Summer 2020 / Daraz / User Experience & Interface Design

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How might we optimize the dashboard to help sellers grow their businesses?


Designed a one-stop platform solution for Sellers to perform end-to-end activities from starting to growing their business.



My Role

User Experience & Interface Design


Jan 2020




Daraz is South Asia's premier online shopping marketplace. Supported by a wide range of tailored marketing, data, and service solutions, Daraz has 30,000 sellers and 500 brands and serves 5 million consumers across the region. The dashboard is an important part of the seller's journey to manage their day-to-day operations and act as a communication platform between Daraz and the seller. However, sellers were unable to gain much value from it due to a lack of insights, useful features, and bad user experience.

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Problem Space

According to research, we found that Daraz sellers didn’t find the dashboard valuable.

Given the facts that:

  1. Seller dashboard performance was really poor only 10% of active sellers visited the page, with an average of 2 visits per day and 6 mins time spent
  2. Sellers had very low intentions due to no clear value proposition to visit the dashboards.
  3. Dashboard had an unclear structure & hierarchy among key sections.

Also, we found that the development team constantly created new components that cannot be reused, which lead to every enhancement usually requiring more time and work.


We came up with Seller Dashboard: The one-stop platform solution for Sellers to perform end-to-end activities from starting to growing their business. However, before moving forward, we conduct user interviews to better empathize with sellers & their needs.

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Understanding User and Needs


We classified sellers into 2 segments. The first segmentation is based on seller membership, such as Regular Sellers, Power Sellers, and DarazMall stores. And other segmentation based on seller revenue (TPV).

User Behaviour

From the analytics & usability studies, we discovered that type of seller membership has no major difference. However, The lower-tier sellers focused more on getting early transactions and attracting customers. They spent more time in shop settings and adding products. While the higher tier placed more emphasis on minimizing complaints & improving transaction quality. Thus, they spent more time on orders, resolution centers, and chat screens.