How would you improve the Tata 1mg medicine reorder experience for chronic patients and their caregivers?

Introduction

Tata 1mg is the health vertical of Tata Digital, covering online pharmacy, lab tests and doctor consultations, and it is one of the brands that earns NeuCoins inside the Tata Neu ecosystem. The most valuable 1mg customers are chronic patients (diabetes, hypertension, thyroid, cardiac) who need the same medicines every month, often ordered by a son or daughter for an older parent. Improving their reorder experience is high-leverage: it drives predictable revenue, strengthens retention against PharmEasy, Apollo 24|7 and quick-commerce pharmacy, and creates a monthly reason to open a Tata app.

I'll clarify scope, segment users, walk the reorder journey to find pain points, generate solutions, prioritise with RICE, and define metrics.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about how 1mg reorders work today. Is there an existing "reorder" or subscription feature, and how many chronic users use it?

• Assumption: There is a "Buy again" list and a basic refill reminder, but under 20% of chronic users use any automation.
• Impact: The opportunity is in automation and trust, not discovery.

• Considering user behavior, what share of chronic orders are placed by someone other than the patient?

• Assumption: Roughly 40% are caregivers ordering for parents, often in another city.
• Impact: The design must support managing medicines for someone else.

• Examining external factors, how strong is competition from quick-commerce players delivering medicines in under 30 minutes?

• Assumption: Growing in metros for acute needs, less relevant for planned monthly refills.
• Impact: For chronic refills, reliability and price matter more than speed.

• Thinking about company alignment, what is the primary goal: retention, order frequency or basket size?

• Assumption: 90-day retention of chronic patients is the primary goal.
• Impact: Solutions will be judged on retention, with average order value as a secondary outcome.