When I joined Practo in 2012, it was more than just a job change; it was a plunge into the dynamic world of startups. As the lone designer in a team of engineers, I was tasked with not just designing but defining the role of design in a rapidly evolving company.

The journey from a small team to a design powerhouse of 40, mirroring Practo's expansion to a 2,000-strong global presence, was filled with challenges. Balancing rapid growth with maintaining a cohesive design vision tested my leadership and strategic thinking.

‍

In 2012, we introduced Practo.com, India's inaugural doctor search and appointment booking website. This endeavor involved breaking traditional barriers and creating a simple yet effective design to resonate with a diverse user base, transitioning them from conventional methods to digital platforms.

In 2013, our goal of digitizing India's paper-based medical records presented a daunting challenge. Designing Practo Ray required not only technical design expertise but also an understanding of and response to resistance from a sector deeply entrenched in traditional practices.

The shift to mobile platforms brought its own set of challenges. Designing the Practo app necessitated a continuous adaptation to the evolving needs of mobile users and seamless integration of new features like teleconsulting and record management.

The Ray app for doctors addressed the unique challenge of catering to medical professionals with varied practice styles and needs. The design needed to be flexible yet intuitive, accommodating everything from patient scheduling to complex billing processes.

The rebranding effort with Chermayeff, Geismar, and Haviv (CGH) was more than a visual makeover; it aimed to create a brand identity that could keep pace with Practo's rapid evolution and expansion. Integrating this new identity into our products required a delicate balance of innovation and consistency.

By 2015, Practo's rapid product diversification had led to a fragmented user experience. Leading the initiative to unify these disparate systems was a complex challenge involving deep user research, stakeholder alignment, and a complete overhaul of product design.

My journey at Practo was marked by relentless innovation, strategic leadership, and the relentless pursuit of excellence in design. Through the challenges we faced and the changes we pioneered, we not only transformed a traditional industry but also helped Practo emerge as a global leader in healthcare technology. It was a privilege to cultivate and lead a talented design team in a high-pressure startup environment and to contribute to Practo's evolution, both in terms of its product offerings and brand identity. The experience was a testament to the power of design to shape industries and drive meaningful change in the world of healthcare.