Walmart - 2023
My contribution
Role - Principal design lead
I led the end-to-end design process and the creation of Insights and recommendations dashboard for Walmart Fulfillment Services, working closely with stakeholders to ensure our design efforts aligned with overall product roadmap and business goals.
Goal
To create a centralized location for sellers to receive a tailored, scalable, and actionable insights to take action on recommendations to improve profitability.
Solution
I designed and led a scalable, modular analytics platform driven by research and user insights that focused on Sales and Inventory metrics. The initiative has been achieving user engagement of 80% since its pilot launch in FY24.
Where it started
Past seller feedback from various sources became critical in charting the way forward. Data lived in many parts of the site, making it hard for sellers to find and analyze information.
"Challenging to grow my business: The lack of transparency and the difficulty in understanding the charges associated with selling on Walmart Marketplace makes it challenging to grow my business.”
Sellers want more information provided directly in Seller Center dashboards. Inventory type and profitability are difficult for sellers to determine without extensive report downloads.
Discovery
Gathering feedback from various available sources like surveys, account team feedback and research team report, I worked with product managers to collect high level pain points.
We then prioritized which pain points to address in order to provide tailored, scalable, and actionable insights to the sellers.
Competitive evaluation
I studied 5 platforms to identify strengths, trends, unique solutions, opportunities and gaps in data which the competitors provide that would benefit the platform we were designing.
Workshop
Along with my product partners, I planned and led a design thinking workshop involving design, product, business and engineering.
Concepts To Detail Design
Driven by insights from research and workshops, I refined the design direction to align with seller needs and business goals. The concept process focused on core platform objectives: tailoring the experience, ensuring scalability, and presenting actionable insights effectively.
The dashboard provides insights into important metrics regarding the seller’s inventory status, age, and sales rate.
Why it matters
Sellers engage more when they clearly see the actual data that affects their profit margins.
Information is scaled and tailored to the data being displayed, maintaining visual consistency as feature sets grow and evolve.
Why it matters
Minimizes information overload by presenting relevant data and seamlessly guiding sellers through the appropriate workflows.
Display relevant data so it’s not overwhelming, but concise and insightful to take next steps.
Why it matters
Providing insights into critical information and following up with actionable next steps enhances the seller experience and increases brand loyalty.
Final Designs
The new design streamlines the seller’s experience, making it easier to view specific metrics, access recommendations, and follow guided next steps to maintain in-stock inventory and boost profitability.
This flow empowered sellers to explore WFS specific opportunities, monitor overall performance, and analyze detailed sales metrics to uncover projected cost savings and benefits.
This flow highlights the key screens that enable sellers to send inventory to Walmart Fulfillment Centers and efficiently restock items that are either out-of-stock or at risk of going out of stock.
This user flow highlights key screens demonstrating how current Walmart Marketplace sellers, already enrolled in Walmart Fulfillment Services (WFS), can seamlessly convert eligible items for sale through WFS.
Business impact
80%
Increase in user engagement
5%
Increase in user adoption percentage
$100M
Estimated GMV across 2k sellers