Ecommerce Dashboard
Enterprise clients relied on Eventgroove’s internal team to manage their white-label sites—any change required contacting support. This 30-60 minute manual process was creating bottlenecks for our team and frustration for customers who wanted immediate control over their storefronts.
My Role: Lead Product Designer | Team: 1 Developer | Timeline: 6 months
Strategic Approach
Scope Definition: I mapped the current internal workflow to identify which features could be safely exposed to clients vs. which required technical expertise. This strategic scoping was critical—giving too much access could create support issues, too little wouldn’t solve the problem.
Process:
- Created flow diagrams visualizing the internal site management process
- Identified automation opportunities to simplify complex tasks
- Defined clear boundaries between client-facing and admin-only features
- Collaborated with developer to determine technical feasibility
User Validation: Conducted demo sessions with existing clients throughout development, gathering feedback to prioritize features using an urgency + time + impact framework.
Key Design Decisions
Simplification Through Automation: Worked with developer to automate repetitive tasks—storefront creation went from 30-60 minutes (manual) to 5-10 minutes (automated). This wasn’t just UI polish; it required reimagining the underlying process.
Information Architecture: Organized dashboard around client mental models rather than internal system structure. For example, grouped related settings within storefront cards rather than spreading across multiple admin pages.
Progressive Disclosure: Designed analytics views that provided at-a-glance insights while allowing deeper exploration—empowering clients to self-serve rather than requesting reports from our team.
Acknowledged Constraints: The products page presented the biggest challenge—our internal product catalog is massive and naming isn’t intuitive. While we improved filtering, this remains an area for future UX iteration.
Results & Impact
Adoption: 100% of new private label sites now created using this dashboard.
Efficiency: Reduced storefront creation from 30-60 minutes to 5-10 minutes (65-90% time savings).
Customer Empowerment: Clients can now make immediate changes and access their own analytics—reducing support dependency.
Internal Impact: Lifted significant workload from our team, allowing focus on more complex client needs.
Screenshots
Here are some screenshots of the new dashboard. The first image in each section shows the old version of the page.
Home
We added an analytics overview, as well as some help resources to the homepage. When users initially log in, there is also a help video to guide them through their experience.
Storefronts
We simplified the storefronts page. Each storefront now has its own card, containing storefront settings, as well as links to other commonly used tools. The process for creating a storefront takes 30-60 minutes in our internal system. In the dashboard you can do it in about 5 minutes. The developer and I worked on a process to automate some of the storefront creation tasks to cut out the more mundane aspects of the process.
Products
The products page was probably the most difficult page to tackle, and the one that still has the most usability issues today. Our internal catalog is massive, and our names for products sometimes aren’t intuitive for customers. We created an easier way to filter various products and add them to the site, but I think we still have a long way to go in terms of filters, and product creation.
Pages
The pages listing probably required the least amount of UX updates of all the pages. It’s a simple listing of all the pages on the site, which includes the key information about each page.
Page Editing
This page had received a number of updates over the years, all of which were added in different ways which made for a confusing experience. We re-organized and re-named many of the page elements to make it more user friendly and to better explain the various options.
Categories
Categories offer a way for users to create more granular navigation within their site. The system of creating these categories in our internal system is very labor intensive. The developer and I worked together to automate some of the work required for this, and it’s much more efficient in the customer dashboard.
Analytics
We wanted to give users access to their site data – both at a glance, and more granular reporting based around order data and revenue data. Previously, this information had only been available internally, so adding it to the dashboard made our team’s lives easier, as well as empowering our users to understand what was working well with their site.
Account
The account page gave our team an easy way to find contact details for a store owner.
Users
We gave storefront owners the ability to create user roles and permissions for various different users within their organization.
What I Learned
Strategic scoping is design work: One of my biggest contributions wasn’t UI—it was determining what NOT to build. Carefully choosing which features to expose required understanding both user needs and system constraints.
Validation throughout, not just at the end: Running demos with existing clients during development caught issues early and built confidence in our direction. Even without formal usability testing resources, getting real user feedback was invaluable.
If I could do it again: I’d love to conduct structured usability testing on the products page to systematically address the filtering challenges.
