Nykaa Fashion
Nykaa Fashion is a leading fashion and lifestyle e-commerce platform in India. As the platform scaled, maintaining the discoverability of products and brands became increasingly challenging. I focused on redesigning the navigation and user experience to ensure seamless exploration for users while driving business growth through improved engagement and scalability.
Optimizing Navigation on Nykaa Fashion Platforms
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The Challenge of Scaling Discoverability on Nykaa Fashion
Nykaa Fashion is a fashion and lifestyle e-commerce platform offering a curated mix of brands and styles to users. 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.
I led a cross-functional team of engineers and UI designers across web and mobile platforms to create an intuitive navigation experience that balanced user needs with business goals, ensuring seamless exploration of the online store.
Evaluated the current nykaa fashion platform to see what different users think
Key Research Questions
To inform our design strategy, we explored the following questions:
How do users navigate through stores and discover products or brands in a physical shopping mall? What parallels can we draw for an e-commerce experience?
Using card sorting exercises, how would users group and organize the information available to them for easier discovery?
How do the journeys of planned shoppers differ from those of impulsive buyers, and what features can support both user personas effectively?
Brainstorming how people navigate while shopping - in physical stores vs digital stores
Aligning User Needs with Business Goals
We assessed the design flow from the user's mental model perspective and designed mockups that the existing information architecture could accommodate. We were in a continuous ideation loop with business and design teams, using the insights from user research.
Evaluating user mental models and design flows - product discovery with intent is the key!
Crafting Scalable and User-Centric Navigation Experiences
We finalized the overall layout and organization of the product properties, as well as how they will be presented to users. We focused on keeping the layouts and user flow intuitive and easy-to-use.
We also came up with multiple layouts that could highlight different sections. In order to test and evaluate their efficacy, we evaluated each of them, based on usability testing and A/B experiments.
Refined version of the information architecture for nykaa fashion
Driving Engagement and Business Growth
10%
Revenue GrowthThe improved design and navigation directly contributed to a 10% increase in overall revenue, reflecting enhanced user engagement and conversions.
+25%
Category & Brand Page CTRCategory and brand page click-through rates increased by 25%, indicating that users were finding it easier to discover and explore products.
2x
Product PageviewsProduct page views doubled, showcasing the success of the streamlined user journey and better discoverability of items.
App home page (left), store page (middle) and women sub page (right)
another app home page version (A/B testing - left), women sub sub page (middle) and product listings page (right)
This project, completed during the COVID-19 pandemic, taught me the importance of staying flexible and working closely with teams, even remotely. I learned how to design solutions that balance user needs with business goals while navigating the challenges of scaling a growing e-commerce platform. It was a great experience that showed me how to adapt and keep moving forward, even in uncertain times.