Shopper Dashboard

Understanding the problem

Our shopper-facing features had always lived inside of checkout, with things like viewing orders or managing payment methods only available mid-transaction. Outside of checkout, shoppers didn't have a way to self-serve.

As we continued to grow, we saw increasing requests to our contact support form on our website. With the form, requests were duplicated, hard to track, and often disconnected from a shopper's account. It quickly became clear we needed a centralized place for shoppers to manage their information and get help.

We decided to build the Shopper Dashboard, a unified hub where users can manage account details, view past orders, and contact support directly, all without needing to be in a checkout flow. My task was to lead the development of the Shopper Dashboard, working closely with our design team to create a seamless, intuitive experience.

Establishing the vision

The inital wishlist was ambition: live shipping statuses, notifications, and saved cards. However, integrating shipping data across multiple e-commerce platforms and carriers such as USPS would have significantly slowed development.

I ran a quick technical spike to evaluate complexity and proposed a phased approach. We started with the most valuable and straightforward features, including order history, wallet management, and support messaging, and planned to expand from there. This plan kept our timeline realistic while ensuring we focused on the most immediate shopper pain points.

Balancing priorities

My goal was not to cut features but to sequence them thoughtfully. By narrowing the scope early, we could deliver something useful sooner, collect feedback, and add more functionality over time.

I worked closely with product to align on priorities and balance technical feasibility with user impact. This collaboration helped us stay focused on solving the right problems first.

Designing the foundation

I led frontend development and focused on creating a structure that balanced usability with maintainability. One key focus was integrating the contact support flow with our internal help desk tool. This connection allowed support agents to automatically access shopper account details, making it easier to track and resolve requests.

I also partnered closely with design to shape a clear, intuitive experience. We refined how shoppers moved between their orders, wallet, and support sections, ensuring the interface felt cohesive and easy to use. Every element was reviewed for clarity and accessibility so that the dashboard felt seamless from the first interaction.

The final result was a strong foundation that connected the entire shopper experience, from self-service to support, and provided a flexible base for future growth.

Launch and impact

We launched behind a feature flag to a small group of shoppers for initial testing, gathering feedback and monitoring usage closely. Once we validated stability and performance, we expanded access more broadly. Within a few weeks, contact form submissions decreased, and shoppers began resolving more issues on their own.

The dashboard became the foundation for all future shopper-facing experiences. It provided a single, reliable space where users could view their information, manage their accounts, and contact support with confidence.

Reflections

The Shopper Dashboard reinforced the importance of starting with clarity in both scope and user experience. By focusing on the essentials first, we were able to deliver meaningful value quickly while building a solid foundation for future growth.