Redesigning Capiter’s seller portal to help wholesalers manage inventory, orders, payments, and returns with less dependency on account managers.
01 The Challenge
Capiter’s seller portal already existed, but wholesalers had limited control over their business. Important tasks — such as updating inventory, tracking orders, and understanding payments or returns — often required support from account managers.
Limited visibility and control over daily operations.
High operational dependency on account managers as the business scaled.
Our challenge
How might we give wholesalers more control while reducing operational dependency on Capiter’s team?
02 Understanding the Problem
We interviewed wholesalers and account managers and reviewed the existing seller portal to understand where everyday operations were breaking down.
“I can’t track my orders and invoices.”
“I don’t know why some products are returned.”
“Updating stock and prices depends on the account manager.”
03 Key Insights
Wholesalers couldn’t easily track orders, invoices, and returned products.
Basic operations such as updating stock and prices depended on account managers.
Information was fragmented, and some terminology wasn’t clear to wholesalers.
This gave us a clear direction
Make the seller portal a place where wholesalers could understand, manage, and act without needing constant assistance.
04 Product Opportunities
We also reviewed comparable B2B and e-commerce products to understand common patterns for inventory, orders, and reporting.
05 Design Decisions
Design Decision 01
Problem
Wholesalers had no quick way to understand how their business was performing.
Design decision
I redesigned the home dashboard around the information they needed most frequently: revenue, inventory, orders, and returns.
On the screen
The goal wasn’t to show more data — it was to surface the information wholesalers needed to make daily decisions.
Design Decision 02
Problem
Wholesalers struggled to understand what had been delivered, paid, or returned.
Design decision
I introduced a dedicated payment area combining high-level financial indicators with invoice-level details.
On the screen
Design Decision 03
Problem
Wholesalers frequently entered inaccurate addresses during registration, creating additional work for the verification team.
Insight
A standard address field wasn’t enough.
Solution
I introduced map-based location selection, including a “Locate me” option, so wholesalers could provide a more accurate business location during registration.
The flow
Design Decision 04
Problem
The existing experience needed to explain not only what Capiter offered, but why wholesalers should trust and use the platform.
Design decision
I restructured the landing experience to communicate value and reduce uncertainty before sign-up.
Key content
06 What Changed
Wholesalers could manage more everyday operations independently.
Orders, payments, inventory, and returns became easier to understand.
Better location capture could reduce manual verification effort.
07 Success Metrics
Together with the product team, we identified indicators that could show whether the new experience was solving the intended problems.
Number of verified wholesalers
Returned-product metric / return visibility
Order fulfillment rate
08 Reflection
This project changed how I think about B2B products. Designing for wholesalers wasn’t only about simplifying interfaces — it required understanding the operational processes behind them.
I learned that the most valuable improvements often came from giving users visibility and control over tasks that had previously depended on internal teams.
That’s Capiter.
Next case study HomzmartHave a project in mind? Let’s create something great together.
