Design Team

Product Designer (Me) - Handled Visual, User Interviews, UX Research

Senior Product Designer (Stuti) - Project Lead Designer

Associate UI Designer (Mayur) - Part of Meal Planner Team

About the company

Cipla

Established in 1935, Cipla is Indian multinational pharmaceutical company that primarily develops medicines to treat respiratory disease, cardiovascular disease and other medical conditions.

Breathefree app is an attempt by Cipla to popularise effective digital therapy amongst consumers who suffer from lifestyle lung diseases like Asthma, COPD etc. and require continuous management and care.

Problem Statement

Current state

• While the Indian consumer has taken to telemedicine to a large extent, penetration of digital therapeutics in India is only 0.5% as of Oct 2023. This industry is largely untapped. With Breathefree, Cipla is entering into unknown waters with a trial and error approach. They required a team that could help them with constant product ideation and development.
• The Breathefree team was able to leverage Cipla’s existing user base for customer acquisition but these users were not engaging with the app daily. Habit formation is essential for any form of therapy to be successful.

Client Goals

Where do they want to be?

• To focus on research-driven product development and create an app that user’s trust to offer effective digital therapy for lung ailments. To create substantial cross selling and monetisation opportunities within the app, while always keeping a user-first approach.
• Enhance daily interaction and sustained user involvement within the app by delivering comprehensive care services. Also creating a bridge between doctor’s and patient’s by effectively documenting day-to-day progress and health history for diseases that require lifestyle changes.