Case Study - Empowering Independent Sellers with a Personalized Online Market
eCommerce Marketplace | 2021 – 2024
Role: Lead Product Designer | Tools: Figma, Stripe, Webflow
Role: Lead Product Designer | Tools: Figma, Stripe, Webflow
Overview
The Thing Market is an online marketplace built for independent sellers who were losing profits to high fees and impersonal customer service on larger platforms. The platform empowers small business owners with their own customizable storefronts, a simple monthly subscription model, and direct buyer-seller communication — creating a more personal, cost-effective selling experience.
Independent sellers on existing marketplaces faced two compounding issues:
• Excessive, unpredictable fees — listing fees, transaction fees, and promotional charges that together consumed 15–25% of revenue per sale.
• Impersonal customer service — generic support channels that left sellers feeling unsupported and uyers disconnected from the people behind the products.
• No brand identity — sellers had no way to differentiate their storefront or tell their story, resulting in low repeat-purchase rates.
• Impersonal customer service — generic support channels that left sellers feeling unsupported and uyers disconnected from the people behind the products.
• No brand identity — sellers had no way to differentiate their storefront or tell their story, resulting in low repeat-purchase rates.
User interviews with 30 sellers revealed that 78% had considered leaving their current platform within 6 months due to fee frustration alone.
Task
The mission was clear:
• Reduce seller costs by offering a simple, affordable monthly subscription instead of variable fees.
• Enable direct 1-to-1 interaction between sellers and buyers, enhancing trust and customer satisfaction.
• Allow sellers to build their own customizable storefronts, giving them control over their brand presence and improving the buyer experience.
• Reduce seller costs by offering a simple, affordable monthly subscription instead of variable fees.
• Enable direct 1-to-1 interaction between sellers and buyers, enhancing trust and customer satisfaction.
• Allow sellers to build their own customizable storefronts, giving them control over their brand presence and improving the buyer experience.
Action
To meet these goals, the following actions were taken
1. Developed a CMS for Sellers
• A user-friendly Content Management System (CMS) was created, allowing sellers to easily set up and manage their storefronts without technical skills.
• The CMS included customizable templates, branding options, and product management features.
Setting Up the Prototype
Creating Design System and Components
Tool Tip Tour (prototype)
Selecting Layout (prototype)
2. Built an Online Marketplace with Multiple Sellers
• An integrated platform was developed where multiple independent sellers could host their stores under one umbrella, giving buyers a broad yet curated shopping experience.
www.mythingpage.com/sellers
www.mythingpage.com/sellers
3. Enhanced Buyer-Seller Interaction
• 1:1 Direct Chat: Implemented a direct messaging system to allow real-time, personal communication between buyers and sellers.
• Custom Packaging Plans: Sellers could offer personalized multi-item packages, enhancing value for buyers and increasing cart size.
• Pages were designed to emphasize the story behind the seller and their products, building trust and loyalty with buyers.
• Pages were designed to emphasize the story behind the seller and their products, building trust and loyalty with buyers.
UI Layout - Stripe Payment set up
Adding custom Stripe layout to Design System
Email System Redesign
Three transactional email templates were overhauled to reflect the updated design system and color scheme. Each layout was tailored for its audience; Sellers, Buyers, and Order Confirmations. Establishing a clear information hierarchy and consistent brand voice across all touchpoints.
Three transactional email templates were overhauled to reflect the updated design system and color scheme. Each layout was tailored for its audience; Sellers, Buyers, and Order Confirmations. Establishing a clear information hierarchy and consistent brand voice across all touchpoints.
Old Email Layout
Establishing Email Hierarchy
Final 3 Options of Email Layout
Adding custom Email components to Design System
User Research Result
• User Testing was conducted with 50 participants across different seller and buyer profiles.
• The platform achieved a 55% conversation rate, meaning over half of users who visited a seller’s page engaged either by starting a chat or purchasing a product.
• Sellers reported feeling more empowered and supported, while buyers appreciated the personalized and direct communication.
Results & Key Metrics
Challenges Addressed
"The Thing Market gave me back control of my brand. I went from losing 20% in fees to running a storefront that actually feels like mine."
-- Beta Seller Participant
