GSI Commerce, an eBay Subsideary


GSI has built an ecommerce platform for content and catalog management, sales tools, and order fulfillment for more than 50 major partners such as Toys R Us, MLB, NFL, NHL, Adidas, Rebok and Ralph Lauren.

I was contracted to evaluate and redesign complex ecommerce application tools used by GSI’s partners for managing their online channels. After working with GSI for four months, I was hired as the Senior Interaction Designer for Applications UX. Ecommerce tools I have developed at GSI include Parametric Search, Estimated Delivery Date, Promotions Engine and Wireless Plan Configuration.



Methodology: Scrum, 3 week iterations

Skills Used:

  • Integrating UX throughout the SDLC
  • Roadmap analysis and development.
  • Requirements analysis and development.
  • Task and Work Flow analysis and documentation
  • User research and Persona development.
  • Storyboarding, Wire Frames, Annotated Prototypes, click through HTML Prototypes.
  • Design common user interface standards, usability and design guidelines.
  • Develop Test scripts.
  • Manage projects from inception to General Availability.

Example Assignment: Redesign Promotions Engine, a partner tool used for creating and managing promotions, used by all partners for hundreds of thousands of promotions. Configuration allows for thousands of different types of promotions.

Design Opportunity: GSI had an existing Promotion Engine, which was initially designed as a simple front end to a database. Over five years and hundreds of feature requests, the promotions engine became quite an unwieldy tool. The existing Promotions Engine was usable only by internal GSI Promotions experts.

My job was to develop a highly usable application, which Partners could use to manage all of their promotions on their own.

Legacy System: Extremely difficult to use interface



Redesign: Focus on the Promotion always

After interviewing 20+ stakeholders it became apparent that users needed to find, create, and manage promotions in a more efficient manner, this became my primary goal.

Manage Promotions Interface: The new interface design was based on allowing core tasks to be completed with a simple, accessible and responsive solution. This solution had to be self-supporting so that it could be put in the hands of partners, in order that they could execute their own promotions.



Create Promotions Module: Creation of Promotions was designed to simplify the process by chunking functionality into screens of like tasks, with upfront decisions cascading options further downstream in workflow.