Product Design / UX Research / UI Systems / Marketplace

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

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

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

Project 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.

Desktop monitor showing Doto Seller Center Productos table with the Columnas dropdown open, toggles for Nombre, Foto, and SKU, and rows of iPhone 15 listings.

Seller Center Análisis del mercado dashboard with KPI cards and a purple trend chart, beside Historial de precio modals for a Samsung Galaxy S23 in graph and table tabs.

Collage of Seller Center UI modules: sidebar navigation, KPI stats with line chart, product import progress bar, dynamic pricing slider, calendar, and a catalog row.

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.

Seller Center Catálogo compartido step with an Iphone 15 search field, purple Buscar button, links to create or bulk-upload products, and a 3D search illustration.

Catálogo compartido iPhone 15 results with four color variants selected, Siguiente CTA, and success, edit, and error cards for publishing configuration.

Seller Center Usuarios page with a user table and an expanded Editar usuario panel for Daniel Mercedes showing Admin type, Super-admin role, and seller assignments.

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.

Seller Center Órdenes dashboard with KPI summary cards, status tabs from Confirmadas to Pendientes, and an order table with carrier and warehouse columns.

Collage of Seller Center operational views—Dashboard analytics, Productos inventory table, Órdenes list, and Incidencias tickets—on a shared purple-accent shell.

Collage of Seller Center product-tour modals and tooltips—Explora a tu ritmo video step, Acciones agrupadas, Organización en pestañas, and Editar estatus—over the products table.

Seller Center Promociones page with Buen Fin suggested campaign, status tabs Activas, Pausadas and Finalizadas, and iPhone 15 Pro Max rows with Editar, Pausar and Eliminar actions.

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.

Seller Center login form with Usuario and Contraseña fields, purple Iniciar sesión button, recovery link, and a 3D purple-and-orange graphic beside the form.

Design-system board with Jost typography specimen AaBbCc on purple and color cards for Primary #4A2189, Secondary #FF8C00, and Text #696381.

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.

Acknowledgements

This work was made possible by a multidisciplinary team across Product Design, UX Research, UX Writing, Visual Design, Product, and Engineering.

Special thanks to:

for their collaboration throughout the evolution of Doto's digital ecosystem.

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