For a
healthier
you...
But,
First Me
'But, First Me' is all about flipping the script on how women often take a backseat
when it comes to their health. Let's switch gears to 'Pehle Main' and make sure
their health takes the driver's seat. Putting their well-being first is not just self-care;
it's the ultimate power move. After all, the coolest form of help is when women
prioritize themselves and rock their health game. 💪✨
PROJECT DURATION
7 days
ROLE
RESPONSIBILITIES
UI Designer
Research, Competitive Analysis, User Interview, User Persona,
Wireframe and Visual Design.
Project Overview.
CHALLENGE
Women often delay healthcare due to time, awareness, or trust gaps. Despite relevant offerings, MFine saw low engagement in women’s health services—highlighting the need for a more emotionally resonant and action-driven value proposition.
GOAL
To design a campaign-led experience that motivates
women aged 28–40 to prioritize health, engage in
preventive care, and shift from free to paid services
by bridging gaps in awareness, trust, and usability.
THE SCOPE
We focused on optimizing:
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In-app landing page experience
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Discovery of women-specific health tools
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Conversion flows for free and paid features
IMPACT
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Install-to-Sign-up Conversion improved to 38%, but revealed a 62% drop-off, highlighting onboarding friction.
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Period Tracker Engagement accounted for 9,948 transactions, validating strong interest in free features.
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Paid Health Program Conversions remained low, with only 90 transactions, indicating a gap in value communication and trust.
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Average Revenue per Paid Transaction was ₹645, with a CPA of ₹64.83, suggesting potential for profitable scaling if conversion gaps are addressed.
The Process.
Learn about user's problems through testing
Empathize
Define
Empathize wth users
to define the problem
Learn from prototypes
to discover alternatives
Ideate
Prototype
Test
Testing creates new ideas
for the project
Understanding the User.
TARGET GROUP
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Lifestage: Working professionals and stay-at-home moms
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Demographics: Urban women (28–40), digitally active, juggling work and family, but hesitant to invest in their own health.
USER RESEARCH
Commencing user research, we delved into identifying services that could truly benefit women without hurting their pockets. Whether it's virtual doctor consultations, health check-ups, or simply monitoring your menstrual cycle, we explored the spectrum.
Key Research Questions that we wanted answers for, for our campaign
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What challenges do women face when trying to access healthcare in digital space?
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Have they used online health services? What made you trust (or distrust) them?
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What emotional barriers prevent them from prioritizing their health?
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What role does convenience, trust, and empathy play in their healthcare journey?
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How much time are you willing to spend on a health platform? What frustrates you about it?
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How often do you go for preventive health checks? What prevents you from doing so?
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What kind of health content grabs your attention: articles, short tips, videos?
We started with user interviews involving women and here’s what stood out:
INSIGHT QUOTES
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Time Starved "I know I should do preventive checkups, but I keep putting it off because I'm too busy."
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Mental load & decision fatigue “It’s exhausting to research what tests I need or which doctor to see.”
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Trust gap in platforms “I don’t feel confident booking from apps—how do I know it’s the right specialist?” and "I don't know if online tests are trustworthy."
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Healthcare feels transactional “Apps are great for buying meds but don’t care about me as a person.”
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Time barrier “I don’t have time to scroll through health articles. I need things personalized and quick.”
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Information Overload "I lose interest if I have to read a lot or see too many offers."
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Fear of Cost "Healthcare feels expensive. What if it's too costly?"
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Women-Centric "I prefer seeing women doctors talking about women’s health."
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Women are extremely busy: They know they should get health checkups but keep delaying because their schedules are packed.
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They feel overwhelmed making health decisions: Figuring out what tests to take or which doctor to consult feels mentally tiring.
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Trust is a big issue with online health apps: They are unsure if the doctors are good or if the tests are reliable.
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Healthcare apps feel impersonal to them: Many feel like apps only want to sell products, not really care about their well-being.
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They want fast, personalized information: They don’t have time to read long articles or go through endless offers — they prefer quick, tailored advice.
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Too much information turns them away: If an app or website has too many choices or too much text, they lose interest quickly.
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Cost is a big fear: Many hesitate to explore health services because they worry about hidden or high costs.
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They prefer women-focused care: They feel more comfortable when the healthcare content is led by women or about women's specific needs.
LEARNINGS from this research
Competitive Analysis.
There is currently a lack of comprehensive medical apps that encompass all essential services, such as doctor consultations, health screenings, in-clinic appointments, care programs, free assessments, and informative content in a unified platform.
Although we identified two apps that feature women's health pages, they still fall short of offering a holistic solution on a
single page.
Pharmeasy provides all the lab tests done concerning women's health in their 'Women's Care' page
Apollo 24/7 does not have a women-centric health page but provides lab tests and doctor consultations.
KEY FINDINGS from the analysis
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Emotional Connection is Missing: Both platforms approach healthcare like a "task" instead of building a human, empathetic relationship — especially for women.
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Overwhelming Choices and Content: Users don’t have the time or patience to navigate complex options.
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Low Personalization for Women: Services are generic; women-specific journeys are not well-defined.
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Trust Building is Weak: Discounts are offered, but trust signals (testimonials, women doctors, expert endorsements) are not strongly highlighted.
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Heavy focus on medicines and doctor consultations available but not highlighted emotionally, still feels transactional.
User Persona.
Based on the data collected from the user research and competitive analysis, we created a persona to understand emotional and practical pain points.
"I always strive to give the best attention to my family's needs, but want to lead a healthy lifestyle especially after having baby "
Madhavi
Age: 33
Education: B.Des
Hometown: Bangalore
Family: Married, 1 child
Occupation: Visual Designer
Tech Savviness: High (comfortable with smartphones and apps)
Lifestyle: Busy, work-life balance challenges
Goals:
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Take better care of her health
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Access quick, reliable health resources
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Simplify wellness decisions
Challenges:
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Time scarcity (juggling work, family, personal life)
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Overwhelmed by choices
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Difficulty finding trustworthy, personalized healthcare content
Empathy Map.
We quickly created an empathy map from our findings to get a deeper understanding of our user base.
Says
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I need something that fits into my busy schedule.
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Apps just want to sell me stuff, they don't care about me.
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As English is not my primary language, the content should be easily understandable.
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I dont want information overload and the language should not be too technical
Thinks
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I want a comprehensive platform for women's healthcare, offering both preventive and curative services, all in one accessible space.
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I want the doctor consultations to be swift and easy.
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Can I really trust these health apps to help me?
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I don’t have time to dig through endless health content
Does
Feels
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Exploring healthcare apps for informative medical advice (not just Google)
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Engages more when healthcare feels approachable, affordable, and women-centered.
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Drops off apps if overwhelmed by choices or information.
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Searching for a healthcare app that is easy-to-use.
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Overwhelmed by information overload
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Eager about the incorporation of services such as AI-powered health assessments
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Guilty for delaying her own health checkups.
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Anxious about unexpected or high costs.
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Skeptical and cautious about online healthcare.
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Skims health content quickly; avoids reading long articles.
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Relieved when content feels relatable
After sensing a common pattern, we moved to defining a clear problem statement which we wanted to address.
The Problem Statement.
Urban women aged 28–40, who are digitally active and balancing professional and personal lives, often deprioritize
their health due to time constraints, mental fatigue, lack of trust in online healthcare platforms, and perceived high costs.
Existing digital healthcare solutions primarily focus on transactions (e.g., buying medicines or booking tests) without building personalized, trust-based relationships. As a result, women feel unsupported emotionally, overwhelmed with information, and hesitant to invest time or money into preventive healthcare, despite having a genuine need.
Therefore, we needed to create a campaign that would:
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Prioritize women's emotional and practical needs first ("But, First Me").
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Offer affordable, trustworthy, and easy-to-navigate healthcare services.
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Empower women to take small, actionable steps toward their health without feeling burdened.
The Name.
Women, especially in the 28–40 age group (our target audience), are often natural caregivers — putting work, family, kids, elders, and even household responsibilities ahead of themselves.
The phrase "But, First Me" acknowledges this selflessness but gently encourages them to pause and prioritize their own health without guilt.
Visual Design.
Few quick Wireframes.
The Page.
The Outcome.
This women's day in-app campaign aimed at engaging users, driving sign-ups, and increasing transactions for women's health-related services. Also, it sought to leverage the occasion to offer value-driven content and services while measuring its success through key engagement and conversion metrics.
Key Metrics
1. User Acquisition & Conversion
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Overall Reach: 5.67 million users
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Total Installs: 17,874
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Total Sign-ups: 6,800
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Conversion Rate (Install to Sign-up): 38%
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Indicates a relatively effective onboarding experience, but room for optimization.
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2. User Engagement & Retention
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Overall Engagement: 17,410 interactions
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Period Tracker Transactions: 9,948
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Suggests a highly engaged user base utilizing key app features.
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3. Monetization Performance
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Total Transactions (Women’s Special Health Packages): 90
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Revenue from Health Packages: ₹58,100
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Average Revenue per Transaction: ₹645
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Cost per Acquisition (CPA): ₹64.83 per signup
Challenges Identified
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Drop-off Between Install and Sign-up (62% loss)
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Users may be experiencing friction in the onboarding process.
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Limited Adoption of Premium Services
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Only 90 transactions despite a large user base.
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Possible reasons: unclear value proposition, pricing concerns, or lack of trust.
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Engagement Opportunities Beyond Period Tracker
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Strong engagement in free features, but how can we encourage usage of revenue-generating features?
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Recommendations
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Use progressive disclosure to reduce cognitive load.
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Introduce guided walkthroughs to explain premium services.
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Use A/B testing to optimize CTA placements for health packages.
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Personalize recommendations based on user behavior.
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Strengthening trust & conversion for health packages
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Offer a free trial or discounted first purchase.
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Display testimonials and expert endorsements.
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Implement an intuitive pricing structure with clear benefits.
Lessons Learned.
What worked well?
✅ High campaign visibility with 5.67 million reach and 17,410 engagements.
✅ Strong user acquisition with 17,874 installs and 6,800 sign-ups (38% conversion rate).
✅ Free features (e.g., period tracker) saw high engagement, proving user interest.
Areas for Improvement
❌ Revenue generation did not match engagement, indicating a gap in converting free users to paying customers.
❌ High drop-off rate from install to sign-up (62%), highlighting potential friction in the onboarding process.
❌ Only 90 premium transactions, suggesting the need for stronger value communication and pricing adjustments.
Future Considerations and Learnings
🔹 Optimize the onboarding journey to reduce drop-offs.
🔹 Experiment with different pricing models and promotional offers.
🔹 Improve feature discoverability and trust-building for premium services.
🔹 Empathy-driven messaging works better
🔹 Personalization improves engagement
🔹 Consistency builds familiarity: Following brand-aligned design principles while crafting a fresh, campaign-specific
visual style created a seamless experience.
🔹 Mobile-first design isn’t optional
🔹 I learned to design with both perspectives in mind.
🔹 Working closely with marketing and content teams taught me how to align multiple stakeholders without diluting the user experience.
🔹 Framing the campaign around self-prioritization resonated deeply with the audience, showing me the power of emotional
storytelling in healthcare.
By optimizing the UX strategy, we aim to boost conversions, enhance engagement,
and maximize revenue potential for future in-app campaigns.