NYKAA, a significant player in the Beauty and Personal Care sector, entered the B2B market in 2022 with a new app that connects Beauty Development Executives (BDEs) and Retailers. Building on this innovation, I got an opportunity at Nykaa E-retail with a task to improvise the user experience of Nykaa's B2B business model, specifically focusing on the "Superstore" app, which is devoted to selling Beauty and healthcare products to various types of retailers. I initiated a thorough research process, engaging with BDEs, conducting retailer surveys, and analyzing competitor platforms. This process unearthed significant challenges: BDEs awaiting retailers, communication breakdowns, system bottlenecks, and sluggish order processing, all of which not only hampered operations but strained the BDE-Retailer relationship. Aligning with my skills as a researcher and Product Designer, I took on the multifaceted challenge of solving these intricate issues while blending creativity and analytical tools used in the industry. The complexity of the problems became apparent, calling for multi-sided and innovative solutions. Working closely with the development team and stakeholders, I meticulously designed a project to tackle these challenges. The project comprised various cutting-edge solutions, such as real-time tracking to reduce waiting times, improved user interfaces for easier navigation, and smart algorithms for streamlined order processing. A robust feedback system, which was integral to continuous improvement, was also part of the project. This project went beyond technology, focusing on user-centered design that considered BDEs' and Retailers' unique needs. Using diverse research methods, iterative brainstorming, prototyping, and user testing, I prioritized, evaluated, and refined solutions aligned with goals. This Graduation project harmonies tech, business acumen, and human experience. It represents a six-month journey of profound learning, innovation, collaboration, and resolute commitment to transform the B2B beauty industry.
