Hey folks, this case study is about how I designed for quick-commerce during my product design internship at DavaNinja!

## **An overview:**

DavaNinja, a medicine delivery app from Mumbai, promises to deliver medicines from local pharmacies within 60 minutes. The app is available for download on the App Store and Google Play Store.

Here's what I worked on as a product design intern:

---

## **Redesigning the Product Page:**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FeIL3fx6sD2YayzgUexstoC9dDTj2%2Fdvnj%2F7aa03481-20fb-4dc9-b934-ee16de4c38b4.png?alt=media&token=28b285c7-2de5-4102-a992-11811e2d8869","id":"7aa03481-20fb-4dc9-b934-ee16de4c38b4","width":4000,"height":2250,"filename":"product slide.png","type":"image/png","caption":"","border":false}]}
```

* As my first task in the company, I was given the responsibility of revamping the product page

* I felt eager to dive into this stint and get my hands dirty.

* The main challenge that I faced here was prioritising the information and displaying it

  The next thing that I did was audit the current design and figure out the main issues in the design that could lead to a drop-off.

## **Problem Statement:**

Users are spending significant amounts of time on the screen but are unable to convert effectively.

## **Some of our observations**

* We noticed that users usually tend to order new medicines with the ones they already had at home for easier identification
* Since there were no product images present in the old design, it made it harder for the users to order medicines which led to a drop-off.

---

**Auditing the current design**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FeIL3fx6sD2YayzgUexstoC9dDTj2%2Fdvnj%2F4ea77add-46c3-409e-b3a8-e520202f6e0e.png?alt=media&token=ecf2d62c-b60c-4765-83bf-3272ee1d0014","id":"4ea77add-46c3-409e-b3a8-e520202f6e0e","width":4000,"height":2250,"filename":"old ui.png","type":"image/png","caption":"","border":true}]}
```

### **Who are we designing it for?**

> Our research showed that people between age range 25-34 (54%) used our app the most.
>
> 64% of our users bought medicines once a month and usually stocked them for an entire month

---

## **Visual**

### To start, I made some iterations in Figma

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FeIL3fx6sD2YayzgUexstoC9dDTj2%2Fdvnj%2F33c13c11-459c-4cb0-87a5-f08397471051.png?alt=media&token=230f201f-b111-42ea-b5e5-6de3f3d0c52e","id":"33c13c11-459c-4cb0-87a5-f08397471051","width":1398,"height":1782,"filename":"Screenshot 2024-03-14 at 5.49.46 PM.png","type":"image/png","caption":"","border":false}]}
```

> ## As you can see here in both of the approaches, I tried 2 layouts, but the feedback which I received from my product manager was that the description of the medicines can tend to get lengthy and disclaimer was too prominent which can lead to drop-offs.

## **Here was the final iteration which I arrived at:**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FeIL3fx6sD2YayzgUexstoC9dDTj2%2Fdvnj%2F0fad10c9-1259-4c12-b672-d00338ceab95.png?alt=media&token=2a4bc884-a84b-406b-a18c-368021c58662","id":"0fad10c9-1259-4c12-b672-d00338ceab95","width":4000,"height":2250,"filename":"1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FeIL3fx6sD2YayzgUexstoC9dDTj2%2Fdvnj%2F40687971-7796-4302-afaa-93730b5333e5.png?alt=media&token=071218bc-1653-4ac8-bfd4-e232f77a7365","id":"40687971-7796-4302-afaa-93730b5333e5","width":4000,"height":2250,"filename":"2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FeIL3fx6sD2YayzgUexstoC9dDTj2%2Fdvnj%2Fb8231307-cb95-4a48-8c00-d0a5fdc03462.png?alt=media&token=e920c151-ab02-400f-9091-9795f63393ef","id":"b8231307-cb95-4a48-8c00-d0a5fdc03462","width":4000,"height":2250,"filename":"3.png","type":"image/png","caption":"","border":false}]}
```

In this iteration, I included the brand colours  to maintain visual consistency. I also implemented the feedback from stakeholders by including some lines of the description and solved an edge case if the molecule name was long.

---

## **Impact**

**\
This design led to an increase in conversion from product screen to users placing the order from 16% to 42% over a span of 3 months.**

---

## **Conclusion & Learnings**

As the sole designer on this project, I was responsible for creating everything from scratch, pixel by pixel. This hands-on approach gave me valuable insights into product development, and I enjoyed crafting every part of it.

Like reading this? check out some of my work on \
\
[Twitter](https://twitter.com/thepulshinatzor)

[Dribbble](https://dribbble.com/siddharthjc)

[LinkedIn](https://www.linkedin.com/in/siddharth-chhatpar-296656193/)

[Instagram](https://www.instagram.com/siddharth.fig/)

How a redesign led to an increase in conversions

Product Designer

Designer in Residence

Waveform Landing Page

Designing for Health

DavaNinja is a medicine delivery app that promises medicine delivery from local pharmacies in 60 minutes!

Here's what I worked on as a solo product designer:

* Designed a custom payment flow solution for the app from scratch.

* Optimized user experience across web and mobile platforms by optimizing checkout flow; order flow, and product screens which led to an increase from 16% to 42% over 3 months

* Utilized Framer to revamp the company's landing page, contributing to a notable rise in conversion rates.

* Collaborated with stakeholders and the UX team to proactively gather feedback, resulting in a 20% improvement in work deliverables and a 15% increase in customer retention rate.

* Worked with stakeholders to plan projects for effective delivery while maintaining high standards for design

* Assisted in brainstorming and iterating on designs that are driven by user research

UX Designer

* Worked on the company’s social media presence by designing visually appealing Instagram posts that boosted followers by 20%.

* Revamped the company's website UI to align with brand identity guidelines, resulting in a 40% increase in website traffic and a 25% boost in user engagement through improved visual hierarchy and intuitive navigation.

Siddharth Chhatpar

2024