Product Design · UX/UI · Design Systems · Cross-Functional Leadership
Role
Product Design · UX/UI · Design Systems · Cross-Functional Leadership
Focus Area
Merchant onboarding, verification, seller profiles, infractions, and dispute resolution
Partners
Business Development, Product and Project Management, Engineering, Compliance, Operations
Timeframe
2021 - 2023
Wish - Overview
Wish is a global e-commerce marketplace that supports millions of merchants around the world. As a member of the Merchant Product team, I focused on enhancing the end-to-end experience for merchant onboarding, identity verification, and compliance. These systems are crucial as they directly influence the quality, trust, and revenue of the marketplace.
Key areas of focus included Product Management, Engineering, Compliance, and Operations.
The Challenge
Wish’s merchant onboarding and compliance flows were complex, fragmented, and difficult to navigate—especially for new or non-technical sellers.
Key challenges included:
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Confusing multi-step onboarding flows with unclear progress
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Low compliance adoption due to poor UX clarity
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Merchants unsure how to complete identity verification correctly
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High friction between seller success and platform enforcement
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Increased support burden from unclear error states and next steps
From a business standpoint, incomplete onboarding and low compliance adoption directly impacted:
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Merchant activation rates
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Time to first product listing
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Marketplace quality and trust
The goal was to reduce friction without lowering standards—making it easier for merchants to do the right thing.
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Let's get into the details
Goals & Success Metrics
The project focused on improving both user experience and business outcomes:
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Increase successful merchant onboarding completion
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Improve identity verification adoption and accuracy
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Drive faster time to first product listing
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Increase compliance with Silver+ Seller Standards
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Reduce confusion and dependency on support
My Role & Responsibilities
As the Product Designer on these initiatives, I owned the UX/UI execution across multiple merchant-facing flows. My responsibilities included:
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Designing onboarding and verification workflows end-to-end
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Redesigning merchant profile and identity verification experiences
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Improving infractions and dispute resolution UX
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Applying and extending Wish’s design system for consistency
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Defining interaction patterns, edge cases, and error states
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Maintaining clean, developer-ready Figma files
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Partnering closely with PMs, engineers, and compliance teams
I worked across multiple initiatives simultaneously, ensuring a cohesive experience across the merchant lifecycle.
Research & Insights
Through stakeholder collaboration, flow audits, and support insights, several key themes emerged:
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Merchants didn’t understand where they were in the process
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Requirements felt punitive instead of supportive
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Visual inconsistency reduced trust during verification
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Error messaging lacked clarity and actionable guidance
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Compliance flows felt disconnected from onboarding
These insights informed a shift toward clear progression, transparency, and guidance throughout the experience.
The Solution
1. Structured, Guided Onboarding
​I helped redesign onboarding flows into clearer, step-by-step experiences with:
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Defined stages and progress indicators
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Logical grouping of information
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​Reduced cognitive load at each step
​This made the process feel achievable rather than overwhelming.
2. Identity Verification & Seller Profile Redesign
​The seller profile and identity verification experience was redesigned to:
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Clearly communicate why information was required
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Guide merchants through verification requirements
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Surface status, errors, and next steps transparently
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Reinforce trust through clean, consistent UI
This reframed compliance as a partnership rather than a barrier.
3. Infractions & Dispute Resolution Improvements
I supported UX improvements to infractions and dispute flows to:
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Clarify violation details
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Improve dispute submission clarity
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Reduce confusion around enforcement outcomes
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Provide merchants with clearer paths to resolution
4. Design System Consistency
Across all Merchant flows, I ensured:
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Consistent spacing, typography, and hierarchy
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Reusable components aligned with Wish’s design system
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Clear interaction states and accessibility considerations
This created a scalable foundation for future merchant tools.
Impact & Results
The redesigned onboarding and compliance experiences contributed to measurable improvements across the platform:
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100% merchant verification achieved
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73% increase in merchants listing products within 10 days
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Silver+ Seller Standards compliance increased from 4% to 45%
Beyond metrics, the work:
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Reduced friction in critical merchant journeys
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Improved clarity and trust in compliance flows
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Supported marketplace quality at scale
Reflection
This project reinforced the importance of designing systems that respect both the user experience and the business reality.
At scale, good UX isn’t just about simplicity—it’s about:
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Clear expectations
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Transparent feedback
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Thoughtful guardrails
Designing for global merchants under strict compliance requirements challenged me to think more systemically, collaborate deeply across teams, and design experiences that balance empathy with accountability.