Seller Profile Revamping
Web UIUX
Tiktok Seller Center App
Order Management
Product Type
E-commerce
15,000,000 Users
6 Countries
My Role
UIUX Design
Design System
User Research
Time
4 Major iterations
4 Weeks
With
1 Product Manager
2 Developers
Summary
During my internship at TikTok, I conducted user research with Southeast Asian sellers and independently completed the end-to-end design of the mobile Order Management feature from 0→1.
The feature launched in 2022, reaching a 30% adoption rate within two months. User survey results showed that 84% of users believed the app version of order management eliminated their need to rely on the web version. Additionally, the App Store rating increased to 4.8.
Design Process
I analyzed customer feedbacks and funnels and did survey for common frustrations. I also SWOT analyzed the user journey and UX patterns of TTS's competitors(Shopee, Amazon, etc.). Every week our team had 2 design reviews allowing me to show my design and collect feedback. For each iteration, I went through the front-end code with devs to bridge the gap between my design drafts and the implementation.
Background
The DAU growth of Seller Center had reached a bottleneck. Through user research, I identified that a major issue was that the app was still in its early stage and lacked many essential features. Meanwhile, the web version of Seller Center was not optimized with responsive design for mobile devices, and many sellers in the Southeast Asian market did not have consistent access to a computer.
Design Goals
Based on the user research findings, launching the Order Management feature on the app was given the highest priority. I was required to complete the MVP design of Order Management within four weeks (while simultaneously deal with 2 other projects), covering the following four aspects:
Layout & Card
An order contains a large amount of associated information. To define an information architecture aligned with real user scenarios, I conducted card sorting sessions and user interviews, which helped clarify the relevance and prioritization of different actions and information elements.
Optimized for Small-Screen Devices in Southeast Asia
Responsive Components
Card Design
Clear Information Hierarchy
Scalable Framework
Key Features
After the first version of the design was completed, a one-month Beta test was conducted to ensure the final version delivered an excellent user experience. During this period, the product manager and I collected user feedback through funnel and conversion metrics, surveys, and user interviews. Based on this feedback, we addressed numerous edge cases, resolved multi-language device compatibility issues, and optimized the design of key features.
The engineering version of the first version
Designed components with increased text space to accommodate the complex language requirements of Asian markets.
Multi-Language
Users were often frustrated by missing updates on canceled or unpaid orders. Thus I added a notification bar at the top of the list.
Error Status Notification
Having to reselect complex filters every time users enter the page was frustrating. I added a button to simplify the process.
Apply Last Filter
Data analysis revealed that repeated searches were driven by users revisiting specific orders. Thus Recently Viewed was introduced.
Recently Viewed
