Crafting a Seamless Onboarding Journey

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The Challenge

While Myntra continues to lead India's fashion e-commerce space, the seller onboarding
process revealed significant friction points that impacted both operational efficiency and seller
experience. Through research, interviews, we identified critical problems faced by sellers during
their onboarding journey:

• Too Many Steps, Too Much Paperwork: Lengthy processes frustrated sellers and delayed
  onboarding.

• Communication Gaps: Confusing instructions and unclear touchpoints made the journey
  feel like a maze.

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Project Details

Duration
6 Weeks

Role
UX/UI Design

Team Size
2 Members

01
Research Journey: Listening to the Real Experts
During the ideation phase, my mentor and I set out to lay a strong foundation by conducting seller interviews aimed at building new, actionable personas. Together, we crafted a detailed interview script featuring 18 open-ended questions focused on uncovering our target audience’s core values, motivations, pain points, and daily workflows.

Within just four days, we successfully recruited and remotely interviewed four users, gathering rich, qualitative insights. These user narratives became a north star for our design journey, shaping decisions at every stage and ensuring that the final solution remained deeply rooted in real user needs.

Our focus:

• Sellers' daily routines

• Their motivations and frustrations

• Comparative insights from onboarding on other platforms

Key Pain Points Heard:

• "It’s hard to know what’s next — no clear guide."

• "Manual document submission takes forever."

• "Every platform feels different. Some are smoother."

02

🎭 Personas: Humanizing the Data

We crafted two detailed personas based on real sellers interviews, helping us:

• Stay grounded in real user needs

• Make empathetic, user-centric design decisions

• Revisit assumptions regularly during design sprints

03

🗺️ Mapping the Sellers Journey

A Customer Journey Map revealed critical moments of user frustration:

• Consideration Stage: High dropout rate.

• Loyalty Stage: Poor post-onboarding communication.
  

We zoomed into these pain points, designing solutions to delight users early and maintain momentum.

04

🎨 Solutions We Designed

Solution 1:
A Streamlined Onboarding Platform

• A sleek digital platform replacing manual processes

• Easy uploads, clear progress indicators, intuitive workflows

• Sellers could onboard independently and confidently.

We zoomed into these pain points, designing solutions to delight users early and maintain momentum.

{ Design iteration }

Solution 2:
Smart Communication System

We have implemented a comprehensive email communication system that keeps sellers informed at every step of the onboarding process. Through this system, sellers receive timely emails containing important updates, instructions, and relevant information regarding their onboarding journey. Our goal is to ensure that sellers are well-informed and engaged throughout the process, fostering transparency and effective communication.

Learnings That Shaped Me

• Process Simplification is Power: Complexity kills motivation.

• Clear, Consistent Communication Wins Trust: Never leave users guessing.

• User-Centricity is a Daily Discipline: Small empathy-driven tweaks made huge impacts.

• Co-Creation with Stakeholders: Aligning with tech, ops, and legal teams was crucial for real-world success.

• Adaptability: Being flexible helped us pivot designs based on real feedback, not assumptions.

Conclusion

The Seller Onboarding project wasn’t just about speeding things up — it was about giving sellers a sense of control, confidence, and clarity.
We turned a clunky process into a seamless welcome journey, empowering sellers and strengthening our platform’s reputation.

Next Steps? Keep iterating. Keep listening. Keep making it better.