Turning a page sellers ignored into the one they open first
Sellers didn’t see the ManoMano dashboard as a hub for running their business.
They saw it as one more page to check. I ran interviews and card sorting with UXR, then sequenced a roadmap from low-effort wins to a longer-term direction that kept engineering cost down while addressing what sellers actually ranked first.
Team : 2 Product managers, 4 Engineers, 1 User researcher
Turning a page sellers ignored into the one they open first
Turning a page sellers ignored into the one they open first
Sellers didn’t see the ManoMano dashboard as a hub for running their business. They saw it as one more page to check. I ran interviews and card sorting with UXR, then sequenced a roadmap from low-effort wins to a longer-term direction that kept engineering cost down while addressing what sellers actually ranked first.
Challenge
Turn a page that surfaced raw, overwhelming information into a product that could help sellers make sense of their business and prioritise their operating strategy fast, with a cross-functional team.
Context
Dashboard is the most visited page, full of information, and users still cannot find the right information such as compliance performance, sales performance and more. On top of that, I came up with several hypotheses on whether the information wasn’t relevant or the visualisation was hard to parse. I also had a hypothesis about different personas representing different needs.
Design principles
Conducted in-depth interviews in close collaboration with a UX researcher and business users to understand their needs, alongside cross-referencing data analysis.
Workshop to rank information by priority, most to least critical.
Workshop to rank information by priority, most to least critical.
Collaboration with UXR, Product managers and Business team to build a short-term to long-term design strategy for the dashboard.
Collaboration with UXR, Product managers and Business team to build a short-term to long-term design strategy for the dashboard.
With 8+ qualitative interviews, I discovered that different personas need different information to manage their business.
The main pain point was clear: there was too much information, but not enough clarity on what mattered and what to do next.
Moreover, this dashboard lacks personalization.
With 8+ qualitative interviews, I discovered that different personas need different information to manage their business.
The main pain point was clear: there was too much information, but not enough clarity on what mattered and what to do next.
To understand how different personas prioritize information, I ran a collaborative card-sorting workshop.
The exercise helped us identify which information was most relevant to each role and how the dashboard structure could better reflect their needs.
I spotted patterns for each persona and common pain points. With limited technical capacity, I focused on quick, tactical improvements that could reduce noise and help users focus on what matters most to their business.
In parallel, I shaped a longer-term dashboard vision with User Research, Product, and business stakeholders, creating a direction that could evolve with users’ needs.
I spotted patterns for each persona and common pain points. With limited technical capacity, I focused on quick, tactical improvements that could reduce noise and help users focus on what matters most to their business.
In parallel, I shaped a longer-term dashboard vision with User Research, Product, and business stakeholders, creating a direction that could evolve with users’ needs.
Crafting
A dashboard that helps business users understand their business, focus on what matters, and be a partner to grow sales.
A target vision version : Focus on business metrics, personalize recommendations, and improve seller excellence.
A target vision version : Focus on business metrics, personalize recommendations, and improve seller excellence.
Previous dashboard: High UX debt, accessibility issues and readability.
What I learned
As I had quantitative testing constraints compared to an e-commerce platform, I needed to do a progressive rollout to make sure our professional users could adapt to my solution.
With the lack of quantitative usability testing, I faced heavy organisational challenges from stakeholders. Though there is no quantitative data to back it up, the qualitative feedback from the support team is highly positive.
With 8+ qualitative interviews, I discovered that different personas need different information to manage their business.
The main pain point was clear: there was too much information, but not enough clarity on what mattered and what to do next.
Moreover, this dashboard lacks personalization.
To understand how different personas prioritize information, I ran a collaborative card-sorting workshop.
The exercise helped us identify which information was most relevant to each role and how the dashboard structure could better reflect their needs.
I spotted patterns for each persona and common pain points. With limited technical capacity, I focused on quick, tactical improvements that could reduce noise and help users focus on what matters most to their business.
In parallel, I shaped a longer-term dashboard vision with User Research, Product, and business stakeholders, creating a direction that could evolve with users’ needs.
