Kaufland Seller Portal

Kaufland Seller Portal Dashboard

Overview

One of my early projects in Kaufland was the development of the Seller portal analytics dashboard, where the sellers that are selling on Kaufland e-commerce marketplace manage their operations, ticket handling, orders and inventory.

The decision to completely revamp the seller portal was taken by the higher management as the old portal had an outdated design and a bad user satisfaction score and I was assigned the ownership of the design of a new analytics dashboard where I was responsible for driving the entire process from Product strategy, stakeholder management, user research, Ideation to prototyping and testing.

Role

Product designer

My Contributions

Strategy planning
User research (interviews and survey)
Ideation
Low to high-fi prototyping
User testing
Stakeholder buy-in

Team

1 Product Managers
1 Product Designer
2 front-end developers
3 back-end developers

Tools

Figma
Miro
Optimizely
Contentsquare
Tableau

Project Timeline

Jan 2024- March 2024

The Problem

The old seller portal analytics page of our eCommerce marketplace was difficult to use, lacked essential features, and did not provide sufficient data analytics. Sellers found it challenging to manage their operations, tickets, inventory, track sales, and engage with customers.

The Goal

We needed to replace the analytics page with a dashboard to improve user experience, streamline operations, ticket management, inventory management, enhance sales tracking, and offer better customer engagement tools.

Screenshot of the old seller portal dashboard before the resdesign

Research

As part of my user research, I drafted some interview questions to get firsthand feedback from our marketplace sellers and I was able to interview 6 sellers.
I also conducted a survey to a wider group of sellers to collect quantitative data and got 30 respondents.

User Interviews

Surveys

Analysis

As a result of user research, we started ruthless prioritization of features to increase focus while also improving the overall information architecture for sellers.

We did this with the help of tools like content-square and Tableau to make decisions based on the data we had about the actual usage of the features, although this whole initiative was an effort to break the chains of legacy code base, which hindered our delivery speed drastically.

Pain Points

We weren't helping sellers to quickly understand how they were performing on our marketplace.
The overall structure of the dasboard had been mostly dictated by technical structure and not the actual customer journey.

Benchmarking

To understand how our seller portal analytics page compares to others, I conducted a competitor analysis. I explored several leading eCommerce platforms, examining their seller portal analytics dashboards in detail. I looked at features, ease of use, and overall design. This helped me identify the strengths and weaknesses of each portal, giving us valuable insights into what works well that can be adapted in our own design.

Best market practices:

Comprehensive Metrics: Detailed performance indicators to provide sellers with a holistic view of their business.
Best User Experience: An intuitive interface that balances feature richness with ease of navigation, minimizing the learning curve for new sellers.
Real-Time Data Availability: Up-to-date analytics to facilitate prompt and informed decision-making.

Ideation

Once we had all the data from user research, identified pain points and had document best market practices, I started ideating solutions. I did this by conducting collaborative ideation sessions with stakeholders, including product managers and developers, to explore potential solutions.

This also included creating intuitive user journeys that aligned with sellers’ daily workflows, ensuring easy access to critical insights. Of course, we had to go through multiple iterations before we finalized the flows!

Couple of finalized user flows are shown below.

Wireframes

Once we had the information architecture ready, I sketched out some ideas and collaborated with stakeholders, Product manager and developers to get their feedback and after few iterations, I was able to finalize the designs.

Testing

I then started working on high fidelity designs. We determined the success of these designs by setting up A/B tests and considering metrics like Usability & Navigation, User Satisfaction (CSAT), Engagement & Adoption and Performance. We analyzed the testing results , identified problem areas and optimized the designs accordingly.

After multiple iterations, the results significantly exceeded our expectations and we went ahead with the implementation of the new design.

New Design System

I used the components and resources from the newly revamped Kaufland design system to make sure the new design is in compliance with company design policy. Below is the sample style guide.

Final Design

The dashboard enables sellers to track the development of their sales, inventory and sales channel.

Launch and Initial performance

Finally we managed to launch the new portal, and work since then to optimize further and further due to reduction of technical debt, which has helped us to increase our seller's performance significatly.

Late deliveries, for example decreased from 23% in 2023 to 4.2% in 2024.

Challenges and Learnings

All of this happened with a completely overhauled product area, meaning in the midst of a storming phase of newly mixed and setup teams, so of course we ran into a lot of friction, which transformed our processes.

Next steps

Implement Feedback Loops: Allow sellers to submit feedback post-launch.
Monitor Usage Trends: Use analytics tools to track adoption and retention.
Make Data-Driven Improvements: Regularly enhance the dashboard based on real usage insights.

Thank you for reading. Questions? Let's chat about this case study in detail.