Nykaa Fashion Cart Revamp
Nykaa Fashion is one of India’s leading fashion and lifestyle marketplaces, hosting 3,000+ brands across apparel, footwear, accessories, and home. The platform serves millions of shoppers across India, connecting a large base of high-intent users with both premium and emerging fashion labels.
At this scale, even small improvements in the Cart experience directly influence conversions, brand sales, and revenue across thousands of products and brands.
MY ROLE
Design Owner (Cart)
Scale
High traffic, sale-led spikes
Collaboration
PM, Eng, Analytics
Platform
App + Mobile Web
What did I do?
Audit
Research
Data Deep Dives
Prioritisation
Stakeholder Management
UI Design
Prototyping
Interaction Design
Quality Control and Execution
Tracking
When I took ownership of the cart experience, I began with a comprehensive audit rather than a redesign. Approaching it without legacy bias, I conducted a heuristic and intuitive evaluation to understand how the cart functioned as a decision-making surface, and supplemented this with secondary research, competitive analysis, past user research, and internal learnings. While the cart appeared functional on paper, user behavior told a different story. In collaboration with Manogna (PM) and Analytics, I deep-dived into funnel metrics, navigation flows, cart interactions, and back-navigation triggers and that’s when the underlying issues became impossible to ignore.
Old Cart Designs
Key Problems Identified
Problem 1
Cart didn’t support safe decision-making
SKU cards were hard to scan quickly, Mistaps could remove products users had invested time in, No confirmation before destructive actions, Size and quantity changes needed to be done from PDP
Intent was leaking backward.
~72% of users were navigating from Cart → PDP. This wasn’t drop-off; it was reassurance-seeking. High time spent on cart signaled hesitation, not engagement.
Problem 3
Users were forced to leave the cart to decide
To zoom into images, To check highlights, ratings, and reviews, To confirm return policies, Context switching broke purchase momentum.
Problem 4:
Out-of-stock handling created anxiety
OOS items were scattered among active SKUs, Availability status wasn’t immediately clear, Users had to resolve blockers manually.
Problem 5
Cart amplified commitment anxiety
Users treated the cart like a temporary wishlist, Adding multiple items, then removing or abandoning entirely. Cart forced an all-or-nothing checkout decision
Fixing the foundation: Clarity in a single glance
The first step wasn’t adding new features — it was plugging intent leaks caused by friction and uncertainty. I restructured the SKU cards to improve scanability, clearly separate primary and secondary actions, add confirmation before removals, simplify size and quantity edits, surface intent-building nudges like Price Drop, and group out-of-stock items together for faster resolution and cleaner decision-making.
Cart SKU Card
CONFIRMATION BEFORE REMOVAL
Impact
+3.85%
increase in wishlist additions
+2.6%
increase in Cart View → Order
3%
Decrease in Product Removals
Preserving momentum with reassurance: Quick View
Even after improving clarity, we revisited the post-release funnel data — and the behavior persisted. Users were still navigating back to PDPs. A deeper analysis of navigation paths and interaction patterns revealed the drivers: image zoom, product details, ratings and reviews, and return validation. Instead of pushing users back into the funnel, we embedded that reassurance directly into the cart. Quick View began as a lightweight solution — and then evolved.
Impact
+3.85%
increase in wishlist additions
+2.6%
increase in Cart View → Order
3%
Decrease in Product Removals
Improving Coupons and Offers
Even after improving clarity, we revisited the post-release funnel data — and the behavior persisted. Users were still navigating back to PDPs. A deeper analysis of navigation paths and interaction patterns revealed the drivers: image zoom, product details, ratings and reviews, and return validation. Instead of pushing users back into the funnel, we embedded that reassurance directly into the cart. Quick View began as a lightweight solution — and then evolved.
Impact
+3.85%
increase in wishlist additions
+2.6%
increase in Cart View → Order
3%
Decrease in Product Removals
Partial Checkout
Even after improving clarity, we revisited the post-release funnel data — and the behavior persisted. Users were still navigating back to PDPs. A deeper analysis of navigation paths and interaction patterns revealed the drivers: image zoom, product details, ratings and reviews, and return validation. Instead of pushing users back into the funnel, we embedded that reassurance directly into the cart. Quick View began as a lightweight solution — and then evolved.
Impact
+3.85%
increase in wishlist additions
+2.6%
increase in Cart View → Order
3%
Decrease in Product Removals