01
Shadow the morning
Fourteen observed sessions mapped the real daily workflow — and the workarounds sellers had invented around it.
← All work 
Strata · Ecommerce dashboard
A clearer dashboard for online sellers
Strata powers thousands of online stores, but its dashboard had become a maze of tabs and tables. I rebuilt it around a seller’s actual day — what needs doing, what’s selling, what needs attention.
- Client
- Strata
- Year
- 2026
- Role
- Product designer
- Platform
- Web dashboard
Overview
Strata’s dashboard is where its sellers start every morning — checking orders, stock and payouts. Years of added reports had turned that morning check into a twenty-minute hunt across disconnected pages, and the support team felt it daily.
Over twelve weeks I redesigned the core workflow end to end: a new command-centre home, rebuilt orders and inventory views, and a reporting layer that answers questions instead of exporting them to spreadsheets.
The challenge
Shadowing fourteen sellers — from one-person craft shops to forty-strong teams — revealed that nobody “browsed” the dashboard. Everyone arrived with the same three questions: what needs doing today, is anything wrong, and how are we trading? The existing navigation answered none of them directly.
The redesign also had to respect deep expertise. Power sellers live in keyboard shortcuts and bulk actions; a simplified interface that slowed them down would have been rejected no matter how clean it looked.
Approach
02
Design the day
A command-centre home answers the three morning questions at a glance, with one-click routes into each workflow.
03
Protect the power users
Bulk actions and shortcuts were preserved and surfaced better, validated with the fastest sellers in the panel.
04
Test with real stores
A data-connected prototype let sellers run their actual morning routine before a line of production code changed.
Outcome
- Mornings, simplifiedThe command-centre home collapsed the start-of-day routine into one screen sellers could scan in seconds.
- Fewer lost ordersException-led orders views surface what needs action first, so urgent fulfilment stops hiding in long tables.
- Reports that answerPlain-language summaries sit above every chart, cutting the export-to-spreadsheet habit sellers complained about.
