Proposal · Tata 1mg · Healthtech · 5 min read
Boosting retention on Tata 1mg
How can Tata 1mg increase user retention and engagement on its app?
Three features aimed at the journey's drop-off points — same-day delivery, choosing your own doctor and regional-language health content — scored for priority and tracked with HEART metrics.
At a glance
- Drop-off points mapped
- 3
- Personas
- 3
- Features proposed
- 3
- Top priority score
- 23/30
- Role
- Solo — research, wireframes, launch plan
- Format
- 14-slide deck
- Methods
- Review mining · User personas · Journey mapping · Weighted scoring · HEART metrics · Go-to-market planning
Problem overview
The brief: find where the biggest drop-off happens in the buying journey, propose 2–3 features to improve retention, wireframe them in Figma and define success metrics. Competitors named: PharmEasy, Practo, Netmeds, HealthKart and Apollo 24|7.
Online pharmacy sector
- Teleconsultations are replacing in-person appointments → more digital prescriptions.
- Doctors increasingly choose e-prescriptions so patients can access drugs easily.
- E-pharmacy skips the long distribution chain and delivers to the consumer at lower cost.
Tata 1mg today
- Services span e-pharmacy, diagnostics, e-consultation and health content.
- Specialises in 5-hour rapid delivery.
- Supply network of certified pharmacies in 1,000+ places across India.
- Three diagnostics labs, alongside online test scheduling.
Business goal
Make healthcare accessible, intelligible and inexpensive for one billion Indians — through a comprehensive website and mobile app.
User personas
Pain points were drawn from Google Play Store reviews, MouthShut reviews and Quora answers from Tata 1mg users.
Rajat
38 years, UP
Software engineer living alone in Bangalore; his parents live in Meerut.
- Pain:
- Orders take a long time to arrive, and he can't justify paying for premium features for occasional medicine. Sometimes the medicine delivered differs from the prescription.
Priyanka
24 years, New Delhi
PhD student living in a hostel; uses the internet for almost everything.
- Pain:
- Wants to know about the specialists she consults online — and to choose whom she consults.
Rachit
68 years, Kolkata
Local shop owner, set in his ways and still sceptical about consulting doctors online.
- Pain:
- Doesn't understand Hindi, so he's limited to English content; can't find content in his local language.
Current user journey
Three drop-off points are flagged: content review, consultation booking and post-delivery.
Register
The user signs up and gets acquainted with the app and its features.
Browse health content — drop-off
Healthcare information is available only in Hindi or English.
Search medicines
The user searches for drugs and adds a prescription if needed.
Add to cart
Products go into the cart; the user sets delivery address and time.
Or: book an e-consultation
The user schedules a consultation by selecting symptoms.
Consultation details — drop-off
Time and physician are pre-selected; the user only chooses the mode.
Pay
Payment via the preferred option — card, UPI, COD, etc.
Delivery update — drop-off
The user's account is updated with delivery data.
Evidence the deck cites
- CSA report: 24% said more than one in ten orders aren't delivered on the first attempt.
- EY: trust in the doctor is the main barrier to booking e-consultations; 52% were unsure reputable physicians are available online.
- TOI: almost 59% of people choose a scheduled language other than Hindi as their mother tongue.
Proposed features
Each feature was wireframed in Figma.
Same-day delivery
Immediate · 23/30- An optional same-day delivery tier for users willing to pay an extra fee.
- The user picks same-day delivery on the product page, then sets an address and a delivery time slot.
- Checkout shows the same-day shipping fee; the medicine arrives that day.
- Impact
- Patients can get medicines and healthcare products quickly in an emergency. Extra delivery fees add revenue. Faster delivery is expected to boost retention.
Select your doctor
Near-term · 22/30 · Priyanka- Today, after selecting symptoms, the doctor and time are pre-assigned — the user can't choose.
- Show a list of available doctors with qualifications, years of experience, ratings and timings.
- Doctor profiles show credentials and languages spoken; the user picks a doctor and an appointment slot.
- A 'List of Doctors' page lets users browse and choose whom to consult.
- Impact
- Addresses users like Priyanka who want to pick their doctor and understand their qualifications first. Knowing the doctor builds trust before sharing private health information.
Localised content
Near-term · 20/30 · Rachit- Bring in specialists nationwide to create content in regional languages beyond Hindi.
- A language filter shows only videos and articles in the chosen language.
- Search finds content on a specific topic.
- Hashtags (e.g. #Covid, #Fever) surface relevant short videos when the user has no specific topic in mind.
- Impact
- Addresses users like Rachit, currently limited to English content. Serves rural users in non-Hindi-speaking areas — key to the billion-Indians goal.
Feature prioritisation
Business value, customer benefit and ease of implementation each rated 1–10.
| Feature | Business value | Customer benefit | Ease of implementation | Total | Priority |
|---|---|---|---|---|---|
| Same-day delivery | 8 | 8 | 7 | 23 | Immediate |
| Select your doctor | 8 | 8 | 6 | 22 | Near-term |
| Localised content | 6 | 7 | 7 | 20 | Near-term |
Success metrics (HEART)
| Measure | Happiness | Engagement | Adoption | Retention | Task success |
|---|---|---|---|---|---|
| Goals | Users see Tata 1mg as the best app for their healthcare needs. | Users love the content and features and keep using them. | New users perceive the value of the new features. | Stickiness — users return to the app. | User completes a medicine order or consultation booking, then discovers content of interest. |
| Signals | User feedback and ratings. | Total time spent using the app's main services. | Downloads or app opens, new sign-ups, use of new features. | Maintaining an active presence on the app. | Payment and completion of order/e-consultation; video played after search/filter. |
| Same-day delivery | Surveys on feature-level satisfaction and ease of use. | # of orders with same-day delivery. | Time to first-order initiation. | # of repeat purchases. | Order fulfilment rate. |
| Select your doctor | Surveys on feature-level satisfaction and ease of use. | # of e-consultation appointment reservations. | Time to first e-consultation booking. | # of follow-up and repeat consultations with the same doctor. | Completion rate of e-consultation bookings. |
| Localised content | Surveys on feature-level satisfaction and ease of use. | App content shared to other platforms. | Time to first search / language filter / hashtag click. | # of videos watched and articles read per session. | Exit rate for searches. |
| App level | App store 5-star ratings, Net Promoter Score. | Average session duration. | Increase in sign-ups and downloads. | Weekly active users (WAU), # of care plan sign-ups. | Crash frequency. |
Go-to-market strategy
Announcement
Instagram posts in several Indian languages showing vernacular support → Instagram Lives where users talk to healthcare professionals and new features are announced → a user-journey guide to educate users on the changes.
Engagement
Build on Tata 1mg's Instagram presence (19.9k+ followers) by partnering with doctor-influencers who have 100K+ followers → they tease short films and articles released exclusively on Tata 1mg.
Furthering reach
Testimonials build confidence among users sceptical of e-consultations → coupons and incentives for existing users who write reviews shown on Tata 1mg's social channels → real-world feedback extends the reach of new features.
From the deck
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