Digikala Seller Panel Design System

Current User Experience Leads to High Drop-off Rate
‍The existing seller registration process presents significant challenges for potential sellers. Upon initiating registration, users encounter a lengthy list of mandatory information fields, accompanied by the requirement to upload various documents. This cumbersome process, exceeding 30 minutes for completion, leads to a 95% drop-off rate at the initial stage of onboarding new sellers. Consequently, valuable potential partnerships are lost due to an inefficient registration flow.

This project utilized the Double Diamond framework to iteratively design and refine the seller registration process. It's important to acknowledge the non-linear nature of the design process, as we employed multiple iterations and adjustments to achieve a balance between user satisfaction and business needs.

Effective design principles emphasize the importance of observing user behavior within an online product. This includes gathering user data, clearly defining the problem, and making data-driven decisions for improvement. In this case, examining the current seller registration flow serves as the foundation for optimizing the user experience and addressing identified challenges.
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Mouse flow data indicated a 95% drop-off rate within the seller registration process. This data provided valuable insights into user behavior, highlighting the points where individuals abandoned or failed to complete the process.
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To identify usability issues within the existing seller registration process, we employed a heuristic evaluation based on Jakob Nielsen's 10 Usability Heuristics. This widely recognized framework provides a set of guidelines for identifying potential usability problems. Additionally, each heuristic is accompanied by improvement suggestions. To ensure a comprehensive evaluation, ten experienced product designers were enlisted to independently conduct thorough assessments of the registration process using the chosen framework.
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As mentioned in the Seller Panel Redesign Case Study, we collected data from two additional channels to supplement our findings.
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‍1. Descriptive Questions: We added a descriptive question to the standard SUS questionnaire, asking sellers to share their specific pain points and challenges when interacting with the Seller Panel.
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‍2. User Interviews: We conducted 5 interviews with new sellers on Digikala to gain a deeper understanding of their experiences and challenges during the registration process.
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‍We distilled the core issues into these categories:
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‍Complexity: An excessive number of fields, documents, and unclear instructions made the process daunting.
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Unclear Progress: Users were unsure of their place in the process or how many steps remained. This lack of transparency discouraged them from continuing.
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‍‍Insufficient Guidance: Ineffective error handling, limited help options, and confusing terminology discouraged users.

Based on the data gathered in the previous phases and the nature of the registration flow, we adopted the progressive closure approach. This approach ensures that the user is aware of the next steps and can complete the process gradually.
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To reduce the number of mandatory fields at the beginning of the registration process, we consulted with various stakeholders, including the legal department, commercial business, account managers, and others. We explored the possibility of collecting this information in stages later in the process.
We also collaborated with the user research, UX writing, product management, and Engineering teams to brainstorm effective solutions for different aspects of the flow. Throughout the design process, we conducted usability tests with real users and team members to ensure that we were on the right track.
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‍The redesigned user flow incorporates the following key features:
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‍Clear step-by-step progression with a progress indicator:
The user is always aware of their current position in the process and how many steps are left to complete.
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‍Reduced mandatory fields to only 6 core items for quick initial registration:
‍ The initial registration process is now much faster and easier, requiring only the most essential information.
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‍Visual distinction between mandatory and optional fields:
The user can easily identify which fields are required and which are optional.
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After much discussion and brainstorming during the design phase, we created a series of wireframes. We kept the user's pain points in mind and constantly checked with the engineering team to ensure that the designs were feasible and could be implemented.
You can see examples of the final wireframes for the desktop and mobile versions below:
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The desktop wireframe shows the following key features:
1- A clear and concise registration process with a progress indicator.
2- A clear distinction between mandatory and optional fields.
3- Helpful error messages and inline help.

The mobile wireframe shows the following key features:
1- A simplified and mobile-friendly registration process.
2- Clear and concise instructions.
3- Large, easy-to-tap buttons.

‍Adherence to the Digikala Seller Design System ensured a seamless experience.
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‍Adherence to the Digikala Seller Design System ensured a seamless experience.

The revamped registration process yielded remarkable improvements:
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Conversion Boost:
Conversion rate skyrocketed from a dismal 5.6% to a healthy 33.7%, signifying a significant increase in the number of new sellers successfully completing registration. This translated to a wider pool of qualified sellers for the marketplace, enriching product variety and potentially boosting sales for Digikala.
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Enhanced Seller Quality:
The percentage of rejected sellers dropped significantly, from 23% to 11%. The improved registration process, with its clearer guidance and reduced complexity, likely led to more prepared and qualified sellers applying, streamlining the approval process and benefiting both Digikala and its customers.
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Dramatic Onboarding Acceleration:
The average time for sellers to become fully active plummeted from 17 days to a mere 3 days. This swift onboarding process reduced friction and frustration for sellers, allowing them to start generating income much faster. This efficiency boost also benefitted Digikala by accelerating the expansion of its seller base.
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Streamlined Registration Experience:
The process became remarkably efficient, cutting average registration time from 27 minutes to just 7 minutes. This significant reduction in time investment significantly improved the user experience for sellers. By removing unnecessary steps and complexities, the new registration flow fostered a more positive first impression of Digikala's Seller Panel, laying the groundwork for a successful and mutually beneficial partnership between Digikala and its sellers.

Beyond the quantitative improvements, the qualitative feedback was equally positive. Sellers expressed a renewed sense of ease and confidence during onboarding, appreciating the clear guidance and streamlined process. This positive user experience is essential for building long-term trust and engagement with the platform. In conclusion, this project demonstrates the transformative impact of user-centered design on core business metrics, seller quality, and the overall health of an online marketplace.