Many health needs, one legible experience
Medicines, diagnostics, wellness products, consultation and digital services needed to feel connected rather than added together.
Prior team-member work · CX design strategy
Tata 1mg
Retail Strategy
A consumer-centred model connecting pharmacy, diagnostics, consultation, wellbeing and digital services in one scalable retail experience.
The idea
Turn the pharmacy into an integrated healthcare ecosystem.
Qualitative and quantitative research reframed the brief beyond a conventional store refresh. The resulting strategy connected spatial planning, service, brand communication, product experience and customer feedback into a model that could be tested across store formats and adapted to different markets.
Research rewrote the brief
Primary and secondary research shifted the work from isolated retail interventions to one consumer-centred service and spatial strategy.
Typologies made the idea scalable
Store formats, fixtures, communication principles and service moments were organized as repeatable rules for different footprints.
Evidence before form
The work began by finding the system beneath the store.
Research across Delhi NCR, Jaipur, Kolkata and Dehradun connected customer expectations with operational realities. The findings became a redesigned brief spanning pharmacy, communication, service, feedback and rollout.
- Understand
Combine primary and secondary research to identify consumer behaviour, trust and access patterns.
- Reframe
Define a holistic healthcare-retail proposition rather than a collection of disconnected touchpoints.
- Coordinate
Turn one direction into actionable briefs for internal teams, business partners and external collaborators.
Evidence from the original case
A strategy tested in stores—and measured.
Service becomes visible
The store works as an ecosystem, not only a place to transact.
The proposed model connected medicines and products with lab tests, expert consultation, sampling and partner services. Each offer received a clear place in the journey and a recognizable physical touchpoint.
- Access
Bring products, prescriptions and an omnichannel supply chain into one understandable service.
- Care
Create room for check-ups, expert consultation and diagnostic pathways.
- Discover
Use sampling, education and partner services to support informed choice.
Feedback as experience
Measurement became a customer touchpoint of its own.
A gamified kiosk invited visitors to play for a discount while capturing structured feedback. The interaction was designed, implemented and observed in three pilot stores in Gurugram, Delhi and Jaipur.
- Invite
Use a simple game and an immediate reward to make participation feel worthwhile.
- Learn
Capture experience signals while the visit is still fresh and context is visible.
- Iterate
Use participation and store-level responses to refine the wider customer experience.
Facing a connected retail or service challenge?
We can help turn research, operations, space, service and digital touchpoints into one coherent customer experience.