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Enabling medicine sales online-Pharmacies on Pincode
Enabling medicine sales online-Pharmacies on Pincode
Enabling medicine sales online-Pharmacies on Pincode
Enabling medicine sales online-Pharmacies on Pincode
Helping sellers enable their physical pharmaceutical/medical stores online for selling prescription-only and OTC medicines on the Pincode buyer app
Helping sellers enable their physical pharmaceutical/medical stores online for selling prescription-only and OTC medicines on the Pincode buyer app
Helping sellers enable their physical pharmaceutical/medical stores online for selling prescription-only and OTC medicines on the Pincode buyer app
top flavours
top flavours
Product Design, Visual Design, Design Systems
Product Design, Visual Design, Design Systems
Product Design, Visual Design, Design Systems
spice level
spice level
Product Designer
Product Designer
Product Designer
cook time
cook time
Aug ‘24 - Sept ‘24
Aug ‘24 - Sept ‘24
Aug ‘24 - Sept ‘24
best paired with
best paired with
PMs, Front-end & Backend Engineers
PMs, Front-end & Backend Engineers
PMs, Front-end & Backend Engineers
chef’s notes
chef’s notes
First complete category/feature that I took care of as the primary POC
First complete category/feature that I took care of as the primary POC
First complete category/feature that I took care of as the primary POC
Context setting
Context setting
Context setting
Context setting
Pincode was started to help local stores get into the online market and compete fairly with current e-commerce competitors by...
Pincode was started to help local stores get into the online market and compete fairly with current e-commerce competitors by...
Pincode was started to help local stores get into the online market and compete fairly with current e-commerce competitors by...
Giving them visibility
Giving them visibility
Giving them visibility
Creating awareness and helping them serve their trusted customers online as well as in-store
Creating awareness and helping them serve their trusted customers online as well as in-store
Creating awareness and helping them serve their trusted customers online as well as in-store
Leveraging their offerings
Leveraging their offerings
Leveraging their offerings
Local stores already had a loyal customer base and they had a massive variety of offerings
Local stores already had a loyal customer base and they had a massive variety of offerings
Local stores already had a loyal customer base and they had a massive variety of offerings
Helping them grow
Helping them grow
Helping them grow
Provide insights to stock up, update info & be on top of demand-supply.
Provide insights to stock up, update info & be on top of demand-supply.
Provide insights to stock up, update info & be on top of demand-supply.
I was a pivotal part of the project in the following ways-
I was a pivotal part of the project in the following ways-
I was a pivotal part of the project in the following ways-
Ownership of
an entire vertical
Ownership of
an entire vertical
Ownership of
an entire vertical
Cross-functional stakeholder
management
Cross-functional stakeholder
management
Cross-functional stakeholder
management
On-field research,
testing & speaking
to real users
On-field research,
testing & speaking
to real users
On-field research,
testing & speaking
to real users
Creating scalable & responsive system components
Creating scalable & responsive system components
Creating scalable & responsive system components
Research
Research
Research
Research
Why enter the “Pharmacy” market?
Why enter the “Pharmacy” market?
Why enter the “Pharmacy” market?
Existing players are already penetrating the pharmacy space — blending speed, convenience, and trust to meet a growing, everyday need. For Pincode, it was a natural next step to deepen relevance and frequency as a hyperlocal e-commerce player.
Existing players are already penetrating the pharmacy space — blending speed, convenience, and trust to meet a growing, everyday need. For Pincode, it was a natural next step to deepen relevance and frequency as a hyperlocal e-commerce player.
Existing players are already penetrating the pharmacy space — blending speed, convenience, and trust to meet a growing, everyday need. For Pincode, it was a natural next step to deepen relevance and frequency as a hyperlocal e-commerce player.
Market Signals
Market Signals
Market Signals
E-pharma is a $18B+ opportunity by 2030: quick commerce is well-positioned to deliver it, fast.
E-pharma is a $18B+ opportunity by 2030: quick commerce is well-positioned to deliver it, fast.
E-pharma is a $18B+ opportunity by 2030: quick commerce is well-positioned to deliver it, fast.
Behaviour Shift Post-COVID
Behaviour Shift Post-COVID
Behaviour Shift Post-COVID
Consumers now expect healthcare to be as on-demand as groceries.
Consumers now expect healthcare to be as on-demand as groceries.
Consumers now expect healthcare to be as on-demand as groceries.
Strategic Rationale
Strategic Rationale
Strategic Rationale
Expanding into pharmacy builds trust & fits seamlessly into hyperlocal delivery.
Expanding into pharmacy builds trust & fits seamlessly into hyperlocal delivery.
Expanding into pharmacy builds trust & fits seamlessly into hyperlocal delivery.
Secondary research
Secondary research
Secondary research
I also looked up all the existing market players in the “online Pharmacy” space. P.S. this was before Swiggy Instamart launched their feature with Pharmeasy and Blinkit launched their Pharmacy store.
I also looked up all the existing market players in the “online Pharmacy” space. P.S. this was before Swiggy Instamart launched their feature with Pharmeasy and Blinkit launched their Pharmacy store.
I also looked up all the existing market players in the “online Pharmacy” space. P.S. this was before Swiggy Instamart launched their feature with Pharmeasy and Blinkit launched their Pharmacy store.
Qualitative research- On-field interviews
Qualitative research- On-field interviews
Qualitative research- On-field interviews
We split our team into cross-functional groups of 4-5 and did a quick market visit. The goal: observe how users work with the app, spot bottlenecks, and gather feedback on what they need the most.
We split our team into cross-functional groups of 4-5 and did a quick market visit. The goal: observe how users work with the app, spot bottlenecks, and gather feedback on what they need the most.
We split our team into cross-functional groups of 4-5 and did a quick market visit. The goal: observe how users work with the app, spot bottlenecks, and gather feedback on what they need the most.
Buying online is convenient and I can do consultations too!
“
I predominantly order online because of convenience, especially when I’m low on time.
I predominantly order online because of convenience, especially when I’m low on time.
I predominantly order online because of convenience, especially when I’m low on time.
”
It’s easier to buy my regular meds without stepping out
“
I need some medicines on a cycle basis every month. So ordering online helps!
I need some medicines on a cycle basis every month. So ordering online helps!
I need some medicines on a cycle basis every month. So ordering online helps!
”
My old parents find it easy, even scheduling & buying!
“
Since my parents can’t step out, teaching them to order online has helped!
Since my parents can’t step out, teaching them to order online has helped!
Since my parents can’t step out, teaching them to order online has helped!
”
Problem Discovery
Problem Discovery
Problem Discovery
Problem Discovery
Some Constraints and Challenges
Some Constraints and Challenges
Some Constraints and Challenges
There were massive challenges in terms of pushing for the best user experience and not just any functioning product, apart from enhancements & managing strict timelines
There were massive challenges in terms of pushing for the best user experience and not just any functioning product, apart from enhancements & managing strict timelines
There were massive challenges in terms of pushing for the best user experience and not just any functioning product, apart from enhancements & managing strict timelines
Time management
Time management
Time management
All teams were on a very tight schedule and the main aim was to ship to make sure it worked.
All teams were on a very tight schedule and the main aim was to ship to make sure it worked.
All teams were on a very tight schedule and the main aim was to ship to make sure it worked.
Prioritisation & Versioning
Prioritisation & Versioning
Prioritisation & Versioning
Some hard calls made, to decide on what goes out immediately and what can be done for later
Some hard calls made, to decide on what goes out immediately and what can be done for later
Some hard calls made, to decide on what goes out immediately and what can be done for later
Bringing to a consensus
Bringing to a consensus
Bringing to a consensus
Convincing for design enhancements & keeping communications airtight was a challenge
Convincing for design enhancements & keeping communications airtight was a challenge
Convincing for design enhancements & keeping communications airtight was a challenge
Problem statement
Problem statement
Problem statement
We collated all the insights (qualitative and quantitative) into understandable how-might-we statements which helped us solve for the problems in a targeted manner
We collated all the insights (qualitative and quantitative) into understandable how-might-we statements which helped us solve for the problems in a targeted manner
We collated all the insights (qualitative and quantitative) into understandable how-might-we statements which helped us solve for the problems in a targeted manner
So, How might we...
So, How might we...
So, How might we...
Enhance discovery of a new category?
Enhance discovery of a new category?
Enhance discovery of a new category?
Identifying relevant entry points in the user flow
Identifying relevant entry points in the user flow
Identifying relevant entry points in the user flow
Call-out guidelines to avoid drop-offs?
Call-out guidelines to avoid drop-offs?
Call-out guidelines to avoid drop-offs?
Have video education only where necessary
Have video education only where necessary
Have video education only where necessary
Communicate if prescription required?
Communicate if prescription required?
Communicate if prescription required?
Clear call outs and tags for prescription meds
Clear call outs and tags for prescription meds
Clear call outs and tags for prescription meds
Validate prescriptions
and share?
Validate prescriptions
and share?
Validate prescriptions
and share?
Order acceptance only
after validation
Order acceptance only
after validation
Order acceptance only
after validation
Solutioning
Solutioning
Solutioning
Solutioning
Previous Iterations
Previous Iterations
Previous Iterations
There were massive challenges in terms of pushing for the best user experience and not just any functioning product, apart from enhancements & managing strict timelines. We moved through many iterations...
There were massive challenges in terms of pushing for the best user experience and not just any functioning product, apart from enhancements & managing strict timelines. We moved through many iterations...
There were massive challenges in terms of pushing for the best user experience and not just any functioning product, apart from enhancements & managing strict timelines. We moved through many iterations...
Current designs
Current designs
Current designs
This is how we dealt with all the previously mentioned “How might we” statements-
This is how we dealt with all the previously mentioned “How might we” statements-
This is how we dealt with all the previously mentioned “How might we” statements-
How might we enhance discovery of a new category?
How might we enhance discovery of a new category?
How might we enhance discovery of a new category?
Identifying points in the user flow where relevant entries can be added & surfacing relevant info
Identifying points in the user flow where relevant entries can be added & surfacing relevant info
Identifying points in the user flow where relevant entries can be added & surfacing relevant info
(Prototype)
(Prototype)
(Prototype)
How might we communicate if prescription required?
How might we communicate if prescription required?
How might we communicate if prescription required?
Clear call outs and tags for prescription meds wherever necessary
Clear call outs and tags for prescription meds wherever necessary
Clear call outs and tags for prescription meds wherever necessary
(Prototype)
(Prototype)
(Prototype)
How might we inform about requirements to avoid drop-offs?
How might we inform about requirements to avoid drop-offs?
How might we inform about requirements to avoid drop-offs?
Have crisp, bulleted education instead of slides/text, and only where necessary
Have crisp, bulleted education instead of slides/text, and only where necessary
Have crisp, bulleted education instead of slides/text, and only where necessary
(Prototype)
(Prototype)
(Prototype)
How might we validate orders and share with vendors quickly & accurately?
How might we validate orders and share with vendors quickly & accurately?
How might we validate orders and share with vendors quickly & accurately?
Ways to re-check prescriptions and order acceptance only after validation (either by prescription or via consultation)
Ways to re-check prescriptions and order acceptance only after validation (either by prescription or via consultation)
Ways to re-check prescriptions and order acceptance only after validation (either by prescription or via consultation)
(Prototype)
(Prototype)
(Prototype)
Impacts
Impacts
Impacts
Impacts
10%
10%
10%
New orders
New orders
New orders
Metric shift-
Metric shift-
Metric shift-
23k SKUs ---> 30k SKUs
23k SKUs ---> 30k SKUs
23k SKUs ---> 30k SKUs
Which means-
Which means-
Which means-
no. of orders placed per month on the platform
no. of orders placed per month on the platform
no. of orders placed per month on the platform
For business?-
For business?-
For business?-
A new category brings new users with new requirements
A new category brings new users with new requirements
A new category brings new users with new requirements
Which led to-
Which led to-
Which led to-
Out of 7k orders, 40% were for medicines
Out of 7k orders, 40% were for medicines
Out of 7k orders, 40% were for medicines
3%
3%
3%
User retention
User retention
User retention
Metric shift-
Metric shift-
Metric shift-
10% ---> 13% repeat users
10% ---> 13% repeat users
10% ---> 13% repeat users
Which means-
Which means-
Which means-
no. of users revisiting the platform & reordering
no. of users revisiting the platform & reordering
no. of users revisiting the platform & reordering
For business?-
For business?-
For business?-
Increases a loyal customer base and shows acceptance
Increases a loyal customer base and shows acceptance
Increases a loyal customer base and shows acceptance
Which led to-
Which led to-
Which led to-
out of the 3%, 40% were pharma users
out of the 3%, 40% were pharma users
out of the 3%, 40% were pharma users
Retrospective
Retrospective
Retrospective
Retrospective
Future expansions
Future expansions
Future expansions
As I had mentioned previously, this was still just the basic solution and there were a lot of other avenues of improvements that we already noticed.
As I had mentioned previously, this was still just the basic solution and there were a lot of other avenues of improvements that we already noticed.
As I had mentioned previously, this was still just the basic solution and there were a lot of other avenues of improvements that we already noticed.
Profiles
Profiles
Profiles
Fire suggestions & provide a
personalised user experience
Auto-cart
Auto-cart
Auto-cart
Auto-read & create cart from
uploaded prescription
Scheduling
Scheduling
Scheduling
If there’s a consistent requirement of
similar medicines at the same time
If there’s a repeated requirement of medicines consistently
Key take-aways
Key take-aways
Key take-aways
I think my biggest learnings were managing task flows amongst a bunch of stakeholders, regardless of being junior or senior.
I think my biggest learnings were managing task flows amongst a bunch of stakeholders, regardless of being junior or senior.
I think my biggest learnings were managing task flows amongst a bunch of stakeholders, regardless of being junior or senior.
Usage of AI
Usage of AI
Usage of AI
Leveraged Recraft AI to create easy-to-grasp thumbnails for 250+ subcategories.
Leveraged Recraft AI to create easy-to-grasp thumbnails for 250+ subcategories.
Leveraged Recraft AI to create easy-to-grasp thumbnails for 250+ subcategories.
Workflows & execution
Workflows & execution
Workflows & execution
Worked as a ‘relay’ team through clear stakeholder workflows and constant timeline checks.
Worked as a ‘relay’ team through clear stakeholder workflows and constant timeline checks.
Worked as a ‘relay’ team through clear stakeholder workflows and constant timeline checks.
Reducing back & forth
Reducing back & forth
Reducing back & forth
Kept feedback cycles tight and tracked decisions to ensure accountability and avoid rework.
Kept feedback cycles tight and tracked decisions to ensure accountability and avoid rework.
Kept feedback cycles tight and tracked decisions to ensure accountability and avoid rework.