Product Design, B2B, Ecommerce, SaaS, Design System
Reimagined order processing flow to reduce churn rate and improve Seller Experience
I joined the team as a UX Designer III and now work as Design Manager. Solv is a B2B eCommerce startup based in Noida, India. Over the past three years, I’ve led the design and strategy for the Seller Portal experience, successfully delivering multiple enhancements to improve usability and drive 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
During field research, we discovered various reasons for sellers not processing orders. Narrowed it down to two major ones.
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
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.
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 of our seller was disputing their returns. After carefully understanding their pain points and collaborating with the business team, we designed a Dispute flow in the Returns bucket to provide support for such orders. The effect was multifold. Now, the business has evidence and knowledge of where the order was tampered with and can ask for claims instead of paying out of own pocket.
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.
