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:
User Research, Market Research, Ideation, Wireframing, Prototyping, Usability Testing
Competitive Analysis
After writing out the research plan, I started doing competitive analysis, studied 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.
User Interview

I conducted internal interviews with the team that interacts with sellers on a daily basis in order to frame the problem, understanding the sellers' profile, how familiar are they with technology and what the challenges are that they are facing.


After speaking with the team members, I had a basic understanding of the sellers. 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.

After the affinity diagram, I begin to see patterns of user behavior, also by interviewing the sellers I now know better about their goals and frustrations. So I created personas to help me frame the problems and be specific with the kind of sellers I am designing for, I set Carla as primary persona because she is representative of the typical sellers who use the brand portal.​
I set Howard as 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.​
Knowing that we can't address all the needs sellers have, we decide to focus on areas that are fundamental for the seller's engagement and improve the user experience of creating storefront, product upload, order management, growth needs of store analytics and customer support and save the advance needs for future iterations. 
Knowing the pain points and goals of the sellers, I began ideating possible solutions and started to sketch out possible layouts on paper.
After Ideating design solutions for different features and figuring out the possible layouts on paper, I then presented my designs to the rest of the team and tested internally, after a few iterations, I turned my designs into hi-fi wireframes. Here are the designs of some key features in comparison to the old brand portal designs. 
Hi-fi Wireframes
Product Upload
The prototype is made with InVision, you can click on below link to interact with the prototype:

I think the opportunity to work on the Brand Portal project at Ahalife is definitely a learning process for me. Over the course of the projects, I learned how to work efficiently with different stakeholders and make sure everyone is on the same page. Throughout the process, I worked closely with the product manager from defining the goals and the requirement of the project to figuring out the different needs of sellers and identifying areas that would be essential for the sellers' engagement and improve their overall user experience. I learned how to balance business and user needs in order to find a common ground that would satisfy both parties.

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

© 2020 by Queena Wang.