Problem

The existing vendor marketing platform exemplified what happens when engineering priorities drive UX instead of user needs. The existing experience was a messy, fragmented journey where user consistently hit unexpected walls and basic tasks felt unnecessarily difficult. The interface was cluttered with irrelevant features, unfocused on important tasks, and the post-purchase experience abandoned users precisely when they needed maximum support. It was a perfect example of "we built what we could build" rather than "we built what users needed.”