I have worked on Amazon Seller Central Platform since 2017. The Amazon Seller Central is an online platform to help Amazon sellers to manager and sell their products on Amazon. The team, Amazon Seller Central, is sponsored to help target sellers with their issues in Amazon.com.
Amazon Seller Central Web Page
* Due to Non-Disclosure Agreement, project details will not be discussed.
Summary
In this project, we want to understand the frustrations (usability issues & information gap) when sellers use Amazon Seller Central to check their history performance. The target users are FBA (Fulfillment by Amazon) who ask Amazon to help them with product shipping - they are also called "Prime Sellers" by buyers in Amazon.
In this project, we started from UX research to the final UX/UI Design Iteration based on user centered design process.
Research
What We Tested
Our UX research focused on understanding how sellers conduct wellness checks on Amazon. In particular, this refers to the “performance tab” including, “Account Health Dashboard, “Performance Metrics”, “Customer Feedbacks”, “Product Policy” and more.
Amazon Seller Central Workflow
UX Methods Used
To define the scope of our usability study, we created an interaction map to understand the user journey maps when using the platform and at the same time conducted a heuristic evaluation to evaluate the current experience sellers may face when on Amazon Seller Central. We also conducted an quick field research where we were able to meet with 2 FBA novice sellers from Amazon Seller Central during an FBA Seller MeetUp event in Seattle.
After we narrowed down the usability testing, we ran seven usability test with Amazon FBA sellers, who are C-D Level.
Remote usability testing
We used WebEx for remote usability testing. After we finished the usability tests, we used Affinity Diagram method to collect and re-organize the research insights we got from our users in different tasks. The sticky notes would be used for sitemap and prototype later.
Performance Tab Breakdown Sitemap
Through the creation of the interaction map and heuristic evaluation we conducted, we noted that there were 3 main items on the account health dashboard - customer service performance, product policy compliance, and shipping performance. We also noted other wellness check items such as reports, chargeback claims, seller university and eligibilities.
Account Health Dashboard Sitemap flow
Prototype Design
The prototype has not released yet. Due to NDA, the prototype details won't be discussed in hear. Only shows the low-fi prototype.
