Solving Product Listing Friction and Achieving 15% Increase In AI Adoption.
Product listing on Daraz Seller Center is manual and time-consuming. Sellers fill multiple fields and navigate complex rules, leading to errors, inconsistent listings, and slow publishing.
Every product listing is a seller’s digital storefront
On Daraz, a product listing is where sellers make their first impression. Images, details, and descriptions work together to build trust and help shoppers decide with confidence.
Problem
Unclear image guidance and confusing workflows reduced trust in the system, leading many to fall back on manual listing. Low adoption limited the tool’s impact on listing quality and Add-to-Cart conversions.
As a Product Designer
I spearheaded the comprehensive design direction for the app experience, encompassing user flows, information architecture, and the UI style guide.
+ Design System
+ Interaction Design
+ Rapid Prototyping
Team
Saad Ansari
Product Designer
Jacky Rusli
Product Lead
Maheera
Product Manager
Ruqaiya
Product Manager
Wenzy
Backend Developer
Patrick
Front End Developer
The challenge
How might we fix broken fashion listings and unclear navigation using AI?
What early research showed
Usability issues, especially around adding product images, confuse sellers and lead to listing errors. This results in incomplete or incorrect product information, weaker fashion content, higher bounce rates, lower completion rates, and ultimately fewer Add to Cart conversions, with untapped niches left behind.
46.7%
Low content score, indicating incomplete or poor-quality listings.
5.4 mins
High average time to create a product, signaling friction in the listing flow.
62.4%
Elevated bounce rate, reflecting weak content relevance and clarity.
To deeply understand seller challenges, we engaged directly with city sellers and collected firsthand, unfiltered feedback.
Pinpointing the issues
After engaging with users and summarizing their insights, we can prioritize their needs and wants effectively by utilizing a structured approach.
Overwhelmed with insights, we needed to start prioritizing to form a strategy.
Key discovery
A four-step journey lowers cognitive load and keeps users oriented throughout the flow.
Discovering order within the chaos
The previous design's non-linear structure resulted in a cluttered UI and unclear visual cues, placing a significant cognitive load on users. We addressed this by adopting a leaner approach to information architecture.
Images & Videos
Images
Videos
Variants
Product Details &Attributes
Title
Description & Highlights
Attributes
Pricing & Discounts
Pricing
Stock
Shipping Details
Delivery Information
Package Weight & Dimensions
Ideation
Turning research insights into a clear product direction
North star design principles
Clear, guided experience
Help sellers review and refine AI-generated descriptions with clear guidance and simple controls.
Consistent visual standards
Standardize seller images using AI-generated fashion models for a clean, consistent catalog.
Fast, responsive AI
Deliver near-instant AI results to keep sellers focused and in flow.
Mapping easy user journeys
Tools should streamline product listing, saving time and effort by utilizing Chat GPT, GPT-4 Vision, and Stable Diffusion. These tools enhance the user experience and make the listing process more efficient.
From research to executive alignment
We turned secondary research and collaborative whiteboard sessions into a clear product strategy. Key insights were shared with stakeholders, including the CPO and CTO, helping align the product roadmap with real user needs and core business goals.
Diving into design possibilities
Two weeks of focused exploration turned insights into a clear, intuitive UI grounded in real user needs.
Design
Making an effortless experience where you just simply tap through it.
Easy buttons, happy fingers
We made the button easier to tap on mobile and more noticeable. The result: faster, more intuitive interactions that keep users focused.
We added tips and icons with simple language to guide users, making the app intuitive and enjoyable.
An intuitive approach
The experience prioritizes scanability and clear button placement, aligning with Daraz’s design system for a seamless experience.
Impact
Rolled out in October 2023 to 40% of sellers as A/B test
Results I can brag about
We captured significant market share and set new benchmarks in customer engagement and brand loyalty. Launching AI-powered listing tools in Sri Lanka and Bangladesh’s fashion category, 3,615 of 23,221 sellers have adopted it, boosting visibility and driving sales.
53%
Content Score
Up from 46.7% by improving listing quality and completeness.
60%
Product Quality NPS
Increased from 41% through better structured product inputs.
4.8 Min
Product Creation Time
Reduced from 5.4 minutes by simplifying the listing flow.
15.55%
Feature Adoption
Users actively using the AI-assisted listing experience.
A look back
A moment of sweet melancholy.
Just weeks after launch, the AI listing was removed from the Daraz app due to internal decisions. Still, having delivered 50+ features as a UX designer, my experience with the Daraz team was incredibly rewarding. Grateful to the CPO, leads, and everyone who contributed.
@saadansari really good evolution of the design, the finished work is awesome!
Tatiana Palhares
Chief Product Officer at Daraz Asia @Alibaba Group