E-commerce Marketplace
Seller Intelligence Dashboards
Enable marketplace teams to onboard more sellers, track seller progression, and improve post-onboarding success through a unified analytics ecosystem that reduces fragmented reporting, reveals funnel bottlenecks, and supports data-driven seller growth across EMEA.
Client
Global Brand
Timeline
5 Months
Role
Sr. Product Designer
Context
As marketplace operations continued to expand across the EMEA region, increasing the number of active and successful sellers became a key business priority. The growth strategy depended not only on attracting new sellers but also on helping them complete onboarding, generate sales, and grow on the platform.
However, seller-related data was distributed across multiple systems, including CRM platforms, reporting tools, and external data sources. Different teams relied on separate reports and workflows to track lead generation, onboarding progress, and seller performance, creating fragmented visibility across the seller lifecycle.
Without a unified source of truth, stakeholders struggled to identify which acquisition strategies were working, where sellers were facing onboarding challenges, and how onboarded sellers were performing across countries, categories, and business segments. This created the need for a connected analytics ecosystem that could support faster, data-driven marketplace growth decisions.
Role & Responsibilities
I was the sole designer on the project and owned the end-to-end design work across the Acceleration, Business Development, and Seller Success dashboards. While the engagement, stakeholder alignment, KPI definition, and backend data work were led by the Product Data Lead, I closely collaborated with her and her team to understand analytical requirements, data constraints, KPI logic, and dashboard feasibility.
Together, we shaped the flow and user experience by balancing business needs, data availability, and usability. My responsibility was to translate complex seller lifecycle data into clear, scalable, and intuitive dashboard experiences through information architecture, UX design, UI design, and visual design consistency across all three dashboards.
The Gap
Fragmented Data Ecosystem
Seller, onboarding, and performance data were distributed across multiple platforms, requiring teams to switch between systems to gain a complete view of seller activity.
No Single Source of Truth
There was no unified way to track the seller lifecycle from lead identification and onboarding to post-launch performance, resulting in disconnected decision-making.
High Manual Effort
Teams relied heavily on Excel exports and manual reconciliation to combine data from multiple sources, increasing reporting time and the risk of errors.
Limited Visibility into Seller Success
While onboarding progress and sales performance existed in separate systems, stakeholders lacked an integrated view of how sellers progressed and contributed to marketplace growth.
Inconsistent KPIs and Reporting Standards
Different teams used varying definitions and metrics to measure success, making performance tracking, benchmarking, and goal alignment challenging.
Missing Feedback Loop Across the Seller Journey
Acquisition and onboarding teams had limited visibility into seller outcomes after launch, making it difficult to evaluate the effectiveness of lead generation strategies and onboarding efforts.
Stakeholders
Mary
Role & Responsibilities
Leads seller acquisition and onboarding across the EMEA region. Responsible for driving marketplace growth by identifying high-potential sellers, improving funnel conversion, and ensuring successful seller launches.
Goals
Increase onboarding of high-quality sellers
Improve seller acquisition funnel conversion rates
Reduce onboarding delays and seller drop-offs
Balance growth objectives with compliance and quality standards
Liora
Needs
End-to-end visibility into seller acquisition and onboarding performance
Clear understanding of funnel progression and conversion rates
Ability to identify bottlenecks across regions, categories, and onboarding stages
Real-time insights to support strategic and operational decisions
Challenges
Fragmented data across multiple systems and reports
Limited visibility into funnel health and onboarding efficiency
Manual effort required to consolidate and validate performance data
Difficulty tracking seller progress against onboarding and growth targets
Use Cases
Style Guide
Colors & Typography
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Everyday Sans
CC
Regular
Bold
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Solution
