👥 My Team

2 product designers

2 development teams

👨‍💻My Role

Design end-to-end experience for ABHA and DHIS, working with a cross-functional team to plan, define, design and launch the new experience. Design and implement (on Webflow) the landing site for DHIS on Eka.

⏳ Duration

Nov 2023 - Feb 2024

Background

In 2023, the National Health Authority (NHA) launched the Ayushman Bharat Digital Mission (ABDM) to establish a nationwide digital health ecosystem. To promote digital health transactions, the NHA introduced the Digital Health Incentive Scheme (DHIS), offering incentives to stakeholders within this ecosystem.
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For incentives, you have to:

Step 1

Enrol into ABDM (Aayushmann Bharat Digital Mission)

Step 2

Add patients with ABHA & link medical records

Step 3

Link 100 records with ABHA to start earning incentives!

By winter 2023, Eka Care already had around 150+ doctors onboarded on DHIS, but very few doctors were eligible for incentives, and support tickets were rising every month.

Business Goals

As one of the first private players to become ABHA-compliant, we aimed to establish Eka as India's premier ABHA tool.

Generate maximum revenue through DHIS incentives for digital solutions (Eka)
Enable doctors to maximize their incentive earnings
Drive sales by increasing ABDM adoption

Discover

Discovery

Understanding the gap

We connected with 100+ doctors across India—both existing Eka users through our success team and sales leads, via calls and clinic visits—and discovered that while most doctors were eager to participate in the ABDM initiative, they didn't know where to start. Even those already onboarded to DHIS lacked understanding of the incentive rules and how to maximize their earnings.

90%
doctors knew about DHIS

Are interested in being part of the ABDM initiative by the Indian Govt., and earn incentives.

18%
understood incentive rules

Lack of education, incomplete source material, complex rules, all driven by an unreliable govt. portal.

5%
maximised their incentives

Required too much effort from the doctor. They had to keep a separate staff just to help link max records.

Current experience with DHIS

The criteria for receiving incentives had many rules, which were hard to understand just from the DHIS website. The important limit of max 5 records per patient per day in a month was missing - leading to unrealistic earning expectations. Almost every doctor I talked to had a hard time understanding these rules.
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NHA driven DHIS onboarding and ABHA dashboards offered critical information—but without clarity, guidance, or motivation. Even the incentive claim process was frustrating, with complex forms to fill and uncertain timelines.

Analysing Eka Doc tool

We found that the ABHA journey on Eka Doc was functional but not intuitive. Gaps in guidance, consistency, and visibility made critical actions less discoverable—especially in fast-paced clinical environments. Even the ABHA creation feature was implemented as a quick-fix in the existing “add patient” flow.

Takeaways

Lack of visibility & support

There was no in-product guidance on how to act on the data and ABHA journey, which lead to guesswork and errors.

Fragmented mental model

The ABHA creation process felt like an external task, visually inconsistent and disconnected. Core functionality differed between web and mobile.

Unreliable experience

Claims appear without alert or structure, leading to doctors manually checking status multiple times a week. The lack of transparency adds to the frustration.

Lack of actionability

The dashboards lacked cues on what to do next. Doctors saw the earnings/linking but didn't know how to increase them, which limited them to passive viewing.

Design Goals

What it needed was a narrative.

Here’s what you’ve done, here’s what you’re missing, and here’s what you should do next.

That’s how data becomes direction—and dashboards become drivers of action.
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Based on our business goals and identified pain points, we established these key design objectives:

Enable quick and easy record linking through clear, contextual nudges.
Simplify the ABHA ID creation for clinic staff by focusing on an intuitive, adoption-first experience.
Educate doctors on how to earn and maximize their DHIS incentives through clear, contextual guidance.

Ideation & Design

We took the problem to the whiteboard—bringing together Eka’s ABHA team, the Doc Tool team, and the Success team (who interact with doctors daily). This cross-functional collaboration helped us shape solutions grounded in real workflows, technical feasibility, and on-ground feedback.

Iterations: Enabling quick and easy ABHA record linking

To address the gaps in visibility and actionability, we ideated on exactly what records doctors could link and at which touchpoints. The goal was a single, plug-and-play component providing instant ABHA insights—patient ID status and linked records. We started with the OPD queue patient cards and progressively extended it across the entire Eka Doc experience.

Final design: Contextual ABHA widget to Add ABHA, link records and maximise incentives

Iterations: Simplify the ABHA ID creation for clinic staff

Our goal was to help clinic staff add ABHA IDs seamlessly, without disrupting their workflow. We found the ideal solution—integrating ABHA creation directly into the patient registration step. To address the existing fragmented mental model, we ensured a consistent ABHA experience across web and mobile, supported by a unified visual language.

Final design: Simplified ABHA creation/linking, uniform across platofrms

Iterations: Educate doctors on how to earn and maximize their DHIS incentives through contextual guidance.

Sales and Success teams were spending considerable time clarifying DHIS rules to doctors. To reduce this dependency and enhance clarity, we designed a guided, transparent ABDM dashboard experience. This allowed doctors to intuitively understand, register, and seamlessly progress through their incentive-earning journey—all within Eka Doc itself.

Final design: Adaptive ABDM dashboard & landing experience to guide doctors through their DHIS journey.

Impact

Positioning Eka as a top private player in the ABDM initiative

We went live with these changes incrementally between Jan 2024 to Mar 2024, and the growth was quite significant.

₹120M+
earned

in DHIS incentives by 3.5k+ doctors using Eka Doc

₹35M+
revenue for Eka

from DHIS incentives under digital solution, and Eka Doc tool subscription for ABDM

85%
doctor retention

on Eka Doc subscription for the 2025 cycle

+20%
lead conversion

for doctor with the intent of ABDM enrollment

+511%
linked records

5M+ health records now connected to ABHA IDs

Key learnings

System thinking over screen thinking: Designing for ABHA wasn’t just about UI — it meant mapping the entire journey of the doctor across Eka Care and NHA platforms. I had to consider how sales, support, and external government systems intersect, and design for those touchpoints too.
Designing in a cross-functional maze: This project meant aligning with two tech teams, plus sales and success teams, each working with their own roadmaps and constraints. I learned how to find common ground, build consensus, and move fast without breaking context.
Wearing the business lens: My scope expanded beyond UX, I had to understand revenue levers, incentive mechanics, and the DHIS scheme inside-out. Balancing user delight with business intent taught me to ask better questions and design with sharper intent.
Designing under constraints, externally imposed: Working with a government body (NHA) came with zero control on APIs, timelines, or tech flexibility. It pushed me to be creative within fixed boundaries, shaping experiences that felt smooth despite rigid system constraints.

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Let’s grab a ☕ and chat!

Always open to interesting conversations, collabs, or anything in between - let’s build something meaningful together.
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Feel free to email me or reach out on Linkedin.