Nykaa Fashion
Optimizing web and mobile app navigation on an
e-commerce platform.
Nykaa Fashion is a fashion and lifestyle e-commerce platform offering a curated mix of brands and
styles to users in India. As
the platform scaled, the growing number of brands and product categories made it challenging to
maintain discoverability
and visibility, impacting the user experience and business outcomes.
So we asked: how do we make it easy for users to discover brands and products on Nykaa
Fashion?
I focused on redesigning the navigation and user experience to ensure seamless exploration for users
while driving
business growth through improved engagement and scalability.
User Research and Stakeholder Alignment
We started, as any good product manager or UX researcher would, by figuring out what
users and the business really
needed. This meant conducting multiple user interviews, walkthroughs, and stakeholder conversations.
Mapping the Shopping Journey
After gathering our initial insights, we moved into storyboarding and
brainstorming—asking: How do people actually shop
today?
We walked through malls, observed real behaviors, and looked for ways to replicate that journey in a digital experience.
We walked through malls, observed real behaviors, and looked for ways to replicate that journey in a digital experience.
Making Content Easier to Find
We restructured the website's information architecture to improve navigation, surface
key content faster, and better
align with user goals.
FINAL DESIGNS: OPTIMIZED NAVIGATION EXPERIENCE
The design system extended naturally across all marketing collaterals, creating a
cohesive brand experience at every
touchpoint.
FINAL DESIGNS: Improving Core Touchpoints
We didn't just fix navigation—we sat down as a team and looked at the whole experience.
From the homepage to product
listings, we wanted it all to feel connected. Something you could move through easily, without
thinking too hard. That
meant reworking layouts, rethinking flow, and making sure it felt right, start to finish.
What I learned
Working on this project during the COVID-19 pandemic really showed me how important it
is to stay flexible and stay
connected with the team, even when we're all remote. I learned how to design solutions that genuinely
balance what users
need with what the business requires, all while dealing with the challenges of scaling a fast-growing
platform.
It wasn't always easy, but this experience taught me to adapt, keep going, and find ways forward—even when everything felt uncertain.
It wasn't always easy, but this experience taught me to adapt, keep going, and find ways forward—even when everything felt uncertain.