Impact and Outcome
75% reduction in screening time, delivered through a tightly choreographed 120-minute journey
Normalised asymptomatic screening in a traditionally reactive care culture
Designed a replicable guest experience system and operations handbook for scale
Expanded to 8 centers in 6 countries
Over 77,000 individuals screened across India, Mongolia, and Vietnam
1,500+ critical health risks detected at the Bengaluru center alone
What began as a 0–1 business innovation is now a cornerstone of Fujifilm Healthcare’s global roadmap. Nura is set to scale to 300 centres by 2030, anchoring the company’s vision of accessible early detection worldwide.
My Role
Conducted design research to understand emotional barriers around cancer screening and inform service tone and flow
Developed the brand identity, including naming, visual language, and environmental aesthetic
Designed the end-to-end service journey, mapping each touchpoint to reduce anxiety and promote autonomy
Created visual and UX design for all customer-facing artefacts including kiosks, robes, wayfinding, and reports
Designed the NURA Health Report, making medical data accessible and actionable for asymptomatic users
Led the design team for the operational playbook for global rollout across 6 countries and 8+ centres
Collaborated with cross-functional teams including doctors, AI specialists, and implementation leads to ensure consistency across digital and spatial experiences
Screening: Creating a new category
Screening requires a mindset shift: checking for illness while feeling perfectly healthy. In India, this behaviour is rare, most seek care only after symptoms, and fear and stigma around cancer make early action even harder.
Fujifilm and Dr. Kutty’s Healthcare launched NURA, an AI-assisted cancer and lifestyle screening service for asymptomatic individuals. To introduce this new category, we needed more than just an efficient service. We had to build an experience of reassurance that encouraged people to step in, feel safe, and return with trust.
Our early research uncovered the emotional and behavioural factors shaping preventive health decisions. We tested value propositions to address fear, mapped expectations and barriers through interviews, and synthesised insights into a brand narrative that built trust and supported the service experience.
Across physical, digital, and service layers, we used prototypes, journey maps, and diagrams in workshops to bring cross-functional teams together around the guest experience.
Designing the Solution
As part of NURA’s core design team, I was responsible for translating our service proposition into tangible, human-centered experiences across every guest-facing touchpoint. This meant working across systems, surfaces, and emotional states ensuring that what we promised on paper came alive in space, screen, and interaction.
The Service Journey
I collaborated closely along with our team of service designers with architects, and medical staff to choreograph a guest flow that balanced clinical precision with emotional care. I helped map the end-to-end journey, then detailed each step and touchpoint to ensure that every interaction from kiosk to robe to doctor consult felt intentional, calm, and clear.
Crafting the Brand’s Visual World
I led the visual design of NURA from identity and typography to spatial design ensuring coherence across media, environment, and systems. The aim was to evoke confidence and comfort without clinical coldness.
Owning Communication Across Touchpoints
As custodian of all guest-facing communication and graphics, I ensured tone, clarity, and brand voice across every touchpoint. I designed the health report with grading and visual summaries to improve health literacy and built a comprehensive toolkit from brochures to screen UI ready for scale across future centres. This was about maintaining continuity, comfort, and trust at every level.
