Product Design, B2B, Ecommerce, SaaS, Design System
Reimagined order processing flow to reduce churn rate and improve Seller Experience
I joined Solv, a B2B eCommerce startup, as a UX Designer III and now lead the design team as a Design Manager. Over the past three years, I’ve led the end-to-end design strategy for the Seller Portal, delivering key enhancements that improved usability, reduced churn, and increased product adoption.
Challenge
I joined Solv during a period of organizational restructuring. At the time, approximately 2,300 sellers were using the SOLV Seller Portal to manage their orders. A key challenge was the high rate of order cancellations, which was significantly affecting the platform’s gross merchandise value (GMV).
2300+
~5d
Research
Through contextual inquiries with sellers, we uncovered several reasons behind unprocessed orders. After synthesizing the findings, we identified two primary root causes driving order cancellations.
Approach
Goal was simple, improve order fulfillment rate to improve GMV. The design approach was to target the low risk- high rewards features. Each improvement was designed to make the process intuitive and approachable for our sellers.
I collaborated closely with the product team to define a roadmap aimed at addressing these challenges. We planned a phased rollout of improvements to enhance the Seller Portal experience and drive better adoption among sellers. Highlighting few of implemented projects below.
Revamped order fulfillment process
Redesigned the seller order processing flow by replacing complex bucket-based navigation with a streamlined, linear process. Introduced contextual tooltips to guide users through each step, resulting in a 73% increase in adoption and an 82% reduction in order cancellations due to turnaround time (TAT).
Continuously iterated shipped designs
Usability testing revealed that sellers were frequently clicking the 'Generate Invoice' button unintentionally. Once initiated, the action could not be reversed within the app, prompting sellers to contact customer support to manually raise cancellation requests. This process introduced delays, and buyers were often informed of the cancellation a day or two later—undermining their trust in both the seller and the platform.
To address this, we introduced intentional friction to the call-to-action by replacing the button with a swipe action. This required deliberate user input, significantly reducing accidental triggers. As a result, PSR tickets dropped by approximately 87% within the first month of implementation.
Designed inventory management system
We built the process of managing inventory by location. Earlier, user would have to go into Catalog and edit the count of inventory by SKU. We conducted a market research and prioritised this asking of our users. This enabled them to manage inventory of each location and also their APoB (Another Place of Business) warehouse through portal and mobile app.
Introduced Payment Dashboard
Introduced a granular breakdown of payments and fees and created an in-product flow for raising any concerns, reducing the need to call support.
Designed Return flow
One of the major concerns for our sellers was the lack of clarity and support in handling return-related disputes. After closely analyzing their pain points and working with the business team, we designed a dedicated Dispute Flow within the Returns bucket. This not only empowered sellers to raise concerns more easily but also enabled the business to identify where tampering occurred—shifting the cost burden by facilitating claims instead of absorbing losses.
Built EZY Design system
As part of revamping, we conducted an audit of the existing flow and screens. We identified that many recurring components had n number of variants. We built a library to eliminate such variants and create a consistent user experience, improve brand recognition, shorter design and development cycle.
