Simplifying
Access to Medicines
Simplified medicine ordering during COVID-19, reducing booking time and increasing engagement. Achieved a 25% conversion boost and raised CSAT from 3.5 to 4.5 stars for faster, more reliable medication access
Impact
11%
More prescription orders
18%
Drop in cart abandonment
<1 Min
Booking time for 60% orders
4.2
Average rating increased
Context
During the COVID-19 pandemic, demand for home healthcare surged, with many Practo users relying on prescription-based orders. However, the existing booking flow was inefficient and often frustrating.
We streamlined the process to make ordering medicines from home simpler and more reliable—improving the user experience while aligning with Practo’s goal of building a profitable, self-sustaining e-pharmacy business.
Challenges
Time-Consuming
The process of searching for prescribed medicines, adding them to the cart, and checking out felt overwhelming and slow for users.
System Status Issues
Heuristic evaluation revealed problems like unclear system status and technical language, which confused users.
Lack of Clarity
Users were uncertain about why Practo asked for a prescription at checkout, leading to confusion and frustration.
Objective
Reduce cart abandonment by 15% and increase prescription-based sales by 10% per quarter to drive growth in Practo’s medicine business.
Process
Empathise
2 Weeks
Conceptualise
1 Week
Design
1 Week
Understanding User Behavior
We aimed to understand user interaction with the medicine e-commerce feature by analyzing activity data, cancellations, drop-offs, and conducting user interviews.
Key Takeaway
26% of users dropped off because prescription errors were
flagged too late in the process.
16% of users dropped off due to expired or invalid prescriptions.
6% of users dropped off due to a lengthy or confusing
checkout process.
User Research
Conducted 24 user interviews and synthesized insights using affinity and journey mapping to uncover key patterns, pain points, and opportunities
Conclusion
The experience feels fragmented and frustrating. Consumers want a simpler search, clear prescription feedback, and reliable tracking. Building trust and reducing effort is key to improving retention and satisfaction in medicine e-commerce.
Confusion from Limited Guidance
Users feel unsure about prescription validity and fear rejections with no clear guidance.
Broken Tracking, Broken Trust
Poor tracking and no real-time updates leave users
confused after ordering. They want a smooth,
transparent experience from start to finish.
User Hesitation Despite Ease of Use
Users like the convenience but hesitate due to doubts
about authenticity, timely delivery, and approval issues.
Design Approach
Offline like experience - Pharmacy
"In offline pharmacies, the pharmacist collects the prescription and keeps the medicines ready—making it easy for users. I brought this experience online by introducing a prescription upload feature. This reduced effort for users, helped them avoid searching for each medicine, and made the process faster and more familiar."
For customers with prescriptions, we removed the hassle of manually searching and adding medicines to the cart. With a simple upload, Practo takes care of the rest—making the experience fast, easy, and stress-free.
Final Designs
Educating Users for Confident First-Time Use
Designed onboarding and guide screens to educate users on prescription rules, how the feature works, and what to expect—reducing upload errors, drop-offs, and building trust through transparent communication.
Order medicine easily, get it verified and delivered
Designing End-to-End Order Transparency
Some edge-cases
