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Queen of Diamonds · B2B · Data viz

Thrasio ASIN Wiki

Data visualization for gathering brand-growth insights post-acquisition, from concept validation through release.

Role

Product Designer

Timeline

2022–2023

Focus

Data viz · B2B

Thrasio ASIN Wiki — dashboards shown across three laptops with the Thrasio logo

The hand I was dealt

The Thrasio Management Interface is an internal platform of tools being built to serve the various teams across the company that keep Thrasio operating. As an e-commerce–focused business, one of the key factors in maintaining its success is understanding the products and markets in which the company operates and competes.

One way to accomplish this is by having a centralized location that allows Brand Management, Marketing, and Senior Leadership to gain insight into how a brand expands after acquisition. This helps them form and enhance strategies that maintain a brand's successful expansion.

This project began as a proof of concept that evolved into a permanent tool, designed in phases, from POC to MVP to V1, by the entire Product Design Team under my management.

My contributions

  • Led and managed the Product Design Team across every phase of the platform, from proof of concept through MVP to V1.
  • Shaped the product direction and design strategy for a centralized brand-growth analytics tool.
  • Partnered with Brand Management, Marketing, and Senior Leadership to turn post-acquisition data into insights they could act on.
  • Established the design foundation and patterns that carried the tool from an experiment to a permanent internal platform.
The full story
Phase 1: Make the data accurate and accessible — Brand Manager pain points, solution, and personas (Kiana Williams, Rachel Brown)
Spreadsheet Brand Management uses and the TMI Tools Hierarchy site map (blurred to protect internal Thrasio data)
Comparative analysis of Amazon Seller Central, Helium 10 and other platforms, and the high-level data points chosen
Synthesis and proof-of-concept wireframes, including affinity mapping and hand-drawn layout sketches
Proof-of-concept mockups of the ASIN Diagnostic Tool with data visualization across three laptops
Phase 2: Allow the data to be a single source of truth — ASIN status categories and objective walkthrough
Phase 2.5: Accommodate for scaling and internal communication — redesigned dashboard table layout
User flow diagram spanning landing page, brand level, parent ID level, and child ID level
Wireframes and high-fidelity mockups of the ASIN Wiki dashboard and objective details
Phase 3: Allow the data to tell the full story — mockups and UX audit of the evolving ASIN Wiki
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