Ecommerce Admin — Volusion

E-Commerce Software Solution

Built for large and small businesses, selling a wide range of products and inventory.

The Volusion admin dashboard and product catalogue

Before

After

Thirty thousand shops, one admin.

Volusion's admin ran real businesses — orders, catalog, storefront, onboarding — for tens of thousands of independent merchants. It had grown a module at a time and stopped keeping up with itself.

Storefront Editor

75% of new customers wanted to start their store right away. So I put the editing on the storefront itself: logo, navigation, styles, content, themes — changed where you can see them, with a clear way back into the admin.

The old codebase limited what was possible. The harder call was what to leave out: someone opening their store for the first time can’t be handed every control at once.

Patterns, not screens.

So I designed for the parts that repeat — data-heavy tables, bulk actions, a navigation that could take the next module — rather than redrawing each feature. Those shipped across the whole merchant base.

Google Analytics

Who we were building for

Struck out on their own (Freedom Seekers)

People who started their business and are having some degree of success because they know their industry; relatively new to business but not to their niche. They might also be people who know business in general, and started one to start one, having assessed a number of business types as options.

Family business owners (Legacy Builders)

Have a family business with one or more members of the family; have more staying power than some other groups due to mutual support and commitment, but are less reliant on and capable with digital tools and online selling.

Considering starting or recently started a business

People who want to start a business but don't know where to start; motivated and may have an entrepreneurial mindset, but have limited business experience.