Marketplace growth at scale

Growth had to work for buyers, sellers, creators, and the marketplace at once.

I owned design initiatives across Daraz Coins, Influencer Hub, Live Streaming, Search Ads, Seller Center, product pages, and gamification. Each surface served a different participant while contributing to shared marketplace goals.

The work required making value, participation, and next steps clear across multi-sided journeys. Loyalty had to feel understandable to buyers; campaign and promotion tools had to reduce operational effort for sellers; creator flows had to connect content with commerce.

The challenge was to keep those experiences coherent across markets, product states, and business priorities.

• Mapped user states, earning moments, reward visibility, and redemption paths for loyalty initiatives.
• Designed creator and seller flows for campaign discovery, content submission, live commerce, and promotion.
• Simplified seller-facing setup, bidding, product visibility, dashboard states, and performance feedback.
• Partnered with product, business, and engineering to align user motivation with marketplace KPIs and delivery constraints.
• Built reusable UI patterns and clearer component guidance to improve consistency.

30+ features shipped to products serving 30M+ users.

The work contributed to a 20% increase in seller engagement, 15% revenue growth across growth-focused product areas, and a 25% improvement in design-system efficiency.