About The Project
Redesign the seller onboarding experience on Dentalkart.com to improve usability,
efficiency, and seller conversion rates.
Context:
Dentalkart is a leading B2B e-commerce platform for dental products in India.
With growing competition and evolving user needs, the older seller registration
flow was outdated in design, inefficient in function, and didn't cater well to
modern expectations of clarity, accessibility, and trust.
Identify Problems
🧩 Usability Issues
- Overly simplistic form without guidance.
- Lack of progressive disclosure or helpful tooltips.
- Confusing and cluttered right-hand instructions panel.
📉 User Trust Issues
- Dull visual hierarchy reduced trust and credibility.
- No mention of benefits or reasons to sell.
- No real-time validation or error handling.
💬 Communication Gaps
- No feedback after form submission.
- Instructions were image-based and static.
- No clarity on what happens after form completion.
Challenges Mapping
- Redundant Information
- Poor Mobile Responsiveness
- Lack of Direction
- Low Engagement
Product Research
Competitive Benchmarking
- Amazon Seller Central and Flipkart Seller Hub were studied for onboarding flows.
- Key findings: clear CTAs, segmented steps, benefit-driven UI, form validation.
Analytics & Heatmaps
- Drop-off analysis showed high bounce rate on form page.
- Users hesitated at the "GST" and "Upload Catalogue" steps..
Stakeholder Interviews
- Internal sales teams reported delays in verifying incomplete forms.
- Tech team flagged high number of unqualified or duplicate entries.
Product Scope
Who - Aspiring dental product vendors across India.
What - A seamless, informative registration experience.
When - Active seller registration 24/7 with seasonal campaigns.
Where - Across India (30,000+ pin codes).
Why - Increase seller signups, reduce dropouts, improve data quality.
Empathy Mapping
User Research
Bounce rate on the seller
form page: ~64%
🗣 Conducted 7–8 interviews with existing sellers.
🔍 Key pain points identified:
- No clarity
- No progress indicator
- GST confusion
User Journey
User Persona
User Flow
