Ahalife Brand Portal

The Ahalife brand portal is a platform that allows sellers to create the storefront, manage orders, update inventory etc.

I redesigned the brand portal in order to enhance the user experience and increase seller engagement.

My Role
UX/UI Design, Market Research, User Research, Usability Testing
January - April 2018
The Problem
The Ahalife brand portal is used by the Ahalife team to approve product submissions and used by the sellers to create storefronts, manage orders, update inventory, reply messages and gain insights into the performance of their stores.
Before the redesign, the brand portal design is not very intuitive, the team noticed that many sellers would abandon their stores or having a hard time interacting with the brand portal and often seek support from the Ahalife team. 
Business Goals
  • Enhance user experience
  • Increase seller engagement
User Goals
  • Do tasks on the brand portal more efficiently
  • Improve the performance of their stores
  • Avoid order errors and delays


Competitive Analysis
I started by doing a competitive analysis and studying how other platforms tackle the problems we are facing. By putting together an excel sheet scoring different platforms based on standards from Heuristic analysis, I also put together a Google doc with examples of how different platforms solve the same usability problems.

Key Takeaways

  • Among the three Etsy offers the best overall user experience by offering simple to follow instructions and step and step processes for storefront creation.

  • Compared to Etsy, Ebay offers a more efficient product uploading experience by allowing sellers to create single or multiple listings.

  • All three platforms offer built-in analytic tools.


I conducted internal interviews with the team that interacts with sellers on a daily basis. With the help of the team, I reached out to sellers we are working with, I designed interview questions, conducted the interviews over the phone, and analyzed my research finding using an affinity diagram.

Key Takeaways

  • Most sellers experience difficulty using the order feature, mainly due to delays in order information update and accuracy.

  • The onboarding process is difficult for new sellers, many sellers give up due to the complexity.

  • Adding new items is painful because of the amount of information sellers need to add for each item.

  • Many sellers mentioned that they would love to customize the design of their stores and gain insights into store performance.



From talking to the team and the sellers I realized that there are two main types of sellers, so I created two personas to help define their differences in charectors, goals and needs. I set Carla as the primary persona because she is representative of the beginner sellers who use the brand portal.​

I set Howard as a secondary persona because he is representative of the sellers who have higher levels of technical skills and are willing to improve the performance of their store with the help of analytics tool and the efficiency of use through technical integrations on the brand portal.​
Need Hierarchy

Because there are two different types of sellers the beginner sellers and more tech-savvy sellers and they both have different needs and goals, we decided to create designs that would serve their specific needs.


For beginner sellers, we want to focus on areas that are fundamental for their's engagement and improve the user experience of creating storefronts, product upload, order management.


For more tech-savvy sellers, we hope to satisfy their growth needs by allowing them to access store analytics and customer support.


After evaluation, we decided to save the advanced features for future iterations. 


Knowing the pain points and goals of the sellers, I began ideating possible ways to improve different features by asking myself design questions.

How to streamline product upload and storefront building experience?
How to enable sellers to gain more insights into the performance of their stores?
How to ensure sellers are notified about orders and ensure the accuracy of order details?
Simplify the process and reduce the amount of information required and being displayed
Improve analytics feature by visualizing the performance over time and prioritizing important information 
Ensure the order information is updated frequently and accurately in the backend and add notification features

After ideated some possible ways to improve each feature, I begin to create sketches to visualize the possible layouts of each feature.

After finalizing the layouts on paper, I then showed my designs to the rest of the team and got their feedback, from which I made iterations and turned my designs into hi-fi wireframes. Here are the designs of some key features in comparison to the old brand portal designs. 
Key Features
Product Upload
Other Features
The prototype is made with InVision, you can click on below link to interact with the prototype:
How would I measure the outcome?
Since the goal of the redesign is to enhance user experience and improve seller engagement. I would use web analytics tools to measure metrics like task success rate, task completion time, abandonment rate, retention rate, and conduct usability testing with more sellers to collect their feedback. 
What would I do differently?
Since this was my first job working as a UX/UI designer, I very much relied on the stakeholders for feedback on the design. If I were to work on this today, I would spend more time testing my design solutions with the sellers, and gradually increase the fidelity of the prototypes.

© 2020 by Queena Wang.