Growing Nykaa's Tier 2/3 User Base — Budget-First Shopping Experience A market-expansion case stu...Growing Nykaa's Tier 2/3 User Base — Budget-First Shopping Experience A market-expansion case stu...
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Growing Nykaa's Tier 2/3 User Base — Budget-First Shopping Experience
A market-expansion case study addressing why Nykaa struggles to convert users in India's tier 2/3 cities — trust deficit, price sensitivity, and choice overload get in the way more than budget alone. I mapped the problem across 3 city-specific personas, designed and RICE-scored 5 solution concepts (from localized homepages to trial-size SKUs), and defined a North Star Metric — 3x growth in tier 2/3 active users within 15 months — backed by supporting metrics and honest tradeoffs on pricing, margins, and rollout sequencing.
Skills: CIRCLES framework · User personas · RICE prioritization · Metrics design · Tradeoff analysis
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