Designing the end-to-end ecosystem for a quick-commerce pharmacy and healthcare app
COLLABORATED WITH
Plazza, Bengaluru
THE TEAM
Senior Product Designer, Junior Product Designer, 6+ Developers, Project Manager
ROLE
Senior Product Designer
OVERVIEW
Plazza is a seed-stage pharmacy app startup that began with orders managed through a basic app and WhatsApp. To scale, it needed a robust ecosystem for both consumers and store operations.
Partnering closely with engineering, ops, marketing and support, I redesigned the entire consumer app, created pharmacist and picker tools, and built a POS system that turned Plazza into an omnichannel pharmacy while also shaping its brand identity.
IMPACT
App grew from 0 → 10K users in 12 weeks
Increased daily orders from 25 → 65
Reduced order handling time to <1 minute
Monthly avg. users grew 418 → 1,579 (+278%)
MY ROLE
Joining as the sole designer, I led design across consumer, operations, and retail experiences, including the full app, pharmacist and picker interfaces, and brand touchpoints (packaging, uniforms, and marketing).
I had end-to-end ownership of UX, built a tokenized design system, directed the visual language, and tested prototypes with staff. User research included Posthog session recordings and phone interviews with customers.
OPPORTUNITY #1
Users preferred ordering over WhatsApp because the app was minimal and fragmented
The consumer app lacked essential flows, leaving users unsure how to browse medicines or track deliveries without customer support. We redesigned the full app with end-to-end e-commerce flows including homepage, search, cart, coupons, delivery tracking, etc.
Old Homepage → New Homepage
Split deliveries created confusion during delivery
Products often arrived in separate shipments, but the app gave no visibility into this. We introduced split delivery indicators in product cards, cart and delivery tracking, so users knew exactly when each item would arrive.
Delivery Indications: Search - Cart - Delivery Tracking
Customers relied on WhatsApp for prescriptions
Since most customers preferred WhatsApp for prescription-based orders, we recreated that familiarity with a chat-style flow, making the process conversational and effortless.
In the first version, we kept the chat limited to pre-decided prompts for simplicity, with the plan to evolve it into an AI-driven experience later.
Ordering with Prescription
Ordering from Saved Prescriptions - Error State
Static layouts limited how we could showcase brands
The app’s first version had rigid layouts that made product discovery feel dull. To bring more personality, we designed template-based brand pages and category pages with modular sections for banners, highlights, and offers. This let us create playful brand experiences quickly, while keeping consistency across the app.
Brand Banners: Homepage & Search
Brand & Category Pages
OPPORTUNITY #2
Order processing was manual and error-prone with no inventory visibility
There was no record of products coming in from distributors or going out to customers. Staff processed orders manually across 15K+ SKUs, causing delays and mistakes.
As we scaled to 25K+ SKUs, we built pharmacist and picker apps and an operations dashboard that enabled sub-minute order processing, smooth inventory management, and easy workflows for all staff.
Order Processing: Kanban Dashboard + Order Page
Order Processing: Picker & Pharmacist App
No streamlined workflow for prescription approval
We integrated MyRx, a prescription verification platform, directly into the order process workflow. This ensured prescriptions were generated or checked quickly and compliantly, reducing errors and keeping the process smooth for both staff and customers.
Order Processing: Prescription Verification
OPPORTUNITY #3
Physical stores and online channels were disconnected
Store and app sales weren’t reflected in one place, creating friction for both staff and customers. We built a point-of-sale system that fed directly into the pharmacist order processing module and synced with the customer app’s order history. This unified view enabled true omnichannel fulfillment and contributed to 25% of total sales.
POS: Mobile + Address for Deferred Delivery
POS: Tablet
OPPORTUNITY #4
Bringing the brand together
Alongside product design, I created a cohesive visual language across packaging, uniforms, store facades, and in-app brand pages, giving Plazza a polished and recognizable identity across every customer touchpoint.
Brand & Marketing
