THE SITUATION
Patients arrived with a prescription and left without an order.
Apollo Diagnostics needed the prescription experience to work harder, and the requirements were open. Roughly 10,000 monthly users were dropping out of the prescription flow.
The brief did not specify a solution, only that the flow was losing people.
CORE CHALLENGE
Find where the flow was losing people, and stop it.
THE USERS
Someone holding a paper prescription.
01
Patients with a prescription
They know what the doctor wrote. They don't know what the catalogue calls it, or whether it's in stock.
PAIN POINTS
Any one step could end the session.
01
Read it yourself
A patient had to interpret the paper prescription on their own.
02
Find each medicine
Then search for every medicine on it in a catalogue.
03
Hope it's in stock
Then discover, one by one, whether each was available.
04
10,000 a month leaving
Roughly 10,000 monthly users dropped out of the prescription flow.
THE PROBLEM
The problem was recognition, not navigation.
Behavioural analytics came first: session recordings in Microsoft Clarity showed people reaching the page, not knowing what to do next, and leaving. Then user interviews told us why. Many said they couldn't read their own prescription, so walking into a chemist with the paper was easier than ordering.
A patient holding a paper prescription had to interpret it themselves, find each medicine in a catalogue, then discover whether it was in stock. None of that is a navigation problem. Any one of those steps could end the session.
DESIGN GOALS
Design goals
01
No translating
The patient should never have to turn a prescription into a search query.
02
Always something to order
If the prescribed medicine isn't in stock, show one that is.
SOLUTION
An in-app scanning step
01
Scan the prescription
The app reads the prescription instead of the patient.
02
The medicine, or an alternative
It surfaces the prescribed medicine, or an in-stock alternative.
DECISIONS & TRADE-OFFS
Key decisions and trade-offs
01Recognition, not navigation
Decision
Each of the three steps could end the session, and none was a navigation problem. So the fix wasn't a better catalogue or search: it took reading the prescription off the patient entirely.
OUTCOMES
72% fewer people lost
LESS DROP-OFF
72%
From 10,000 to 2,800 monthly users leaving the prescription flow.
REVENUE
+12%
TIMELINE
3 weeks
The client's marketing head credited the change directly.
THE TEAM
The team
Adesh Singh
Product Designer
Shivam Pal
Parul Patnaik
REFLECTION
What it taught me
REFLECTION
An open brief is permission to find the real problem. The flow didn't need better navigation; it needed to stop asking patients to do the reading.
