PRODUCT DESIGN CASE STUDY

ThyroNxt Discount Module

ThyroNxt Discount Module

ThyroNxt Discount Module

Making health insights easy to access, track, and understand

Making health insights easy to access, track, and understand

Making health insights easy to access, track, and understand

ROLE

Product Design

TIMELINE

2 Weeks

PLATFORM

Mobile + Web App

USERS/ FRANCHISES

10K+

New feature coach marks

New feature coach marks

Touchpoint within order entry flow

Touchpoint within order entry flow

Add-on recommendations

Add-on recommendations

Add-on recommendations

01 · OVERVIEW

Need for discount module in a b2b tool

Context

  • Franchises today have no financial incentive to add more tests to a single order.

  • "Savings Plus" introduces a simple volume discount — applied on the B2B price of eligible tests — where bundling tests will help unlock offers.

Goal

  • Increase the AOV (Average Order Value) per order.

  • Allow users to bundle tests and create their own packages which ultimately gives them big offers on the B2B test prices.

Constraints

  • For V1, we decided to have savings plus on the entire catalogue as opposed to only certain high margin tests to get the users hooked to the offers. That means, lesser sales of more expensive tests in the first few months.

02 · THE PROBLEM

Without an incentive, franchises have no reason to push more tests per order

  • Franchises sell low-value, generic tests today with no upsell incentive

  • The staff have no visibility on relevant tests that can be clubbed to increase order value

Design response

  • Introduce a "Savings Plus" feature of "Add More, Save More"

  • An in-flow tracker to give constant context of savings per order

The Design Hypothesis: If franchises get a volume discount for bundling eligible tests, they'll add more tests per order—driving up AOV and high-margin sales, since the discount finally gives them a reason to

03 · INSIGHTS

The design process

The design process

1️⃣ The Tracker:

  • The order placement flow already exists today. It wasn't broken, hence we didn't interfere to fix it.

  • We simply added a tracker within the flow with bundling tests disciunts.

2️⃣ The Add-ons:

  • Once the franchise staff/ admin added tests to an order and proceeded, the system would prompt relevant add-ons to help increase tests within the bundle.

3️⃣ The Re-order Action:

  • Every order that the franchise unlocks "Savings Plus" on, gets stored in the "Reorder" section, where an entire order can be placed with just a click.

The user journey (Happy flow)

The user journey (Happy flow)

Some discarded iterations

Some discarded iterations

  • Screen 1: The order tracker occupies a disproportionate amount of screen real estate. This makes sense for users placing 1–2 orders a day, but our users place 100+ orders and are already familiar with how the tracker works — so a minimal, compact tracker would serve them better.


  • Screen 2: The add-ons section is pushed into a vertical scroll, making it easy for users to miss entirely.


  • Screen 3: Closest to our final direction, but the add-ons bottom sheet covers more than half the main screen while offering zero visibility into the tests already selected, which remain hidden in the background.

Prototype for the end-to-end order placement journey

Prototype for the end-to-end order placement journey

Decoding the Key Screens

Decoding the Key Screens

04 · OUTCOME

Franchises found a reason to add more.

A simple volume discount, made visible at the right moment, was enough to shift ordering behaviour at scale.

Franchises found a reason to add more.

A simple volume discount, made visible at the right moment, was enough to shift ordering behaviour at scale.

Franchises found a reason to add more.

A simple volume discount, made visible at the right moment, was enough to shift ordering behaviour at scale.

17%

increase in AOV per order

400+

orders with "Savings Plus" per day

05 · LEARNINGS

What this project changed in how I design

What this project changed in how I design

B2B experiences do not have to be bland and boring

It's easy to default to purely functional patterns for B2B products. But we found that investing in the details, the tone, motion, visual language all helped build trust and stand out in a space that rarely prioritises experience.

Design for the staff, not just the admin

Admins configure the tool once. Staff live in it every day. Optimising only for the former misses where the real usage and the real friction happens.

FIN

That’s all for now!

That’s all for now!

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01 · OVERVIEW

Need for discount module in a b2b tool

Context

  • Franchises today have no financial incentive to add more tests to a single order.

  • "Savings Plus" introduces a simple volume discount — applied on the B2B price of eligible tests — where bundling tests will help unlock offers.

Goal

  • Increase the AOV (Average Order Value) per order.

  • Allow users to bundle tests and create their own packages which ultimately gives them big offers on the B2B test prices.

Constraints

  • For V1, we decided to have savings plus on the entire catalogue as opposed to only certain high margin tests to get the users hooked to the offers. That means, lesser sales of more expensive tests in the first few months.

02 · THE PROBLEM

Without an incentive, franchises have no reason to push more tests per order

  • Franchises sell low-value, generic tests today with no upsell incentive

  • The staff have no visibility on relevant tests that can be clubbed to increase order value

Design response

  • Introduce a "Savings Plus" feature of "Add More, Save More"

  • An in-flow tracker to give constant context of savings per order

The Design Hypothesis: If franchises get a volume discount for bundling eligible tests, they'll add more tests per order—driving up AOV and high-margin sales, since the discount finally gives them a reason to