Work Sample
Instasell: Storefront tools for DTC sellers
Overview
Instasell (Now Postship) is a venture backed startup providing DTC sellers with tools to manage their storefront on mobile and Shopify marketplace.
Design Process
The founders had a clear design vision for the product, and I helped distill that with best UX practices on mobile and Shopify.
My Role
UX Consultant (Jan - July 2022)
Worked directly with founders to revamp branding for global markets, redesign the landing page (Webflow) and mobile app for DTC fashion/beauty sellers, and develop a Shopify plugin following Polaris Design System.
Team Contribution
As the first Product Designer at this four-person startup, I reported directly to the founders and revamped the app's branding and UX for the beta launch. I also designed a Shopify plugin using Polaris design system, while founders and engineers handled development and customer support.
Design & Development Tools Used
Key Challenges Addressed
Instasell evolved from a mobile app for DTC Instagram sellers into a Shopify plugin. Key challenges included:
♦︎ High signup drop-offs—streamlined onboarding to generate shopping sites and add products faster.
♦︎ Low conversion from free to paid plans—identified shoppable feeds as the killer feature and released it as a standalone Shopify plugin.
♦︎ Shopify compliance—designed using Polaris Design System to gain marketplace approval and test monetization potential.
Instafeed Shopify Plug-in
Branding & Logo Design
Sales and business health dashboard
App Store Preview
High-Fidelity Prototype
Key Outcomes
The Instafeed Shopify plugin outperformed the mobile app ($200K GMV) and became a top-rated solution in its category, reaching $5K MRR within 6 months. In 2023, the team rebranded as Postship to focus exclusively on Shopify tools for DTC merchants.
☀︎ Venkatragavan 2025