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Merchant App
Visual Refresh

The PhonePe Business app needed a visual upgrade. I redesigned the in-app color palette and creative templates, tailored to Tier

2–4 merchants. The result: higher CTRs, better visual clarity,

and a scalable system built on real user behavior.

Role:                  Senior Brand Designer
Timeline:          1.5 months
Team:                Offline Business, UX, Creative
Company:        PhonePe (Fintech)

Cover.jpg

Problem Statement

The PhonePe Business app — used by merchants across India — relied on a two-color visual palette and repetitive collateral templates. This led to:

  • Creative fatigue for users

  • Collaterals blending into the background (visual blind spots)

  • Reduced engagement with offers and key communications

How might we design a fresh, engaging, and psychologically resonant visual system — tailored to India’s diverse merchant base?

Users

Mid-sized merchants using

the PhonePe for Business app - primarily across Tier 2 to Tier 4 cities, many with limited tech fluency

but strong business instincts.

Their expectations and behavior

differ greatly from B2C users.

Goal

Redesign the color palette and creative templates used in in-app collaterals to:

  • Improve clarity and visibility

  • Increase emotional engagement

  • Drive higher conversion on merchant-facing CTAs

My Role

  • Led visual system rethink across colors and layout

  • Conducted stakeholder research with Offline Biz & UX teams

  • Translated behavioral insights into usable, scalable templates

Process

1. User Understanding

  • Collaborated with the Offline Sales team to gather on-ground merchant feedback

  • Worked with the UX team to map behavioral patterns unique to merchant users


       Discovered that:

  • Merchants often engage with quick, bold visual cues

  • Too much repetition = automatic skip behavior

  • Certain color groups created subconscious trust or urgency

PhonePe Business CRM new Look - Final (2).jpg
PhonePe Business CRM new Look - Final (1).jpg
PhonePe Business CRM new Look - Final.jpg

2. System Redesign

Developed a new
color palette designed to:

  • Reduce fatigue

  • Enhance attention span

  • Create variation for
    recurring promotions


Designed new collateral templates optimized for:

  • Bold messaging

  • Fast visual scanning

  • Device and resolution constraints

PhonePe Business CRM new Look - Final (2) copy.jpg
PhonePe Business CRM new Look - Final (3).jpg
PhonePe Business CRM new Look - Final (1) copy.jpg
PhonePe Business CRM new Look - Final copy.jpg

3. Design and
Motion Execution

  • Shared explorations with cross-functional teams

  • Collected feedback from field teams on real-world usability

  • Refined components and documentation for easy scale

Design Output

  • A refreshed, modular color palette for merchant-facing visuals

  • A library of collateral templates used across promos, feature launches, and education

  • Visual system guidelines for future scalability

Outcome

  • New visual system launched across all merchant in-app collateral

  • Resulted in improved CTR and engagement on merchant campaigns

  • Gained internal adoption across creative and offline pods for future use

💡 Reflection

“This project challenged me to think beyond B2C design. I learned how merchant psychology — rooted in speed, trust, and utility — affects every visual decision. Designing for this space was like learning a new design dialect, and it deepened my systems and behavior-driven approach.”

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