Freedom Store Manager

E-commerce Management Tool


Internship at Above & Beyond Studio.Inc


6 Weeks

What I did

Designed the first version of the Freedom Store Manager, including functions like dashboard andcommodity management


Chak l| UI/UX Designer
Alice C| UI/UX Designer
Aman S| Product Manager


During summer 2022, I worked as a UI/UX Design Intern at Above & Beyond Studios, an e-commerce company who advocates for local small businesses and encourage people to shop small.

Addition to designing the Freedom Website, I also designed an e-commerce platform for small business owners to manage their inventory and boost sales on the Freedom website.


The product was shipped with the Freedom Website and over 60% of Small Business Users found the tool easy to use and thinks the tool is very helpful for them to manage commodities.

I won't be able to share everything I've done with the dashboard. But will share key contributions I'm involved in!


After finishing the designs on the Freedom website, we want to move forward to design our Store Manager tool. The reason we decided that we need a e-commerce management tool is:

  • Business Scalability
  • Streamline operations of product listing management
  • Centralize tools for business owners to manage their online stores

And what is company trying to achieve...

We provide services such as advertisement, design and business strategy. And we want out clients to take full advantage of that.

Understand Our Users

We talked to some of the merchants we worked closely with, and asked about their pain points when it comes to inventory management and operational tasks.

What are some of their values and expectations?

From user interviews, we uncovered some expectations they have for an e-commerce management tool. Here are values that were frequently mentioned:

  • Time-saving: Users expect the tool to save them time by streamlining the e-commerce management process and automating routine tasks.
  • Simplification: Users want the tool to simplify the e-commerce management process by providing a clear and intuitive user interface, easy-to-use features, and seamless integration with other tools and platforms.
  • Reduction of Effort: Users expect the tool to reduce the effort required to manage e-commerce operations by providing automated workflows, templates, and pre-built reports.

Information Architecture

Before jumping into visualizing solutions, I also wanted to make sure our information architecture is logical and intuitive to our users.
I was in charge of designing the "Product and Store" page and the Home page. Firstly, I came up with a site map for "Product and Store".
Then I did a round of tree testing to identify issues and areas of improvement. 

Tree Testing

The goal is to determine whether users understand the categories and if they understand the relationship between them. We want to pinpoint underlying issues and find ways to set up a strong fundamental for our product.

I prototyped the site map into a clickable one, I want to record how users proceed information.

We want to record the completion rate of the task and adjust the structure accordingly. I asked users to perform 2 tasks, here is one the the task and result:

Revised IA

We made a few adjustments on the advertising flow based on the testing results and user feedback. We figured that task-based navigation would better achieve users' goals.

Design Goals

  • Simplify complex tasks, reduce the cognitive load for users, making it easy for them to complete their tasks quickly and efficiently.
  • Increase exclusivity, avoid technical jargons and provide more information on professional knowledge.
  • Enhancing user productivity, provide quick access to most frequently used functions and information.

After discussing priorities with our project manager, we will be focusing on the 2 main tasks for the Freedom Store Manager:

  1. Manage products and stores
  2. Create an ad camapign

Defining solutions

We use the jobs-to-be-done framework to guide us to come up with solutions to the problems. Here is one example of the exercise we did:

Design Goals

Final Solutions

#1 Simplify complex tasks

One thing I noticed is that small business owners are usually not familiar with all the e-commerce terminology.
So I designed the pages using inclusive language and avoid using too much industry jargons.

#2 Multiple access points for core tasks

Users can enter store using either side bar navigation, home page dashboard, or go thorough the data table.

Through data tables

Through side bar navigation

Through home page dashboard

#3 Data insights and Analytics

In order to figure out the types of metrics that deserve higher visibility, we asked users about what they generally want to know.

After research, we decided to surface impressions and visits.

One thing I noticed is that small business owners are usually not familiar with all the e-commerce terminology. So I designed the pages using inclusive language and avoid using too much industry jargons.

I also decided to add data tips to provide more context for statistics.

Next Step

For now we created a version that incorporates product listing and advertisement management. However, there are numerous functions that needed to be cover in order to achieve our goal of streamlining the operations of e-commerce management. Including:

  • Order management and tracking
  • Communication tools for business owners
  • Automation on manual tasks

Contact me for more details and processes, thanks😀

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