Reimagining Order Confirmation
NYKAA FASHION | 2024
From receipt to re-engagement
Every user who places an order on Nykaa Fashion lands on this page.
Yet despite being a guaranteed touchpoint, nearly 70% dropped off within seconds, with limited guidance, minimal clarity, and little reason to stay.
We saw an opportunity to shift its role:
From a transactional receipt to a springboard for reassurance, discovery, and return.
The redesign introduced clear order details upfront, gentle nudges to explore more, and helpful actions for those who wanted to go further.
Project overview
Time Period
1-2 Months design,
2 Months development
Time Period
1-2 Months design,
2 Months development
Responsibilities
Project Lead, Design Strategy
Managing Stakeholders,
DN Widgets, Dev Handoff,
Floor Testing, Prototyping
Responsibilities
Project Lead, Design Strategy
Managing Stakeholders,
DN Widgets, Dev Handoff,
Floor Testing, Prototyping
Team
1 UX Designer, 1 Motion Designer, 1 PM, 1 Dev for each platform (React, Android, iOS), 1 QA
Team
1 UX Designer, 1 Motion Designer, 1 PM, 1 Dev for each platform (React, Android, iOS), 1 QA
This project focused on redesigning Nykaa Fashion’s Order Confirmation Page. Turning a static, transactional screen into a thoughtful post-purchase experience.
The aim was to provide clarity, build trust, spark moments of delight, and encourage users to stay engaged after checkout.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Background
The existing experience: A passive screen with missed potential
The Order Confirmation Page was designed during Nykaa Fashion's inception as a simple static screen users landed on after a successful purchase.
It presented order details, but without clear hierarchy, engaging cues, or a sense of next steps.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Old Screens
Old Screens
How users interacted with the old screen:
Most users glanced through and exited quickly
Few clicked “Track Order” immediately after placing the order
Many were redirected to the homepage without any additional action
Very few re-engaged with the platform at this point (After redirecting to Homepage)
These behaviors made it clear. This screen had attention, but not impact.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Screen insights
What we learned from user behavior
Before redesigning the experience, we looked at how users interacted with the existing Order Confirmation Page, which received significant attention revealing both friction and opportunity.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Problem statement
A moment of high intent, low impact
The Order Confirmation Page was functional, but not intentional.
It confirmed the transaction, but failed to support the emotional mindset users often have post-purchase, one that blends reassurance, curiosity, and excitement.
Despite being one of the most viewed screens, it lacked:
Reassurance about what comes next
Clarity in structure and content hierarchy
Delight to celebrate the purchase moment
Engagement hooks to keep users exploring
For many users, this created a jarring drop-off, turning a moment of success into a dead-end.
And for the business, it meant a missed opportunity to deepen engagement or drive repeat actions.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Competitor analysis
Learning from industry patterns
To understand how leading platforms handle post-order moments, we audited 21 apps across e-commerce, lifestyle, and D2C categories.
We focused on what reassurance, engagement, and re-navigation cues they offered after checkout.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
What we looked for:
How success is communicated visually and emotionally
What kind of product/order details are surfaced
Whether the page leads to further engagement or exits
How support and flexibility are handled post-purchase
Use of rewards, gamification, or referral nudges
We filtered features that aligned with our business goals, and identified gaps to address.
This led us to define a feature matrix and isolate key areas of focus, which directly informed our page structure and ideation sprints.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
The strategy
Turning friction into focused action
We synthesized all research, idea clusters, and stakeholder priorities into three strategic pillars. Each pillar addressed a core aspect of the post-purchase journey and was anchored by a guiding design question (HMWs)
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Glimpse of HMW session ideation with stakeholders
Glimpse of HMW session ideation with stakeholders
Mapping strategy into framework
Building a modular, scalable layout
We synthesized ideas from the HMW workshops, clustering recurring themes and directions. These idea clusters were then mapped back to the 3 pillars we had identified earlier, ensuring alignment between user needs, business goals, and page potential.
This exercise helped us define a clear content hierarchy, which guided both the layout and modular structure of the redesigned page.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Mapped all the clustered themes from HMWs/Ideation to these focus areas or zones.
Mapped all the clustered themes from HMWs/Ideation to these focus areas or zones.
Exploring early wireframes
After clustering ideas from the HMW sessions, we began translating them into modular wireframe concepts, each rooted in one or more opportunity areas.
These low-fidelity wireframes helped us explore how reassurance, re-engagement, and flexibility could come together visually.
They also gave us a starting point to align with internal stakeholders on scope, feasibility, and tone.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Created modular wireframes concept for each focus area identified.
Created modular wireframes concept for each focus area identified.
Scaling the framework for user cohorts
Through behavioral insights and business data, we identified two core post-purchase user types, each with different expectations and mental models
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
In this snapshot, we mapped the ideas generated through ideation workshops and marketing strategies into clear business priorities: P0 (Bare Minimum), P1 (Must Have), P2 (Nice to Have).
Each feature was also aligned to its relevant user cohort to ensure value across new and repeat shoppers.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Iterating on visual layer
With a modular layout and cohort-based IA in place, we explored on visual delights and interfaces to evoke a different post-purchase emotion and interaction pattern.
These explorations helped us from minimalistic reassurance → to branded delight.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Iteration 1: 🧾 Receipt Slip Metaphor
Inspired by real-world receipts, this metaphor brought familiarity and closure to the experience.
Real-time tick and confirmation animation to reinforce trust
Haptics, sound, and motion explored to mimic physical receipt feel
Minimal layout with “details on demand” interaction
Adaptable to seasonal themes like festive orders or sales
Prototype built in Protopie to test transitions and motion. Protopie link
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Scalable with themes
Scalable with themes
Interation 2: 🛍️ Nykaa-land Visual Storytelling
This concept leaned into brand expression and post-order discovery.
Embraced fashion-forward visuals and personalized product cues
Balanced emotional payoff with interactive depth
Designed for users who are open to continued browsing or re-purchase
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
More explorations with re-engaging options
More explorations with re-engaging options
More explorations with re-engaging options
User testing
Validating what works, refining what matters
After narrowing down few iterations, we conducted quick usability tests with users from both cohorts: new buyers and repeat shoppers.
Our goal:
To validate which direction better balanced clarity, emotion, and post-purchase engagement.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Key takeaways from floor testing:
Users appreciated the clean, reassuring tone of the Receipt-style layout
The modular flexibility helped different users focus on what they needed (ETA, products, re-engagement, or help)
Users preferred progressive reveal of content, starting with essentials, followed by optional extras
Repeat buyers responded well to “Refer & Earn” and light recommendation cues
Subtle animations and a feeling of closure improved overall satisfaction
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Final design direction
The final design preserved structural clarity while addressing a key stakeholder priority:
bringing re-engagement to the top of the page, paired with lightweight moments of delight.
We introduced subtle re-engagement modules early in the flow, blending confirmation with cues to explore, without disrupting the core purpose of the screen.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
The Final Design
We combined the best of both directions into a modular, emotionally intelligent experience:
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
🎯 Clear visual hierarchy to reduce anxiety
🧠 Contextual content blocks based on user intent
🔄 Lightweight hooks to continue exploring
🧩 Built to scale across cohorts and platforms
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Before vs After revamp
Before vs After revamp
Impact & learnings
This design-led initiative helped shift the usual dynamic, where strategy typically starts with business.
By leading with user insights and design thinking, the project earned strong confidence from the business team and proved how design can drive both strategy and measurable impact.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
📈 Business impact (first 45 days post-launch)
What I learned
User behavior can change meaningfully with small UX nudges when timed right
A modular, cohort-sensitive layout allows for scalability without complexity
Scope constantly evolves at Nykaa —boxing time and aligning early helps protect quality and enables better efficient outputs
Fast feedback loops through prototype testing save time and strengthen decisions
Good design is not just aesthetic—it’s about clarity, confidence, and curiosity
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Turning a dead-end into a high-value moment
This project reimagined Nykaa Fashion’s Order Confirmation Page, transforming it from a static receipt into a modular, post-purchase touchpoint that builds trust, encourages discovery, and drives repeat engagement.
What started as a transactional screen became an opportunity to reassure users, spark curiosity, and deliver business impact—through a design-led, user-informed approach.
Deep Dive into Insights
A snapshot of what you’ll find:
Key patterns from primary interviews of Nykaa Fashion shoppers—motives, pain points, and expectations
Behavioral themes and emotional triggers across user types
Highlights from 10+ competitors with comparative insights
Secondary research themes from UX, psychology, and feedback systems
Methodology, contradictions, and opportunities—all mapped to design decisions
