Onboarding project | Nestasia

What does Nestasia do?

Nestasia is a modern home and lifestyle brand that helps urban Indian consumers create beautiful, expressive spaces through thoughtfully designed, globally inspired products. Founded in 2019, the brand offers over 7,000 curated SKUs across categories like home décor, kitchenware, serveware, storage, and gifting.

What sets Nestasia apart is its focus on design-led curation, quality, emotional resonance, and accessibility. It caters to a growing segment of style-conscious, digitally active consumers, primarily women in metro cities

Core Offerings

Nestasia designs, curates, and retails a wide range of home and lifestyle products across:

Home décor (vases, trays, centerpieces, wall art etc.)
Serveware & kitchenware (ceramic dinner sets, platters, glassware etc.)
Storage & organization (baskets, boxes, drawer solutions etc.)
Soft Furnishings (throw,cushion, bed linen, rugs)
Gifting (pre-curated boxes for weddings, housewarmings, Diwali, etc.)
Newly Introduced Categories ( Bags, Jewellery, Car accessories , scarves )

Key Attributes

Design-Driven: Every product is crafted with a strong focus on aesthetics and global design sensibilities.
Category Breadth: Over 7,000 SKUs across decor, dining, kitchenware, and gifting.
Curated Experience: Collections are curated thoughtfully to match evolving lifestyles, trends, and occasions.
Gifting-Ready: Products are designed to be perfect for self-use and thoughtful gifting.
Premium Look & Feel, Accessible Pricing: Sophisticated design and high-quality finish without the heavy price tag.

Understanding Nestasia's ICP

Criteria	ICP 1	ICP 2	ICP 3	ICP 4	ICP 5
Name	Mani	Priya	Namrata	Arjun	Prachi
Age	45	27	38	32	25
Gender	Female	Female	Female	Male	Female
Marital Status	Married	Recently Married	Married	Single	Single
Have Kids?	Yes	No	Yes	No	No
Monthly Income	1.5 lakh (Household)	90,000/month	80,000+/month	2 Lakh/month	60,000/month
Location	Delhi (Tier 1)	Banglore (Tier 1)	Jaipur (Tier 2)	Banglore (Tier 1)	Mumbai (Tier 1)
Occupation	Homemaker	IT Consultant	Boutique Owner	Interior Designer	Visual Designer
Interests & Hobbies	Cooking, Workout, Jogging, Gardening, Reading	Travel, Online Shopping, Home styling,	Hosting, festival planning, shopping, crafts	Art, Photography, Travel, Reading, Workout	Photography, Traveling , Workout, Going Out
Most Used Apps	Blinkit, Insta ,Youtube , Whatsapp,	Insta, Blinkit, Zomato, Spotify, Whatsapp, Gmail, Nykaa	Instagram, WhatsApp, Amazon, Nykaa	Instagram, Pinterest, Zomato,	Pinterest, Instagram, Youtube, Snapchat, Chatgpt, Swiggy, Meesho, OLA
Primary Shopping Categories	Grocery, Clothing , Home Accessories, Cosmetics	Cosmetics, Home Accessories, Clothing	decor, trays, hampers, dining accessories, Clothing	Centerpieces, vases, organizers, office decor	Clothing, Accessories, Cosmetics/Skincare, Grocery, Home Decor, Lightings, Planters, Flowers
Pages Followed on Instagram	ElleDecor, LBB, IKEA India, FabIndia, Bollywood Actresses ,GoodEarth	Home styling pages, Fashion Inspiration pages, Travel Pages, Makeup and skincare brands	Designer Fashion Brands, Fashion Designers, Bollywood Celebrities, Craftmanship Videos	Interior Styling and Trends, Music Artists, Photography Pages, Home furnishing brands, Fitness influencers	Animal Videos , Memes, Home Styling , Personal Styling
Shopping Device	Mobile	Mobile & Laptop	Mobile	Mobile, Ipad & Laptop	Mobile
Aesthetic Sensibility	Above Average	Medium	Above Average	High	High
Home Ownership/Renting	Owned	Rented	Owned	Owned	Rented
Content Consumption Style	Reels, Blogs, Series, Stories	Reels , Stories, Carousels	Reels, Youtube, Stories,	Reels, Blogs , Youtube + shorts, Static Posts-	Reels, Youtube , Blogs
Outside Purchase Approver/Influencer	Husband, Children	Husband, Friends	Husband	None	Friends, Flatmates
Need	Enhancing comfort & aesthetics at home	Set up a beautiful yet functional rented home	Celebrate festivals with elegant, expressive home setups	Find well-designed, unique products for personal	Style her rental space with trendy, vibey decor on a budget
Pain Point	Limited availability of high-utility + aesthetic products in one place	Low trust in quality of aesthetic yet affordable decor	Difficulty finding locally relevant, festive decor that's unique	Limited discovery of aesthetic	Trendy items are mostly expensive
Websites other than Nestasia for Home Decor shopping	Pepperfry, Urban Ladder, Home Centre	The June Shop, Amazon, IKEA, Home Centre, Flipkart	Pepperfry, Amazon, Local Boutiques	IKEA, Elementry, Local Designer Studios,	IKEA, Meesho, Amazon, Flipkart
Frequency of use case	Every 6–8 weeks	Every 4–6 weeks	Every 16–18 weeks	Every 6–8 weeks	Every 6–8 weeks

ICP Prioritization Table

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM (user/currency)
ICP 1	High	High	Moderate	Moderate	High
ICP 2	High	Moderate	High	High	Moderate
ICP 3	Moderate	Moderate	Moderate	Moderate	Moderate
ICP 4	High	High	Moderate	Moderate	Low
ICP 5	Moderate	Low	Moderate	High	Moderate

Based on our prioritization table and logic, the two most important ICPs for Nestasia right now are:

ICP 1 – Mani (Homemaker, 45, Tier 1 City like Delhi)

About Mani

Mani is a 45-year-old homemaker from a Tier 1 city like Delhi. She manages her household with care and attention, often making purchasing decisions for the entire family. With a strong appreciation for quality and tasteful design, Mani values products that are both functional and elegant. Her aesthetic sensibility is shaped by brands like GoodEarth and FabIndia, and she finds inspiration from YouTube, blogs, and WhatsApp recommendations. Though she’s not active online, she deeply trusts what she sees and hears within her close-knit circles. Mani doesn’t shop frequently, but when she does, she makes thoughtful, high-ticket purchases—especially around festive seasons, weddings, or when upgrading her home. She is a loyal customer type who seeks lasting value, and her decisions are often influenced by her husband and children.

High Adoption Rate	She relates instantly to home decor.
High Appetite to Pay	Likely has household budget control and prefers quality.
Moderate Frequency	Doesn’t shop every week, but makes repeat purchases for home/family.
Moderate Distribution Potential	May not post online, but recommends within her circle.
High TAM	Large, mature buyer segment with strong intent.

Strategic Role: Revenue driver – big-ticket purchases, high AOV, and loyalty.

ICP 2 – Priya (Newly Married, Urban Working Woman)

About Priya

Priya is a 27-year-old IT consultant from Bangalore, recently married and in the exciting phase of setting up her first home. She actively browses Pinterest, Instagram Reels, and styling pages, always on the lookout for ways to make her space more personal and aesthetically appealing. With a moderate income and a growing appetite for tasteful, functional decor, Priya is a frequent shopper who balances style with affordability. She loves discovering and sharing products online, often influencing her friends and flatmates with her finds. Her shopping journey starts on Instagram, continues through reviews and stories, and often ends with a saved product becoming a real purchase. For brands, Priya is a powerful reach driver, a digitally native consumer who helps spread brand love through every room she styles and every story she posts.

High Adoption Rate	She’s in the homemaking/setup phase.
Moderate Appetite to Pay	Cautious, but will spend for aesthetics + function.
High Frequency	Regular browsing and buying behavior.
High Distribution Potential	Active on Instagram, shares finds, influences peers.
Moderate TAM	Small today, but high growth potential.

Strategic Role: Reach driver – builds brand love, influences her tribe, shares her purchases.

JTBD - What Job Are ICPs Hiring Nestasia For?

Goal Priority	Goal Type	JTBD	Validation approach	Validation
ICP 1 - Mani
Primary	Personal Goal	Elevate the aesthetic appeal of her home to reflect her sense of taste and feel proud of her space.	Whatsapp groups with friends, Instagram saves	“I saw this tray on Insta and immediately pictured it on my dining table. It just felt right.”
Secondary	Functional Goal	Buy durable, coordinated home accessories for her new rented flat, without spending too much time or effort.	Compared options across multiple websites, saved products in cart, discussed budgets with partner or family.	“I just needed something that looks good, lasts long, and doesn’t waste my weekends. I checked a few sites but didn’t want to keep overthinking it.”
ICP 2 - Priya
Primary	Functional Goal	Buy well priced, aesthetic products for her new rented apartment setup that feel cohesive and stylish.	Cart comparisons, browsing on Home brands	“I kept checking if it’ll fit my kitchen vibe and if I’m overspending.”
Secondary	Personal Goal	Build a space that feels like ‘her own’ as she begins a new chapter post marriage	Insta saves, Pinterest boards,	“I want to come back to a home that feels like me, not just another rental flat.”

Nestasia's Onboarding Teardown Presentation:

Teardown.pdf

Key Activation Metrics & Hypotheses

Activation Metric 1: Category Browsing Depth in First Visit

Hypotheses: If a user explores multiple categories in their first session, it signals interest in the brand's collection and improves the likelihood of revisits and eventual purchase.

Reason: Browsing depth correlates with curiosity and consideration. which means higher likelihood of intent.

Metrics to track:

Metric	Description	Reason for Tracking
Avg. categories viewed per user (D0)	Avg. number of distinct categories visited in Day 0 (first visit)	Helps assess initial exploration depth and engagement
Bounce rate on first landing	% of users who leave after the first page	High bounce = low curiosity or mismatched landing expectations
Avg. time spent on PDP in first visit	Total time spent on product detail pages during first session	indicates depth of consideration and content consumption
Avg. number of product pages viewed per session	Total products viewed in first session	Evaluates attention span and product discovery behavior

Activation Metric 2: First Wishlist/Add-to-Cart within First 2 Sessions

Hypotheses: If a user adds a product to their cart or wishlist in their first 2 sessions, they have serious intent to buy and are likely to return and purchase.

Reason: For decor and gifting, discovery and intent often precede purchase. Cart acts as an intent marker in a low frequency category

Metrics to track:

Metric	Description	Reason for Tracking
Drop-offs before cart	% of users exiting before adding anything to cart	Helps identify friction points before intent action
Session duration before add	Time taken by a user to first add an item to cart	Indicates decision-making speed
% of users who add to car in first 2 sessions	Share of users who show early intent	Core activation signal for intent-based segmentation
Time spent on Product and Collection Page	Engagement on key conversion zones	To track engagement , = ux gap or price friction

Activation Metric 3: First Purchase within 7 Days

Hypotheses: If users convert within 7 days, they’ve overcome the evaluation barrier, and are likely to buy again.

Reason: Helps evaluate TTV and early habit formation potential.

Metrics to track:

Metric	Description	Reason for Tracking
% of users who convert in <7 days	Share of new users who complete first purchase within 7 days	Core activation success measure
Time from 1st visit to purchase	Average duration between first session and purchase	Helps optimize retargeting and lifecycle triggers
Add to cart to purchase conversion rate	How many carts actually convert within 7 days	Indicates friction post intent

Activation Metric 4: Engagement with 'Shop by Video'

Hypotheses: Users who engage with video content are more likely to understand product use cases and convert faster.

Reason: Video drives emotional connect + product clarity

Metrics to track:

Metric	Description	Reason for Tracking
% of users who watch product videos	Share of users who engage with video sections	Indicates effectiveness of the feature in attracting attention
avg. time spent on video section	Time spent engaging with the video tab	Longer time = higher persuasion
CTR from video to product page	% clicking from video to PDP	Shows how compelling the content is in driving consideration
Conversion rate of video watchers vs. non-watchers	Purchase rate difference between the two groups	Validates the impact of videos on decision-making

Activation Metric 5: Repeat Product View within First 48 Hours

Hypotheses: Users who come back to the same product are in evaluation mode and closer to buying. It's a strong signal of intent.

Reason: In high consideration categories like home decor and gifting, users often revisit products before making a decision. This behavior indicates mental validation

Metrics to track:

Metric	Description	Reason for Tracking
Product revisit frequency within 48 hrs	How often a user views the same PDP within 48 hours	signal of product interest and hesitation
Conversion rate post-repeat visit	How many convert after viewing product 2+ times	Validates if product revisits lead to purchases
% of users who return to same product in 48 hours	users revisiting a product within 48 hours	Identify high converting products and categories and shows intent to buy

Next Steps:

Testing and Validating Metrics: Once these metrics are defined, the next step is to measure their impact on retention through methods like A/B testing, cohort analysis, and user behavior analytics.
Personalized Onboarding Strategies: Consider how onboarding can be adjusted to encourage users toward these activation metrics, particularly for those who don’t naturally reach them on their own.