Merchant App Redesign
Transforming a passive merchant tool into a decision-making product
Shifted app from low-engagement tool →insight-driven product for merchants
Lead Product Designer
UX, Strategy, Research
6 months
Outcome
Introduced monthly insights + product/category analytics
Constraint
Data discrepancies→ no real-time reporting
Goal
Help merchants make data-driven decisions
Problem
Low adoption, limited value beyond promotions
About the old merchant app
The eyos connect merchant app allows store owners to:
Manage promotions
Track claims
However, the app was primarily operational, not strategic—limiting its long-term value.
The Problem
Despite having useful features, the app suffered from:
Low adoption and engagement
Limited value beyond promotions tracking
No visibility into business performance
At the same time, merchants lacked:
Actionable insights to improve sales
Confidence in promotion effectiveness
Tools to make data-driven decisions
Key Constraint
A previous attempt to introduce reporting failed due to data discrepancies between POS systems and the app.
Root cause:
Parsing errors
Offline / delayed POS syncing
Incomplete POS installations
Missing refund data
This constraint fundamentally shaped the product direction:
Real-time insights were not feasible. Trust and accuracy became the priority.
How might we transform the merchant app into a tool that helps store owners make better business decisions—without relying on unreliable real-time data?
My Role
Led product vision and UX strategy
Conducted research and defined insights
Designed end-to-end experience with another designer
Collaborated with product & engineering
Research → Insights
Instead of designing blindly, we grounded decisions in real merchant behaviour.
1
Merchants don’t read complex reports
↓
Keep insights simple & digestible
2
Merchants review datadaily or monthly
↓
No need for real-time dashboards
3
They don’t know how to improve sales
↓
Provide actionable insights, not raw data
Product Strategy
Principles
Accuracy over speed
Insights over data
Simplicity over complexity
Before vs After
Promotions tool → Insight platform
Passive usage → Active decision-making
Raw data → Actionable insights
Key Decisions
No real-time reporting
Why: unreliable data
Monthly reports
More reliable and aligned with user behaviour
No complex charts
Why: risk of confusion
Simple summaries + drill-down
Focus on insight-driven features
Redefining the Information Architecture
We started by rebuilding the IA from ground up to make sure that complex insights are broken down into smaller nuggets so it won’t confuse the user.
Core Experience
A platform that transforms receipt data into structured insights.
Store overview
- Lifetime Claims — Total benefits earned since joining
- Monthly Claim Value — Track monthly claims performance
- Monthly Report — Quick access to full monthly report
Scan Rate & Live POS Status
- Scan Rate — Encourage consistent receipt scanning
- Live POS Status — Ensure all POS systems stay online
- Reliable Data — Improve transaction accuracy and reporting
Promotion Overview
- Active Promotions — View utilisation rate and end dates
- Upcoming Promotions — Prepare early with upcoming start dates
- Campaign Tracking — Monitor promotion performance at a glance
Overview
- Transaction Trends — Track transactions, basket size, and average items per transaction
- Month-on-Month Comparison — View performance changes vs last month
- Sample Size Metrics — Focus on transaction metrics instead of sales value for consistency
Top 5 Categories
- Top Performing Categories — View the top 5 categories for the month
- Tap to Drill Down — Explore detailed insights for each category
Ended Promotion Highlights
- Promotion Performance — Review recently ended campaign results
- Utilisation Rate — Measure customer redemption and engagement
- Sales Uplift Insights — Compare performance against non-promotion periods
Category Drilldown
- Category Share — View the category’s contribution to total transactions
- Category Affinity — Discover related categories frequently purchased together
- Top Products — Identify best-performing products within the category
Product Overview
- Product Details — View product name, barcode, and image
- Category Ranking — See the product’s rank within its category
Sales Performance
- Total Sales — Track quantity sold and sales trend
- Sales Contribution — Measure contribution to category sales with trend comparison
Product Affinity
- Frequently Bought Together — Discover products commonly purchased alongside this item
- Cross-Selling Insights — Identify complementary products and buying patterns
Key features & impacts
Data Structuring
Transforms raw receipt inputs into clean datasets
Enabled data-driven decisions
Insight Dashboard
Surfaces trendsand patterns
Increased product value perception
Visual Summaries
Replaces tables with intuitive visuals
Reduced reliance on guesswork
Reflection
Learnings
- Constraints shape better solutions
- Simplicity wins
- Insights > data
Next Steps
- Add trends (when data improves)
- Test decision-making impact
- Introduce recommendations
A step toward transforming the merchant app from a utility tool into a strategic business companion.
Merchant App Redesign
Transforming a passive merchant tool into a decision-making product
Shifted app from low-engagement tool →insight-driven product for merchants
Lead Product Designer
UX, Strategy, Research
6 months
Problem
Low adoption, limited value beyond promotions
Goal
Help merchants make data-driven decisions
Constraint
Data discrepancies→ no real-time reporting
Outcome
Introduced monthly insights + product/category analytics
About the old merchant app
The eyos connect merchant app allows store owners to:
Manage promotions
Track claims
However, the app was primarily operational, not strategic—limiting its long-term value.
The Problem
Despite having useful features, the app suffered from:
Low adoption and engagement
Limited value beyond promotions tracking
No visibility into business performance
At the same time, merchants lacked:
Actionable insights to improve sales
Confidence in promotion effectiveness
Tools to make data-driven decisions
Key Constraint
A previous attempt to introduce reporting failed due to data discrepancies between POS systems and the app.
Root cause:
Parsing errors
Offline / delayed POS syncing
Incomplete POS installations
Missing refund data
This constraint fundamentally shaped the product direction:
Real-time insights were not feasible. Trust and accuracy became the priority.
How might we transform the merchant app into a tool that helps store owners make better business decisions—without relying on unreliable real-time data?
My Role
Led product vision and UX strategy
Conducted research and defined insights
Designed end-to-end experience with another designer
Collaborated with product & engineering
Research → Insights
Instead of designing blindly, we grounded decisions in real merchant behaviour.
1
Merchants don’t read complex reports
↓
Keep insights simple & digestible
2
Merchants review datadaily or monthly
↓
No need for real-time dashboards
3
They don’t know how to improve sales
↓
Provide actionable insights, not raw data
Product Strategy
Principles
Accuracy over speed
Insights over data
Simplicity over complexity
Before vs After
Promotions tool → Insight platform
Passive usage → Active decision-making
Raw data → Actionable insights
Key Decisions
No real-time reporting
Why: unreliable data
Monthly reports
More reliable and aligned with user behaviour
No complex charts
Why: risk of confusion
Simple summaries + drill-down
Focus on insight-driven features
Redefining the Information Architecture
We started by rebuilding the IA from ground up to make sure that complex insights are broken down into smaller nuggets so it won’t confuse the user.
Core Experience
A platform that transforms receipt data into structured insights.
Store overview
- Lifetime Claims — Total benefits earned since joining
- Monthly Claim Value — Track monthly claims performance
- Monthly Report — Quick access to full monthly report
Scan Rate & Live POS Status
- Scan Rate — Encourage consistent receipt scanning
- Live POS Status — Ensure all POS systems stay online
- Reliable Data — Improve transaction accuracy and reporting
Promotion Overview
- Active Promotions — View utilisation rate and end dates
- Upcoming Promotions — Prepare early with upcoming start dates
- Campaign Tracking — Monitor promotion performance at a glance
Overview
- Transaction Trends — Track transactions, basket size, and average items per transaction
- Month-on-Month Comparison — View performance changes vs last month
- Sample Size Metrics — Focus on transaction metrics instead of sales value for consistency
Top 5 Categories
- Top Performing Categories — View the top 5 categories for the month
- Tap to Drill Down — Explore detailed insights for each category
Ended Promotion Highlights
- Promotion Performance — Review recently ended campaign results
- Utilisation Rate — Measure customer redemption and engagement
- Sales Uplift Insights — Compare performance against non-promotion periods
Category Drilldown
- Category Share — View the category’s contribution to total transactions
- Category Affinity — Discover related categories frequently purchased together
- Top Products — Identify best-performing products within the category
Product Overview
- Product Details — View product name, barcode, and image
- Category Ranking — See the product’s rank within its category
Sales Performance
- Total Sales — Track quantity sold and sales trend
- Sales Contribution — Measure contribution to category sales with trend comparison
Product Affinity
- Frequently Bought Together — Discover products commonly purchased alongside this item
- Cross-Selling Insights — Identify complementary products and buying patterns
Key features & impacts
Data Structuring
Transforms raw receipt inputs into clean datasets
Enabled data-driven decisions
Insight Dashboard
Surfaces trendsand patterns
Increased product value perception
Visual Summaries
Replaces tables with intuitive visuals
Reduced reliance on guesswork
Reflection
Learnings
- Constraints shape better solutions
- Simplicity wins
- Insights > data
Next Steps
- Add trends (when data improves)
- Test decision-making impact
- Introduce recommendations
A step toward transforming the merchant app from a utility tool into a strategic business companion.