Nykaa Discover Feature

The Challenge

Nykaa growth data showed first-time organic users struggled to navigate to relevant products, often landing on the homepage and exiting without a purchase or a second visit.

My Approach

I designed a personalised discovery surface: ingredient-based search, skin concern filters and a curated editorial section. The design prioritised trust signals ??? ingredient transparency and verified reviews ??? over transactional pressure.

The Impact

Organic downloads doubled within six weeks of the Discover feature launch, driven primarily by word-of-mouth sharing of ingredient-based search results. New user retention at day-7 improved by 34%.