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Case Study
The Kwazi Analysis - Nykd’s Main Challenges:
The Customer Cohorts
Nykd's ideal customer is a modern, millennial woman (aged 24-35) who is unapologetically herself. She lives her life fully, embracing both the highs and the lows with authenticity. Her journey is about evolution, empowerment, and living in the moment. She values self-expression, comfort, and fit, and is increasingly looking for brands that reflect her values of honesty, inclusivity, and sustainability.
As Nykd moves forward, it also presents the potential to broaden its demographic—extending its reach to older age groups (35+) and further diversifying into inclusive sizing.
The Competitors and the Inspirations
A thorough competitor analysis and insights including physical store visits revealed key takeaways that shaped the redesign:
Zivame exceled with its welcoming in-store atmosphere, knowledgeable staff, and smart categorization. Their online experience mirrored this by guiding users through a seamless journey, from product type to size.
Clovia, while functional, lacked the specialized touch. Its website felt like a catch-all for generic products.
This provides room for Nykd to create a more elevated, personalized experience to fulfill these missing links in the User Experience.
We also looked at inspirations to set global benchmarks worthy of a Nykaa sub-brand
Thirdlove set an excellent example of educational empowerment by offering a fit quiz that helps shoppers find their ideal size. This approach establishes trust and builds loyalty, something Nykd could emulate.
Lululemon’s sleek, premium experience proves that simplicity doesn’t sacrifice depth. A reminder that a luxurious, user-friendly experience is possible without compromising quality or engagement.
The goal of this redesign wasn’t just to update Nykd's digital storefront—it is to reinforce its position as a specialized, high-quality innerwear brand that transcends mere functionality. It must become the go-to destination for every woman looking for the perfect fit, premium comfort, ensuring a seamless shopping experience. Our solution was set-up focussing on the solutions that were in line with this.
Enhancing Information Architecture & Navigation
The mental model for innerwear shopping is clear: customers either know exactly what they want, or they need guidance to find the right fit. The website’s navigation reflects this dual approach:
Clear Categorization: Bras, shapewear, loungewear, and activewear each have dedicated categories. Further, each product is sorted by its purpose—Daily Wear, Sports, Maternity, Luxe, and so on—making it easy for customers to find the right fit for their needs.
Smart Filters: Customers are able to filter by size, padding type, fabric, occasion, and more, allowing them to find their perfect match with ease.
Interactive Modules: A prominent, easy-to-navigate sizing guide takes the guesswork out of buying. This is accompanied by an interactive fit quiz that recommends the perfect product based on a customer’s unique preferences and body shape.
Seamless and Empowering User Experience
The user experience is resultantly effortless, intuitive, and empowering:
Product Pages: Each product has detailed descriptions, fabric breakdowns, and model fit details to give customers the confidence they need to make informed choices. Zoom-in features and 360-degree views allow users to inspect the product closely.
Mobile Optimization: The website is mobile-first, ensuring it has a shopping experience that is functional and seamless on mobile, for all the women who shop on the go.
Educational Content: Nykd focusses on educating its customer. Sections such as "How to Choose the Right Bra," "Find your Fit," and such modules not only guide customers but also position Nykd as the expert in the innerwear space.
Building Brand Loyalty - Nykd as a Lifestyle
Brand Storytelling: Each page highlights Nykd's commitment to quality, sustainability, and inclusivity. This isn’t just about bras; it’s about empowering women to feel their best.
Customer Reviews & Social Proof: User-generated content and reviews play a key role in establishing trust. Real stories, testimonials, and photos are placed prominently in the information hierarchy to allow users to build trust.
The redesign of Nykd aims for the following success metrics
Conversion Rate: A smoother, more intuitive experience will lead to an increase in sales and a decrease in cart abandonment.
Customer Retention: By offering more personalized experiences and valuable educational content, we aim to foster deeper customer loyalty, increasing the lifetime value of each shopper.
Reduced Bounce Rates: A streamlined, focused design will keep users engaged, reducing bounce rates and encouraging exploration.
Increased Average Order Value: Product recommendations, cross-selling, and nudges will drive higher AOV.
The redesigned Nykd by Nykaa website is more than just an eCommerce platform—it is a trusted D2C channel for the brand. A destination where women not only shop for intimate apparel but connect with the brand. Nykd is redefining its online shopping experience and firmly establishing itself as the choice for specialised innerwear.
