KAUSTUBH JANGAM
Brief
My Role
To provide Generic Medicines to people living in remote locations by paving the way for Affordable Healthcare System.
Duration
Student Project at MIT ID(2 months)
I have designed and planned the entire UX Research and Design Process.
Skills
Primary Research, Secondary Research, User Journey Mapping, UI Designs.
Problem Statement: How might we provide medicines at affordable cost for people in remote geographical location so that they will have greater accessibility to healthcare?
Why Perfect Generic ?
सर्वे भवन्तु सुखिनः, सर्वे सन्तु निरामयाः।
सर्वे भद्राणि पश्यन्तु, मा कश्चिद् दु:खभाग् भवेत्॥
It means: May all be happy, May all be free from illness, May all see what is auspicious, May no one come to grief.
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India is also known as the "PHARMACY OF THE WORLD" due to its ability to provide low-cost medicines to the world.
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Many people still cannot access affordable generic medicines. According to the Public Health Foundation of India, 55 million Indians are pushed into poverty in a single year due to catastrophic health expenditures.
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As per a survey by the National Pharmaceutical Pricing Authority, 55% of hospital bills in India consist of payments for medicines and other consumables.
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Out-of-pocket expenditure by households accounts for 64.7% of total health expenditure.
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Healthcare expenditure is the second largest cause of poverty in the country.
Design Process
Background
"Perfect Generic" aims to create an affordable healthcare system by providing high-quality medicines at low cost. Generic medicines are trusted by many patients and doctors today. The Indian Government's Ayushman Bharat program has benefited many poor and middle-class families by providing relief for treatment expenses. However, the high cost of branded medicines remains a significant issue. I hope to address this problem.
Research Methods
I have used the AEIOU Framework (Activities, Environments, Interactions, Objects, Users) for effective observation. I observed how real users currently perform their tasks and utilized various research methods to gain a comprehensive understanding of the identified opportunity.
Contextual Inquiry
Observing Behaviour, what are the challenges? Why do we need this?
User Interviews
After identifying the target audience, I engaged in one-on-one interactions with potential users and stakeholders.
Market Research
Used PESTEL approach (Political, Economic, Social, Technological, Environmental, Legal) and trend mapping to maximize research outcome.
Field Studies
Conducted a visit to Fortis Hospital, observed doctors, and interviewed them. Also observed chemists, supply-chain managers, and distributors in their respective environments.
Our High Level Goals were to
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To reduce the extra cost of medicines.
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To adopt trusted healthcare practices, and reach the unreachable despite geographical constraints.
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To reduce the additional cost of medicines, adopt healthcare professional and patient-trusted practices, and overcome geographical constraints to reach underserved populations.
Insights
To gain a better understanding of real-world experiences, I conducted interviews and observed over 14 users. I documented my findings on how their surroundings impact their day-to-day lives. While I can't share all the data and responses here, feel free to reach out for more information. There's a lot more to this story!
Empathy Maps
Personas
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User Journey Mapping
Competitve Benchmarking
Ideation
Generated many ideas through user study, Mind Maps, Brainstorming, Reverse Brainstorming and categorization helped me to effectively pick the most relevant and useful ideas.
Final Screens
Thank you for taking the time to review my project. I welcome and appreciate all feedback.