Persona Development
Developed personas based on user behavior and product research โ helped personalize Nykaaโs shopping experience through a more relevant and guided journey.
In the Nykaa project, I developed personas to better understand the emotional and practical needs of beauty shoppers across different user segments.
What I did:
1. Conducted secondary research through YouTube video reviews, Quora discussions, app reviews, and Reddit forums to understand how users choose beauty products and where they struggle.
2. Studied app store reviews and user complaints to identify common friction points like overload of options, lack of personalization, and difficulty identifying products suited to individual skin concerns.
3. Synthesized findings into a persona โ Riya Sharma, 26:
– Working professional.
– Loves experimenting with new beauty products.
– Often shops on Nykaa but feels overwhelmed by choices.
– Relies heavily on influencer reviews and trial-and-error.
– Working professional.
– Loves experimenting with new beauty products.
– Often shops on Nykaa but feels overwhelmed by choices.
– Relies heavily on influencer reviews and trial-and-error.
Documented key attributes:
1. Pain Points:
– Unsure about which product suits her skin type and tone.
– Feels tired scrolling through endless lists of similar items.
– Gets confused between variants (e.g., serum vs. essence).
– Unsure about which product suits her skin type and tone.
– Feels tired scrolling through endless lists of similar items.
– Gets confused between variants (e.g., serum vs. essence).
2. Goals & Motivations:
– Wants to save time while shopping.
– Seeks personalized recommendations without needing to filter manually.
– Trusts curated experiences from brands she already uses.
– Wants to save time while shopping.
– Seeks personalized recommendations without needing to filter manually.
– Trusts curated experiences from brands she already uses.
How I used the persona:
1. Validated the need for a feature like the Personalized Beauty Box that asks a few preference-based questions and returns a curated set of products.
2. Informed content tone and UI โ used guided quiz steps, friendly microcopy, and relevant illustrations to make Riya feel seen and understood.
3. Helped shape product categories and filters shown to her during the onboarding process.
This persona became the foundation for design decisions, ensuring that every step in the user flow solved for Riyaโs emotional triggers and decision fatigue rather than just displaying more SKUs.
Case Study: Nykaa Project
Visual Reference:
Persona Development
Developed personas based on user behavior and product research โ helped personalize Nykaaโs shopping experience through a more relevant and guided journey.
In the Nykaa project, I developed personas to better understand the emotional and practical needs of beauty shoppers across different user segments.
What I did:
1. Conducted secondary research through YouTube video reviews, Quora discussions, app reviews, and Reddit forums to understand how users choose beauty products and where they struggle.
2. Studied app store reviews and user complaints to identify common friction points like overload of options, lack of personalization, and difficulty identifying products suited to individual skin concerns.
3. Synthesized findings into a persona โ Riya Sharma, 26:
– Working professional.
– Loves experimenting with new beauty products.
– Often shops on Nykaa but feels overwhelmed by choices.
– Relies heavily on influencer reviews and trial-and-error.
– Working professional.
– Loves experimenting with new beauty products.
– Often shops on Nykaa but feels overwhelmed by choices.
– Relies heavily on influencer reviews and trial-and-error.
Documented key attributes:
1. Pain Points:
– Unsure about which product suits her skin type and tone.
– Feels tired scrolling through endless lists of similar items.
– Gets confused between variants (e.g., serum vs. essence).
– Unsure about which product suits her skin type and tone.
– Feels tired scrolling through endless lists of similar items.
– Gets confused between variants (e.g., serum vs. essence).
2. Goals & Motivations:
– Wants to save time while shopping.
– Seeks personalized recommendations without needing to filter manually.
– Trusts curated experiences from brands she already uses.
– Wants to save time while shopping.
– Seeks personalized recommendations without needing to filter manually.
– Trusts curated experiences from brands she already uses.
How I used the persona:
1. Validated the need for a feature like the Personalized Beauty Box that asks a few preference-based questions and returns a curated set of products.
2. Informed content tone and UI โ used guided quiz steps, friendly microcopy, and relevant illustrations to make Riya feel seen and understood.
3. Helped shape product categories and filters shown to her during the onboarding process.
This persona became the foundation for design decisions, ensuring that every step in the user flow solved for Riyaโs emotional triggers and decision fatigue rather than just displaying more SKUs.
Case Study: Nykaa Project
Visual Reference: