Nykaa Luxe Store | Ritikapal

Luxe Store

DEEP DIVE

Making Luxe Store a Premium experience for all the high-end users. The aim was to increase conversions across the Luxe Store while staying ahead of our international and local competitors

R O L E

Anchor 1

UI/UX Designer

D A T E

5th April 2023

I N D U S T R Y

D U R A T I O N

7 months

E-commerce

P R O B L E M S T A T E M E N T

Enhancing the Luxe Store Experience for Premium Customers

The Luxe store has seen substantial growth, contributing to 20% of the overall business. However, it currently lacks the premium essence required on the platform.
The existing Luxe store's outdated design fails to provide a distinct, elevated, and immersive journey for luxury consumers. The challenge lies in developing an aspirational platform that wows users and aligns with international (Mecca, DIOR Beauty, Sephora) and local competition standards (Kult beauty app).

The feedback received from potential new brands is that the Nykaa app lacks the premium appeal and these luxury brands carry profound legacies and narratives, which are not adequately highlighted in the current structure.
The objective is to revitalize the Nykaa Luxe brand's identity and essence through this portal, thereby creating an experience that resonates with the world of luxury.

P E R F O R M A N C E A N A L Y T I C S

Various data sources were examined to inform design choices :

After a month of thorough competitor analysis, multiple wireframe iterations, UI explorations, we finally reached the final product.

The Luxe Store design features prominent brand tiles with larger imagery, followed by key categories like Makeup, Skin, and Hair for easy navigation.
New sections include Trending Now, aiding awareness and education, while brand discovery takes center stage. A minis section caters to conservative shoppers, and a focus area highlights brand takeovers, new launches, and top-rated products.

The page was A/B tested and half the users could see the new design and half the users could see the old design. The test was done for roughly a month.

VIEW PROTOTYPE

D E S I G N L A N G U A G E

We used glassmorphism to make the Luxe Store stand out on Nykaa. Glassmorphism creates a frosted glass look. We also used pill-shaped forms in different parts of the page.

To help other brands use this style, we made a clear guide that outlines each section. This way, when they send in their designs, it's easier for them to match this style.

D A T A

Luxe store launched on April 5, 2023.

A/B Test Results

In our random A/B test, we found similarities between the control and test groups. The middle part of the customer journey improved, possibly due to increased banner clicks.
The new Luxe page performed better in the later journey, likely due to brands and deals. New customers had a significantly higher average order value (AOV) on the new Luxe page.

Scrolling Behavior and Impressions:

Noticeable difference in scrolling behavior between old and new pages.
Newer page has fewer sections, resulting in less scrolling.

Category widgets:

Category widgets received approximately twice the impressions.
Makeup, Skin, and Fragrance categories exhibited higher CTR growth.
Pinned those categories at the start of the scroll could maintain higher impressions.

C H A L L E N G E S & L E A R N I N G S

The Luxe Store is actively conducting various experiments, driven by the business team's goals. This involves altering page sections in alignment with their objectives.

LEARNINGS:

Iterative Process
Embracing the iterative design process, where continuous testing, feedback collection, and refinement are essential for achieving the best user experience.
Not falling in love with your design
Always being open to the changes that other teams suggest and let data do the talking

CHALLENGES:

Balancing User needs & Business Goals
Striking the right equilibrium between business objectives and user needs. When necessary, I've learned to assert the need to balance these priorities.
Designing for Emotional Impact
Creating designs that not only fulfil functional needs but also evoke positive emotions in users, contributing to a memorable and delightful experience.

Making Luxe Store a Premium experience for all the high-end users. The aim was to increase conversions across the Luxe Store while staying ahead of our international and local competitors

R O L E

UI/UX Designer

D A T E

5th April 2023

I N D U S T R Y

D U R A T I O N

7 months

E-commerce

P R O B L E M S T A T E M E N T

P E R F O R M A N C E A N A L Y T I C S

Various data sources were examined to inform design choices :

After a month of thorough competitor analysis, multiple wireframe iterations, UI explorations, we finally reached the final product.

The page was A/B tested and half the users could see the new design and half the users could see the old design. The test was done for roughly a month.

D E S I G N L A N G U A G E

We used glassmorphism to make the Luxe Store stand out on Nykaa. Glassmorphism creates a frosted glass look. We also used pill-shaped forms in different parts of the page.

To help other brands use this style, we made a clear guide that outlines each section. This way, when they send in their designs, it's easier for them to match this style.

D A T A

Luxe store launched on April 5, 2023. A/B Test Results

In our random A/B test, we found similarities between the control and test groups. The middle part of the customer journey improved, possibly due to increased banner clicks.

The new Luxe page performed better in the later journey, likely due to brands and deals. New customers had a significantly higher average order value (AOV) on the new Luxe page.

​

Scrolling Behavior and Impressions:

Noticeable difference in scrolling behavior between old and new pages.

Newer page has fewer sections, resulting in less scrolling.

​

Category widgets:

Category widgets received approximately twice the impressions.

C H A L L E N G E S & L E A R N I N G S

The Luxe Store is actively conducting various experiments, driven by the business team's goals. This involves altering page sections in alignment with their objectives.

​

LEARNINGS:

​

Iterative Process Embracing the iterative design process, where continuous testing, feedback collection, and refinement are essential for achieving the best user experience.

Not falling in love with your design Always being open to the changes that other teams suggest and let data do the talking

​

CHALLENGES:

​

Balancing User needs & Business Goals Striking the right equilibrium between business objectives and user needs. When necessary, I've learned to assert the need to balance these priorities.

Designing for Emotional Impact Creating designs that not only fulfil functional needs but also evoke positive emotions in users, contributing to a memorable and delightful experience.

​

​

Luxe store launched on April 5, 2023.

A/B Test Results

Iterative Process
Embracing the iterative design process, where continuous testing, feedback collection, and refinement are essential for achieving the best user experience.

Not falling in love with your design
Always being open to the changes that other teams suggest and let data do the talking

Balancing User needs & Business Goals
Striking the right equilibrium between business objectives and user needs. When necessary, I've learned to assert the need to balance these priorities.

Designing for Emotional Impact
Creating designs that not only fulfil functional needs but also evoke positive emotions in users, contributing to a memorable and delightful experience.