Daraz Seller Center Revamp
Background & Objectives
Daraz Seller Center provides an extensive array of features for sellers to manage their products, sales and operations. The existing system was inherited from Lazada in 2016, and little UX improvements were implemented since then. However, with the increase of newly onboarded local sellers every month (around 10k), we realised that the old system was too complicated for small local sellers to understand. This complexity results in low adoption rates for tools that can bring potential benefits for the sellers as well as the platform. Hence, the objective of this project is to understand the main difficulties small sellers face while using Daraz Seller Center and truly re-think, simplify and localise the features for their needs.
Role & Responsibilities
2023-2024 Lead Designer
- Research and understand the complete feature map of the existing Seller Center system
- Derive insights from UX studies, identify key user pain points from different seller segments
- Formulate the overall design strategies, craft design solutions and align with different business stakeholders
- Plan the implementation phases and design timelines of the long term project
- Leading and coordinating a team of 2 designers, align design directions and guidelines to ensure the delivery and quality of the final design solutions
Design Research
During the research stage of the project, we visited sellers from a wild range of profiles in order to understand the general needs and difficulties that they may face.
- Experience: <3 years, 3-5 years, >5 years
- Category: electronics, fashion, home & living
- Shop Size: small, medium, large
Feedback was gathered for all key features in Seller Center and consolidated into action points.
Design Strategy
Although there’s a lot of findings derived from our user interviews for each feature. I’ve consolidated 3 key strategies that address the most prominent pain points for our sellers.
- Reduce navigation complexity - “This is important!”
- Be action-driven - “Do this now!”
- Improve efficiency - “Do it easily!”
Reduce Navigation Complexity - “This is important!”
Seller Centre’s extensive array of features, while intended to empower sellers, were organised in an overwhelmingly complex manner. It also made sellers harder to discover the tools that are the most relevant and beneficial for their business. We wanted to hide less important information from sellers to reduce their mental load, so that they can focus on the most important things at the moment.
Based on the previous Product Management page, we simplified the 8 product statuses into 3 larger groups:
- Online: products that need the most attention and monitoring. This includes Out Of Stock products, because they are actually live products that needs action.
- In Progress: products that are in the process of review and editing. This includes Unapproved products, because sellers should further edit them in order to list them.
- Offline: products that are not currently live, which requires the least attention
Sellers also face a lot of difficulties understanding all the order statuses and the relationship between them. This results in sellers not knowing where their orders will going next. Based on the previous Manage Orders page and Customer Returns page, we simplified the 12 order statuses into 3 groups:
- To Customer: Orders that are in the process of delivering to customers. Actions can be done to speed up the process.
- Returning to Me: Orders that are in the process of return. Closer monitoring of the progress is required.
- Closed: Orders that are at their final status, no action can be done.
Within each group, the status are organised in chronological order so that sellers are clear where the orders will go next.
Be Action-Driven - “Do this now!”
One of the key insights that we got from our research is that when sellers visit Seller Center, they are not clear on what are the immediate actions that they need to take. We displayed a lot of data, but our sellers are not able to derive useful insights and take actions based on the data. We displayed a lot of features to sellers, but they don’t know which ones are the most effective, urgent and relevant to them.
In order to solve this in our new design, we paired all data with insights and actions. We also incorporated clearer hierarchy for all call-to-actions to indicate their level of urgency.
Improve Efficiency - “Do it easily!”
Bulk actions and preset templates are introduced as much as possible in sellers’ daily business operations in order to improve their efficiency.
Performance Evaluation
The entire project was designed and rolled out phase by phase with options for users to switch back to the old version easily. The adoption rate and overall NPS score were closely monitored during each phase.
1 month after launching the last module, we have achieved 87.5% adoption rate for the new design and an increase in overall NPS score from 48.5% to 67.0%.
Besides the overall north-star metrics, we also observed significant improvements on the performance of each individual modules such as:
- The late shipment rate for new orders has reduced 5.4%
- The review reply rate has increased 63.2%
Overall, the Daraz Seller Center revamp project has successfully achieved the goals set initially and received overwhelming positive feedback from our users.
