Overview
SKUTOPIA is a revolutionary order fulfilment platform that helps eCommerce businesses connect their sales channels, receive orders, store inventory, pick, pack, and book couriers— all with speed, quality, and cost-efficiency that they couldn’t achieve on their own.
As the Senior Product Designer for the Fulfilment vertical, I led the design and discovery process to improve the stock transfer flow for our users. By conducting user interviews, heuristic evaluations, visual design, prototyping, and usability testing, we identified and implemented a solution that dramatically reduced the time needed to complete stock transfers with more than 10 line items.
We developed a bulk upload feature that allows users to self-serve and complete large stock transfers in under two minutes, reducing reliance on our internal Customer Success (CS) team.
My Role
Senior Product Designer -> Product design, User research & testing, Interactive prototyping
Research methods
Heuristic evaluation, user interviews, user flows, usability testing
Team
Curtis Campion (PM), Andrew Jones (Squad Lead), Nathan Sou (Engineer)
Outcomes
Rapid User Adoption
90% user adoption within the first month of the feature launch.
Time Saved
CS team saved 3-4 hours per stock transfer that previously had up to 150+ products.
30% Error Reduction
Incorrect stock (extra or missing) at putaway, caused by data entry errors, was reduced by 30%.
The Challenge
Before the bulk upload feature, SKUTOPIA’s merchants had to manually add each line item to create stock transfers. For some users, this meant managing tens or even hundreds of line items, which was cumbersome and time-consuming.
As a result, this process was often offloaded to our Customer Success team, with some transfers taking up to 3-4 hours to complete. This not only caused frustration for merchants but also placed a heavy burden on our CS team.
Recognising the impact on both our users and internal team, we knew we needed to dig deeper. We began by interviewing merchants and the CS team to better understand the pain points and gather insights on how we could streamline the process.
Discovery & Research
Reflection & Learnings
The bulk upload feature not only transformed the stock transfer process for our users but also significantly reduced the workload for our internal CS team. The measurable success of this project - 90% user adoption in the first month, a 90% reduction in stock transfer time, and fewer data entry errors, demonstrates the impact of user-centered design.
Looking back, this project reinforced the importance of continuous user feedback and the need to create solutions that address both user pain points and internal business inefficiencies. If I had more time, I would have explored additional integrations to further optimise the bulk upload process, such as connecting directly with external inventory management tools.
