Ajinkya Kale
← Selected work

TrueMeds

Reducing the trust gap between branded and substitute medicines, at the point of purchase.

  • Consumer Healthcare
  • Behaviour Design
  • Conversion
  • Design Leadership

Customers reached the substitute recommendation, understood the saving, and still hesitated. The economics were never the obstacle.

Role
Lead Designer, 3-designer team
Duration
~6 months
Platform
Mobile app and web
Focus
The substitute decision and the checkout funnel around it

The problem

TrueMeds sells prescription medicine with a substitute recommendation attached: the same molecule, a different manufacturer, at a lower price. The value to the customer is explicit and quantified on screen. Customers reached that recommendation and hesitated anyway.

Visible problem

Customers dropped out around the substitute recommendation, close to the point of purchase.

Underlying problem

Discovery was never the problem — the recommendation was already in front of them. What was missing was confidence at the moment of the decision. A substitute asks someone to overrule a familiar medicine, a prescription in their hand, and an absent doctor, on their own judgement.

The design challenge

Design for confidence at the point of the substitute decision, rather than for a clearer explanation of the saving.

The saving was never the missing information.

Outcome

Platform context

  • Scale 1Cr+ app downloads — the size of the product this work shipped into.

Team

  • Measured Led a 3-designer team across mobile app and web.