Mental Health Store Case Study

Amit Raj
5 min readMay 28, 2022

This project seeks to create a platform for users to access products that will help them in their mental health journey.

The Problem

Awareness of mental health is on rising. The users who are quite aware of their mental health use different approaches to keep things in check. Mental health products can also add value to their journey. When it comes to getting those tools there is no specific platform dedicated to catering to their need for such products. Even in e-commerce stores, there is no dedicated category for these products. Which makes the access to these products not so approachable.


This case study for Mental health store is being focused on one type of user who is already aware of his mental health. All the research, empathy mapping, and user journey are made by keeping that audience in mind.

Competitive Analysis Insights

For understanding the present options available I checked the apps which were helping in mental health. These apps were Sanvello, 7 cups, and pinky mind. They don’t have a store feature in them. To my knowledge, this feature in the app could be the first of its kind.

To understand more about how to store features is being already being used by different brands, I checked the app 1mg and Practo. I found they ask to upload they ask for prescription during cart checkout, also Practo ensures to get the PIN before making him go through making order just to ensure user won’t be having unwanted experience of not having the product after putting things in the cart.

Also, there were two types of medicines, one for keeping the mental health well where prescriptions were not required like ashwagandha, etc and the other was to maintain their specific condition where the prescription was required.

User Persona

Swati Kumari


Age: 28

Location: Banglore

Profession: Content Writer

Income: Rs. 60K-Rs.75K


Smartphone: i-phone, Pc

Usage: 10–12 Hrs / day

Purpose: Social media, Surfing, Blogs


Swati is a Delhi born, who works in an advertising agency as a content writer. In her agency life, the work is a bit volatile in terms of changes by clients. During the festive season, her job demands more hours of work due to the increase in the need for advertising assets. Many of the clients give changes during the evening time which makes her sit for more than 9 hours.

During her college days, she became aware of her mental health due to certain incidents, but now she isn’t able to understand the right ways to handle her mental health journey. Her ambitions are strong which made her work the central part of her life. She is open to exploring new ways to handle things.


To handle her mental health journey in the right way.


Find the right ways and tools to handle the chaos of her work life.


Long stressful working hours on a few days of the week.

Delayed completion of work due to the nature of the job.

Facing difficulty in managing her work-life balance.

Empathy Mapping

Journey Mapping

  • After a long office Monday, Swati was returning from the office.
  • While reflecting on her day she realized more than half of her day went worrying regarding the content delivery for the accounts, and realized her days are spent working with the wrong kind of emotion.
  • She addresses the issue of keeping the work the central theme of her life. Over the explores for tools for use at her workplace and home in order to be in the right emotions.
  • She feels a bit irritated as she has to go through long content for finding the right tool after having a tiring day.
  • After selecting the tool she visits an eCommerce site where she finds out the tool is out of stock and she has to wait for a few days to get the right tool.
  • After having a tiring day, hunting for the right tool and being unable to place an order makes her feel disappointed.

Pain Points

  • Unable to find the right tools for managing her mental health.
  • Have to scout for information regarding the right tools and purchase them manually based on their availability.
  • No organized platform for purchasing the tools.

There will be another set of potential users who will require medications to maintain their mental health condition. These conditions can be ranged from major to minor intensity and they can be helped by providing them with relevant features in the store.

Store Requirements

Provide tools for maintaining mental health.

Providing medications.


The user’s goal is to take the right tool and medication for them. They are aware of their need for medications or tools for their conditions. They have either consulted their therapist or researched themselves before purchasing specific tools.

Also assuming that the store will deliver all over India so there will be no delivery related constraints.

Some Ideas For Products

  • Bubble wrap for stress buster.
  • Rock salt lamp
  • Noise cancelation earbuds
  • Journals
  • Adult coloring books
  • Acupressure Mats
  • Gel eye mask

Link for Information Architecture, Screens & Prototype