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)

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:
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Creative fatigue for users
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Collaterals blending into the background (visual blind spots)
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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:
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Improve clarity and visibility
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Increase emotional engagement
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Drive higher conversion on merchant-facing CTAs
My Role
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Led visual system rethink across colors and layout
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Conducted stakeholder research with Offline Biz & UX teams
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Translated behavioral insights into usable, scalable templates
Process
1. User Understanding
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Collaborated with the Offline Sales team to gather on-ground merchant feedback
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Worked with the UX team to map behavioral patterns unique to merchant users
Discovered that:
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Merchants often engage with quick, bold visual cues
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Too much repetition = automatic skip behavior
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Certain color groups created subconscious trust or urgency
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2. System Redesign
Developed a new
color palette designed to:
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Reduce fatigue
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Enhance attention span
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Create variation for
recurring promotions
Designed new collateral templates optimized for:
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Bold messaging
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Fast visual scanning
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Device and resolution constraints


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3. Design and
Motion Execution
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Shared explorations with cross-functional teams
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Collected feedback from field teams on real-world usability
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Refined components and documentation for easy scale
Design Output
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A refreshed, modular color palette for merchant-facing visuals
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A library of collateral templates used across promos, feature launches, and education
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Visual system guidelines for future scalability
Outcome
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New visual system launched across all merchant in-app collateral
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Resulted in improved CTR and engagement on merchant campaigns
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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.”