Brand Ownership for Marketplace Sellers, Built into Seller Center

Connecting Walmart sellers and brand owners through a unified brand experience

This project addresses a critical adoption gap in Walmart’s seller ecosystem by bringing Brand Portal capabilities directly into Seller Center—where sellers already work.

By unifying fragmented workflows into a single experience, the solution improves discoverability, increases engagement, and drives cross-platform adoption.

Role: Product design lead - Solo designer
Scope: Seller Center · Brand Portal · Walmart Connect · Marketplace Learn
Timeline: 1 month

Responsibilities

  • Reviewed and refined PRDs to ensure clarity, feasibility, and alignment with user needs

  • Facilitated cross-functional discussions across product, engineering, and stakeholders

  • Aligned perspectives and drove decision-making on product direction

  • Conducted research to identify gaps in tool adoption, user behavior, and workflow fragmentation

  • Synthesized insights to inform product strategy and experience design

  • Drove AI-driven enhancements to improve content optimization and reduce manual effort, enabling intelligent recommendations within the seller workflow

  • Identified opportunities to integrate intelligent recommendations into the brand experience

  • Translated discussions and insights into scalable design solutions

  • Iterated designs based on continuous feedback and evolving requirements

  • Presented final design solutions to stakeholders for alignment and approval

Project Goal:

Help sellers access advertising by enabling them to get brand authorization within Seller Center, while also introducing Brand Portal and increasing awareness of brand requirements for Marketplace sellers.

Key Objectives

  • Increase awareness of Brand Portal and brand requirements for advertising eligibility

  • Enable sellers to register brands or request brand authorization without leaving Seller Center

  • Reduce friction in accessing advertising tools

  • Create a unified workflow for brand management and advertising readiness

  • Drive business outcomes by increasing ad participation and optimization

Problem

Sellers and brand owners were missing out on critical brand tools.

Key Issues

  • Brand tools (IP claims, analytics, content optimization) lived in a separate Brand Portal

  • Low awareness + low adoption of brand programs

  • Sellers stayed in Seller Center → rarely navigated to Brand Portal

  • Brand ownership workflows were fragmented across systems

  • Sellers do not adopt tools that require leaving their primary workflow

Result:

  • Lost opportunity for brand growth

  • Poor IP protection usage

  • Underutilized analytics & optimization tools

Solution

Introduced a new “Brand” top-level category (L1) in Seller Center

This acts as a central hub for:

  • Brand onboarding (trademark registration)

  • IP claim management

  • Content optimization tools

  • Advertising entry points

  • Analytics & insights

  • Reviews & reputation management

Instead of forcing users to go elsewhere, we brought the ecosystem to them

Early-Stage Sellers

Designed for new sellers who are just getting started, no Brand Portal account, no registered brand, and no content optimization tools yet.

Established Sellers

Designed for established sellers who have a Brand Portal account, a registered brand, and actively use content optimization tools.

Service or Data Unavailable

Designed a clear error state for situations where brand data cannot be loaded due to a service disruption or connection issue.

Research & Insights

Due to tight timelines, I did not conduct formal user interviews. Instead, I leveraged multiple sources to understand user needs and pain points:

  • Reviewed existing seller feedback and support tickets related to brand authorization and advertising access

  • Analyzed user behavior and drop-off points in current workflows

  • Collaborated with PMs and cross-functional partners to gather insights from prior initiatives

  • Identified friction through product flows where sellers were blocked from accessing advertising

These insights revealed a key gap:
Many sellers were unaware of Brand Portal and did not understand the steps required to gain brand authorization, which prevented them from accessing advertising features.

Outcome

Designed for a platform serving 100K+ Marketplace sellers within a billion-dollar revenue business, this experience removed a key barrier that prevented sellers from accessing essential growth tools.

By integrating brand registration and authorization directly into Seller Center, sellers were able to complete critical workflows in one place, reducing friction and improving efficiency.

This enabled more sellers to take action faster and participate more effectively in revenue-generating activities across the platform.