Product Requirement Document: Dashboard for sellers
Purpose and Scope
This document outlines the development of a personalized AI-powered insights dashboard for Walmart sellers. The aim is to provide actionable insights on marketing campaigns, keyword performance, and product placements to help sellers optimize their strategies and ultimately increase profitability. Sellers will gain clear visibility into which tactics are working and where they should focus their efforts.
Current Status and Limitations
Existing System: Walmart sellers currently have access to some data, but it’s not very insightful. Sellers often need to manually analyze their marketing performance and draw their own conclusions. This can be time-consuming and inefficient.
Limitations:
Sellers are overwhelmed by the sheer amount of raw data they must sort through.
There are no tools to provide real-time or predictive insights about their campaigns or product performance.
The current system doesn't tailor insights to individual sellers' unique needs, leaving them without actionable direction.
Key Challenges
Data Processing: Handling the large volume of data coming from multiple sellers at once and making sure the dashboard remains fast and responsive.
Adoption: Getting sellers to not only use the dashboard but to rely on it as an essential tool for decision-making.
Seamless Integration: Making sure the dashboard feels like a natural extension of the current Walmart seller portal and doesn’t require learning a whole new system.
AI Accuracy: Ensuring the AI provides valuable, accurate recommendations without leading sellers in the wrong direction.
Data Privacy: Keeping seller data safe and ensuring competitors do not gain access to confidential insights.
Goals
The goals of this AI dashboard are straightforward:
Help sellers make data-backed decisions quickly and efficiently.
Provide real-time insights into which marketing campaigns are driving the most sales.
Increase seller engagement with Walmart's platform by showing them exactly how to improve their profitability.
Break down marketing spend versus revenue generated in a way that's easy to understand.
Position Walmart as a platform that truly supports seller growth.
Target Audience
Primary Users:
All active sellers on Walmart’s marketplace who need better insight into their marketing and product performance. These can range from small businesses just starting out to larger enterprises with established product lines.
User Personas:
John Doe (Small Business Owner)
John runs a small business selling handmade kitchenware. He doesn’t have a dedicated marketing team, so he needs quick, straightforward insights on how his products are performing and where to adjust his budget.
John’s pain point is that he doesn’t have the time to sift through large amounts of raw data and struggles to make sense of complex reports.
Lisa Smith (Marketing Manager for a Large Supplier)
Lisa works for a large household goods company and manages their Walmart marketplace presence. She needs in-depth insights into which campaigns are performing well and where to allocate future budgets.
Lisa’s pain point is that she can’t always tell why some campaigns perform better than others, making it hard to justify budget allocations to her team.
User Stories
As John (Small Business Owner), I want to see which keywords are driving traffic to my products so I can adjust my listings and boost visibility.
As Lisa (Marketing Manager), I need to know which campaigns are delivering the best ROI so I can focus more on what's working and cut out the rest.
As a seller, I want to receive alerts when there are significant changes in product performance so that I can react quickly and avoid losses.
As a seller, I want real-time suggestions on which products to promote based on current trends so that I can maximize my marketing budget.
As a seller, I need a breakdown of my marketing spend and its impact on revenue, making it easy for me to decide where to allocate my resources.
Feature Description
1. Seller Dashboard Overview
Purpose: This dashboard will serve as a central hub for sellers to view marketing and product performance. It will allow sellers to get a snapshot of what’s going on with their listings without having to dive into multiple reports.
Details: The dashboard will feature metrics like sales performance, top-performing keywords, marketing spend, and product visibility. All of this data will be updated in real time so sellers can make adjustments on the fly. Sellers will also get notifications when key metrics change, like a sudden dip in sales or an unexpected increase in ad spend.
2. AI-Powered Insights and Recommendations
Purpose: To take the guesswork out of managing listings, this feature will use AI to analyze patterns and offer suggestions.
Details: The AI will track which keywords are performing best, which products need a marketing push, and which campaigns are most effective. Sellers will receive recommendations tailored to their specific product categories and marketplace behavior. The goal is to eliminate the need for sellers to manually sift through data to figure out what’s working.
3. Predictive Analytics
Purpose: This feature will forecast future trends based on historical data, helping sellers stay ahead of the curve.
Details: The system will predict what the next big keywords might be, what products are likely to gain traction, and even potential dips in demand for certain items. Sellers will be able to adjust inventory and marketing strategies before the market changes.
4. Campaign Performance Breakdown
Purpose: Sellers need to know how each marketing campaign is performing and why.
Details: This feature will break down the results of individual campaigns, showing ROI, sales generated, and which products performed the best. Sellers will be able to drill down into each metric to see exactly what worked and what didn’t. The AI will also suggest future steps based on campaign results.
5. Integration with Walmart Seller Tools
Purpose: The dashboard must integrate seamlessly with the existing Walmart seller portal, so users don’t feel like they’re navigating multiple systems.
Details: All data from the dashboard will sync with Walmart’s current tools, and sellers will be able to export reports to share with their teams. No new logins or complex setup will be required.
Edge Cases
Insufficient Data
Some smaller sellers may not have enough historical data for the AI to make accurate recommendations. In these cases, the system will use data from similar sellers to provide baseline suggestions.
Rapid Campaign Changes
If a seller changes their marketing campaigns too frequently, the AI may struggle to deliver accurate insights. To mitigate this, the system will require a minimum time threshold for campaign data before making recommendations.
Market Volatility
During sudden market shifts (e.g., during holidays), predictive analytics may become unreliable. In these cases, the system will display a disclaimer and suggest more conservative recommendations based on broader trends.
User Flow
User flow explanation:
Seller logs into Walmart Seller portal
Views dashboard overview
From here, the seller has two initial options:Browse default dashboard metrics
Browse detailed dashboard metrics
If choosing detailed metrics, seller can open AI Insights Panel
Reviews performance data
Views AI generated recommendations
Decision point: Make adjustments?
If yes: • Adjusts marketing strategy or product listings • Applies changes to campaigns or listings
If no: • Continues monitoring
Generate reports?
If yes: Creates reports
If no: Loops back to continue monitoring
Success Metrics
Seller Engagement: We want to see a 30% increase in time spent on the dashboard within 6 months.
Profitability: Sellers who use the AI recommendations should see a 20% increase in their overall profitability.
Feature Adoption: Our goal is for 50% of active sellers to be using the dashboard regularly within 6 months.
Seller Satisfaction: We aim to achieve a seller satisfaction rating of 4.5/5 based on ease of use and the value of the insights.
Technical Requirements
Data Processing: The system will need to process large amounts of data quickly and efficiently to ensure real-time updates.
AI and Machine Learning: The AI engine should be capable of providing accurate and actionable recommendations based on historical and real-time data.
Scalability: The system must be able to handle millions of sellers and products without performance drops.
API Integration: The dashboard will integrate with Walmart’s existing seller tools, ensuring seamless data transfer and synchronization.
Success Criteria
We will consider the dashboard a success if:
Sellers see a 20% increase in profitability within 6 months.
The dashboard achieves a 50% adoption rate among active sellers.
80% of sellers report that the dashboard provides valuable insights.
