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Delta - Simplifying online sales Management
Product Owner
Scalable Web Application / SaaS Platform
Delta is a scalable web platform designed for companies and individual sellers operating across multiple eCommerce channels. The product was ideated and commissioned by me, then developed by an external team of developers under my supervision as Product Owner.
Project Information
Client Name : F.LLI MARTINELLI
Date : Feb. 2021 - Otc. 2022
Location : Bergamo (Italy)
My role
As Product Owner, I led the product ideation, UX/UI definition, and technical prioritization in collaboration with an external team of developers. I defined user stories, oversaw sprint planning, and validated product iterations to ensure an intuitive, fast, and scalable solution.
Goal
The goal was to create a centralized system capable of connecting all major marketplaces and sales platforms, allowing sellers to manage orders, inventory, and shipments in one place, drastically reducing daily operational workload.
Key Features:
- • Marketplace Integration: Connects all major eCommerce platforms to a single dashboard.
- • Workflow Optimization: Orders, warehouse summaries, and courier labels can be generated in a single automated flow, reducing processing time by over 60%.
- • Smart Courier Assignment: Through a custom-built algorithm, Delta automatically assigns each order to the most efficient courier based on the delivery area and product type.
- • Scalability & Modularity: The system was designed to be easily expandable and resellable, adaptable to various business sizes and needs.
Challenges & Learnings
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• Complex integration with multiple marketplaces
Each eCommerce platform (Amazon, eBay, Shopify, WooCommerce, etc.) had different APIs, authentication methods, and data structures. Ensuring real-time synchronization and error handling across them required precise technical coordination and thorough documentation management. -
• Balancing scalability with usability
Designing a platform capable of handling large data volumes while remaining intuitive for daily use was a major challenge. I worked closely with developers to simplify the UI architecture and reduce cognitive load without sacrificing performance. -
• Smart courier assignment algorithm
Developing an automated system to match each order with the optimal courier based on delivery zone, product type, and rates involved complex logic and continuous fine-tuning. We had to make sure the algorithm could adapt as new couriers were integrated. -
• Workflow automation and efficiency tracking
Quantifying efficiency gains (such as the 60% faster order processing) required mapping every user action and creating test scenarios. This allowed us to identify bottlenecks and measure the real impact of each new feature. -
• Remote collaboration and agile alignment
Working with an external development team required clear communication, structured sprint planning, and continuous design validation. I implemented agile rituals to ensure alignment between UX goals and technical milestones.