This thesis investigates strategies to create more equal advertising opportunities for small sellers, referred to as Performance Players, on Selto, a major e-commerce marketplace. Currently, larger advertisers dominate the platform by leveraging their access to advanced advertising expertise and agency support, while smaller sellers face barriers such as limited financial resources, insufficient knowledge of advertising strategies, and an overwhelming campaign management process. These challenges significantly limit their ability to optimize Sponsored Products campaigns, reducing their visibility and sales potential.

Challenges and Objectives

Performance Players often rely solely on Selto’s automated advertising tools to manage their campaigns, which lack the customization and strategic depth used by larger sellers or agency-managed campaigns. These small sellers face a significant disadvantage as they lack the expertise to compete effectively in a marketplace where the ability to optimize Pay-Per-Click (PPC) advertising is critical. The aim of this research is to design solutions that enable small sellers to enhance their advertising performance.

Methodology

The research follows a Design Thinking approach, encompassing five phases: empathize, define, ideate, prototype, and test. This process involved qualitative interviews with small sellers and agencies, a competitor analysis, and iterative prototyping. Key findings revealed that small sellers trust Selto more than external agencies and value intuitive, easy-to-use tools over complex systems. Insights from the research shaped the development of solutions that prioritize simplicity, usability, and affordability while aligning with Selto’s business goals of increasing seller growth and platform diversity.

Impact and Implications

The research demonstrates that empowering small sellers with accessible tools and tailored support not only drives seller growth but also enhances Selto’s overall competitiveness. By leveling the playing field, Selto benefits from increased product diversity, improved seller satisfaction, and greater marketplace activity. These solutions ensure that advertising spend is more effective, fostering a more inclusive and balanced marketplace.

Proposed Solution: The Recommendations Concept

The centerpiece of this project is the Recommendations concept, a system designed to help small sellers optimize their Sponsored Products campaigns. This feature provides useful insights and suggestions directly in their dashboard, helping them adjust budgets, refine targeting, or update keywords. With clear, straightforward guidance, sellers feel empowered to take control of their advertising and achieve better results. Say goodbye to guesswork and hello to actionable, data-driven recommendations!

During concept detail interviews, sellers shared which information matters most and what grabs their attention. Below, the dashboard highlights the recommendation section. The following pages detail each component and provide an overview of the types of recommendations.

Conclusion

This thesis highlights the critical role of user-centered design in addressing the unique challenges faced by small sellers in e-commerce marketplaces. By equipping Performance Players with the tools and knowledge to optimize their Sponsored Products campaigns, Selto creates a scalable, accessible ecosystem that promotes seller growth and platform diversity. These findings provide a framework for fostering equity and inclusivity in digital advertising, balancing the needs of small sellers with the scalability of the platform.

Aquaponics is the combination of two existing techniques, hydroponics (soilless farming), and aquaculture(aquatic animals growing). This symbiosis process of recycling wastes and recirculating water creates potentials for aquaponics in future vegetable and aquaculture produce. The vision of Riverfood (client company) is to make aquaponics accepted as a food production method for urban dwellers. This project analyzed the current aquaponics status and seek an opportunity for Riverfood to execute that aligns with its vision. A business-to-business strategy was proposing involving two external parties, revolving the construction and the service of a modular aquaponics system in company canteens. Insights from the user analysis and technical demands were synthesized into the design vision of an inviting functional and educational system. The concept of combing a curved aquarium with vertical farming was chosen for detailing. The results of this project include the system design and the accompanied services, complimenting the demands for collaborations with companies. Considering the relative cost price for a functional system, the modular design was decided to be prototyped as a quarter-size model.

TThis project started out as a quest to find a meaningful application for the electroluminescent material: a phenomenom where a plane of phosphor is lit up when an alternating current is run through it. The material has several unique properties which make it perfect for application on smart wearables:It emits light, it is paper thin, it is flexible, it allows for an almost unlimited form freedom and lastly, it can be printed on a lot of different materials, including fabric. These properties can not be found in other forms of light, which gives the electroluminescent material competitive advantages in the field of smart clothing. One aspect of life often forgotten is physical activity. In busy periods, it is hard for people to maintain a rhythm. Yet it is this rhythm that can help with maintaining a healthy physical lifestyle. What if our clothing would help us remain active? Not by demanding even more of us, but just by keeping us up to date with ourselves, helping us gain awareness on our movements and connecting us again with our bodies. Well, meet Awareable.This smart system makes the user aware of their daily physical activity. The progress of a daily set goal is reflected on their wearable; the further the progress, the more electroluminescent sections will light up and the more appealing the garment becomes. This constant reflection enhances awareness which eventually leads to the wanted behaviour change of being more active.