Case Study.
A ‘smooth’ delivery: MuOut microsite design
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Brief
Dr. Reddy's, a leading Indian pharmaceutical brand, needed a user-friendly microsite designed and developed for a new product they had launched, called MuOut, a children's constipation syrup.
Challenges
Parents lacked a reliable source for information about children's constipation remedies. Concerns about safety, dosage accuracy, and side effects led them to search broadly online, often encountering unreliable information.
Additionally, a tight budget demanded a resourceful approach.
Solution
Content as King: The microsite prioritized clear, trustworthy information on childhood constipation, MuOut's benefits, and accurate dosage instructions. Easy-to-understand illustrations and engaging, ~10-minute audiovisual content (animations with voiceover) addressed parental concerns head-on.
Interactive Tools: A printable stool chart and a "stool calculator" empowered parents to make informed decisions. The calculator helped them determine if their child's stool required medical attention.
Building Trust: The microsite prominently featured Dr. Reddy's brand identity, emphasizing their commitment to child safety and quality.
My role
I spearheaded the project, from user research (parent interviews and competitor analysis) to wireframing, UI design, and even supervising development.
Employing an agile methodology, I managed a tight budget by coordinating with vendors for illustrations and animation while UX copywriting and design were in progress. This ensured all project requirements were met within the deadline.
Results
Without a marketing budget, the site performed reasonably well on its own, with over 500 visitors in the first week itself
The microsite empowered parents with reliable information, cementing furhter the trust they already put in Dr. Reddy's.
The interactive tools and downloadable resources saw keen interest and usage in the weeks followign the launch.
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