Healthcare

App & Website design for Healthkart

Revolutionizing India’s #1 Health Supplement Store

Industry

Healthcare

Team Size

3 UX & 2 UI

Platforms

Web & Mobile

My role

UX Lead

Website

View website

HealthKart- the marketplace for people serious about health and fitness. HealthKart delivers everything from genuine protein supplements to vitamins smoothly at honest prices. Users no longer have to hunt for supplements or a ton of nutrition stores to find the supplement they need. With over 200 brands & authorized vendors listed on the platform, HK delivered authenticity in a basket. We redesigned the HK App + Website (Responsive) keeping core UX values and practices in mind and optimising the design for current and future trends.

Why did we redesign HK?

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‍ADD TO HK’s BRAND PERCEPTION: HK is known as a trusted, authentic seller. We needed to build on that trust to make HK the fitness assistant of the vast user base‍
OPTIMISE SALES AND CUSTOMERBUYING JOURNEY : HK is a place users come to acquire products. The existing PDP and buying journey was chaotic, confusing and cumbersome‍
HELPING THE COMMUNITY : Another challenge was ‘How might we help the fitness community?’ - we needed to figure out how to add value to user’s lives beyond the product journey
STANDARDISING THE PLATFORMS : The existing design on web and App (iOS and Android) was lacking consistency.

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TARGET AUDIENCE

Primary Audience of HK is : Fitness enthusiasts and Gym gooers Male/Female/OtherAges 16-35, 35-50, 50-60, 3. Tier 1-3 cities in India HK’s current user bases consisted of 81% male. HK wanted to change that and involve more female/other users. This meant that we had to focus on UX, communication and personalisation for all genders. Senior citizens (60 +) or Users looking for wellness products or merchandise, services like consultation or guidance like blogs or content.

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PROBLEM STATEMENT

"How might we help help users achieve their fitness goals; achieve their tasks seamlessly while building brand perception and providing a complete experience while preserving consistency?"

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THE PROCESS

Discovery: Conducted a 3-day discovery workshop with four stakeholder teams to understand the brand, product requirements, and set targets. Activities included product walkthroughs, questionnaires, brainstorming, and MoSCoW prioritization. Resulted in defined scope, project plan, and goals.
User Research and Competitive Analysis: Conducted in-depth competitive/comparative analysis, heuristics evaluation, and user interviews to understand market, product, and users. Activities included competitive benchmarking, heuristics on Nielsen Norman's UX laws, persona building, user interviews, and GA analytics. Resulted in user insights, market benchmarking, and goal setting.
Journey Mapping & Information Architecture: Converged research to create Information Architecture and User Flows for complex tasks. Activities included feature mapping, card sorting, and user flow development. Resulted in app navigational structure.
Wireframing, UI &I Prototyping: Created high-fidelity wireframes for 20+ flows (800+ screens), UI moodboarding, and concept design. Ended with interaction and motion graphics documents. Activities included wireframing, UI moodboarding, UI concepts, UI design, and motion design. Resulted in comprehensive interface design.

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So what was the outcome?

The Solution

Centered around Personalization through targetted feeds

Created six versions of the homepage tailored to different user types, focusing on new user onboarding, personalized recommendations for existing users, and accessibility options for senior users. This increased user trust and boosted homepage retention. Added discoverability sections to guide users through various screens with specific narratives.

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An efficient, no nonsense Product Display screen

The existing PDP was cluttered, lacked clear CTAs, and did not present information in a user-friendly manner. We designed an efficient PDP with a controlled information hierarchy and visual segregation, ensuring action buttons are visible and prominent, thereby minimizing cognitive load.

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Single Click Buying Journey

The time of long timelines and multiple clicks is over. We created a simple; minimal step buying journey to decrease user frustration and increase business revenue. At the end of the day; we wanted to make it super easy for the users to buy the products they need.

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Yellow Smile Face - Colorfolio X Webflow Template

Seamless family of one

The website was designed with the following objectives:

Mobile-first approach
Introduction focused on building brand image
Maintaining core e-commerce features
Encouraging app downloads

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Introducing Habits

To transform HK into a comprehensive 360-degree experiential service, we enhanced existing services and added key elements to create a cohesive experience. We introduced gamification through Habits, a fitness and wellness tracking tool with seamless integrations and minimal user input, designed to enhance user quality of life. This model also includes HK Cash, consult services, and more. Additionally, we fostered community building to engage users and create a supportive network. HK is here to support you!

THE IMPACT

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18% increase in cart value in first 3 months of launch

25% reduction in bounce rate

37% users confirmed on easier discovery

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