Tablt is a B2B SaaS healthcare platform that supports medicine ordering through CIO offices and health camps for low-income communities. Research showed that users were dropping off because of confusing flows, delayed prescription decoding, and disorganised processes.
The business aimed to reduce drop-offs, drive repeat purchases, and strengthen customer retention, as these were central to improving user access and overall business conversion.
I collaborated with product, sales, and engineering to identify key friction points and design practical improvements.
The product was already fully coded, with no Figma references, no defined design system, and a fragile front-end setup that limited UI changes. Engineering time was also constrained, so solutions had to be practical, lightweight, and feasible within an already stressed system.
My Role
Lead UX Designer
My Team
UX Designer, VP of Product, 12 Engineers
Project Timeline
4 Months
From Chaos to Conversions
From Chaos to Conversions
From Chaos to Conversions
Transforming B2B Medicine Ordering
Through Field-Driven Design
Transforming B2B Medicine Ordering through Field-Driven Design
Transforming B2B Medicine Ordering
Through Field-Driven Design
User Research
User Research
TABLT's business model relies on Community Impact Officers (CIOs) who manage 4,000–5,000 customers and drive ₹4–5 lakh in monthly sales by promoting generic medicines to low-income communities.
Primary Research Methodology
Conducted 36 unmoderated user interviews:
21 virtual Zoom interview sessions (1-hour each)
15 on-ground observations (shadowing CIOs in their work environments)
Secondary Research Methodology
I evaluated major pharmaceutical apps to understand competitor approaches, identify
user needs, and uncover emerging industry trends that could inform our solution.
Photo from our health camp for rural customers - user interviews and usability testing sessions over several weeks.
User Archetypes & Journey Map
User Archetypes & Journey Map
The Trailblazer
The Trailblazer
Innovation-driven early adopters who set trends and lead their communities. They demand flawless app performance to stay ahead.
Needs:
Speed & reliability
Zero glitches
The Steady Navigator
The Steady Navigator
Cautious adopters who prioritise clarity and guidance. They work diligently but need intuitive tools and seamless support to stay efficient without stress.
Needs:
Clear, intuitive navigation
Reliable features that reduce dependency on external help
User Interview Insights
User Interview Insights
"With estimation, some searched medicines didn’t show if out of stock, and some alternatives were costlier than branded ones, which was confusing"
Aniket, CIO
"Search results lacked intelligence, misspellings failed, composition-based queries weren’t supported, and top results often showed out-of-stock items"
Moumita, CIO
"3 out of 4 orders have
out-of-stock items, and I have no way to request restocking through the platform. So those purchases get abandoned"
Jasodeep, CIO
"I struggled to find decoded prescriptions, and the absence of a saved prescription feature led to repeated uploads”
Babai Cha, CIO
"Filling out the reminder form takes too long, especially when other customers are waiting for me during busy health camps"
Arko, CIO
"Prescription decoding is so slow, with no clear status updates. I have no idea what's happening or when it'll be ready"
Molendu, CIO
Analysed 92 data points,
Analysed 92 data points,
and synthesised them into 3 core problem statements.
and synthesised them into 3 core problem statements.
How Might We?
How Might We?
Optimise search, enable composition based results, prioritise in-stock medicines...
Create a more usable, flexible and clear checkout experience through flow optimisation...
Reduce stock-outs and enable users to request restocking to prevent abandoned purchases...
Wireframes
Wireframes
How Might We!
How Might We!
Optimise search, enable
Optimise search, enable
composition based results, prioritise in-stock medicines...
composition based results, prioritise in-stock medicines...
Usability Testing & Iteration
Usability Testing & Iteration
Key Takeaway
I conducted in-person moderated tests, observing participants complete timed tasks with the prototype while capturing their reactions, friction points, and completion times in real-time.
All participants successfully completed their search tasks, with 86% adopting autocomplete, validating intuitive design and clear information architecture.
I conducted in-person moderated tests, observing participants complete timed tasks with the prototype while capturing their reactions, friction points, and completion times in real-time.
All participants successfully completed their search tasks, with 86% adopting autocomplete, validating intuitive design and clear information architecture.
User Flow - Medicine Search
User Flow - Medicine Search
Trending Searches &
Composition-Based Search
Trending Searches &
Composition-Based Search
Create a more usable, flexible
Create a more usable, flexible
and clear checkout experience through flow optimisation...
and clear checkout experience through flow optimisation...
How Might We?
Usability Testing & Iteration
Usability Testing & Iteration
Key Takeaway
I conducted in-person moderated tests, observing participants complete timed tasks with the prototype while capturing their reactions and friction points in real-time.
Results showed 86% successfully navigated cart comparisons and 100% completed order editing tasks. After button relabelling, prescription decoding discoverability improved to 57%, indicating entry points and terminology require further refinement.
User Flow - Checkout
User Flow - Checkout
Reduce stock outs and
Reduce stock outs and
request restocking to prevent abandoned purchases...
request restocking to prevent abandoned purchases...
How Might We!
Usability Testing & Iteration
Usability Testing & Iteration
Key Takeaway
Using hybrid moderated sessions (in-person and remote with screen sharing and cameras on), I captured participants actions, facial cues, and friction points as they completed timed tasks.
The stock notification feature proved highly discoverable, with 100% task completion, 86% found it from listing pages and 71% from product pages, confirming intuitive placement and clear visual design.
Activating Notify Me - Product Listing
Activating Notify Me - Product Listing
Impact
70%
70%
Faster order placement during peak hours through checkout optimisation
Faster order placement during peak hours through checkout optimisation
4.5%
4.5%
Increase in cart additions
by optimising search functionality and implemented key fixes
Increase in cart additions
by optimising search functionality and implemented key fixes
1.2%
1.2%
Increase in customer orders by implementing the "Notify Me" feature for the B2B module
Increase in customer orders by implementing the "Notify Me" feature for the B2B module
User Feedback
User Feedback
"The checkout has fewer steps now, and being able to select multiple medicines
from suggestions and alternatives at once saves me so much time."
"The checkout has fewer steps now, and being able to select multiple medicines from suggestions and alternatives at once saves me so much time."
Bablu Sarkar, CIO
"All the information is right in front of me, everything happens instantly,
and I don't need to press back at all. This has become so easy!"
"All the information is right in front of me, everything happens instantly, and I don't need to press back at all. This has become so easy!"
Mimi Bose, CIO
User Flow - Medicine Search
Learnings & Takeaways
Learnings & Takeaways
Working with constraints
With no existing design files in a fully code-based system, I designed from scratch in Figma while balancing technical limitations and keeping the interface familiar for non-tech-savvy users.
Learning through uncertainty
Problem-solving has no set formula. The process moved back and forth, shaped by what each stage demanded rather than any fixed plan. AI was part of the toolkit, used where it made sense, but every output was checked, questioned, and adjusted before it earned its place in the work.
Observation over assumption
Initial phone interviews pointed to certain problems, but in-person field research told a different story. Watching users navigate between multiple screens, compare medicines, and place orders surfaced things that calls simply could not capture. Some phone insights held up, but the real problems only revealed themselves through being there, reading faces, listening to conversations, and sitting with the frustration in the room.
User Research
TABLT's business model relies on Community Impact Officers (CIOs) who manage 4,000–5,000 customers and drive ₹4–5 lakh in monthly sales by promoting generic medicines to low-income communities.
Primary Research Methodology
Conducted 36 unmoderated user interviews:
21 virtual Zoom interview sessions (1-hour each)
15 on-ground observations (shadowing CIOs in their work environments)
Secondary Research Methodology
I evaluated major pharmaceutical apps to understand competitor approaches, identify user needs, and uncover emerging industry trends that could inform our solution.
Photo from our health camp for rural customers - user interviews and usability testing sessions over several weeks.
User Archetypes & Journey Map
The Trailblazer
Innovation-driven early adopters who set trends and lead their communities. They demand flawless app performance to stay ahead.
Needs:
Speed & reliability
Zero glitches
The Steady Navigator
Cautious adopters who prioritise clarity and guidance. They work diligently but need intuitive tools and seamless support to stay efficient without stress.
Needs:
Clear, intuitive navigation
Reliable features that reduce dependency on external help
User Interview Insights
"With estimation, some searched medicines didn’t show if out of stock, and some alternatives were costlier than branded ones, which was confusing"
Aniket, CIO
"Search results lacked intelligence, misspellings failed, composition-based queries weren’t supported, and top results often showed out-of-stock items"
Moumita, CIO
"3 out of 4 orders have
out-of-stock items, and I have no way to request restocking through the platform. So those purchases get abandoned"
Jasodeep, CIO
"Prescription decoding is so slow, with no clear status updates. I have no idea what's happening or when it'll be ready"
Molendu, CIO
"Filling out the reminder form takes too long, especially when other customers are waiting for me during busy health camps"
Arko, CIO
"I struggled to find decoded prescriptions, and the absence of a saved prescription feature led to repeated uploads”
Babai Cha, CIO
Analysed 92 data points, and
synthesised them into 3 core problem statements.
How Might We?
Optimise search, enable composition based results, prioritise in-stock medicines...
Create a more usable, flexible and clear checkout experience through flow optimisation...
Reduce stock-outs and enable users to request restocking to prevent abandoned purchases...
Wireframes
Usability Testing & Iteration
Key Takeaway
I conducted in-person moderated tests, observing participants complete timed tasks with the prototype while capturing their reactions, friction points, and completion times in real-time.
All participants successfully completed their search tasks, with 86% adopting autocomplete, validating intuitive design and clear information architecture.
Usability Testing & Iteration
Key Takeaway
I conducted in-person moderated tests, observing participants complete timed tasks with the prototype while capturing their reactions and friction points in real-time.
Results showed 86% successfully navigated cart comparisons and 100% completed order editing tasks. After button relabelling, prescription decoding discoverability improved to 57%, indicating entry points and terminology require further refinement.
User Flow - Checkout
Usability Testing & Iteration
Key Takeaway
Using hybrid moderated sessions (in-person and remote with screen sharing and cameras on), I captured participants actions, facial cues, and friction points as they completed timed tasks.
The stock notification feature proved highly discoverable, with 100% task completion, 86% found it from listing pages and 71% from product pages, confirming intuitive placement and clear visual design.
Activating Notify Me - Product Listing
Impact
70%
Faster order placement during peak hours through checkout optimisation
4.5%
Increase in cart additions
by optimising search functionality and implemented key fixes
1.2%
Increase in customer orders by implementing the "Notify Me" feature for the B2B module
User Feedback
"The checkout has fewer steps now, and being able to select multiple medicines from suggestions and alternatives at once saves me so much time."
Bablu Sarkar, CIO
"All the information is right in front of me, everything happens instantly,
and I don't need to press back at all. This has become so easy!"
Mimi Bose, CIO
Learnings & Takeaways
Working with constraints
With no existing design files in a fully code-based system, I designed from scratch in Figma while balancing technical limitations and keeping the interface familiar for non-tech-savvy users.
Learning through uncertainty
Problem-solving has no set formula. I learned to iterate and adjust my approach, moving back and forth as needed based on what made sense at each stage.
Observation over assumption
Initial phone interviews suggested certain problems, but in-person field research revealed what wasn't communicated over calls—prescription decoding anxiety and broken comparison flows emerged through observing users navigate between multiple screens to compare medicines and place orders. While some phone insights were validated, real problems only surfaced through direct observation of their conversations, facial expressions, and frustrations in the field.
Trending Searches &
Composition-Based Search
How Might We!
Reduce stock outs and request restocking to prevent abandoned purchases...
How Might We!
Create a more usable, flexible and clear checkout experience through flow optimisation...
How Might We!
Optimise search, enable composition based results, prioritise in-stock medicines...