Seller Dashboard Redesign
Redesign of the seller dashboard to improve the experience and drive engagement by providing sellers the tools and data to be successful on the marketplace.
Our seller dashboard had been an overlooked part of the platform, and with a shift in focus from the customer to the seller side, improving the dashboard was the first order of business. I worked as the design lead for the project, working with our Product Manager and designer with the goal of increasing seller engagement on the dashboard (increase time spent in dash and increase in monthly active users).
Research Methods: Open Card Sort, Competitive Analysis, Direct Interviews with Sellers, Stakeholder Interviews (Account Managers and Customer Happiness), Click Trail Tracking in Heap.
Through seller interviews and tracking dashboard usage, we found that time spent in the dashboard was purely need-based. Sellers logged into their dashboard when they were prompted to (1) ship an order or upload tracking and (2) to add/edit a product. We explored how we could move from a need-based experience to a tool that helped sellers manage their business.
We facilitated an open card sort with our Operations Team & Account Managers to revise information architecture of the dashboard pages and navigation.
The existing navigation was overwhelmingly deep, labels were unclear and information was ineffectively grouped. Not to mention, there were pages within the dash that were no longer active and were dead ends for our users.
During the card sort, the Account Managers helped us to identify which pages, actions and information needed to be more accessible and which information could be deemphasized or eliminated.
Finalizing the Nav
Our team condensed and eliminated superfluous items, grouped relevant actions and broke out the sections into easy to understand themes to guide sellers.
We ran a design sprint with our Senior PM, Head of Product, Product Designer, Operations Team & Account Managers to uncover major pain points and usability issues;
- Notifications: Dashboard notifications had to be turned off manually, so they stuck around after users took action on them
- Reporting: Some of the financial data provided to sellers was consistently inaccurate because we were pulling data from two different sources to populate the tables
- Managing Products: Sellers didn't know what the "highlight" feature was ("highlighting" a product only meant that it was displayed at the top of their storefront) and found it difficult to delete products
- Shipping Orders: The orders page was separate from the shipping page - sellers viewed orders on one page and went to another to create labels or upload tracking info
- Account Information: Sellers had trouble finding and editing key information such as their store and account settings
- Onboarding: A key issue found through our research was our (broken) seller onboarding flow. Although out of scope for this project, we would tackle onboarding in the following sprint!
In the GV Ventures Design Sprint framework, teams transform questions and problems into "How Might We" (HMW) statements. Using this as a guide, we narrowed in on the following to frame the rest of the sprint;
- [How might we] Improve the user experience by providing sellers the information and tools they need to complete tasks
- [How might we] Improve usability issues, including navigating the dashboard and rethinking the information architecture
- [How might we] Provide approachable, relevant and correct data to increase transparency and empower sellers to grow
The emphasis on the need for data visualization was a clear theme that ran through the final sketches. Other trends throughout the solution sketches were modular components, large-format summary views of sales data and access to recent orders on the main dash.
After taking an inventory of all seller-facing notifications, I worked on creating an updated UX notification strategy. UI Copy was updated to simplify messaging and promote more effective CTA's before being put into one of two buckets; Alerts & Actions or Maintenance & Updates. Both notification types corresponded to a specific UI style that helped to establish a hierarchy of messaging.
- Alerts & Actions are temporary notifications that encourage a user to take an action and should be removed on click.
- Maintenance & Updates are temporary notifications triggered when we make changes to functionality, tools or features in the seller dashboard. This is a notification that can be closed by clicking the [x] and are displayed above other notifications.
Following the design sprint, we worked on expanding on the (design sprint) solution sketch. Based on the user research & design sprint, the highest priority pages were the dashboard, products page, orders page and product stats page.
We met with our data scientist to determine the feasibility of the information we intended to display. He created a data prototype for the dashboard which we used to help guide the layout and design of the graphs.
From the card sort and design sprint, we continued to tweak the IA. We pulled out core actions into a fixed header and slightly increased overlap to allow more flexibility when navigating.
We had the luxury of holding a design critique to review progress following the sprint and walked through the thought process for new elements and the overall UX with our Senior Product Manager, Designers, Operations & Account Managers, Director of Engineering and Engineers from two teams. We came out of the critique with a list of questions and suggestions to explore, which was shared with the team and updated as we worked through the list.
Final Design Solution
The updated left rail navigation and fixed header with nav elements surfaces core tasks and pages in a brighter, structured layout. Adding the recent orders table to the main dashboard allows sellers to easily keep up with fulfillment, while orders and shipping are no longer on separate pages. One of the most important wins is that the sales and payment data is now 100% accurate and sellers now have a number of tools to analyze their sales data.
The new seller dashboard was launched on March 14, 2017. In the month following, we've seen a +48% increase in MAU and increased engagement for new sellers who have signed up within this period. Pulling out the core tasks for sellers into the fixed header has shown success with heavy feature usage more direct navigation paths.