PharmEasy · A Pharmacy e-commerce app
10 million +
App download
US$ 5.6 billion
Market evaluation
Overview
Founding designer (2016)
My role
Problem statement
In 2016, PharmEasy founders noticed chronic patients struggle to purchase medicines due to mobility limitations, complex treatment regimens, and frequent medication refills. We had 2 months to create an MVP and launch in Mumbai market.
Project summary
My responsibility
UX research, UX and UI design, design process, goals setting, designops, design systems and design hiring. Managed a design team of 2 designers. Coordinated with product mangers, ios engineers and android engineers.
My role
Founding Designer & Researcher
Timeline
2 months from 0 to launch (2016)
The MVP solution
Within a two-month timeframe, we developed an MVP e-pharmacy app, pioneering the online pharmacy space in India, which necessitated extensive research; the MVP featured essential functionalities including an intuitive 'add to cart' and prescription upload flow, encompassing an e-commerce model with a comprehensive medicine catalog, geolocation-based services, stringent authentication and verification protocols, a secure payment gateway, and full regulatory compliance.
Conducted interviews with 100 participants
85% of respondents find it inconvenient to visit a physical pharmacy due to long queues and restricted opening hours
Research
Competitive analysis
Lack user-friendly interfaces and fail to provide comprehensive medication information.
Persona 1
Sarah, a diabetic patient managing multiple medications with a busy schedule.
Persona
Persona 2
John, a senior citizen with arthritis, facing mobility challenges and relying on regular medication refills.
Increased conversions by 648% and generated daily average revenue of +1679.9% of launching redesigned PE app.
Increased new users by 1180% (login to order).
Performance metrics
Conversion from 'upload prescription' to new 'e-commerce' flow increased by 60% (75% new users). What did this impact: Operation costs per fulfilled order reduced from ~35/-to 25/- and calls per fulfilled orders which users to 2.5; are now at roughly 1.1.
Increased the number of medicine subscriptions from 2x to 3x.
Increased user satisfaction (+58.7%) with the new return experience.
Grew visitors by 239.8% (3,415 visits per day) with 'offers & promotions' reach.
Grew website orders to 3,000 orders p/ d from 500 orders, with the PE website redesign.
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