolutionI engineered a Smart Consolidation Workflow that balances automation with control. 

Instead of forced merging, the system intelligently identifies bundle opportunities but presents them in a reviewable interface so sellers can curate packages based on real-world constraints. 

Furthermore, I built an integrated fulfillment path that handles label generation and customs directly within the platform.

Impact This intelligent flexibility solved the friction caused by forced bundling and reduced support tickets by ~25%. The streamlined workflow enabled high-volume sellers to process complex shipments in bulk, significantly accelerating time-to-ship.




Project IIIStandardized Scheduling Framework
OverviewArchitected a standardized scheduling framework that unified Live Shows and Virtual Auctions into a consistent operational workflow.

ChallengeSellers struggled to manage the unique technical needs of different event types, such as OBS setups for live streams versus bidding rules for auctions. These fragmented processes often led to setup errors and operational inconsistency.




SolutionI designed a parallel scheduling architecture that standardizes the workflow for both Live and Auction events. While they maintain separate entry points for specific technical needs, both flows utilize a shared design system that unifies inventory, coupons, and logistics into a familiar interface.

ImpactThis cohesive framework allowed sellers to switch between sales formats without a learning curve. The improved consistency directly increased operational reliability and boosted show regularity by ~30%.






Reflections & Key TakeawaysBalancing Automation with ControlOne of the biggest lessons from this project was finding the right balance between AI efficiency and user agency. While automation drove speed in the listing flow, I learned that logistics requires human oversight. By pivoting from "forced auto-bundling" to "smart suggestions," I discovered that the most powerful tools are those that assist decision-making rather than removing it entirely.

Designing for ScaleTransitioning from a single-channel tool to a multi-ecosystem platform required a shift in my architectural thinking. Building the modular system taught me to prioritize flexibility over immediate simplicity, ensuring that new features—like Virtual Auctions—could be plugged in without destabilizing the core experience.at reduce operational friction, empower sellers of all sizes, and align design impact directly with business growth.