Jenn Godoy — PRODUCT / WEB / BRAND
© Jenn Godoy — Product Designer

SALEHOO: PRODUCT PLATFORM


PRODUCT DESIGN — UX / UI DESIGN — SAAS — DESIGN SYSTEMS

KEY GOAL

Unify SaleHoo’s previously separate products into one coherent platform, organizing its tools and resources around the journey of researching, sourcing, launching, and growing an online business.

— MY ROLE

Senior UX/UI Designer


— SKILLS APPLIED

Product Design

UX Strategy

Information Architecture

User Flows

Interaction Design

Prototyping

Design Systems


— PROJECT DATE

  • 2025 — Present



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THE CONTEXT

From separate products to one SaleHoo experience.

SaleHoo historically offered Directory, Dropship, and Educate as separate products, each designed around a different part of building an eCommerce business. As the offering evolved, customers could sometimes struggle to understand the difference between them, while some workflows (particularly sourcing) overlapped from the user’s perspective.

  • In early 2025, we began exploring what SaleHoo could look like as one product instead of several separate offerings, bringing those capabilities together, alongside Market Insights. The initial work started externally through messaging and acquisition touchpoints, but it raised a bigger product question: if we were promising one SaleHoo, what should one SaleHoo feel like once the customer entered the platform?




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RETHINKING THE JOURNEY

Shifting the question from products to customer goals.


Early conversations focused on how to bring the existing products together. As the work evolved, we reframed the problem around what customers need at each stage of building an eCommerce business.


I organized that thinking into a journey framework that helped us map SaleHoo’s existing and future capabilities around five broader stages:

The framework continued to evolve as we explored the product, but it gave the team a shared way to think beyond the boundaries of Directory, Dropship, and Educate. It was never meant to become five rigid product sections, but a way to reason about how capabilities should connect and where users should be able to move next.

EXPLORATION

From journey mapping to an interactive product structure.


Once we had a stronger journey model, we began exploring what it could mean inside the product. We used Figma Make collaboratively during early exploration to quickly test navigation, product stages, relationships between tools, and different ways of surfacing next actions. I then took those explorations into Figma, refining the UX and creating the final high-fidelity interface designs.

THE UNIFIED DASHBOARD

Making the journey tangible from the first visit.


One of the main challenges was helping users understand how a much broader set of tools fit together. The redesigned Dashboard became the clearest place to translate the product strategy into the interface. For a new user, it introduces the experience through meaningful next steps: research products, source suppliers, and connect a store, while bringing related activity and product opportunities into one place.

FROM RESEARCH TO ACTION

Connecting discovery, evaluation, and the next step.


Research became one of the clearest examples of how previously separate capabilities could work together as part of a single journey. Instead of stopping at product discovery, the experience helps users understand an opportunity and then move toward saving, validating, or sourcing it.


Users can explore trending opportunities using different signals. From there, a product detail brings deeper information into the same context, while providing direct next actions.

TRENDING PRODUCTS

TRENDING PRODUCT REPORT

PRODUCT EXPANSION

PRODUCT EXPANSION RESULTS

SOURCING

Different product sources, one coherent experience.


Sourcing introduced one of the more complex UX problems in the unified platform: SaleHoo products can come from different underlying sources. Some can be imported directly into a store, while others require the user to contact a supplier.


Rather than separating those experiences entirely, I designed shared product patterns that keep them within the same flow while clearly communicating the difference through actions, labels, source indicators, and filters.

PRODUCT RESULTS

PRODUCT DETAILS

SUPPLIER RESULTS

SUPPLIER PAGE

SUPPORTING GROWTH

Extending the platform beyond discovery and sourcing.


The unified experience also needed to support users once they were actively growing the business. Learning content was reorganized around more practical outcomes, while Quick Growth Tasks turns guidance into smaller actions users can complete, skip, and return to over time.


This helped move SaleHoo’s learning experience beyond a standalone course product and toward something that could support users throughout the wider platform.

MARKETING & BUSINESS GROWTH HUB

QUICK GROWTH TASKS

DESIGNING AT SCALE

Shared patterns across a broader product ecosystem.


Bringing multiple product experiences together also meant creating reusable patterns that could remain consistent across different content, states, and workflows. I used reusable components and variants to keep experiences consistent while still supporting different content, states, and actions.

PRODUCT CARD SYSTEM

A shared card structure adapts depending on the product source, supplier information, saved state, delivery details, and primary actions.

DATA & DECISION PATTERNS

Tables use consistent treatments for growth, trends, market opportunity, demand, competition, pricing, and actions, allowing users to compare opportunities without relearning how information is presented.

FILTERING STATES

Reusable filter patterns cover default, selection, and applied states while giving users clear visibility into active criteria and an easy way to adjust or reset them.

SHIPPING INCREMENTALLY

A large product shift, delivered without a big-bang replacement.


Because active customers were already using the existing SaleHoo products, the new experience needed to roll out progressively. I broke the designs into smaller iterations that could be handed off and implemented without disrupting the existing experience.

After development, I review the implementation and work closely with developers and QA to catch visual issues, UX inconsistencies, edge cases, and any changes that need to be reflected back into the design system.

KEY LEARNINGS

What this product shift reinforced.


A unified product needs more than unified navigation. Users need to understand how each tool relates to what they are trying to accomplish and what they can do next.


Frameworks should guide the product, not constrain it. The journey model organized the problem while the final experience evolved into something more integrated.


  • Design continues after handoff. Staying involved through development and QA helped keep the system consistent while allowing the product to continue evolving.


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