Case study

KlarnaMerchant portal: from fragmented tools to unified workflow

Fintech · B2B

Led the Klarna merchant portal redesign for Shoppable Video. 35% of merchants weren't using the portal after signup. The root cause wasn't navigation — each tool had its own mental model. Redesigned IA around one mental model and made the portal the hub for analytics, editing, and publishing in one surface. Task time: 7 to 3 minutes.

Context

Merchants running Shoppable Video campaigns used multiple disconnected tools: analytics in one place, content management elsewhere, settings in a third. 35% of merchants weren't using the portal at all after signing up. Those who did averaged 7 minutes on tasks that should take 2.

Challenge

Tool fragmentation wasn't a navigation problem. Each tool had its own mental model. A better menu wouldn't fix it. The right answer was a new information architecture: one mental model, not just reorganised menus.

My role

I led the UX for the Klarna merchant portal. I owned the research, IA decisions, onboarding redesign, and the design system built to scale across merchant types.

What I changed

  • Research focused on which tasks took longest and why, not what features merchants wanted. Benchmarked Shopify and Stripe's B2B self-serve flows: what worked, where they failed at information density.
  • Integrated the portal with Shoppable Video: analytics, editing, and publishing in one surface. Moving from analytics to campaign editing without a context switch changed the adoption pattern.
  • Redesigned merchant onboarding so the product proved its usefulness before presenting setup complexity. Value before configuration.
  • 4 rounds of usability testing with real merchants, not internal proxies.

Outcome

Task completion time: 7 minutes to 3 minutes. Portal adoption: 65% to 92%. CSAT: 68% to 90%.

All work