Designing a unified operational ecosystem to manage products, inventory, orders, fulfillment, and performance.

Client: doto.com.mx

Product: Doto Seller Center

Year: 2024 (8 months)

Role: Lead Product Designer

Tools: Figma / Photoshop / Cinema 4D / Tailwind CSS

Deliverables: UX Architecture, Design System, Operations UX, Interactive Prototypes

Seller Center is the operational engine behind Doto's e-commerce. The challenge was translating dense marketplace complexity into a clear, scalable environment where sellers can manage their entire business seamlessly, replacing a collection of disconnected tools.

Architecture & Research Through card sorting and usability testing, we restructured the information architecture. We grouped data into intuitive operational areas, creating a predictable navigation model built around real seller workflows.

Seller Operations Managing inventory, fulfillment, and promotions requires rapid decision-making. We designed a data-dense experience using reusable tables, global filters, and contextual alerts to help sellers immediately identify what requires action.

UX & UI Systems To support scalability, we built a comprehensive, modular Design System. This shared foundation of typography, components, and patterns ensures interaction consistency across the platform and accelerates future feature rollouts.

Outcome Seller Center transformed fragmented operations into a unified product system. It provides sellers with the precise architecture and interaction models needed to operate, manage, and scale efficiently within Doto's marketplace.

Built alongside a multidisciplinary team across Product Design, Research, and Engineering.

Special thanks to: Jacobo Sutton, Danilo Smith, Teresa Solís, Estefanía Hernández, Karen Rangel, Catherine Quiróz, Marco Hugo Reyes Larios, and Eder Hernández Avedaño.