/CASE STUDY
CONTEXT
Masada is Jane.com’s internal CRM for seller onboarding and product approvals, created to replace a workflow spread across Google Sheets, Slack, and email. As the marketplace grew, Merchant Ops, Content, and Customer Experience were all working across the same seller lifecycle, but without a shared system to manage progress, ownership, or history. What should have been a coordinated operational flow had become increasingly manual, fragmented, and difficult to scale.
OPPORTUNITY
The issue was not just inefficient tooling, it was the absence of a single source of truth across three interdependent teams. Work was tracked in separate spreadsheets, ownership was often communicated in Slack, and key decisions were buried in email threads with little visibility or accountability. The design challenge was to create one operational product that could support different team needs while bringing clarity and structure to the full seller pipeline.
DESIGNAPPROACH
I led UX design and research, starting with stakeholder interviews and workflow shadowing across Merchant Ops, Content, and CX to understand where the process was breaking down. I mapped the full seller lifecycle, identified the most critical handoff failures, and designed role-based views on a shared data model so each team could work efficiently without losing alignment. To make the system more durable, I also introduced persistent ownership, an activity trail, and a reusable component library that improved consistency across both design and implementation.
IMPACT
Masada reduced seller onboarding time by 40 percent and cut publishing errors by 75 percent. More importantly, it replaced a fragmented operational process with a system that made work visible, traceable, and easier to coordinate across teams. The result was a stronger internal foundation for scaling marketplace operations with greater speed, clarity, and confidence.