Myntra - Men's Fashion Discovery & Fit
Reducing bounce and returns through better discovery
The Situation
A product sense case study for Myntra, focused on men's fashion - a category contributing 35-40% of GMV with 8-10% YoY growth but meaningful drop-off at discovery and a high return rate driven by fit uncertainty.
What I Found
Three personas emerged - Rohan, an event-driven Tier-2 shopper; Sahil, a trend-chasing streetwear buyer; and Dev, a 28-year-old Tier-1 professional doing premium quarterly purchases. Dev had the clearest friction and the highest commercial value. His drop-off wasn't at checkout - it was at Exploration and Evaluation, before he'd committed to anything. The feed felt cluttered, new brands had no trust signal, and size charts gave him no real confidence. The problem wasn't that Myntra lacked the data to solve this. It was that none of it was surfaced where Dev actually needed it.
What I Proposed
Six features across three pain themes - Discovery, Trust, and Fit. The sequencing logic was the strategy: fix the leaky funnel before adding retention mechanics, because retention features don't compound on a broken discovery experience. Phase 1 (0-10 weeks): Men's Curated Storefront, Verified Brand Badge, Quick Filters - high impact, low effort, targeting CTR and bounce reduction. Phase 2 (10-24 weeks): Brand Follow, Smart Size Recommendation, Fit Guarantee - higher effort, targeting returns and repeat purchase.
Reflection
The market data told me where to look. The persona told me what to fix. Neither alone was enough.