Global Logistics Platforms
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INDUSTRY:
E-commerce Platforms
COMPANY:
Amazon, Global Selling
YEAR: 2018-20
ROLE: UX Design Manager
Overview
Sellers relied on brokers with little control or visibility.
Shipment creation workflows were repetitive and error-prone.
Customs clearance slowed down global expansion.
As UX Manager, I built and led multi-region team (Seattle, Beijing, Shanghai)
Led design directors of end-to-end UX for Global Logistics platforms (Seller Central, Shipper Central, Operator Console).
Results
Launched 80+ features across 5 platforms that have impacted Marketplace, over $300 billion worth of goods.
Enabled 210K+ Sellers to fulfill 2B+ units.
Increased 113% Inbound units YoY
Improved 4.5/5 Seller satisfaction from 3.5/5
Seller Central
Shipper Central
Operator Console
Project Details
Situtation
Cost and complexity of international logistics
was the top obstacle for sellers seeking global markets.
Sellers in Asia are a major force in Amazon’s marketplace. They faced high-cost, complex cross-border logistics when shipping to U.S./EU.
57%
of sellers earning $1M+ annually are based in China
~13%
India (~7%) and Japan (~6%) account of all global sellers
75%
of shipments relied on expensive air freight, causing limited selection
Business Goals
Scale Fulfillment by Amazon (FBA) adoption globally
Reduce seller costs through optimized shipping modes & automation
Increase shipment visibility and reliability across supply chains
Drive Marketplace growth by enabling sellers to ship direct-to-fulfillment centers worldwide
UX Design Goals
Simplify workflows for shipment creation, customs clearance, and inventory placement
Automate repetitive tasks to reduce seller time-on-task
Build transparent dashboards for performance monitoring
Support multi-role workflows across sellers, shippers, and operators
Optimize global supply chains for Fulfillment by Amazon
Leadership Action
Built and led multi-region team (U.S. & China)
Led design directors of end-to-end UX for Global Logistics platforms:
Seller Central
Shipper Central
Operator Console
Collaboration
Global teams across US, CN, IND
Partnered with Ops, Tech, and Sales for a 3-year logistics UX roadmap.
Enabled sellers shipping from Asia directly to fulfillment centers in the US, UK, EU, & Japan.
Team Action
Research & Discovery
To define project experiences, it’s critical to define more nuanced seller segmentation in terms of company size, structure, and their roles.
Onsite research physical steps of global shipping
Roundtables at Amazon Global Seller Summit in Shanghai.
50+ seller interviews, quarterly surveys, and journey maps covering
7 roles (sellers, coordinator, operators, etc.) &
3 platforms (seller central, shipper central, operation console)
Created a user journey map across 7 roles (sellers, coordinator, operators, etc.) and 3 platforms based on the research.
Delivered the first shipment workflow to enable global shipping capabilities.
Design Solutions
Templatized Booking Preference & Packing
28% time saved
70% manual input eliminated
Shipment Dashboards
Real-time visibility on cost,
timing, and performance.
Compliance Portal
All compliance-related tasks across product compliance domains.
Results
Archived Business & Design Goals
Enabled Amazon’s most important seller regions to thrive globally.
210K+
Sellers Fulfilled 2B+ Units
113%
Inbound Units YoY Growth
4.5/5
Seller Satisfaction from 3.5/5
Challenges Overcome
Lack of seller segmentation
Introduced role-based journeys (owners, coordinators, operators).
Data gaps
Defined new performance metrics (time-on-task, completion, satisfaction).
Cross-regional complexity
Established UX mechanisms through
Voice of Seller program
UX office hours for global collaboration
Stakeholder check-ins with Ops, Tech, and Business teams
Improved Organizational Efficiency
Standardized design process
Through a guide for design collaboration, handoff, experimentation, and instrumentation.
Scaled Figma Adoption
45+ designers onboard across 7+ teams
Built Design Community
Organized design events
Avg. 160 attendees
Scaled High-Performing Teams
Empowered designers and led with data-driven results.
10+designers
Team Building Excellence
across various initiatives,
leading to 3 promotions
11%
Above Benchmark
exceeded Amazon's average Manager Satisfaction scores
Impact of my team
Together with my teams, we’re transforming the marketplace experience for sellers around the world.
$80B+
in Marketplace sales
80+
features launched
5
platfroms
Page updated
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