Kogland is a B2B healthcare marketplace that connects medical equipment suppliers with hospitals, clinics, pharmacies, and healthcare professionals. The platform enables suppliers to manage their business operations digitally while providing healthcare buyers with a centralized marketplace for procurement.
Designing a B2B Healthcare Commerce for Medical Suppliers
| +48%
Faster Order Placement
| +67%
Repeat Purchases
My Role: UI/UX Designer
I led the UX process from research to high-fidelity design across platforms.
I contributed to multiple seller-facing modules, marketplace experiences, and website pages. My work focused on simplifying operational workflows, improving product discoverability, and helping medical brands establish their presence within the marketplace.
Industry: Healthcare · B2B Marketplace · Seller Platform
Scope: Seller Dashboard, Order & Customer Management, Seller Stores, Brand Landing Pages
Timeline: 2 weeks
The Problem
Hospitals and pharmacies depend on medical suppliers for timely deliveries, yet many suppliers lack a centralized way to manage orders, customers, and product visibility. Existing workflows are fragmented across spreadsheets, phone calls, and multiple systems, making daily operations inefficient.
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
Demographic Research
The Solution
Designed a seller ecosystem that enables suppliers to manage orders, track customer interactions, create branded storefronts, and grow their presence within Kogland's healthcare marketplace.
Key User Insights
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%
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
Understanding the Ecosystem
Research
Wireframes
Live Design
To ground the work, I studied how leading platforms present products, structure discovery, and build trust — Amazon, Flipkart, Tata 1mg, and several specialized medical commerce sites.
Streamline Filters: Medical catalogs are dense with specifications (sizes, sterility, certifications, compatibility), so I focused on how filtering and information hierarchy could serve specification-driven search rather than browse-and-discover.
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.
Brand Landing Pages
One of the more interesting challenges was designing customizable seller storefronts.
Medical brands needed the ability to present themselves professionally while remaining part of the larger Kogland marketplace.
My approach:
The marketplace owns the frame — global navigation, search, cart, checkout, and the underlying structure of product cards. These stay consistent everywhere so buyers always know how to shop, evaluate, and trust.
The brand owns the canvas — hero areas, banners, featured collections, company branding, and storytelling. This is where a supplier expresses identity and differentiates.
The Seller Ecosystem
Final Screens
Seller Dashboard — The Operational Hub
The requirement: Provide visibility into daily business activities, allowing suppliers to manage operations from a single interface.
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
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.
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.