# Doto — Seller Center: Marketplace Operations, UX Architecture & UI Systems

> Product Design and UX systems for Doto's Seller Center, unifying products, inventory, orders, fulfillment, promotions, users, and marketplace analytics.

Product Design / UX Research / UI Systems / Marketplace

Designing the operational side of Doto's marketplace—a scalable Seller Center for managing products, inventory, orders, fulfillment, promotions, users, and performance.

Marketplace operations platform for Doto, connecting products, orders, fulfillment, users, analytics, and seller workflows through a scalable UX system.

- **Client:** doto.com.mx
- **Product:** Dot Seller Center
- **Industry:** E-commerce / Marketplace Technology
- **Location:** Mexico City, Mexico
- **Year:** 2024
- **Time frame:** 8 months
- **Role:** Lead Product Designer
- **Engagement:** In-house / Full-time
- **Platforms:** Marketplace Seller Web App
- **Tools:** Figma / Photoshop / Cinema 4D / Tailwind CSS
- **Deliverables:** Product Design Leadership
- **:** UX Research
- **:** Information Architecture
- **:** Marketplace Operations UX
- **:** Design System
- **:** Seller Workflows
- **:** Analytics & Reporting
- **:** Interactive Prototypes

## Overview

**While Doto's e-commerce focused on helping customers discover and buy products, Seller Center addressed the other side of the marketplace: the people responsible for operating it.**

Sellers needed one environment to manage products, inventory, orders, shipments, promotions, users, and business performance—without turning everyday operations into a collection of disconnected tools.

As Lead Product Designer, I led the product design direction while working across Product Design, UX Research, UX Writing, Visual Design, Product, and Engineering. The challenge was to translate marketplace complexity into an operational system that felt clear, predictable, and ready to scale.

## 01 Research & Product Architecture

**From Complex Operations to a Clear Product Structure**

Before focusing on individual screens, we needed to understand how sellers thought about their work.

Card sorting, competitive analysis, usability testing, and product insights helped identify how information should be grouped, which tasks belonged together, and where the existing experience created unnecessary friction.

Those findings shaped the information architecture around clear operational areas and more predictable navigation—giving the platform a structure that could support both everyday tasks and future capabilities.

## 02 Seller Operations

**Designing for Daily Seller Decisions**

Seller Center was a data-dense product. Inventory changes, order status, fulfillment, promotions, users, and performance all required sellers to scan information quickly, recognize exceptions, and take action with confidence.

We designed the experience around reusable tables, filters, search, statuses, forms, contextual actions, validation, alerts, and feedback patterns.

Instead of making every module behave differently, the same interaction principles were carried across the platform.

The goal was simple: help sellers understand what is happening, what requires attention, and what they can do next.

## 03 UX & UI Systems

**Building a System That Could Scale**

A complex operational product needed more than a collection of finished screens.

We built a modular UI foundation covering typography, color, iconography, buttons, inputs, navigation, forms, alerts, authentication, and recurring system states.

These foundations created a shared language across Seller Center and reduced the need to solve the same interface problem repeatedly as new workflows were introduced.

The Design System became part of the product architecture itself—connecting consistency, usability, and scalability across the experience.

## 04 Outcome

Seller Center transformed the operational side of Doto's marketplace into a more coherent product system. Rather than treating inventory, orders, fulfillment, promotions, users, and reporting as separate tools, the platform brought them together through a shared architecture and consistent interaction model.

For me, the project represented another side of Product Design at Doto: not optimizing a customer-facing purchase journey, but designing the systems that allow the marketplace behind that journey to operate.

Website: https://sellercenter.doto.com.mx/

HTML: https://www.giovidaurri.com/case-studies/doto-seller-center/