02 — Noon Partners Catalog
Revamping the Seller Catalog
Role
Product Designer
Platform
Desktop
The Problem
Adding a single SKU was the hardest task sellers faced. Products went offline without notice, statuses were unclear, and sellers had no idea how to fix them.
Noon's seller catalog tool was the gateway for 5,000+ products to go live on the platform. But it was full of friction: a permanently open left nav that ate screen space, unclear live/not-live statuses, hidden filters, and no guidance on what to fix. Sellers were abandoning the tool and calling seller support instead.
Research & Process
Reviewing the Existing Platform
Audited the live tool to baseline the experience before redesigning. Both the listing and details pages had significant usability gaps that were slowing sellers down and driving them to support.
SKUs listing page
- Left nav always open — consuming space meant for the data table
- Live/Not Live statuses unclear at a glance
- No guidance on what to fix or how
- Filters hidden inside Advanced Search
SKUs details page
- Multiple unused and misplaced tabs cluttering the header
- No guidance on what to complete or why a SKU is offline
- Large amounts of wasted screen real estate
Analysing Feedback
Collected hundreds of seller feedback entries into a Miro board, clustered into themes: interface confusion, unclear statuses, missing features.
Session Recordings (Clarity)
Analysed seller sessions via Microsoft Clarity. Found two critical issues: excessive loading times and unexpected error messages causing drop-offs.
User Interviews
Interviewed sellers across regions. Key finding: sellers love Amazon's SKU flow. They don't want to think — they need the info in front of them.
Competitor Analysis
Analysed Amazon (attribute filtering), Walmart (required/recommended grouping), and Shopify. Identified patterns to borrow and improve.
Solution
Redesigned Listing Page
Removed unnecessary columns, merged related ones, brought filters to the surface. Added a "Not Live SKUs" tab so sellers can fix problems instantly.
Filters now always visible — usage went from 0% to 28.12%
"Not Live SKUs" tab surfaces fixable items immediately
Quick Fix Modal
Sellers can fix all issues for a SKU in one focused modal — errors grouped by type, mandatory fields highlighted, no need to navigate away.
Redesigned Details Page
Health panel is always visible — a summary of why the product is not live and exactly what needs to be fixed to get it live.
Actionability Switcher
An errors navigator that guides sellers from one issue to the next across a long form — no more scrolling to hunt for what's wrong.
Impact