Afrikaplaza
The seller experience for an e-commerce platform — spanning product listing, order fulfilment, logistics, returns, and dispute resolution. Designed around real operational workflows rather than idealised ones.
Context
Afrikaplaza is an e-commerce platform designed to support sellers across product listing, order fulfilment, logistics, returns, and dispute resolution. I led the design of the seller experience, focusing on clarity, operational efficiency, and scalability.
Design focus
The seller experience was designed to:
- Reduce operational friction for sellers
- Provide clear visibility into orders, inventory, and logistics
- Support real-world seller workflows, not idealised ones
- Scale as new features and services are introduced
Seven surfaces a seller runs their business from
Each feature is shown with the design intent behind it — the reasoning matters more than the screen.
Seller Dashboard
- Purpose — a clear, high-level view of business performance at a glance
- Product and order summaries
- Order status overview — pending, shipped, delivered, returned
- Sales report chart
- Table of the seller's top 10 performing products
- Design intent — surface only the most important metrics, reducing noise while letting sellers act quickly
Product Management
- Purpose — create, edit, and manage product listings easily
- Add and edit product details
- Manage pricing and stock levels
- Upload product images
- Design intent — optimised for speed and clarity, so sellers manage products without unnecessary steps
Sales Tracking
- Purpose — monitor performance and understand sales traffic over time
- Total online and offline sales traffic
- Best-performing physical store, for sellers with multiple stores
- Table listing products sold
- Design intent — surface insights at a glance, so sellers assess performance without digging through raw data
POS Dashboard
- Purpose — support sellers processing orders through a point-of-sale system, especially in physical or hybrid retail
- Overview of POS transactions
- Sales and order summaries
- Real-time transaction status
- Design intent — built for speed and clarity in fast-paced, real-world sales environments
Inventory Management
- Purpose — maintain accurate stock, prevent overselling, and understand inventory movement
- View current stock levels for all products
- Track low-stock and out-of-stock items
- Update inventory quantities easily
- Monitor stock movement based on orders and returns
- Visibility into damaged or returned stock where applicable
- Design intent — real-time awareness with fast, frictionless actions; clarity and status visibility drive quick restocking and pricing decisions
Resolution Center
- Purpose — a structured way to manage disputes, returns, and claims
- Track return and dispute requests
- View claim statuses and timelines
- Communicate resolution outcomes clearly
- Manage reimbursements and adjustments
- Design intent — reduce confusion and emotional friction by clearly separating issues, statuses, and next actions
Cashflow Management
- Purpose — clear visibility into earnings across currencies and channels
- Total balance in base currency and each available currency
- Balances by channel and by staff or agent
- Graphical view of total inflow and outflow
- Design intent — make financial information transparent and easy to reconcile, so sellers understand their cash position without external tools
Summary
The Afrikaplaza seller experience was designed to support real operational workflows across inventory management, sales tracking, cashflow visibility, POS operations, and dispute resolution.
Each feature was approached with a focus on clarity, efficiency, and scalability — ensuring sellers can manage their businesses confidently without unnecessary complexity. The designs prioritise actionable information, clear system states, and intuitive navigation, allowing sellers to move quickly between insight and action.
Overall, this work reflects my approach to product design: understanding business realities, simplifying complex systems, and building interfaces that grow with both the product and its users.
