Currently doing an MSc at Politecnico di Milano
Designer with specialisation in Product, Motion, AI and Research
Previously at
Product Designer I, 2024 to 2026Late 2024 to 2026Shipped
Making Care Plan honest about what it costs and what it gives
B.Des, IIITDM JabalpurConcept
Redesigning a station master's control panel
Products I am building, freelance and side projects.
Open to new roles
Getting more people to try Care Plan
Tata 1mg · Care Plan trialShipped3 min read
I designed a ladder of plans, from a ₹65 trial to six months, and the sheets that offer, renew and upgrade them. A lot more people tried Care Plan, and many moved up.
Care Plan is Tata 1mg’s paid membership, and it asked for ₹165 up front. The ask: get more people to join.
We looked at why people who saw Care Plan did not join. Four reasons kept coming up.
If the problem is a big first step, make the first step small. People try the plan, see what it gives them, and move up.
New buyers also got a welcome offer of extra days, so the first step felt like a gift and not a price.
Each moment in a plan’s life has its own sheet: a new buyer choosing a trial, a member about to expire, and a member whose plan has ended. Hover a number to see what each part does.
"Welcome offer | Get upto 30 days extra!" tells a new buyer what they get before they choose.
Trial Plan: 1 month plus 15 days for ₹65. The 3 month plan: 30 extra days for ₹165 (₹41/month), with two more benefits.
"Add Care Plan for 1 month at ₹65". "Skip" is always there.
"Care Plan Expiring in 3 Days! Saved ₹254 with your current plan." The value comes first.
"Renew now and get upto 15 days extra!"
Current plan: 1 month plus 10 days for ₹65. The next step: 3 months plus 15 days for ₹165 (₹41/month).
"Care Plan Expired! Saved ₹254 with your last plan!"
5+1 months at ₹275 (₹46/month), against ₹165 for 3 months (₹55/month).
"Renew Care Plan for 6 months at ₹275", with "Skip" below it.
Trial and Lite plans were a success and brought in a lot of new members
Buyers moved up the ladder, from trial to the standard plan and beyond
A big first commitment is a design problem, not only a pricing one. Making the first step small, and showing the value at every later step, gave people a reason to stay.
