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Overview

CONTEXT

I worked with the Seller Central Team on a bulk appeals feature to address the challenges that Sellers face when appealing multiple listing violations.

DELIVERABLES - DESKTOP
  • Research - Insights from research activities i.e competitive analysis, internal/external audit, user testing.

  • Design - Design a solution to make it easier and more efficient for sellers to appeal product violations.

CONTEXT

I worked with the Seller Central Team on a bulk appeals feature to address the challenges that Sellers face when appealing multiple listing violations.

ROLE

Sole UX Designer

TOOLS

Figma, Sketch, Miro

INDUSTRY

E-commerce, Retail

DELIVERABLES - DESKTOP
  • Research - Insights from research activities i.e competitive analysis, internal/external audit, user testing.

  • Design - Design a solution to make it easier and more efficient for sellers to appeal product violations.

CONTEXT

I worked on the Seller Central Team on a bulk appeals feature to address the challenges that Sellers face when appealing multiple listing violations.

DELIVERABLES - DESKTOP
  • Research - Insights from research activities i.e competitive analysis, internal/external audit, user testing.

  • Design - Design a solution to make it easier and more efficient for sellers to appeal product violations.

ROLE

Sole UX Designer

TOOLS

Figma, Sketch, Miro

INDUSTRY

E-commerce, Retail


Understanding the Problem

The current appeals process is not time efficient for Sellers, due to the process of submitting and tracking appeals, which can subsequently result in lost revenue for the Seller.

In the current state, even when the requirements to appeal are the same for multiple of their listing violations, Sellers must submit appeals for each individual listing.

Preliminary Research

I started off this project by conducting preliminary research on Amazon Seller Forums, a place where Sellers can ask questions and voice their concerns. I created a clustering of the insights I found in posts where Sellers mentioned having multiple violations or wanting to appeal violations in bulk. Research also included synthesizing recordings of calls from Sellers to Amazon support center.

Stakeholder Interviews

Next, I conducted interviews with 4 appeals investigators to get a better understanding of the review process and which types of appeals could potentially be grouped together.

Findings

  • Investigators review an average of 86 appeals per day

  • Rarely review appeals from same Seller

  • Appeals are queued to investigators randomly

User Survey

I then launched a Qualtrics survey on Amazon Seller Forums consisting of 11 questions. The survey was launched on the US, UK and IN Seller Forums and received a total of 308 responses, with the majority from UK Seller Forums. Survey respondents were asked a series of 11 questions to gain information regarding Sellers’ experiences with multiple violations. 

Conclusions

  • Less than 5% of respondents submit more than 10 appeals per month.

  • More than 88% of Sellers were dissatisfied with the experience of appealing multiple violations

  • Time-consuming existing appeals process

Understanding the User

The prospective user for this product can be categorized into two distinct customer groups: Amazon Sellers and Appeals Investigators‍

By delineating these user types, I  can tailor the design to effectively cater to the unique preferences and requirements of each group.

Brainstorming a Bulk Appeals Feature

After talking with PMs and developers on the team, we decided to create a bulk listing appeals feature that would enable Sellers to group listings by appeal/dispute requirements and create one bulk appeal or dispute for those listings.

Low-Fi

After deciding upon the requirements of the bulk appeals feature, I created some preliminary designs to gather feedback.

Usability Testing

I conducted 3 rounds of usability testing on usertesting.com in order to determine how the designs were received by users and iterate quickly.

Round 1 Results

I conducted unmoderated usability testing with 6 users. Participants completed a series of 25 tasks and questions regarding the designs.

  • Thought when clicking the “Bulk Appeal” button it would allow them to appeal all violations
  • Dividing by policy defeats the purpose of having a bulk appeal feature
  • Disliked the UI of the current appeal page

Round 2 Results

I conducted unmoderated usability testing with 6 users. Participants completed a series of 22 tasks and questions regarding the designs.

  • Sellers want to be able to appeal all of their violations at once when clicking the “Bulk Appeal” button
  • Confusion/overwhelmed by the “Required to Appeal” section
  • Liked option to remove listing

Round 3 Results

I conducted unmoderated usability testing with 6 users. Participants completed a series of 18 tasks and questions regarding the designs.

  • Don’t know what they would group together if they had to create their own group
  • Criticality indicator was understood by participants
  • Sellers are confused by groupings of policy violations

Final Prototype

Outcome

The redesign decreased non compliance and saved sellers significant time.

FUTURE IMPROVEMENTS
  • Status Transparency - Design the UI/UX for sellers to view the status of their appeals.

CONTEXT

I worked on the Seller Central Team on a bulk appeals feature to address the challenges that Sellers face when appealing multiple listing violations.

DELIVERABLES - DESKTOP
  • Research - Insights from research activities i.e competitive analysis, internal/external audit, user testing.

  • Design - Provide a user friendly solution to allow Sellers to appeal violations more efficiently & easily. Determined by the creation of mock ups, wireframes, and static/dynamic prototypes.

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