Vendor Dashboard Redesign: Rethinking Amazon's Vendor Experience Around What Vendors Actually Track
Overview
Amazon's vendor dashboard — used by roughly 2 million vendors globally — was built as a one-size-fits-all tool. Many vendors were bypassing it entirely, building their own spreadsheets to track what actually mattered to their business. I led the summer-long redesign to close that gap, with the potential to save millions in cost-to-serve across the vendor base.
Note: Due to Amazon's confidentiality policy, actual interface designs from this project can't be shown.
What I Did
Led the vendor dashboard redesign end-to-end, from research through high-fidelity interactive prototypes.
Interviewed supply-chain managers at 5 vendor organizations across the US, Europe, and China to identify pain points and opportunities.
Proposed two high-impact features that were adopted into the team's roadmap.
Planned and ran moderated usability testing sessions with vendors to validate and refine the design.
Presented research findings and design recommendations directly to SCOT leadership and stakeholders.
Collaborated daily with a design mentor and PM, plus ran 1:1s with engineers and supply-chain experts to master a highly complex domain.
Key Research Insights
Metrics vary by region. US vendors operate as one unified region; European vendors must monitor multiple countries at once — a fixed dashboard layout couldn't serve both.
Visibility wasn't enough. Vendors needed underperforming metrics flagged with a clear, immediate path to correct them, not just a number on a screen.
Design Recommendations
Problem: One dashboard layout couldn't fit every vendor's needs
→ Solution: Customizable dashboard — vendors choose the metrics that matter most to how they operate.
Problem: Underperformance was visible, but action wasn't
→ Solution: A dedicated flagging window pairing underperforming metrics with immediate, actionable next steps.
Problem: Inconsistent patterns across Amazon's vendor products
→ Solution: Reusable design archetypes to scale consistency across future vendor-experience products.
Impact
Findings and recommendations were incorporated into the team's roadmap, confirmed by leadership after the final presentation.
Proposed features were designed to reach ~2 million vendors globally, with the potential to save millions in cost-to-serve.
Built domain fluency in a complex, technical space (supply chain) fast enough to design credibly within it, through structured 1:1s with engineers and subject-matter experts.