| Field | Details |
|---|---|
| Company | Nykaa Fashion (Nykaa E-Retail Pvt. Ltd.) |
| Industry | Fashion E-Commerce — India |
| My Role | Product Designer + PM Researcher (Self-initiated audit) |
| Focus Area | Post-purchase UX, Information Architecture, Retention Strategy |
| Methods | Play Store Review Analysis, Competitive Benchmarking, IA Audit, Flow Redesign |
| Tools | Figma, Canva, Perplexity AI, Notion, Claude AI |
| Type | Independent case study — not affiliated with Nykaa Fashion |
I shop on Nykaa Fashion personally and experienced the cancellation frustration firsthand — I could not find the cancel button for several minutes and ended up calling support. That personal pain point triggered a deeper investigation: what would a PM actually do with this problem, and how much is this costing the business?
I chose Nykaa Fashion because it is a well-known, publicly observable product with rich user feedback available on Play Store and Reddit. It aligns with my interest in e-commerce and retention strategy — areas relevant to my PM internship applications.
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Problem Validation — 3C Test
| 3C Test | Question | Answer |
|---|---|---|
| Company-relevant | Would this problem be worth solving for the team? | Yes — reduces support costs and improves retention directly |
| Complexity | Is there real depth beyond a UI tweak? | Yes — requires IA restructure, flow redesign, and copy changes |
| Clarity | Can you explain it in 1-2 sentences? | Yes — post-purchase actions are buried, causing friction and avoidable support contacts |
| </aside> |
Audited the cancellation flow and account page IA of India's leading fashion platform — identified 5+ friction points, proposed an IA restructure reducing steps from 6 to 3, and outlined a future AI personalization roadmap to address return rates at the discovery level.
Formula used: [Action] + [Problem Area] + [Product/Company]
Streamlining [action] + Post-Purchase Cancellation Friction [problem area] + Nykaa Fashion [product]
Nykaa Fashion is a subsidiary of Nykaa E-Retail Pvt. Ltd., one of India's largest beauty and fashion e-commerce platforms. It specializes in ethnic wear, western wear, and luxury fashion with a focus on premium and mid-range Indian consumers. The platform launched in 2018 and competes directly with Myntra, Ajio, Amazon Fashion