My Role
Product Design Lead
Skills
Product Design
User Testing & Research
Hackathon & Workshops Facilitation
Impact
87%
Increase of UI usage
4.5/5
CSAT Score
24%
Reduction in Support Tickets
Imagine you're a business owner, brimming with excitement. You're ready to take your product to the next level, selling more—not just on one platform, but everywhere!
Finding the right fulfillment partner can be a huge hurdle to growth like this.
Amazon's Advantage
200 Fulfillment centers
1.27MM Operations staff
120k Trucks, vans, and planes
MCF sellers and their customers were deeply frustrated.
Basic shipment tracking and order visibility were missing, customization was impossible, and sellers struggled with either missing tools (for enterprise clients) or overwhelming complexity (for smaller businesses).
Ultimately, sellers lacked the tools to run their businesses efficiently.
Impact of the Problem
Understanding the Scale of the Problem
15%
Decline in Enterprise Adoption
22%
Increase in Support Tickets
We wanted to create a user-friendly and feature-rich Amazon MCF experience that empowers sellers of all sizes. This required a fresh start, moving beyond Seller Central to build a new, mobile-first inventory management and shipping platform.
This new platform provides seamless mobile access, real-time shipment tracking, customizable options, and advanced tools to meet the diverse needs of our clientele and improve overall satisfaction.
Metrics
Increase Users Retention
We rebuilt the entire platform for smartphones. Sellers can now manage everything on the go, whether they're in a warehouse or a market.
This was crucial for sellers in developing countries who often rely solely on mobile devices.
All critical shipment information—tracking, statuses, handling requirements, and more—brought together in one intuitive, easily accessible hub.
Designed for efficiency, this unified system ensures sellers can manage shipments effortlessly, reducing complexity and saving time.
For sellers with low order volume, a simple single-order tool in Seller Central makes it easy to create and manage orders—whether it’s a box of rubber ducks or a shipment of large, flammable lamps.
The system adapts to different handling and storage needs, ensuring shipments are managed properly from start to finish.
Beyond Assumptions
Proposing a new Amazon FBA branch, rather than a simple reskin, taught me to think beyond the brief.
Mobile-First for Global Reach
I saw firsthand how prioritizing smartphone users can dramatically increase adoption, especially in developing markets.
Continuous iteration
Iterative design based on user feedback drives success. Continuous improvement leads to better outcomes and higher satisfaction.