Add Product
Brand-Mart is a B2B marketplace connecting food & beverage manufacturers with retailers in Vancouver, Canada. This case study covers the multi-step “Add New Product” journey sellers use to turn a real-world SKU into a complete, compliant, purchasable listing.
Sellers need to publish accurate product listings, but the process requires many fields, industry-specific constraints, and dependency-heavy steps — pricing affects currency, packaging affects labeling, shipping constraints affect logistics. The flow is inherently high-friction: it asks sellers for information that normally lives across spec sheets, packaging die lines, logistics documents and compliance files. The UX challenge was keeping it structured without feeling like paperwork punishment.
- Reduce abandonment in the product-creation funnel.
- Help sellers complete entries correctly the first time — fewer validation loops, fewer support requests.
- Ensure listings are retailer-ready: clear specs, consistent packaging, credible certificates, usable media.
Primary user — Manufacturer / Seller Ops. Often not a “product manager” — could be sales or admin staff. Needs to upload a SKU fast, reuse information, and avoid errors.
Secondary user — Retailer (downstream). Retailers never fill this form, but it must produce listings they can evaluate and order from.
Core scenario — a seller adds a new product and publishes it, including pricing tiers and lead times, a packaging hierarchy (item → box/shrink → pallet), shipping constraints (temperature, breakable, loading facility, allergen), label/box design requirements, certificates, and media plus a sample option.
A ten-step wizard: Basic Info → Specification → Pricing → Packaging → Design/Label → Certificate → Media → Sample → Review/Check & Finish → Publish.
- A wizard (vs. one long form) prevents scroll fatigue and supports progressive disclosure.
- It gates advanced steps until essentials exist.
- It supports autosave and a Save Draft workflow.
