Aayu by Medcords is a healthcare startup that aims to make ordering medicines online accessible for users in tier 2 and 3 cities. The app provides a platform for users to connect with their local medical stores and order medicines online, with the delivery part handled by the medical store owners themselves. By bridging the gap between users and local medical stores, Aayu provides a convenient and reliable way for users to access the medicines they need, no matter where they live

UX and motion design; As a UX designer for Aayu by Medcords, my goal was to identify pain points that users were experiencing and find ways to improve the app to increase user retention. Through research and user testing, I worked to gain a deep understanding of user needs and behavior and used that information to make design decisions that would improve the overall user experience. Aimed to create a seamless and user-friendly platform through iterative design to encourage the long-term app usage.

This UX audit was conducted by me, I interviewed Aayu users, medical store owners, and the customer care team.Interview Questions for Aayu Users:

What motivated you to start using Aayu to order medicines?

How often do you use Aayu to order medicines?

What features do you find most helpful when using Aayu?

Have you ever had any issues when using Aayu to order medicines? If so, can you describe what happened?

How easy or difficult is it to navigate Aayu and find the medicines you need?

How satisfied are you with the overall user experience of Aayu?

Is there anything you would change about Aayu to make it more user-friendly?

How has Aayu impacted your business?

What motivated you to partner with Aayu and offer your services through the app?

What is your experience like when fulfilling orders through Aayu?

Have you ever faced any challenges when fulfilling orders through Aayu? If so, can you describe what happened?

How easy or difficult is it to use Aayu to fulfill orders?

How satisfied are you with the overall experience of using Aayu?

Is there anything you would change about Aayu to make it more efficient for medical store owners?

What are the most common issues that users contact customer care about?

How do you handle user complaints or issues with Aayu?

What is the average response time for resolving user issues?

Are there any recurring user complaints that you feel could be addressed through improvements to Aayu’s design?

How often do users contact customer care for assistance with Aayu?

How satisfied are users with the level of customer support provided by Aayu?

Is there anything you would change about Aayu to make it easier to support users?

With the help of the data gathered from the above research and data from ops and platforms like Moengage, we figured that among other smaller issues, these are the main ones:

1. Too much going on, too many services. Overwhelming and confusing.

2. No way to track ordered medicines, most of the communication happens on WhatsApp once user orders their medicines.

Aayu has 20+ services to offer like ordering medicines, consulting doctors, ordering tests, etc.To fix this, we decided to create a better onboarding experience and change the UI/UX of the home page where users initially land and interact with services.

What do we want?

What do our users love?

This was my main focus for the onboarding, Aayu wanted to improve and increase their ordering of medicines services to increase revenue, give a glimpse of the services they offer, and also inform users about offers provided on the platform. Aayu’s biggest USP is that they are able to reach places where others can’t because the medicines were delivered by the medical stores.

A one-cut story like onboarding where every scene is connected with another one. The first part focus on a user ordering medicines, the second part focuses on medical stores delivering the medicines, and in the third part user can see that they can also avail of offers on this platform.

Variation 2 (selected one):

We decided to go with this variation, in the first screen a user is ordering medicines with offers, in the second one medicines are delivered to the users and in the third screen user gets a glimpse of what else Aayu has to offer.