This is a showcase of different projects spearheaded on the growth, ads and merchandising pod.
My Role
Owned and led design for new growth initiatives (5 designers, 4 PMs in the pod)
Key Area
Merchandising, Behavioural Design, Nudges
Target Audience
Phonepe App Users
Jan 2026 | 2 Weeks
Swipe Up Immersive Ad
A high ticket ad space that feels immersive on the highest footfall page of the PhonePe app
Problem
Current Ad space of the page manifests as a carousel with multiple ads, giving equal and distributed importance to all of them.
Solution
A swipe up interaction was created for an immersive ad space that will secure campaign deals of 80L-1.2Cr depending on asset and ad format type.
80L-1.2cr
Revenue per ad
Estimated conversion
February 2026 | 1 Month
Interactive Mastheads
The hero masthead of the PhonePe app was revamped to introduce interactivity for personalised offers under 6 identified journeys: personal loan, credit card upsell, gold daily SIP, vehicle insurance renewal, credit score check and life insurance. Unique colour extraction-based dynamic selectors and buttons were introduced to the merchandising design system to belong to the masthead visual system.
Problem
To increase engagement and redirection to the respective product journeys
Solution
A framework and template for the marketing creative team to create interactive masthead campaigns that surfaces the offer and its USPs for the user.
Components added to merch DS
Templates per product
