Goodkart: A Seamless Marketplace for Health

Introduction

Problem Statement

Business Problem: Lybrate needed to increase user engagement, consultation bookings, and explore new revenue streams. Users had access to doctor consultations but didn’t have an easy way to purchase health-related products.

User Problem: Users were struggling to find a reliable, convenient way to buy health products (like supplements and wellness items) that fit their health needs.

Context

Existing Lybrate Platform: A platform connecting users to doctors via virtual consultations, allowing access to a network of doctors for various health concerns.

New Feature – Goodkart: A marketplace integrated into the app, allowing users to purchase health products and receive consultation discounts, creating an interconnected healthcare ecosystem.

Research & Market Analysis

Competitive Analysis

Amazon Health: Offers a broad range of health products, but lacks integration with healthcare services.

Healthkart: An established health product marketplace with a focus on supplements but doesn't offer doctor consultations.

Lybrate’s Advantage: Lybrate has an existing user base of patients who trust the platform for consultations, making it the ideal setting to integrate a marketplace feature.

Market Trends

Increasing demand for telehealth services combined with e-commerce in health products.

Growth of wellness and preventative healthcare products, especially supplements, functional foods, and personal care.

Target Audience

Primary Audience: Adults aged 25-45, who value both convenience and quality healthcare products.

Secondary Audience: Older adults (45-60), who need ongoing healthcare products and virtual consultations for chronic condition management.

Core Idea & Concept

Goodkart Features

Marketplace for Health Products: A curated selection of wellness products, healthy food, and supplements directly available for purchase within the Lybrate app.

Consultation Discount Coupons: A reward system where users receive discount coupons for doctor consultations when they make a product purchase, and vice versa—users who book consultations are given exclusive discounts for products.

Integrated Experience: Both product purchases and consultations are managed under one roof, streamlining the user's health journey without app hopping.

Business Impact

With the launch of Goodkart, we expect to see a significant increase in key business metrics:

Consultation Conversion: The integration of product purchases with consultation discounts is expected to drive more users to book consultations, boosting overall engagement and conversion rates.

Product Purchases: Goodkart will encourage users to make more frequent purchases, enhancing the app’s product sales and contributing to a more robust revenue stream.

Revenue Diversification: By introducing a marketplace for health products, Goodkart will provide a new source of revenue, complementing existing income from consultations.

User Retention: The seamless combination of consultations and products will likely lead to improved user retention, keeping users engaged with the app for longer periods.

App Growth: With the added value of an integrated health experience, Goodkart will attract new users, leading to increased app downloads and expanding Lybrate’s market presence.

User Personas

Persona 1: Anjali Verma

Persona 2: Shubham

Persona 3: Meenu Sharma

User Journey & Scenario

Example User Journey: Anjali

Entry Point: Anjali opens the Lybrate app to consult a doctor for stress management.

Discover Goodkart: While booking a consultation, she sees a pop-up for health supplements on Goodkart with a 10% discount on consultations.

Decision: Anjali browses Goodkart for supplements and buys a bottle of multivitamins.

Action: At checkout, she receives a coupon for 20% off her next consultation.

Post-Purchase: Anjali books a follow-up consultation with a health coach to manage stress.

Retention: A week later, Anjali receives a notification reminding her to book a consultation using the coupon from her recent purchase.

Challenges & Solutions

Regulatory Compliance

Challenge: Ensuring that all health products meet local healthcare regulations and standards.

Solution: Partnered with verified vendors that are certified by health authorities to ensure product safety and quality.

Inventory Management

Challenge: Managing real-time stock levels to avoid delays in deliveries.

Solution: Integrated an automated inventory management system that syncs stock levels with the app and sends alerts to users in case of low stock or delays.

User Experience Design

Challenge: Balancing the marketplace with doctor consultations without overwhelming the user interface.

Solution: Conducted multiple rounds of user testing to ensure the design was intuitive, easy to navigate.

Feedback & Iteration

Initial Feedback (Post-launch)

User Feedback

“I love the discounts on consultations. It made me book a follow-up with my doctor.”

“The product suggestions were helpful, but I’d like better filtering options for health products.”

“I didn’t know the marketplace was there until I booked a consultation. Maybe a pop-up reminder would help.”

Actions Taken

Implemented an A/B test to show more prominent product recommendations based on the user’s consultation history.

Added product filtering options like price range, brand, and health category.

Introduced more in-app nudges (e.g., banners, push notifications) to raise awareness about the marketplace.

Design Principles

Simplicity

Keep the interface clean and minimal to ensure that users can easily navigate between consultation bookings and product purchases without feeling overwhelmed.

Accessibility

Ensure the design is accessible to people with visual impairments and limited tech literacy.

Trust & Credibility

Only display products from certified vendors and trusted healthcare brands.