AMAZON / PRODUCT ADOPTION
Turning verification delays into productive onboarding.
I proposed and shaped an interactive onboarding experience that helped new sellers prepare to launch before verification was complete.
01 / THE CHALLENGE
A waiting period was becoming an activation problem.
As part of the 2025 seller launch growth program, I analyzed the seller activation funnel and identified a long verification wait as a critical bottleneck. This case study focuses on the Onboarding Lounge pilot, one component of that broader program.
During that wait, sellers lost momentum, forgot their next steps, or abandoned the process. Analysis and seller conversations pointed to a specific opportunity: sellers wanted to prepare, but the journey gave them little way to make progress.
The opportunity was to make verification time useful by helping sellers get ready to launch.
02 / MY CONTRIBUTION
From customer bottleneck to product concept.
I initiated the concept and led marketing work end to end: identifying the opportunity, defining the vision and value proposition, leading customer insight and journey mapping, and shaping the experience requirements and content strategy.
I partnered with Product and Engineering on prioritization and implementation, Seller University on education, Design on the experience, and Brazil leadership on regional execution. Product Engineering led technical implementation after the concept was approved.
What I owned
Customer framing, positioning, marketing strategy, cross-functional alignment, pilot launch planning, and performance measurement.
What we built together
A guided onboarding experience with learning resources, preparation tools, and interactive previews during verification.
03 / THE APPROACH
Help sellers learn, prepare, and visualize.
Learn
Curated Seller University content relevant to the seller's category and needs.
Prepare
Tools to draft listings, upload images, and complete product attributes.
Visualize
A preview showing how listing choices affect the customer-facing detail page.
The experience evolved through five versions, starting with foundational education, then adding personalization, listing drafts, interactive previews, and continuous improvement based on feedback.
How personalization made the guidance more relevant
A short survey helped tailor educational content and preparation guidance to the seller's category and needs.
How I kept cross-functional work moving
I facilitated decisions around timing, roles, and ownership, particularly when teams were brought into the work later. A shared understanding of the customer journey helped keep the program aligned.
04 / THE IMPACT
A faster path to the first listing.
The Brazil pilot launched in Q4 2025. The case study reports a reduction in average time to first listing from 60 to 40 days, alongside a 15% increase in launch conversion rate.
The experience was selected for a planned U.S. launch in Q1 2026. That expansion is a planned milestone in the source case study, not a confirmed outcome presented here.
My takeaway: improving adoption can start with what customers are able to do while they wait.
Some business details are generalized to protect confidentiality. Results and project context are drawn from my original portfolio case study.
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