Meesho · Content Commerce · Three-sided marketplace
My role
Senior Design Manager
Timeline
2025-2026
Type
Content commerce ecosystem
Content Commerce is as a three-sided ecosystem connecting sellers, creators, and end users through content-led discovery and conversion, with NMV from affiliate channels as the core business output. Three groups sit inside it, sellers, creators, and end users, and none of them can move without the other two. Sellers opt in and fund commissions. Creators find those products and make content about them. Users discover that content, click, and buy. The orders that come back are what convince sellers to opt in again and creators to keep posting.
I led design strategy across five workstreams within this ecosystem, each one running with its own team, its own metrics. Tying them into one coherent system is what turned individual wins into something that compounds, and it's the part of this work I'm proudest of.
Creators signed up but had no idea what to do next, which route to use, or how any of it turned into money. Sellers dropped out mid-onboarding, not because a feature was missing but because they didn't trust the cost or the commitment. End users had no real reason to trust a creator's link over just searching for the product themselves.
Sellers
Dropped out mid-onboarding — not for a missing feature, but because they didn't trust the cost or the commitment.
Creators
Signed up but had no idea what to do next, which route to use, or how any of it turned into money.
Users
Had no real reason to trust a creator's link over just searching for the product themselves.
creator workstream
The Challenge: Comprehension and Posting Bottlenecks
The initial hurdle wasn’t creator acquisition, but getting them to post. Addressing fundamental, unglamorous technical flaws—such as un-saved passwords during IG Connect, vague loader states, and unexplained errors, boosted iOS IG Connect success by 38.4%.
After research and experiments, the winning iteration shifted the homepage from a passive dashboard to an active decision aid. Instead of pushing creators toward the largest button, it educated them on the value of each route.
The Results:
Content Generation: Up 29%
Sales Generation: Up 27%
AutoDM Metrics (Posts, Clicks, Orders): All increased by over 70%
Content Evaluator: from "make more content" to "make better content"
Once creators were posting, the next gap was quality. We built an AI-based coaching layer that scored things like hook strength, how clearly the product's value was stated, and whether the price and offer were called out early.
The numbers were strong on their own: clicks per post went from 3.46 to 17.10, and orders per post went from 0.6 to 2.4. But the research also surfaced something worth taking seriously. Once creators understood the bar they were being held to, some of them found content creation more intimidating, not less. We didn't want a coaching tool that quietly discouraged the people it was meant to help. That reframed the next round of work entirely, away from improving the feedback itself and toward when we show it, so it reads as coaching instead of a grade.
SELLER workstream
50–63%of sellers lost between “Participate Now” and completing opt-in, most of it at catalog and commission selection.
The fear
Can I back out?
Are there hidden charges?
Will this be a good use of my margin?
The certainty
Clear communication about opting out anytime.
Actual Meesho price shown alongside sellers commission
Transparency of potential ROI (WIP)
Before
After
Impact
The certainty we designed into the flow didn't just hold as volume grew, the uplift widened. More sellers clicked on 'Select catalogs' (up from 24% -> 38%) & more people opted into the programme (up from15% to 25%).
CONSUMER workstream
Native video in the users' organic journey, without letting it take over the feed's actual job, which is helping people find products. We ran research and experiments on the right experience for each real estate based on how reels truly help them, the expectation of users upon interacting with reels and tightened the reel timing and videos.
OUTCOMES
leading the team
