Home

About

Work

Contact

Contention Report: Designing AI - Human Collaboration

Transforming a cluttered claims process into a clear, stress-free experience for sellers.

Intro

Meesho's mission to democratize e-commerce is reflected in their zero-commission policy, which helps sellers start a business without investing in the platform.

seller journey became the core problem my design set out to solve. Let’s dive deep into it in this case study.

This crucial gap in the

It also gives sellers compensation for wrong/ damaged returns from customers/logistics.

Sellers just have to raise a claim within 7 days providing evidence of wrong/ damaged returns.

Impact created

10%

Net Promoter Score(NPS)

47%

Daily Active users (DAU)

Challenge space

Meesho Claims is such a

then

novice idea.

what went wrong?

When I met Arun, a saree seller in Surat, he was at a crossroads. While his business had flourished on Meesho for years, a new, frustrating problem had emerged :

a huge amount of his profit was being spent on recovering losses from returns due to

opaque claims experience on the platform. The dashboard showed a misleading 70% of his claims were approved, but his

records showed a chaotic mix of partial payments and pending reimbursements.

“Why claims experience which was

set out to recover losses

was diluting profits?”

Arun

mam aap batao na, ye 70% mere kaun se claims approve hue hain. panel pe to dikha rha hai, par humare paas jo data hai usme to nahi hai... mushkil se 40-50% claim ka paisa aata hai humare paas. Baki sab loss hota hai humara mam

Design Process

Primary Research

Secondary Research

Design, Test, Repeat

Final Design

My Role: Product Designer

As a Product Designer, I was responsible for the end-to-end design of the new claims experience(from research to final design), working closely with a design lead and cross-functional partners.

Team

Lead Designer,

Product Manager, Developers, Business Manager, Visual Designer

Design brief

Design a seamless claims experience for sellers to raise and track claims, decreasing detraction among sellers by restoring trust and improving usability.

key objectives

Trust & Transparency

Awareness & Perception

Improve Usability

Primary Research

Fragmented Process

Trust Deficit

No Actionable Feedback

A Fragmented & Inefficient Journey.

The existing process for raising and tracking claims was chaotic. Sellers were forced to navigate between two separate tabs-Support and Returns-to find and manage their claims. This wasn't just confusing; it was deeply inefficient.

The Impact

This friction was so significant that sellers were abandoning the official panel and turning to third-party software like Wisdom and OMS Guru to streamline their workflow. This behavior highlighted a core failure in the user experience: it was simply easier to use an external tool than Meesho's own platform.

Problem

Contextual Claim Raise against returns not available upfront.

Problem

Contextual Claim Raise is at L2 level.

Problem

None of the data from return Table is retained.

The form filling process is tedious.

Returns Tab

Claim Raise Issues
Claim Tracking Issues

Returns Tab

Support Tab

Support Tab

Support Tab

Returns Tab

Problem

Huge list of dispositions, while only 8 of these are related to claims.

Sellers are unable to pick the right disposition most of the times.

Problem

The View CTA takes user back to Support Tab.

Problem

The identifier and Claim Status is missing.

The claim Tickets are mixed with other support tickets.

View More

Understanding sellers like Arun?

Arun:

The scaling merchant 📈

Chaotic Challenges

Tiresome Claims Raising: A lengthy cumbersome claim raising.

Data Discrepancies: Mismatch in data shown within Meesho panel.

Platform Usability Gap: The entire claim raising and rejection process was scattered between Return and Support Dashboard leading to confusion.

Bio

Age: 35 years

Location: Surat (Manufacturing Hub).

Business: Established Online Seller

Status: High-Volume Seller 500+ orders/day

Seller Accounts: 2+

Listed Catalogs: 1000+

Manages a team of 10+ and uses advanced tools (Wisdom, OMS Guru) for inventory and reconciliation, indicating high technological and business knowledge.

Further Frustrations

Frequent rejection of genuine claims without proper resolution.

Financial Gridlock: Pending claim payments.

Data Mistrust: Significant mismatch between Meesho panel data and his internal Excel sheets

No notification for important updates related to claims.

Lack of Transparency in displayed data

Bare Minimum

Better data representation & pinpoint reasons for improvement.

Granularity in data presented & clear messaging on claim rejections.

Easy claim raising process with better transparency and proper resolution mechanisms.

Brings Delight

Notification of important updates for high-volume operations.

Easy download of monthly compilations and access to relevant metrics for complex business tracking.

Platform features that offer visual clarity and control over long processes (e.g., enhanced dashboards).

Secondary Research

Competitive Benchmarking.

Before ideating on a solution, I conducted a competitive benchmark of platforms like Amazon, Flipkart, and Snapdeal. This analysis was not just about finding what they were doing, but about understanding where the market was failing to meet seller needs.

Key takeaways

Best Practices: I identified best practices, such as Amazon's clear step-by-step claims journey and Flipkart's proactive communication on claim status, which directly informed my approach to our own dashboard and Amazon and Flipkart also had a centralised hub for managing claims since it was an integral part of their ecosystem.

Dedicated Claims Module

For Claims raising and tracking

High Visibility

Claims module entry point via - through L2 nav, Homepage and Payments

Contextual claims raising

Ability to raise claims in context of delivered returns

This combination of user insights and market analysis allowed me to move forward with a clear vision: to design a centralized, transparent, and actionable claims experience that would not just match but surpass the current market standard.

Design, Test, Repeat...

Unifying the experience.

Solving for - A Fragmented & Inefficient Journey

Our primary research made it clear: the seller's chaotic claims experience was a critical problem that needed a dedicated solution. After aligning with product leadership, we made a core strategic decision to build a dedicated claims module that would serve as a single source of truth for all claims-related data.

Strategic Placement

We decided to give the new claims module a permanent home in the main left navigation. This placement ensures easy and prominent access, eliminating the need for sellers to search across different tabs.

Strategic Placement

Raise Claim

Claims

Simplified Placement

A primary "Raise Claim" button within the new claims tab

Raise Claim

Raise Claim

Contextual Placement

Contextual button next to the relevant return item

Contextual and Simplified Journeys

Setting the Stage for the Future

While the redesigning claims raising journey was a massive step, we scoped the full claims-raising flow for a V2, which will further improve the user journey.

Restoring Trust Through Transparency.

Solving for - The Transparency & Trust Deficit

A New Approach to Metrics

We replaced the misleading "Total Approved Claims" percentage with a new set of relevant business metrics, including "Total Approved Claims" and "Claim Rate." This gave sellers a clear view of their performance on the platform. We also placed funnels for RTO and Customer Returns directly on the dashboard. This allows sellers to see the most critical information at a glance, eliminating the need to search through multiple tabs.

Transparency

"View Details" call-to-action that provides a complete breakdown of metric

Weekly Tracking Metric

Transparency

To help sellers monitor the health of their return journey via claims weekly approval.

Actionable Insights

Take ownership & improve future claims

The "Rejection Reasons" section gives sellers direct feedback on why their claims were rejected.

A Proactive Feedback Mechanism.

Solving for - The Lack of Actionable Feedback

To combat the lack of actionable feedback and empower sellers, we redesigned the claims tracking system to be clear and proactive.

Improved Table Visibility

We first redesigned the claims tracking table to provide clarity at a glance.

Image placeholder with product info for easy identification.

“Claim Status”that clearly explain the status of each claim

When seller needs to take action to further process claim.

Actionable Sub-Tabs

We introduced a dedicated "Seller Action Pending" sub-tab. This simple but powerful feature clearly groups all teh claims that needs seller to provide additional information, preventing them from missing a critical update and losing out on a claim.

Final Dashboard

The Resolution: A Clear, Stress-Free Experience.

The final design is a direct response to the core frustrations of sellers. It unifies a fragmented journey, restores trust through transparency, and provides actionable feedback. The new Claims Dashboard is not just a visual update; it is a tool that empowers sellers with the clarity and efficiency they need to grow their business with Meesho.

Designed for Scalability.

A core principle of the dashboard redesign was scalability. The metrics overview section was built using a flexible, modular layout designed to accommodate immediate and future business needs. Currently, the section displays key metrics like Approved Claims and Claim Rate, but the grid framework is ready to seamlessly integrate two additional metrics (e.g., CPP or Branded Packaging) without requiring a costly redesign. Similarly, the Claims Weekly Trend graph uses a dynamic component built to effectively display up to six data points, ensuring the visualization remains clear and readable as we increase the reporting frequency. This forward-thinking approach ensures the product can evolve with the business.

Outcomes & Impact.

After a final design review with product leadership, the designs were handed off to the developers for implementation. We continued to collaborate closely, designing for key edge cases and iterating as new product requirements, like user activation, emerged.

The results were a direct validation of our user-centered approach.

Improved NPS: We saw a significant drop in detractors, with the score improving to 14% after the claims approval rate surpassed 70% in the initial rollout. This proved that a transparent, usable experience directly builds trust.

Positive Engagement: The new claims module achieved a remarkable 47% of daily traffic, with 35,000 daily active users out of a total of 75,000. This showed that our solution not only improved the experience but also drove significant user adoption.

Lessons Learned & What's Next.

This project taught me the profound impact of clarity and transparency on building user trust. While the initial rollout was a success, our next steps included focusing on new user activation and the reactivation of existing sellers to continue growing the module's usage.

Content

— Intro & Impact

— Primary Research

— Secondary Research

— Design and Test

— Final Design

Have less time, want to quickly glance through case study?

Explore all narratives

Let’s build

meaningful stuff together.

Download Resume

Email Me

LinkedIn

Media Lab IITG

Behance

Made with curiosity, care and kindness. 🙌

In collaboration with GenAI 😉