I led the redesign of Seller Central, a platform where third-party sellers and vendors manage pricing, promotions, inventory, and growth tools. My work focused on Subscribe & Save, a purchase program designed to help sellers drive repeat purchases and revenue.
My role: Lead product designer
Timeline: 2 months, 2024
Collaborated with: Product, Engineering, Data Science and UX research
Platform: Desktop
Eligible products are automatically enrolled into Subscribe & Save without any savings applied. Many sellers hesitate to fund discounts because they’re unsure how it impacts revenue and profitability, limiting subscription growth.
Based on a survey of 1000+ customers across global markets, savings was the biggest driver of Subscribe & Save adoption and retention.
Sellers could access subscription analytics in a separate reporting tab, but insights weren’t available where funding decisions happened.
We explored multiple ways to help sellers make more confident funding decisions by bringing reporting insights closer to product management, benchmarking similar products and competitors, forecasting potential revenue impact, and using AI to recommend the right savings amount. We ultimately prioritized actionable insights and AI recommendations because they created the clearest path from awareness to action.
If sellers better understand the revenue impact of funding savings, they’ll be more likely to invest and grow subscriptions.
Primary Metric
Secondary Metrics
Guardrail Metrics
I brought key subscription insights directly into the product management workflow to help sellers make smarter funding decisions.
We embedded AI recommendations directly into the discount modal to drive action.
We launched an A/B test to measure the impact of actionable insights and AI recommendations.
Primary Metric
22% increase in seller-funded discounts
14% increase in subscription revenue
Secondary Metrics
10% increase in subscription conversion
8% increase in repeat purchases
Guardrails
No negative impact on seller profitability
I simplified coupon creation to help sellers launch promotions faster and target the right customers.
Results:
17% increase in coupon creation adoption
11% increase in new subscriber acquisition
20% faster campaign setup time
This project reinforced the importance of designing for confidence, not just functionality. I learned that sellers were more concerned about uncertainty than effort, which shifted my focus toward making insights more visible and actionable. By bringing data and recommendations closer to the point of decision-making, I was able to influence behavior and create a more scalable, high-impact solution.
Checkout & Transportation