HIGHLIGHTS
A sneak peek
CONTEXT
Sellerfusion, an eCommerce management solution
Sellerfusion, Acquco's flagship SaaS platform, is an ecommerce management solution where sellers can manage all their brands across multiple marketplaces from one central hub.
PROBLEM
Loss of big opportunities due to delayed to dynamic market trends
Due to the inability to react quickly to dynamic market demands and trends, eCommerce businesses risk losing significant potential revenue and valuable customer relationships.
SOLUTION
Automated rule-based pricing strategies defined with performance insights
The solution included a rule-based automations that brings flexibility to pricing—without taking away control. Sellers can now define specific conditions ahead of time, so pricing adjustments happen automatically only when those rules are met.
Furthermore, a performance score and revenue impact metric for each rule helped sellers quickly understand the effectiveness of each automation. It helped reduces effort, increases speed of responsiveness, and helped sellers stay competitive.
Outcome
30%
Increase in Annual Recurring Revenue
37%
Avg. Feature Adoption Rate
Senior designer leading end-to-end product & design direction
As the Senior Product Designer, I led the end-to-end design direction focused on addressing the challenges of delayed response to market dynamics and trends.
Founder, Engineers, SMEs
Team
12 Weeks
Timeline
RESEARCH
Persistent struggles with pricing strategies
While working on this product, I had the opportunity to closely work with several users of the product. And in several of these conversations, we often heard them talk about how complex and resource-heavy pricing strategy can be. and this peaked our team's interest.
So I began speaking directly with sellers and brand analysts to understand how pricing strategies actually work in their day-to-day. And we learnt the process looked something like this:
So, how are pricing strategies created today?
STEP 1
Data Collection & Reporting
Analysts gather sales, inventory, and competitor data into spreadsheets.
STEP 2
Analysis & Strategy
Teams review reports, identify trends, and decide pricing changes.
STEP 3
Manual Listing Adjustments
Pricing updates are applied manually across products and marketplaces.
We learned that the process is often complex and highly manual—spread across multiple team members and involving large spreadsheets.
These teams would then come together periodically to analyze all this data, build a strategy, and then manually implement changes in pricing across multiple products.
Learning more about pricing strategy
Further, conversations with sellers revealed multiple factors that influence these pricing strategies.
Impressions
Sales
Abandonment Rate
Profit Margin
Product Views
Add to Cart Rate
Conversion Rate
And many more…
CHALLENGE
Challenges identified
This initial discovery helped us uncover three major challenges sellers faced:
Time-consuming workflows
Teams relied heavily on manual processes, which slowed down decision-making and left room for human error.
Disconnected collaboration
Decisions required coordination across multiple teams, often resulting in delays and inconsistent execution.
Delays in response
Brands couldn’t react fast enough to market trends — missing opportunities to capture demand.
For the scope of our MVP solution we decided to specifically explore this challenge around delayed response to market trends.
COMPETITOR ANALYSIS
Looking at what exists in the market
Most competitors focused their automation solutions on marketing workflows, while the few that offered pricing strategy automation struggled with user adoption and engagement.
What held users back from adopting competitor solutions?
Research revealed that users struggled with a lack of visibility into automation tools and were concerned about unpredictable outcomes that could impact key business revenue.
Automation reduces transparency
Tools on the market offering automation solutions, often come at the cost of visibility—leaving businesses in the dark about what’s really happening behind the scenes.
Concerns over unpredictable outcomes
Many users expressed concerns about unpredictability & hallucination of automated systems. Losing control led to fear that unexpected outcomes could negatively impact their business.
GOAL
Defining the bull's eye
GOAL
We aim to empower sellers by creating a transparent and predictable system that enables fast response to dynamic market trends.
User Flow
The solution aims at enabling sellers implement pricing strategies based on key metrics and easily analyze their performance.
SOLUTION
So, how do we bring this vision to life?
To tackle the challenges, we introduced three features — rule-based Automations, Safeguards, and Performance Monitoring that enable users to respond in real-time with guardrails in place to safely grow their eCommerce businesses.
1. Rule-based Automations
Rule-based automations bring structure and flexibility to pricing—without taking away control. Sellers can define specific conditions ahead of time, so pricing adjustments happen automatically only when those rules are met.
This reduces effort, increases speed of responsiveness, and helps sellers stay competitive.
Presets
Based on the factors identified earlier in the process, we started with three simple rule types, designed around how analysts already work, so they can easily align these automations with their real pricing strategies.
Each rule focuses on a different goal—like boosting sales, or adjusting for cost changes.
Sales-based rule
Automatically change prices based on how many units are sold
Sellers set a sales goal and a price change. If sales hit the threshold during a set time, the system adjusts the price to boost sales.
Inventory-based rule
Ensure a consistent markup is added to the product’s cost.
Sellers set inventory thresholds. If inventory is high (low demand), prices drop. If inventory is low (high demand), prices go up to avoid selling out.
Cost Plus rule
Ensure a consistent markup is added to the product’s cost.
Sellers enter how much profit they want to add over cost (markup). The system calculates the final price by adding this markup to the real-time cost of the product.
User supported improvements
Additionally, in order understand future expansions of these rules, I decided to add a call to action for users to submit their requests for new rules.
Selecting target product
To make strategy execution more precise, sellers can define exactly where the rule applies by selecting specific marketplaces, brands, and SKUs.
Marketplace, Brand & Product Selection
Sellers can choose the exact marketplaces, brands and SKUs—giving them full control over where and how their pricing strategies are executed.
This helps keep pricing actions targeted and precise.
2. Safeguard
To address users' concerns about unpredictable outcomes, we introduced Safeguards that let them set clear limits.
Safeguard
Safeguard allows users to set up a floor and ceiling for the profit margin or price, at both the overall rule and product level.
3. Performance monitoring
Once a rule is created, sellers can then easily manage and monitor all their active automations in one place. They can quickly start, pause, or stop any rule depending on their current needs.
Monitoring & Managing Rules
Exploring each rule, sellers can also view its recent activity, see when it last ran, and review its impact on product pricing, views, and revenue—making it easy to track performance.
FEEDBACK
From early wins to new challenges
I decided to conduct usability testing sessions and gathered feedback from internal stakeholders
Setup felt lengthy
Users felt the rule creation process took too long. They wanted a quicker, more streamlined way to complete setup.
Complex logic setup
While power users managed well, many sellers found it hard to understand rule conditions and setup the right logic.
Impact still not clear
Sellers struggled to evaluate how well a rule was working. This made it harder to refine pricing strategies confidently.
Conflicting strategies
Concerns about multiple rules affecting the same product. This created confusion and risked unintended price changes.
ITERATIONS
Refining the Solution
Simplified Setup
Simplified progress indicator by grouping related steps—removing unnecessary friction and making the journey feel more manageable.
Consolidated steps
Combined related sub-steps into a single page gave users more visibility into what’s coming next, reducing guesswork and helping them complete setup faster with more confidence.
Simplified Rule Logic
I redesigned the parameter inputs into a simple "if-this-then-that" sentence structure. This helped users grasp the logic quickly and confidently set up their rules.
Increasing visibility into rule performance
To help sellers quickly understand the effectiveness of each rule, I added a new performance score and revenue impact metric directly in the rule overview.
Impact Snapshot
Giving users an instant snapshot of how their strategies were working—without needing to open each rule.
For those seeking more detailed analysis, I designed a dedicated rule performance page.
Understanding Impact
Detailed view shows the rule’s impact on key product metrics like product views, add-to-cart rate, and conversion rate—helping analysts make sharper strategic decisions with real data.
Now for the last piece of the puzzle about conflicting actions, I spent some time understanding what these clashes could look like and introduced Conflicts.
Conflicts
To address the risks of conflicting rules, we introduced a dedicated Conflicts section placed prominently at the top of the Automations page.
This ensures conflicts never go unnoticed, with instant alert notifications and email updates helping sellers take timely action.
Conflict Cards
Conflict card highlights the type of conflict, the rules involved, and the number of affected products. Sellers can dive deeper into each case and resolve it before it impacts pricing or performance.
IMPACT
Numbers say it all
With the new tools in place, the solutions delivered significant business and user outcomes.
37%
We saw a significant avg. feature adoption rate over 2 months
$624K -> $814K
30% Increase in Annual Recurring Revenue within 90 days
LEARNINGS
Every journey is a lesson
Working on Sellerfusion offered invaluable insights into user behavior, and balancing needs.
Here are two key lessons I gained from this experience:
User insights drive success
User research and direct feedback were instrumental in identifying and addressing critical market gaps, reinforcing the value of a user-centered design approach.
Addressing fears & concerns
It's essential to collaborate closely with users to ensure the solutions we create not only foster positive outcomes but also minimize potential negative effects.
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