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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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Awesome dude
Ocean Friends | Children’s Book Launch Campaign Concept
A self-directed promotional concept for PageBloom Digital’s ocean-themed colouring and activity book for children aged 4–6.
This project pairs an alternative book cover mockup with a coordinated promotional poster. Bright underwater colours, friendly sea creatures and clear typography create a playful visual identity.
The layouts highlight the book’s 25 sea animals, five simple activities and recommended age range, helping parents quickly understand what’s inside.
Self-directed portfolio concept created using AI-generated visuals.
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You made the connection. Carddek helps you keep it.
After a speed networking event, I came home with a stack of business cards and a problem: remembering the people, conversations, and promises behind them.
So I built Carddek https://carddek.base44.app with Base44.
Scan a business card, keep the details that matter, and turn “great meeting you” into a meaningful follow-up. An interactive living deck brings your contacts to life, while reminders and personalized drafts help you take the next step.
I designed Carddek around the moments networking tools often miss: where you met, what stood out, what you offered, and what you wanted to do next.
My process started with a real experience, grew into a visual identity inspired by physical cards, and evolved through hands-on testing of scanning, card interactions, and mobile layouts. The accompanying video pairs that story with a look inside the app.
The business card still has a place. Now the conversation has somewhere to continue.
Built by Veronica Hernandez, founder of TAKHNIT. #Base44Challenge @base44
Scan, remember, follow up. Great fix for a real networking problem. Did you build this from a pain you felt yourself after an event?