The dashboard merchants run their day on.
Rebuilding the ShopSe sales dashboard around the decisions merchant teams actually make daily: eligibility checks, payment links, settlements, and pipeline. Grounded in field research with merchant teams.
Some details are summarized to respect confidentiality · happy to go deeper in a live walkthroughA sales tool built like a transaction log.
ShopSe's merchants sell EMI at the counter across 40K+ retail touchpoints. Their dashboard was where every sale started and ended: checking a customer's eligibility, sending a payment link, tracking settlements. But it was organized around transaction records, not the decisions merchant teams make during a sale. Store staff worked around it with phone calls and spreadsheets.
"Merchant teams don't browse data. They answer three questions all day: can this customer buy, did the payment go through, and where is my money."
Framing from field research with merchant teamsNine modules, ordered by the merchant's day.
Field research shaped the sidebar itself. The IA follows the lifecycle of a sale, so the busiest jobs sit at the top and money-tracking lives together below.
From a list of links to a pipeline you can act on.
Payment links are the merchant's sales pipeline: every link is a sale in progress. The redesigned module answers the state of that pipeline at a glance, then lets staff act on any stuck link without leaving the table.
I designed the module for its messy states, not the demo state. Real pipelines have expired links, failed payments, and filters stacked three deep, so applied filters stay visible as removable chips, statuses read in color at a distance, and help plus contact details sit one glance away in the sidebar.
The consumer lesson, applied to the counter.
The same eligibility-first thinking that restructured the consumer checkout shaped the merchant side. V2 launched with four capabilities, announced in-product on day one.
The in-product V2 announcement · including the mobile version for on-floor staff
Signals merchants act on, revenue follows.
Revenue moved
The research-led IA surfaced actionable signals for daily decisions and contributed to a 30% revenue uplift across the merchant network. Contributed is the honest word: the dashboard was one input alongside pricing and partnership changes in the same period.
Faster at the counter
Instant pre-approval checks and the one-page form cut the time from customer interest to an approved EMI, for both pre-approved and new-to-bank customers.
A listening loop
The wish box, in-product announcements, and the mobile version keep 1,000+ merchants in a feedback loop instead of a one-time rollout.
Want the full walkthrough?
I'm happy to walk through the research, the IA decisions, and the trade-offs live. This page is a summary; I keep the deeper numbers and screens for a conversation.