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E-commerce / Creator commerce2018 to 2023

Redesigning a print-on-demand marketplace for sellers, approval staff and customers

The 2018 redesign of a print-on-demand marketplace: a seller design tool, a staff approval admin and customer screens, reconstructed from memory.

ClientDressify.in
RoleSenior UX Designer
Year2018 to 2023
ToolsFigma, Photoshop, OpenCart
2018
year the storefront, seller area and design tool were redesigned
12
screens designed or amended

Context

Dressify.in was a print-on-demand and creator-commerce marketplace that ran from 2014 to 2023. It was founded and run by Anupam Guleria, who was also its only designer. In 2018 the storefront, the seller area and the design tool were redesigned, and the admin screens for staff were amended. The process did not change: sellers uploaded artwork, placed the artwork on products and set their own markup, two staff reviews approved every design before the design went on sale, and customers bought the printed products.

The version before 2018 is shown in a separate case study on this site. The original screens no longer exist, so every image on this page is a reconstruction, made in 2026 from memory.

Process and structure

Three diagrams describe the process: the roles and review stages, the stages of a submitted design with its rejection codes, and the reminder rules for overdue work. The information architecture and the screen flow show the twelve screens and how each action leads to the next screen.

Process flow: seller, approver, customer. The path of one design from seller sign-up to a customer's order. Yellow boxes are seller steps, cyan boxes are staff steps and white boxes are customer steps. A design rejected at either review went back to the seller with a rejection code, and the seller could resubmit the design.
Design approval stages. Every status a submitted design could have, from draft to on sale. The four boxes at the bottom list the 13 pre-defined rejection codes that an approver chose from when rejecting a design.
Reminders and escalation. The time limits for design approvals and payout requests, counted in working hours. When a request passed its time limit, an email went to the staff tiers named in the box, and any tier could resolve the request. The panels below list the four staff tiers, every automatic email with its recipients, and the payout result codes.
Information architecture. The twelve screens that were designed or amended, grouped under the storefront, the seller area and the store admin. Standard OpenCart pages that were not changed appear as dashed boxes. The screen IDs in this diagram are the IDs used in the screen headings below.
Screen flow. How the screens connect, and which action moves a seller, a staff member or a customer from one screen to the next. An equals sign marks two views of one screen: C1 and S4 are the same storefront, and C5 and S5 are the same design tool.

Seller screens

Sign-up, dashboard, account details, storefront, the design tool, designs, commission and orders.

S1 Seller sign-up. A new seller entered personal details, a store name and a password. The store URL was filled in from the store name, and the seller could edit the URL before continuing.
S2 Seller dashboard. After login, the seller landed on a grid of links to every seller page. The same links stayed in a side column on every seller page, so the seller never had to return to the dashboard to move between pages.
S3 Edit account. The seller updated the store name and URL, contact details, and the bank and PAN details for payouts. Dressify sent payouts by NEFT or IMPS bank transfer. A warning stated that Dressify was not responsible for a payout that failed, or reached a wrong account, because the seller entered incorrect bank details.
S4 My storefront (owner view). The seller's own view of the storefront. The Edit Storefront button on the header let the seller change the profile picture, description, social links, header background and colour without leaving the page.
S5 Submit a design (design tool, seller mode). The design tool has its tool tabs (Colour, Text, Upload and Details) in a column on the left, and the product in the design area on the right. The top bar shows the fixed base price, the seller's markup, the total price paid by the customer, and the Send for approval button. Here the Upload tab is open: the seller has added a PNG file and confirmed owning the rights to the artwork.
S5 Submit a design: use on other products. After saving the price, the seller chose which other products would carry the same design. Every product ticked in this window received the same markup. The Details tab behind the window shows the product name, the description and the product page URL made from the product name.
S5 Submit a design: sent for approval. After the seller clicked Send for approval, a confirmation stated that approval takes up to 48 working hours from submission, and that an email would follow when the status changed. "Add more designs" reset the design tool, and "Go to dashboard" opened the Seller Dashboard. The Colour tab behind the window shows the product colours and the Set as product image button.
S6 My designs. Every design the seller submitted was listed with its approval status: Awaiting approval, In review, Approved or Rejected.
S7 Commission. The seller saw the available balance, requested a withdrawal, and tracked each withdrawal request with its amount, status and payment date.
S8 Orders. Sales were listed per design, with units sold and commission earned. Sellers did not see customer details or order totals.

Staff screens

Approvals, design review, payouts and seller commissions.

A1 Approvals queue. Staff saw every submitted design with its seller, submission date and the review level where approval was pending: L1 or L2. In the OpenCart 2.3.0.2 admin, the Seller Admin menu was the second item in the left menu, after Dashboard.
A2 Design review. L1 reviewers (graphic designers) and L2 reviewers (store admin) used the same screen. Rejecting a design required one of 13 pre-defined rejection codes, shown here as the open list, plus an optional note to the seller.
A3 Payouts. Staff processed seller withdrawal requests and recorded one of five result codes for each payout, with transaction details and remarks.
A4 Seller commissions. For a chosen date range, staff saw each seller's balance, last payout, payment details, commission earned, design count, order count and total order value. A separate export, with its own date range, sent the data for all sellers to Excel or CSV.

Customer screens

Customers reached a seller's storefront and used the same design tool as sellers, in customer mode.

C1 Seller storefront (public view). The seller's storefront as customers saw it, at dressify.in followed by the store URL. A customer who chose a product here went to a standard product page.
C5 Design tool (customer mode). Customers used the same design tool to make their own product. In customer mode the top bar shows the total price, size, quantity and a Buy now button, in place of the seller's price fields and Send for approval. The Details tab does not appear. Here the Text tab is open.
C5 Design tool: upload quality error. Every uploaded file was checked for print quality. A file with too low a resolution was refused, with a message naming the file and the reason.