Govt. of India - Healthcare
Unlocking a new revenue stream via Ayushman Bharat (ABDM) Adoption
Integrating ABHA into everyday clinic flows, driving ₹12Cr+ in doctor incentives through intentional, adoption-first design.
👥 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:
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 150+ 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 NHA
The criteria for receiving incentives had many rules, which were hard to understand just from the DHIS website. Almost every doctor I talked to had a hard time understanding these rules.
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The DHIS claim process is 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.
The DHIS onboarding and ABHA dashboard flows offered critical information—but without clarity, guidance, or motivation.
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
Doctors aren't just navigating software—they're navigating time, effort, and incentives. The DHIS experience assumed users would piece together meaning from scattered numbers.

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:
  • Educate doctors on how to earn and maximize their DHIS incentives through clear, contextual guidance.
  • Simplify the ABHA ID creation process for clinic staff by focusing on an intuitive, adoption-first experience.
  • Enable quick and easy record linking while helping doctors track and claim their incentives with confidence.
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: ABHA ID nudges across Eka Doc Tool
Final design: Adoption focused ABHA widget
Iterations: Add patient ABHA ID
Final design: Simplified ABHA creation/linking
Iterations: ABDM dashboard & landing page
Final design: Adaptive ABDM dashboard & landing experience
Impact
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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