Designing Efficient Workflow for Grocery Category Approval on Seller Platform: A Case Study

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of Amazon.

My Role

UX Researcher/ Design Consultant



Project Overview

I worked on a project focused on optimizing the user experience for submitting applications to the grocery category on Amazon's seller platform. The existing process was intricate and time-consuming, leading to prolonged response times and decreased overall efficiency. The main goal was to create a streamlined application submission workflow that simplified the process and, simultaneously, substantially reduced the response time of Amazon associates, leading to enhanced efficiency and greater seller satisfaction.

Research Phase:

1. Problem Identification: The project commenced with a thorough analysis of pain points within the existing application submission process. User interviews were conducted with both sellers and Amazon associates to uncover their challenges, frustrations, and suggestions for improvement.

2. User Personas: Based on research insights, I created detailed user personas representing various seller profiles and Amazon associates. These personas informed design decisions and ensured that the new workflow addressed diverse user needs.

3. Competitive Analysis: A comprehensive study of competing e-commerce platforms was undertaken to gather best practices and innovative solutions. This helped us identify gaps in our current process.

4. User Journey Mapping: Mapping the current user journey enabled us to identify pain points, bottlenecks, and areas of potential improvement. This visual representation served as a foundation for the redesign.

Design Phase:

1. Ideation and Wireframing: Leveraging the insights gained from research, I generated multiple ideas to simplify the application submission process. These ideas were translated into wireframes that captured the new workflow, emphasizing intuitive navigation and clarity.

2. Interactive Prototyping: I transformed wireframes into interactive prototypes using design tools, continuously iterating based on stakeholder feedback and usability testing results.

3. Usability Testing: Prototypes underwent rigorous usability testing involving actual sellers and Amazon associates. Their feedback validated design choices, unveiled any remaining pain points, and ensured a user-friendly experience.


1. Streamlined Workflow: The new application submission process significantly reduced complexity, resulting in a straightforward and comprehensible process for sellers.

2. Reduced Response Time: By optimizing the application review process for Amazon associates, the response time experienced a remarkable decrease, leading to faster application approvals and rejections.

3. Improved Efficiency and Seller Satisfaction: Sellers and Amazon associates reported heightened satisfaction due to the simplified process and quicker response times. This fostered a more positive relationship between Amazon and its sellers.

4. Business Impact: The improved user experience translated to increased seller engagement and improved conversion rates within the grocery category, positively impacting Amazon's business metrics.


Through rigorous UX research and design efforts, the project successfully transformed a complex and time-consuming application submission process into an efficient and user-friendly workflow. This redesign not only improved the seller experience but also significantly decreased response times, ultimately enhancing operational efficiency and seller satisfaction within Amazon's ecosystem.