Merito
WORK
Product Design, User Research, Competitive Analysis, Analytics & UX.
Merito is an analytics platform for fast growing D2C brands
For over two years I’ve been designing at Merito, working across features that are now used by over 750 D2C brands.
I’ve worked on dashboards, reports and key user journeys with a focus on making things clearer, simpler and easier to use.
I’ve also shaped parts of the overall brand experience - WhatsApp updates, emails, documents, spreadsheet tools, etc. - so the whole Merito ecosystem feels consistent and helpful.
Dashboard and its features
WHAT I DID
Designed three versions of the dashboard over time. Focused on helping founders see the metrics they care about by letting them pin what matters. Added simple views like a marketing P&L and top selling products for a quick snapshot across channels.
Workspaces
WHAT I DID
Set the foundation for how data is organised in workspaces. The structure I designed is still in use today and has grown to support over 15 channels.
Daily WhatsApp Reports
WHAT I DID
Designed the daily WhatsApp reports used by more than 750 brands.
Worked on the layout, message structure and phrasing through multiple iterations until the updates felt clear. The goal was to give brands a quick morning snapshot of their performance.
Boost
WHAT I DID
Designed the feature that gives brands customised marketing suggestions.
Engineering built the logic while I shaped the flow and how users discover it. We also used WhatsApp to help more brands notice it.
P&L Builder
WHAT I DID
Designed the P&L Builder to give brands a single financial statement from all connected channels.
Set the format, planned how the data fits in and solved issues like missing channels and inconsistent costs. Added bulk cost updates and a Google Sheets option to make completion easier.
Lending & Reporting
WHAT I DID
Designed the lending flow from application to reporting. Turned scattered data requirements into a clear path that fit smoothly into the product.
Built the scorecard system used for underwriting and the monthly reports sent to lenders.
This setup supported a ₹10 Cr loan book in 3 months.
