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Work

voxvil.com

Seller Flow Design: Knowing Who vs. Knowing How

SCOPE

Web

COMPANY

OctoHaus

Voxvil is a Turkish print-on-demand e-commerce platform where artists, creators, and brands can open their own stores and turn their designs into physical products.

BAKIM &

MATERYAL

Oversize kesim, rahat kalıptır.

Kumaş türü %100 pamuktur.

Makinede maksimum 30 derecede tersten hassas yıkamaya özen gösterin.

Kurutma makinesi için uygun değildir.

Baskının bozulmaması için ürünler tersten ve fazla bastırılmadan ütülenmeli.

Baskı ve kumaş kalitesi uzun süreli kullanımlar için uygundur.

Kumaş özellikleri aynı kalmak kaydıyla renk tonlarında ve kumaşın dokusunda küçük farklılıklar olabilir.

Ürünlerin yakasında beden etiketleri bulunmaktadır.

Baskı yapılan boya cilt ile uyumludur ve insan sağlığına zararlı hiçbir kimyasal içermez.

Hava alan baskı tekniği ile kumaşlar baskılı alanlardan hava almaya devam eder.

Kumaşın nefes almasını sağlayan su bazlı ve sertifikalı boyalar kullanılmıştır.

BEDEN

TABLOSU

ARKA BASKI

ÖN BASKI

SIKÇA SORULAN

SORULAR

SATMAYA BAŞLA

TASARIMLARI KEŞFET

Lorem ipsum dolor sit amet consectetur adipiscing elit.

Nunc vulputate libero et velit interdum, ac aliquet odio mattis.

Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque.

Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

Lorem ipsum dolor sit amet consectetur adipiscing elit.

Nunc vulputate libero et velit interdum, ac aliquet odio mattis.

Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque.

Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

Lorem ipsum dolor sit amet, consectetur adipiscing elit?

Rorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam eu turpis molestie, dictum est a, mattis tellus. Sed dignissim, metus nec fringilla accumsan, risus sem sollicitudin lacus, ut interdum tellus elit sed risus. Maecenas eget condimentum velit, sit amet feugiat lectus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Praesent auctor purus luctus enim egestas, ac scelerisque ante pulvinar. Donec ut rhoncus ex. Suspendisse ac rhoncus nisl, eu tempor urna. Curabitur vel bibendum lorem. Morbi convallis convallis diam sit amet lacinia. Aliquam in elementum tellus.

Rorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam eu turpis molestie, dictum est a, mattis tellus. Sed dignissim, metus nec fringilla accumsan, risus sem sollicitudin lacus.

OVERSIZE

TSHIRT

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc vulputate libero et velit interdum, ac aliquet odio mattis. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque. Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

ÜRÜN FİYATI

351.00 TL

BEDENLER

S, M, L, XL

BASKI SEÇENEKLERİ

ÖN, ARKA

RENK SEÇENEKLERİ

Siyah

Beyaz

Ekru

BOY

72 CM

74 CM

76 CM

78 CM

GÖĞÜS

55 CM

57 CM

60 CM

63 CM

My Role

I was responsible for the seller-facing experience, the panel where artists manage their stores, upload designs, and track their performance, including the store management dashboard, design upload and productization flow, collection feature end-to-end, and product detail pages.

Problem

The target users were artists, people with a strong creative practice, but varying levels of familiarity with digital product management tools. The initial experience was designed to be minimal and straightforward.

What emerged after launch was more nuanced: being digitally creative doesn't automatically translate to navigating a multi-step storefront management flow, understanding what product information to surface, or knowing how to organize work for a browsing customer. These are different mental models entirely.

User questions and drop-off patterns revealed three distinct friction points, in the upload flow, in product information visibility, and in how artists present their work to customers. That data became the foundation for the next iteration.

Vicky - Digital Illustrator

“I want to sell my designs, but it’s very difficult to find time for production with shipping, stock, and printing.”

Goals

Selling designs without operational burden

Generating passive income

Focusing on creative practice

Pain Points

Not knowing the e-commerce ecosystem

Not being able to manage stock, shipping, and packaging processes

Selling via Instagram DM, not scaling

Victor - Digital Marketing Specialist

“I want to buy original printed products but I can’t find a suitable platform for it.”

Goals

Finding original designs within a budget

Safe shopping on a single platform

Supporting the work of their favorite artist

Pain Points

Visiting many platforms to find original designs

Not always being able to find enough information about the product (material, size, quality)

Their favorite artist doesn’t sell online or is out of stock

RESEARCH

Asking the right questions

The new persona was well-defined: artists who want to sell but can't handle operations alone. But post-launch feedback pushed me to ask more specific questions.

Where exactly were users dropping off? Was the issue with the steps themselves, or with understanding what each step was asking?

What information were they missing before making a product decision?

How were they thinking about organizing and presenting their work to customers?

These questions led to three distinct design directions, each addressing a different layer of the experience.

Vicky - Digital Illustrator

“I know the design part. But it took me a long time to figure out what I needed to upload to the system, how the products would look, and how I would organize my collection.”

Upload flow ambiguity

The number of steps is small, but it's not clear what each step requires. The system doesn't specify the expected file format, size, or print area.

Product information gap

Material, size guide, care instructions are not available on the panel. Customer questions are piling up on the support line.

Lack of collection presentation

The store looks disorganized and lacks curation.

Design decision context: Vicky's identity as a "digital creator" draws her to the platform but this identity doesn't guarantee an understanding of the multi-step store management flow. User behavior and user identity are not the same thing.

SOLUTION #1

Design Upload Flow Change

Users were dropping off during the upload process. The steps were minimal, but "minimal" wasn't the same as "clear." Artists knew what they wanted to upload, they didn't know what the system expected from them at each stage. To solve this problem, I added contextual guidance text at each stage, and introduced tooltips at the highest drop-off points. Slowing the flow down, counterintuitively, helped users move through it faster.

First Design

Iteration 1

Iteration 2 → Final Design

Design Placement Flow

Artists knew what design they wanted to use but they didn't know how to place it well. Without positional controls or real-time feedback, the only way to check the result was switching between edit and preview modes. This constant back-and-forth created uncertainty instead of resolving it. Moving the placement controls directly onto the mockup and keeping the preview always visible gave artists the confidence to make decisions without leaving the screen.

First Design

Iteration 1

Iteration 1

Making Earnings Visible

The original form looked clean and structured, but it asked artists to hold too much in their head at once. Cost, rate, price, earnings, all demanding equal attention. The real decision was simpler than it appeared: set your profit rate, and everything else follows. Artist feedback kept pointing to the same confusion: they weren't sure what they were actually setting, or what it would mean for their earnings. The form had the right information, just not in the right order.

The redesign made that clear. One primary input is the profit rate, with cost, sale price, and earnings calculated automatically below it. Info icons sit next to each value for anyone who wants to dig deeper, without cluttering the default view.

SOLUTION #2

Product Detail Pages

Users both artists setting up their store and customers browsing had limited visibility into product specifics. Material, sizing, print area, care instructions all of this was either buried or missing entirely. This created pre-sale friction and increased support questions. The redesigned product pages solve this for both sides: customers get full product details without needing to contact support and even if they're not artists themselves, they can access print specifications directly. Artists, on the other hand, now have a dedicated space to understand exactly what their product will look like before it goes live.

BAKIM &

MATERYAL

Oversize kesim, rahat kalıptır.

Kumaş türü %100 pamuktur.

Makinede maksimum 30 derecede tersten hassas yıkamaya özen gösterin.

Kurutma makinesi için uygun değildir.

Baskının bozulmaması için ürünler tersten ve fazla bastırılmadan ütülenmeli.

Baskı ve kumaş kalitesi uzun süreli kullanımlar için uygundur.

Kumaş özellikleri aynı kalmak kaydıyla renk tonlarında ve kumaşın dokusunda küçük farklılıklar olabilir.

Ürünlerin yakasında beden etiketleri bulunmaktadır.

Baskı yapılan boya cilt ile uyumludur ve insan sağlığına zararlı hiçbir kimyasal içermez.

Hava alan baskı tekniği ile kumaşlar baskılı alanlardan hava almaya devam eder.

Kumaşın nefes almasını sağlayan su bazlı ve sertifikalı boyalar kullanılmıştır.

BEDEN

TABLOSU

ARKA BASKI

ÖN BASKI

SIKÇA SORULAN

SORULAR

SATMAYA BAŞLA

TASARIMLARI KEŞFET

Lorem ipsum dolor sit amet consectetur adipiscing elit.

Nunc vulputate libero et velit interdum, ac aliquet odio mattis.

Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque.

Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

Lorem ipsum dolor sit amet consectetur adipiscing elit.

Nunc vulputate libero et velit interdum, ac aliquet odio mattis.

Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque.

Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

Lorem ipsum dolor sit amet, consectetur adipiscing elit?

Rorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam eu turpis molestie, dictum est a, mattis tellus. Sed dignissim, metus nec fringilla accumsan, risus sem sollicitudin lacus.

OVERSIZE

TSHIRT

ÜRÜN FİYATI

351.00 TL

BEDENLER

S, M, L, XL

BASKI SEÇENEKLERİ

ÖN, ARKA

RENK SEÇENEKLERİ

Siyah

Beyaz

Ekru

BOY

72 CM

74 CM

76 CM

78 CM

GÖĞÜS

55 CM

57 CM

60 CM

63 CM

BAKIM &

MATERYAL

Oversize kesim, rahat kalıptır.

Kumaş türü %100 pamuktur.

Makinede maksimum 30 derecede tersten hassas yıkamaya özen gösterin.

Kurutma makinesi için uygun değildir.

Baskının bozulmaması için ürünler tersten ve fazla bastırılmadan ütülenmeli.

Baskı ve kumaş kalitesi uzun süreli kullanımlar için uygundur.

Kumaş özellikleri aynı kalmak kaydıyla renk tonlarında ve kumaşın dokusunda küçük farklılıklar olabilir.

Ürünlerin yakasında beden etiketleri bulunmaktadır.

Baskı yapılan boya cilt ile uyumludur ve insan sağlığına zararlı hiçbir kimyasal içermez.

Hava alan baskı tekniği ile kumaşlar baskılı alanlardan hava almaya devam eder.

Kumaşın nefes almasını sağlayan su bazlı ve sertifikalı boyalar kullanılmıştır.

BEDEN

TABLOSU

BASKI HAK

KINDA

ARKA BASKI

ÖN BASKI

SIKÇA SORULAN

SORULAR

SATMAYA BAŞLA

Lorem ipsum dolor sit amet consectetur adipiscing elit.

Nunc vulputate libero et velit interdum, ac aliquet odio mattis.

Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque.

Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

Lorem ipsum dolor sit amet consectetur adipiscing elit.

Nunc vulputate libero et velit interdum, ac aliquet odio mattis.

Class aptent taciti sociosqu ad litora torquent per conubia nostra.

Per inceptos himenaeos. Curabitur tempus urna at turpis condimentum lobortis. Ut commodo efficitur neque.

Ut diam quam, semper iaculis condimentum ac, vestibulum eu nisl.

Lorem ipsum dolor sit amet, consectetur adipiscing elit?

Rorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam eu turpis molestie, dictum est a, mattis tellus. Sed dignissim, metus nec fringilla accumsan, risus sem sollicitudin lacus.

OVERSIZE

TSHIRT

ÜRÜN FİYATI

351.00 TL

BEDENLER

S, M, L, XL

BASKI SEÇENEKLERİ

ÖN, ARKA

RENK SEÇENEKLERİ

Siyah

Beyaz

Ekru

BOY

72 CM

74 CM

76 CM

78 CM

GÖĞÜS

55 CM

57 CM

60 CM

63 CM

SOLUTION #3

Collection Feature

Artists had no way to group their designs into themed collections, a natural way creators think about and present their work. This was a missing capability, not a broken flow.

I designed the collection feature end-to-end: how artists create and manage collections in the panel, and how those collections surface on the storefront. Two personas, one consistent experience. The artist's management view and the customer's discovery view had to feel like the same product.

Collection Page in Design Panel

Collection Select Modal

Collection Settings

Artist creates

Platform renders

Customer discovers

What Artists View in Design Panel

What Customers View in Shop Page

What I Learned

The biggest challenge was designing for users who didn't think in technical terms. That shaped every decision, from copy to form structure to the order of information on the screen.

This project reinforced something important: user behavior and user identity are not the same thing. Knowing who your user is gets you to the right problem. Knowing how they behave gets you to the right solution.

Two specific lessons stayed with me. First, reducing steps in a flow doesn't automatically reduce friction. What matters is whether each remaining step is clear enough to act on. Guidance text, tooltips, and contextual information aren't decorative; they're functional. They're the difference between a user completing a task and a user sending a support message.

Second, product detail is a design decision, not an afterthought. Users make decisions based on what they can see. When information is missing the gap doesn't disappear. It just moves to a support ticket or an abandoned checkout. Designing for clarity at the detail level is designing for conversion.

The iteration process, identifying friction points through real usage data and responding with targeted design changes, is what moved the experience forward.

That kind of feedback loop, between real usage and design decisions, is now central to how I approach every project.