Revamping Medical E-commerce in India

Overview

Delta Healthcare is revolutionizing the way medical institutions and educators access high-quality simulators, anatomy models, and task trainers in India. With a growing catalog of over 4,500+ specialized products, their core challenge was transitioning from a manual, quote-based process to a streamlined, scalable e-commerce platform.

As the sole product designer, I led the project from discovery to delivery — including user research, MVP creation, and the full e-commerce rollout. The goal was to serve both B2B and B2C users across India's healthcare and education ecosystem, while building a fast, scalable product that could be tested and refined post-launch.

Objectives

• Build a user-friendly e-commerce platform tailored to medical educational products
• Increase customer engagement and direct conversions
• Simplify the buying experience through intuitive UX
• Improve organic visibility and search engine rankings

Problem Statement

Delta Healthcare’s previous platform relied heavily on offline interactions and manual quotations. This lack of transparency in pricing, poor product information, and the absence of user-specific dashboards led to low engagement, inefficient order cycles, and limited conversions.

Key Insights from Research

We conducted a short but focused user survey to understand expectations and frustrations. Here is what we discovered:

• Users wanted a comprehensive catalog with clear pricing and specs
• Clear need for technical documents in downloadable PDF formats
• Distributors and partners wanted a dedicated login and sales tracking dashboard
• Medical colleges preferred a way to book demos and faculty training programs
• Checkout flow was missing, which meant zero direct online sales

Prioritised Problems

• Poor usability and non-intuitive navigation
• Missing checkout and payment flow
• Inadequate product info and no downloadable resources
• No partner login or distributor management features
• No built-in scheduling for product demos or training sessions

The Design Approach

We adopted a lean and iterative approach — building quickly, launching early, and refining based on feedback. No heavy frameworks; just pragmatic product design with real-world utility in mind.

Stage 1 — User Survey and Needs Assessment

To understand user needs and gather insights for the e-commerce platform, a user survey was conducted using a simple questionnaire.

🎯 Key Objectives:

1. Understand user preferences and pain points
2. Identify potential features and functionalities for the e-commerce platform

🔍 Key Findings:

• Users expressed a desire for a comprehensive platform offering a wide range of medical simulators, anatomy models, and task trainers
• Emphasis on clear product information, pricing transparency, and downloadable technical resources
• Partners and distributors wanted a dedicated login and dashboard to manage orders and track sales
• Medical colleges showed interest in scheduling product demos and faculty training programs

Stage 2 — Minimum Viable Product (MVP) Development

This stage focused on building a working MVP to showcase the product catalog and test real user engagement.

🎯 Key Objectives:

1. Provide users with an initial platform to explore the product range and request quotes
2. Test market response and gather feedback for iteration

🔑 Key Features:

• Product listing across three major categories: Medical Simulators, Anatomy Models, and Task Trainers
• Quote request functionality to allow users to express interest in specific products

Stage 3 — Fully Functional E-commerce Website

In the final stage, we focused on designing and developing a complete e-commerce platform.

🎯 Key Objectives:

Build a user-friendly interface with intuitive navigation Improve the purchasing experience, including the checkout flow and product detail views Integrate additional functionalities like PDFs, user dashboards, and scheduling tools

Solutions

🎨 1. User Interface Redesign

• Revamped interface with improved usability, navigation, and visual appeal
• Consistent branding and intuitive layout to elevate the experience

📄 2. Product Details Pages

• In-depth product information including features, specifications, pricing, and availability
• Downloadable PDFs for manuals and technical resources

💳 3. Checkout Flow

• Streamlined, intuitive checkout experience
• Secure payment options and real-time order confirmation

👤 4. User Dashboard

• Personalized dashboard for account management, order tracking, and history
• Access to wishlists, saved items, and recommended products

🤝 5. Partner/Distributor Login & Dashboard

• Dedicated login portal with dashboard for partners and distributors
• Tools to manage orders, track sales, and streamline communication

📅 6. Product Demos & Faculty Training

• Integrated scheduling system for product demos and training programs
• Seamless coordination and real-time communication with support teams

📰 7. Blog Pages

• Engaging content featuring educational articles, industry updates, and product showcases
• Built-in SEO strategy to drive organic traffic and increase visibility

🖥️ Figma Prototype

📈 Business Impact

• Achieved a 200% increase in product impressions, significantly expanding the visibility of over 4,500 specialized medical products across the platform.
• Improved the click-through rate (CTR) by 60%, indicating stronger user engagement and more effective product discovery.
• Boosted daily active users by 150% within six months, demonstrating rapid user adoption and growing platform loyalty.
• Attained higher SEO rankings for critical medical education product keywords, driving more organic traffic and enhancing the platform’s market presence.
• Enabled direct online orders to account for over 40% of monthly revenue, reducing dependency on manual sales processes and increasing operational efficiency.

🧭 What I Learned

Designing for a niche, high-utility B2B/B2C product taught me the value of simplicity over complexity. We did not chase flashy features — instead, we focused on clarity, transparency, and speed-to-market. Close collaboration with sales and operational teams also helped shape a product that aligns well with internal business workflows.

🚀 What’s Next

• A/B test pricing visibility (login-to-view vs open pricing)
• Introduce intelligent filters and search improvements
• Launch referral & loyalty programs for medical colleges and partners
• Add bulk order and subscription features for recurring buyers
• Continuously analyze user behavior and feedback to identify pain points and optimize the platform accordingly.
• Focus on user engagement strategies such as personalized recommendations, email marketing, and social media campaigns to drive online sales.