Every number leads to an action
Pricing Insights is the page in Walmart's Seller Center where a Marketplace seller sees what needs attention on price and acts on it. I designed it so each number on the page opens the list of items behind it, and each item can be fixed from its own row.
Walmart · 2024–25 · Shipped
Project sheet
- Sole designer
- 1 PM, content designer, engineering
- 1 month to handoff
I owned the information architecture, the interaction design and the prototypes.
- Problem
- A seller with hundreds of items had no single place to see which prices were losing the Buy Box, which could be repriced, and which were eligible for a promotion.
- Decision
- Five numbers first, each with its definition; a tab per kind of opportunity, with its count; and the action, like enrolling in a promotion, inside the item's own row.
- Result
- Live in Seller Center. Walmart owns the figures, so I leave them out. The page was built to move the two numbers it shows first, price competitiveness and Buy Box win rate, and those are the two to read.
Where an offer is won or lost
Price is where a Marketplace offer is won or lost. Priced above the competition, it loses the Buy Box, the button most customers buy from; priced outside Walmart's thresholds, it can be unpublished. A seller with hundreds of items needs to know which ones are in that situation, why, and what can be done. Pricing Insights is the page in Seller Center meant to answer that, and the job was to turn a set of pricing signals into a list of things to do.
North starA seller should know which prices need attention today, and fix them, without leaving the page.
Inside Pricing Insights
Customer favorites
The old page was simpler
The page before was much simpler: fewer numbers, fewer actions. The new one had to carry more data and more ways to act without getting harder to read. And it had to fit Walmart’s design system and what engineering could build.
Top to bottom, as a decision
The page reads top to bottom as a decision: how my prices are doing, where the problems are, and what I can do about each one. Nothing on it is a number without a way to act on it.
Five numbers, each with its definition
Price competitiveness, Buy Box win rate, repricer alerts, items eligible for incentives, and items without the Buy Box or unpublished, in the order a seller reads them. Each carries its definition beside it, because a percentage a seller cannot explain is a percentage they cannot act on.
A tab per opportunity, with its count
The table opens on every item. Each tab keeps one kind of opportunity and says how many items it holds before it is opened, so the seller starts with the biggest problem.
Act in the row
An item that can join a promotion says Enroll in its own row. The promo group, the rule and the discount are chosen there, and a message confirms it. The seller never leaves the list they were working through.
Performance over time
A second tab follows price competitiveness and Buy Box win rate over the period the seller picks, one line each, so a change can be read against what came before it.
How I got there
I tested several layouts with the PM over several rounds, each one checked against the design system and the technical limits. What held up is the order on the page today: the numbers, then the tabs, then the action in the row.
Built to move two numbers
- What it was built to move
- Price competitiveness and Buy Box win rate, the two numbers at the top of the page, and the number of items a seller leaves without the Buy Box or unpublished.
- What I would read first
- Those two numbers for the items a seller fixes from the row, against the ones they leave alone. Walmart owns the figures, and none is claimed here.