Trust & Revenue
Processing ₹1.5Cr in Month 1st by prioritizing both business and user needs.
Status: Live
PROJECT
LOG_v1.2
Ref: 8821-X9-FIN
RoleProduct Designer1 PM, 2 Devs
Duration12 WeeksSprint 1-6
Tools UsedFigma, ChatGPT, Lottie
ObjectiveEstablish clear operational surfaces for payments, compliance, and monetization in a system used by both owners and delegated operators
SOURCE: CEO_INTEL_LOG_V4
Leveraging Founder Intelligence
over Generic Personas.
"This merchant network has tried multiple payment platforms over the last decade. What slows adoption isn't features, it's uncertainty around money and approvals. Ten Years in this space makes a few things obvious— merchants either care about when money lands or they care that nothing breaks. Everything else is secondary."
The Daily Operator
STALL_OWNER
Runs a small business with tight cash cycles. Relies on predictable settlements to manage inventory, staff, and daily expenses. Decisions are practical and time-bound, with little margin for delay.
"“I plan my next day based on when my money settles, not on reports or forecasts.”"
PRIMARY DRIVER
Cash Flow Certainty
The Proxy User
STAFF_MGR
The accountant or operations manager runs payments on behalf of the business owner. Their focus is not growth or experimentation, but keeping transactions, compliance, and settlements running smoothly without errors.
"“I need to be confident everything is in order so payments don’t get delayed or questioned.”"
PRIMARY DRIVER
Operational Reliability
STRATEGY_PROTOCOL // ABSORPTION_LAYER
Reducing friction in high
Anxiety Moments.
When money is involved, patience is zero. If a merchant has to look three different places or click several buttons to find their payout, they start panicking. My logic was simple: Don't make them hunt.
STORY_01 // EVIDENCE LOCKER
The Revenue Generator
During early wireframes, the idea of adding, a strong transactional banner came up from PM. I worried it might add pressure at a moment when users are already unsure. To check I quickly prototyped both directions using AI Tools and reviewed them side by side. Keeping guidance close to the action reduced hesitation without feeling pushy.
STORY_02 // THE OPERATIONS HUB
Profile to Business Continuity
Realistically, the business owner isn't the one logging in to upload documents—their staff is. And they are usually in a rush. I realized a standard "Edit Profile" form was too passive for them; they don't want to browse settings, they want to unblock payments. So, I designed this section to look less like a form and more like a status report. It allows the team to instantly spot what’s broken (like an expired document) and fix it immediately, ensuring the system keeps running without the CEO ever needing to get involved.
Impact
200+Merchants Onboarded
70%Enterprise Adoption
90%KYC Completion Rate
STORY_03 // BRAND_GUIDELINES
Brand Guidelines
Typography creates hierarchy and trust. We chose two typefaces that balance professionalism with approachability.
TYPOGRAPHY
Aa
Axiforma
HEADING TYPEFACE
RegularSemi-BoldBold
Aa
Plus Jakarta Sans
BODY TYPEFACE
Regular
COLOR PALETTE
Primary
--color-primary
#166C8F--color-primary-700
#125B73--color-primary-300
#6FA9C9Secondary
--color-success
#10B981--color-warning
#F59E0B--color-danger
#EF4444Neutral
--color-surface
#FFFFFF--color-text-muted
#8AA7A5--color-bg
#0F1724STORY_04 // THE_ENVIRONMENT
The End-to-End Flow
A product is only as strong as its weakest link. We mapped out the entire lifecycle—from the first handshake at Login to the moment of truth: the first successful settlement.
TOTAL PROCESSED VOLUME
₹0+
NATIVE MOBILE APP
Designed and developed for more accessibility. We expanded beyond the web to ship a native mobile app, ensuring critical alerts and settlement tracking were accessible to merchants in the field—meeting them where they work.
WHAT I LEARNED
Real impact comes from aligning business goals with user psychology. I learned that clarity reduces anxiety, and trust is built through consistent, transparent communication. I'm eager to bring this user-first, data-backed approach to future problems.
Tradeoffs & Open Decisions
To prioritize clarity and speed, some advanced capabilities were intentionally simplified in the first phase. These remain open design questions as the platform scales and merchant behavior evolves.