UX Designer | August 2022

Stakeholder, Design, Tech Reviews
Information Architecture
A/B Testing
User Personas & Workflows
User Research




Selling Partner Support UX Team 
Designing a new support experience, worked on redesigning the seller-facing case management system for Amazon Seller Central, focusing on improving search and filtering capabilities. Used by 2 million active sellers on Amazon.com.

Amazon Internship 🔒

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Seller Central
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There are currently 1.9 million active Amazon sellers using Seller Central to manage and run their businesses everyday. Selling Partners (SPs) create cases when encountering issues with selling on Amazon, which is under the umbrella of problem spaces concerning the Selling Partner Support team, one of 7 organizations within the Customer Trust department. Case Log is the page in Seller Central where Sellers go to view Selling Partner Support’s (SPS) responses and manage their ongoing and previous cases.
Cases can carry important information such as status, case ID, and creation date.



Overarching Problem Statement
With the current implementation of case log, sellers struggle with tracking all of their issues efficiently within the log, often resorting to other platforms such as email to do so. I narrowed this problem space during further research.

Project Goal 
The goal for my project was to understand customer's pain points and needs with the current support experience, and design search and filtering capabilities for a new implementation of case log to allow sellers to quickly find specific cases based on their priorities, considering new categorizations including bulk cases, cases with multiple ASINs, marketplaces, and case statuses.

Project Scope & Role
Solo Intern Project: My designs are a component of the ongoing Meld 3-year project to improve the entire Seller Central Support Experience with an initial launch by December 2022.
Project Stakeholders: 2 Project Managers, Meld Project UX Owner, Mentor (Senior UX Designer), Tech Team (SDE II)

Understanding the Current Experience 








Baseline Research

I began conducting baseline research sessions with active amazon sellers who have experience with case log to understand how sellers currently navigate and monitor their cases, pain points in their experience, and common use cases for search and filtering features as well as primary reasons for accessing their log and understanding what elements sellers find the most valuable.

Research Plan

Research Goals

  • Understand sellers’ primary reasons for accessing the case log.

  • Learn how sellers currently navigate the case log page and pain points in their experience. (Understand what features of the case log they use most frequently and why)

  • Observe what attributes sellers prevalently use to look through their cases. Which filters are being used most commonly? What key terms are sellers typing when using the search bar? How often are the top nav menu tabs being switched between?

  • Understand what elements of the case log are the most valuable to users and what is unnecessary or could be added (especially regarding short descriptions, search, filters, marketplace)

  • Learn what issues sellers have encountered in the past with case log and their feedback or concerns with the existing support experience.

🔗 Full Plan Document Link (includes testing scripts)

Research Analysis
After receiving insight from sellers, I categorized the research by case log list view, search/filtering, and case detail page across

all participants to identify trends.




Key Insights

🔒🔗Full Research Report (Relevant Seller Testimonials, Detailed Research Insights, Actionable Recommendations)


Stakeholder & Project Values

User Scenarios 
Positive User Workflow

To better understand the needs of sellers, I then developed user scenarios and workflows representing an average seller of 4 years. In this positive user workflow, a seller has an issue with product inventory and wants to contact support. They navigate to help hub and file a case, now checking case log 2-3 times a day since they have an ongoing case. When informed in their email about a reply from an associate, they use the sorting triangles and the needing attention tab to find the correct case, and exit with the back arrow, expecting this case to remain in their log for future references.















Negative User Workflow 

On the other hand, in the negative user scenario, the seller tries to look through old cases to find a similar case to resolve their issue. They try searching as well as scrolling through cases manually. They end up not finding any relevant cases, are unaware of the filter capabilities, and resort to email on their mobile device. Deriving this negative and positive scenario from user research, my design focuses on addressing these pain points. 
























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Sellers are navigated to this help hub landing page when they press “Help” in seller central. Access case
log with the top case log button or icon on the bottom.

This page is their case log where sellers are able to view and search through their cases.

Once clicking on the filter tab, sellers must also then press the expand filters button, and are navigated to the filter dropdown.

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Before diving into research, I began to breakdown this current experience noting major experience issues including the lack of discoverability of the filter options, inconsistencies between UI elements, and considered the information displayed within each row.

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Active Amazon

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Minute Sessions

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Recorded & Moderated via usertesting.com
and Zoom

The majority of sellers consider the short description and status to be the most helpful elements of each case log entry
since it allows them to manually search through their cases and track progress.
Some sellers classified ID and email as least helpful. Additional information SPs would like to see includes associate name,
wait time, and description categories. 
This research allowed me to identify what to prioritize for each case entry.






Case Log List View

Search and Filtering

Case Detail View


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The majority of sellers have never used the search capabilities in case log; However, if they were to, they would search using keywords regarding product descriptions such as “t-shirt” or issue descriptions such as “misplaced inventory." Other sellers would manually look through their cases, scrolling through the log or using Ctrl F. 
Moreover, none of the sellers have used filtering capabilities, the majority struggling to even find the feature, resorting to email or sorting triangles instead. The only tab in the menu that sellers use is "Needing Attention." This research revealed a crucial area for improvement.

All sellers were satisfied with the details included on the case page (hyperlinks, associate name, and responses) but sellers unanimously agreed that an indication of read versus unread messages would be beneficial, especially the integration of more color, icons, and visuals. Knowing what has already been viewed or answered would help sellers search through cases more efficiently.

Aesthetic Usability Principle 
Hypothesis: Improving the appearance of our tool will increase the likelihood of its usage 

Trust vs Operational Savings
Sellers must trust that associates will find a solution and adopt self-help tools versus seeking human contact

Familiarity of User Behavior
Redesigns must not stray too far from the original design and established practices to maintain a sense of familiarity for sellers


Competitor Research

Before designing, I conducted competitor research studying search and filtering experiences for case management systems for other platforms (Outlook, Gmail. Amazon.com, Ebay, Slack, Etsy). This allowed me to better understand existing UI patterns to ensure designs would be familiar to sellers, such as how websites display dropdown search suggestions, integrate filters into search bars, and also use pop-up windows or tooltips.

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Due to confidentiality reasons, the following sections are password protected. To access the rest of the project please click here


Information Architecture 
Sketches & Wireframes 
Ideation & Iteration

Pros and Cons Grid 
2 Interactive Mockups 


Usability (A/B) Testing
Research Plan
Research Analysis 
Research Insights & Reports 

Design Reviews
Stakeholder Reviews
Design Team Reviews 
Tech Reviews 
Research Reviews

Final Prototype
Next Steps

Project Next Steps