Merchant Analytics — From User Journeys to a v1 Pilot

User need

Merchants need to understand how their business performs across time and locations. The Merchant Analytics Platform v1 pilot provided transaction value and volume trends, peak-hour profiles, and multi-level merchant hierarchies within AstraPay’s merchant dashboard experience.

Discovery and product definition

I mapped merchant user journeys and benchmarked merchant dashboard features to identify product gaps and differentiation opportunities. I translated this work into product RFCs and led product definition for the Q3 2026 v1 pilot.

The product definition connected the merchant-facing experience to reporting and analytics requirements. My reporting work also involved translating business needs into clear engineering deliverables and testable acceptance criteria.

Analytics and iteration

I expanded Amplitude tracking from B2C mobile apps to B2B merchant dashboards. This enabled analysis of feature adoption, user behavior, and funnel performance to inform product iteration. SQL and BigQuery analysis supported opportunity sizing and backlog decisions within my reporting and analytics work.

Pilot scope and usage

• 39k registered merchants in the platform’s merchant base.
• Up to 4k merchants accessed dashboards monthly.
• Transaction value and volume trends, peak-hour profiles, and merchant hierarchies included in the v1 pilot.

The registered base and monthly dashboard usage describe reach and observed usage. They do not establish a retention lift or a causal increase in merchant revenue.