Reducing seller frustration, increasing compliance clarity, and optimizing internal workflows for faster approvals.
My Role: UX Researcher
Team: Product Manager, Business Analyst, 2 UX Designers
Timeline: 10 weeks
Tools: Dovetail, Figma, Confluence, Miro
Impact: 22% drop in rejection rateOnboarding time shortened by 3 days35% fewer support tickets post-launch
“I submitted everything you asked—and still got rejected. What am I doing wrong?”
That quote from a seller captured a systemic issue: Amazon’s Grocery category application process was unclear, inconsistent, and inefficient—leading to high seller frustration and internal overhead.
Challenges:
Unclear instructions and document requirements.
Frequent rejections due to avoidable mistakes.
High volume of support interactions
Approach:
Internal stakeholder interviews (compliance, support ops).
15 in-depth seller interviews across three experience levelsProcess audit & customer support ticket review.
Heuristic review of current workflow.
Key Insights:
📄 Sellers didn’t understand which documents were required or why
🔁 Duplicate or re-submitted files were a major friction point
🧑💼 Internal teams spent hours manually correcting seller errors
Journey Map of Current Experience
How might we make the Grocery onboarding workflow more intuitive, transparent, and efficient—without increasing compliance risk?
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.
Approach:
Internal stakeholder interviews (compliance, support ops).
15 in-depth seller interviews across three experience levelsProcess audit & customer support ticket review.
Heuristic review of current workflow.
Key Insights:
📄 Sellers didn’t understand which documents were required or why
🔁 Duplicate or re-submitted files were a major friction point
🧑💼 Internal teams spent hours manually correcting seller errors
Journey Map of Current Experience
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.
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.
