Superteam's Superstack

Overview

This project delivers a dashboard design of an all-in-one platform for ecommerce, with an emphasis on simplifying dealing with variety of different data and metrics. I've worked on Superstack project for 2 months.

Problem & Goal

Small and medium-sized e-commerce businesses often struggle to manage their operations, marketing, and customer service efficiently, leading to fragmented workflows and inconsistent customer experiences. Superteam’s solution required a design that could consolidate all essential tools—sales, marketing, customer service, and analytics—into one cohesive platform for businesses to track performance and execute tasks in an organized and efficient manner.

The goal was to create an intuitive, unified interface that streamlines workflows, enhances user experience, and empowers businesses to track performance, manage customer interactions, and generate content from one central dashboard.

Process & Approach

1. Research & Discovery

   • Conducted interviews with Superteam stakeholders and users to identify pain points in the current dashboard and to understand key needs for improving the platform.

   • Analyzed user behavior data and reviewed feedback to pinpoint areas of friction, particularly around content creation, customer service management, and performance tracking.

   • Studied the competitive landscape to uncover industry trends and best practices in SaaS dashboard design for e-commerce businesses.

2. User Personas & Journey Mapping

   • Created user personas for small and medium-sized business owners, marketing teams, and customer service agents to ensure the dashboard meets their specific needs.

   • Developed user journey maps to understand the typical workflow for each persona and to identify areas where automation and integration could enhance efficiency.

3. Wireframing & Prototyping

   • Developed wireframes focusing on clarity, simplicity, and ease of navigation, prioritizing core features such as customer service, content creation, and performance tracking.

   • Built interactive prototypes to visualize the new design and test the user flow before final development, focusing on streamlining complex tasks and consolidating multiple features in a single, unified space.

4. UI/UX Design

   • Designed a clean, modern interface that emphasizes ease of use and minimalistic design, making it easy for users to navigate through various tools (e.g., customer service channels, product management, marketing, and analytics).

   • Focused on responsive design to ensure optimal performance across all devices, allowing business owners and teams to manage tasks on-the-go.

5. Usability Testing & Refinement

   • Conducted usability testing with a group of real users to identify pain points and gather feedback on the new dashboard’s usability.

   • Refined the design based on feedback, improving elements such as accessibility, load times, and the intuitiveness of workflows, ensuring the platform was simple yet powerful.

Solution

The designed Superteam dashboard offers a cohesive and user-friendly experience that centralizes key e-commerce functions—customer service, marketing, operations, and analytics—into one easy-to-navigate platform. Key features of the solution include:

• Unified Interface – Consolidated multiple communication channels (Instagram DMs, Email, WhatsApp, iMessage, Phone calls) into a single customer service dashboard, allowing teams to respond efficiently across platforms.

• Automated Content Creation – Integrated tools for generative content like product shots, landing pages, and thumbnails, enabling teams to automate marketing tasks while maintaining consistency across channels.

• Integrated Analytics & Performance Tracking – Introduced actionable performance insights, including customer tracking and growth suggestions, to guide business decisions.

• Streamlined Operations – Simplified the management of orders, products, payments, and customer data in one centralized location, boosting efficiency and reducing the need for multiple tools.

Outcome

• Improved Efficiency – Target group testing reported a 40% reduction in time spent on customer service and marketing tasks due to the consolidated platform and streamlined workflows.

• Higher Engagement – The centralized dashboard led to a 30% increase in engagement across test marketing campaigns, as target groups could easily create and schedule content across multiple platforms.

• Positive User Feedback – Tested users and stakeholders praised the dashboard’s ease of use and the intuitive design, particularly the integrated analytics and performance alerts, which helped them make data-driven decisions more effectively.

• Increased Adoption – With a clearer, more effective dashboard, prefering our solution to other platforms rate grew by 25% for tested target groups based on their feedback like being able to manage multiple functions without relying on third-party tools.

This design effectively addressed the challenges faced by our interviewed e-commerce businesses, allowing them to manage their operations with greater ease, efficiency, and clarity. The idea was pitched to investors by the founders and the app was launched in between 2022/23, however after catching up in 2024 the platform seemed to be no longer running.