Olist
Connecting e-commerce with marketing campaigns for small & medium businesses selling across marketplaces.
Redesigned Olist's campaign management experience to empower small and medium businesses with automation & independence, resulting in:
Olist helps small and medium businesses sell and compete on major marketplaces. I was tasked with redesigning the strategy, experience and interface of the marketing campaign tool, used for product and price discounts.
ContextAutomated steps and strategic sales feedback led to at least 40% more activity on the campaign panel. Within 30 days of release, we saw over 1,500 promotions launched and 600+ price negotiations successfully closed.
The ResultOlist needed to modernize campaign tools to help sellers scale promotions across marketplaces
- User feedback revealed that the experience lacked the automation required for high-volume sellers. Managing prices across different channels was fragmented, leading to low engagement and high error rates.
- Sellers lacked real-time insights needed to manage promotions. The experience was reactive, forcing sellers to rely on support rather than self-service tools.
The previous experience was manual and outdated, making campaign participation metrics lower than expected
How might we help sellers manage campaigns effortlessly and reduce manual work across channels?
Problem StatementI started by defining success goals and building a design process grounded in data and evidence
As the design goal, I planned to simplify campaign setup and reduce manual effort, provide real-time visibility and control, enable bulk management and flexible pricing to increase seller confidence and engagement.
Design ObjectiveMy role | Lead Product Designer
Listening to users was a logical way to start: 20+ interviews with 3 target audiences, including small, medium and large sellers.
- Conducted interviews and behavioral analysis with e-commerce sellers.
- Synthesized insights using AI to accelerate pattern recognition
- Centralized all findings in Notion for transparency and collaboration
Research revealed sellers needed independence, visibility, and scalable campaign control
Interviews, journey mapping, AI-assisted clustering and behavioral analysis revealed consistent pain points: repetitive manual tasks, uncertainty during setup, dependence on CRMs and lack of performance information to track progress.
Insight12 out of 16 respondents would like promotions with more affordable margins
9 out of 16 respondents would like flexibility to create their own promotions
55% of retailers would like more clarity in the information about transfers
+ The user need for independence was the foundation for the redesign.
I restructured the campaign experience architecture, simplifying the flows worth keeping & adding the automations sellers needed
- Reorganized the campaign flow, turning multiple independent paths into one unified structure.
- Introduced clear progress states and consistent entry points for creation, monitoring, and optimization.
+ Iterations served as a time-saving tool to align stakeholders on the campaign flow before A/B user testing.
I redesigned the marketing experience to prioritize seasonal opportunities, provide strategic sales feedback & let sellers negotiate prices on their own
- Automated flow that eliminates time-consuming manual tasks
- A live dashboard with performance feedback
- Tools designed for bulk promotions and price negotiations
Custom discount percentages give sellers control over their price margins
- Custom price suggestions from olist intelligence
- Smart filters showing seasonal campaigns recommended for discounts
- Lightweight price negotiation modal with immediate application on marketplaces
Campaign performance insights show sellers which strategies drive GMV growth
I introduced GMV-over-time charts and sales rankings so sellers could see which strategies were working and what to improve.
The SolutionBulk promotions enable sellers to join multiple promotions with a single action, saving time at scale
I designed a "single-action" flow that lets sellers join hundreds of promotions at once, giving them full control over their inventory without the wait.
Product Delivery
Post-launch, I reconnected with the same sellers to validate the new experience
I tracked the rollout through Mixpanel and followed up with our sellers to see the results firsthand. Following the design process paid off: the results below show that the new experience increased conversion.
Context"The new dashboard helps me understand what's working right away."
Fernando Lopes — Mendes Pet
Within 30 days of launch, sellers adopted the new workflow and both price negotiations and bulk promotions grew by at least 40%
Price Negotiation
Bulk Promotions
Campaign management became a scalable experience for sellers and the business
- Less effort to join campaigns gave sellers more independence and time to focus on strategy. The increase in negotiations and campaigns can lead to more sales and more engagement with the campaign panel.
3× engagement, driven by 600+ smart-filter interactions
+ Stable participation curve on the promos panel