Senior Product Designer
Research · UX · UI · Prototyping
Background
Sellers pay for visibility. This is where they watch it work.
Roundforest works with Amazon sellers on a performance-based model. When sellers offer higher commission than Amazon's default, we promote their products and drive more sales. The Seller Platform is the management system where they track performance and manage inventory for everything we promote.
Problem
Every seller had to reconnect. The hard part was the ones already happy.
A new requirement meant all sellers had to connect their accounts to the platform through Amazon Creator.
Seller type 1
New sellers
Joining after the migration. Connecting is just part of onboarding.
Seller type 2 · the real challenge
Existing sellers
Already using the platform. We were asking them to take extra steps in a flow they already knew.
Discovery
The platform wasn't a core product, so I learned it from scratch.
I asked every relevant stakeholder how sellers actually use the platform and what the flow looks like from their side. Their answers became the baseline the team designed against.
Insight
We only needed one input from the user.
Before designing, I mapped our technical constraints with our senior backend engineer. That meeting reshaped the direction: from a single campaign ID, the system could detect all of a seller's campaigns and complete the migration on its own.
Solution
One field. The system finds everything else.
One input field→
Loading micro-interaction→
All campaigns detected
Instant feedback
A success banner and micro-interaction confirm the detection.
Trust and validation
The seller's Advertiser ID appears in the banner as proof the system recognised them.
Contextual guidance
The field's title and helper text explain auto-detection up front.
Conditional access
"Extra commission" stays disabled until the connection is done, so sellers finish connecting first.
Rollout
Tell sellers about it without blocking their work.
I compared three ways to announce the change. The priority was keeping the existing workflow intact.
Option 1
Forced onboarding
Block login until the connection is complete.
Risk: high friction and instant frustration.
Option 2
Persistent banners
A modal on login, then a global header banner.
Risk: banner blindness and clutter.
Option 3 Chosen
Contextual discovery
Leave the workflow alone and add a targeted sidebar tooltip next to the new Catalog Management page, plus an email explaining the value.
1 / 3
The chosen option, live in the product
A tooltip next to Catalog Management invites sellers to connect, without interrupting their work.
Iteration
Sellers didn't realise one ID connects everything.
We launched under time pressure, so we monitored usage and feedback from day one and shipped fixes as soon as friction showed up.
Observation
Users didn't fully understand that one campaign ID connects all their campaigns. Many also kept their IDs in spreadsheets.
Fix 1
Bulk campaign input
Sellers paste IDs straight from their spreadsheets into the field.
Fix 2
Explanatory tooltip
A tooltip on the field explains the behaviour and prevents confusion.
Outcome
Most sellers connected in the first week.
60%
of sellers completed the connection within the first week of launch.
+5%
average extra commission, directly boosting company revenue.
+20%
platform engagement, with sellers spending more time on their synced campaigns.
Learned
Talk to engineering before sketching. Ship with eyes open.
Constraints first. One meeting with backend changed the whole design from a multi-step form to a single field. If I had started in Figma, I'd have polished the wrong flow.
Launch small and watch closely. We didn't have time to test everything before launch, so we planned for fast fixes instead. Bulk input came straight from seeing how sellers really store their IDs.
Next
Sellers asked to see what their choices earned them.
With the migration done, I surveyed sellers about how they track performance. They wanted a before-and-after view of how configuration choices affected sales. That ROI view gives sellers transparency and nudges better configuration decisions.
