Overview
Strique
Strique is a performance marketing SaaS platform built to simplify how e-commerce brands manage analytics, reporting, catalogs, and ad performance across platforms like Shopify, Meta, Google, and Amazon. Designed by marketers, for marketers, Strique reduces dependency on agencies, removes data fragmentation, and enables faster, more confident decision-making through AI-assisted insights and centralized dashboards.
Company:
DigiStrique Solutions Pvt. Ltd.
Domain:
SaaS · E-commerce · Performance Marketing · Analytics · AI Tools
Timeline:
2023–2024 (Multi-phase product build & scale)
Platform:
Web App · Shopify App
Responsibilities:
UX Strategy · User Research · Product Thinking · Information Architecture · User Flows · Wireframing · Visual Design · Design System · High-fidelity Prototyping · Usability Testing · Stakeholder Alignment · Developer Handoff · QA Support
Team:
Manushri Dave · Senior UX Designer (End-to-end ownership)
Shreya Jain · Design Intern
Vatsal Rajgor · CEO & Co-founder
Poojan Ajani · CTO & Co-founder
7 Developers (Frontend & Backend) · 4 Performance Marketers & Business Analysts
The Result
Session time increased, and users reported a dramatically smoother workflow. Echo Studio now has a visual identity that matches its technical excellence.
E-commerce brands today operate in an increasingly complex performance marketing ecosystem—multiple ad platforms, fragmented data sources, rising acquisition costs, and constant pressure to scale efficiently.
Strique was conceived to address this gap: a unified platform built by marketers, for marketers, that helps teams analyze, optimize, stabilize, and scale their digital marketing efforts without relying heavily on external agencies.
The opportunity wasn’t just to build another dashboard it was to rethink how performance marketers understand, trust, and act on their data, especially as ad platforms become more opaque and AI-driven.
The Problem
Performance marketers struggle to scale efficiently due to fragmented data, poor reporting workflows, lack of clarity in insights, and heavy dependence on agencies—resulting in wasted ad spend and slower decision-making.
Through early audits and stakeholder conversations, several systemic problems emerged:
Marketers lacked a single source of truth for performance across platforms
Reporting workflows were manual, time-consuming, and error-prone
Insights were buried under excessive metrics, making actionability difficult
Teams were overly dependent on agencies for interpretation and optimization
Scaling campaigns often meant increasing spend without clarity on ROI
The core problem was not lack of data—it was lack of clarity, confidence, and control.
Stakeholders
Founders
Product Team
Marketing Team
Engineering
Business Analysts
E-commerce Clients
The design process followed an agile, real-world SaaS approach grounded in continuous collaboration. Discovery, design, and development ran in parallel, allowing rapid validation and iteration.
I worked closely with founders, developers, marketers, and business teams to translate complex marketing workflows into intuitive product experiences. Decisions were continuously tested against feasibility, scalability, and real user behavior.
Secondary Research
I conducted extensive domain research to understand the performance marketing ecosystem end-to-end. This included studying industry tools, agency workflows, marketer forums, and analytics dashboards to identify recurring friction points.
Key challenges surfaced:
Low ROAS despite high ad spend
Poor CTR due to weak creatives and targeting
Difficulty scaling campaigns
Fragmented data across platforms
Time-consuming and error-prone reporting
Missed opportunities during festive and high-intent periods
Daily collaboration with internal marketing teams and stakeholders helped validate assumptions quickly and align design decisions with real operational needs.
Persona
Strique serves performance-driven marketers and e-commerce founders who manage multiple campaigns, platforms, and stakeholders—often under pressure to justify spend and show results quickly.
They are analytical but time-constrained, data-rich but insight-poor, and value tools that help them move faster with confidence.
Information Architecture
The information architecture was designed around how marketers think—not around tools. Core sections such as onboarding, integrations, dashboards, reports, and catalog management were structured to minimize cognitive load and surface insights early. Navigation emphasized quick scanning, customization, and modular expansion as the product scaled.
Logic Map
These artifacts capture the thinking before the interface. They map system logic, user paths, and feature relationships across the product.
This work focused on:
Defining end-to-end flows across onboarding, reporting, and optimization
Identifying dependencies between features, data sources, and user actions
Stress-testing edge cases before moving into UI design
The logic maps ensured that what we built was coherent, scalable, and aligned with real operational workflows—not just screens stitched together.
Benchmarking
Strique was benchmarked against tools like Polar Analytics, MadgicX, Revealbot, Agency Analytics, and other marketing SaaS platforms. While competitors offered powerful features, most suffered from cluttered interfaces, steep learning curves, or poor flexibility—creating space for a more human-centered approach.
Ideation
Ideation focused on simplifying complexity. Concepts were evaluated based on clarity, impact, and scalability. We prioritized workflows that reduced manual effort, surfaced insights faster, and allowed marketers to customize views without overwhelming them.
Wireframes
These wireframes represent early design explorations grounded in real constraints and evolving product decisions.
Miro Board was our working wall with:
Open questions, assumptions, and trade-offs discussed with stakeholders
Iterative thinking around usability, permissions, and system behavior
Design decisions that changed based on feasibility, scale, or clarity
Rather than polished UI, this phase focused on sense-making—using rough structure to move quickly, align teams, and surface problems early.
Visual Identity & Design System
Final UI Designs
Feedback
“I didn’t believe the hype at first as a seasoned eCommerce owner for more than 20 years. After installing it on the free trial, the results have been amazing. Revenue increased by 33% and the reporting has saved the team so much time. I love the AI aspect and I haven’t even started using all the features yet.”
Lilly & Sid, United Kingdom (11 months using Strique)
Founder & CEO
Prototype
Reflection
Leading Strique end-to-end while juggling multiple products (Strique, Digimaze, Techmonk) fundamentally reshaped how I think about white-label SaaS, scale, and decision systems.
This project taught me that:
Good UX is as much about organizational clarity as user clarity
Designing for scale means designing for change, not perfection
AI features succeed only when grounded in human understanding
Ownership isn’t about control it’s about alignment
Strique wasn’t just a product I designed it was a system I helped shape, grow, and future-proof.
