Yahoo! Merchant Solutions was an e-commerce platform on which customers could create an online store. The goal of this project was to get customers up and selling in 30 days or less.

Formerly users were pushed into a deep technical morass of various interfaces and technologies, and unsurprisingly had extremely low rates of getting “Open for Business”. After the redesign the team was able to move the 30-day success metric from under 10% to over 60%. At one point, Yahoo! was powering almost 20% of online stores.

Design gets pretty easy when the team is aligned around the right goals.