Demographic Research
Primary Data
Interviews with 25 medical store owners, 10 hospital procurement officers, and 12 delivery agents.
Secondary Data
Industry reports on e-pharma growth in India.
B2B adoption in Tier-2 cities, and competitor analysis
My Role: UI/UX Designer (Team)
I led the UX process from research to high-fidelity design across platforms.
My responsibilities spanned strategy, design system creation, iterative prototyping, and collaboration with stakeholders and developers.
Industry Problems Identified
Through primary research and secondary research on Indian medical e-commerce three core problems emerged:
Fragmented Procurement
Hospitals relied on multiple distributors, leading to delays and high costs.
Lack of Digital Transparency
Tracking of orders and inventory was either manual or inefficient.
UX Challenges
Poor navigation, overwhelming filters, and unclear product categorization.
It was vital to understand all stakeholders involved with varied requirements.
Responsive App
B2B e-commerce platform designed to simplify the procurement of medical products for hospitals, clinics, and pharmacies.
GOAL :
The project required designing end-to-end digital experiences for mobile, web, sales dashboards, delivery agent apps, and admin interfaces, similar in scale and complexity to Tata 1MG but focused on institutional buyers.
Designing a Smarter eCommerce Experience for Medical Products
| +48%
Faster Order Placement
| +67%
Repeat Purchases
Team
Program Manager
Developers
Designer
Streamline Filters: Users feel more confident when filters are simple and relevant to their needs.
In a medical context, search isn't just convenience—it’s critical. Designing for speed and accuracy here has a direct impact on user trust and conversion.
Tailor listing based on past purchases, saved filters, and user context (location, condition) significantly improves product discoverability.
Banner Placements: Well-placed sorting or promotional banners can guide users toward better decisions without compromising experience—especially when urgency or trust is involved.
Seamless Sorting across mobile, tablet, and web—especially when healthcare professionals or patients switch devices.
Design Decisions
Business Model
Subscription Model
During research, one critical finding was that procurement in hospitals and clinics followed repeatable, predictable cycles -monthly disposables, quarterly equipment upgrades. This insight shaped the subscription model.
Features: Hospitals and pharmacies could subscribe to recurring deliveries of high-consumption products.
Automated invoicing and delivery scheduling reduced manual intervention.
Subscription dashboard for admins → track upcoming renewals, edit quantities, and pause/restart with one click.
45%
Most active buyers opted into subscriptions within the first quarter.
Retention increased without hassel of repeated orders.
60%
Steady Income Stream
Outcome
Key Learnings
One of the most impactful takeaways from this project was understanding that a streamlined, purposeful filter set significantly improves user confidence and product discoverability.
Less Is More When It Comes to Filters.
This experience taught me that intelligent UX isn’t about offering everything—it’s about offering the right things at the right time.
Designing filters through the lens of user behavior, urgency, and product context helped deepen my empathy—not just in UX decisions but in how I communicated with stakeholders and teammates.
I grew more confident in presenting design decisions to cross-functional teams. Rapid iteration cycles meant constant feedback.
Due to NDA regulations the final mockup and screens are not displayed.
Key User Insights
Hospitals and Pharmacy ( B2B buyers )
Requirements: Bulk ordering, emergency stock replenishment.
Pain points: Onsite interviews locally and secondary data state Procurement bureaucracy, tender timing, delayed payments and quality assurance checks, cause unpredictable demand or long gaps in supply.
Vendors, Sales Team
Requirements: Simple brand store onboarding, Clear SLA expectations, Real-time stock visibility, Mobile CRM integrated with app, Lead tracking
Pain points: Stockouts or demand surges, Manual follow-ups, missing CRM data, Poor coordination with delivery agents
Patients (B2C buyers)
Requirements: Easy search & navigation, Fast & reliable home delivery, Affordable pricing & discounts
Pain points: Confusion with navigation, Lack of refill reminders, Delivery delays
Brand Owners, Manufacturers
Requirements: Strong brand store presence Control over how products are displayed, warranties, Analytics on sales, returns, user reviews, Ability to run campaigns & highlight products
Pain points: Limited visibility of end-user data from distributors, Need control over product information accuracy
Majority of users dropped off after failing to locate products in <3 clicks
Most hospital buyers required bulk order dashboards
Vast majority of users wanted faster
re-orders.
72%
65%
81%
Paid Ads by Agents, Brands
Another opportunity was monetization via supply-side visibility. Sales agents and medical product brands wanted a way to promote specific products to hospitals and clinics.
Features: Agents could sponsor products to appear in:
Homepage banners for prime visibility.
Category-based placements.
Search results ads for priority ranking.
Clear “Sponsored” tagging to maintain transparency.
