Two Trips, One Removed.
Prescription delivery designed around Turkey’s real pharmacy habits.
Healthcare · E-commerce · Accessibility · iOS product
Video: SGJH5uvQnY3FmDwQvwqRDqRmX0.mp4 · https://framerusercontent.com/assets/SGJH5uvQnY3FmDwQvwqRDqRmX0.mp4
Type
Solo UX case study
Role
Product designer
Timeline
Three months, 2023
Platform
iOS
Market
Turkey
Turning a prescription into a pharmacy order
Kalfa is a conceptual iOS pharmacy experience that explores how digital prescriptions could be turned into confirmed medication orders without requiring users to call or visit a pharmacy first.
The prescription is digital. The process isn’t.
In Turkey it is common people call pharmacies and read out prescription codes, ask relatives to pick up medication, or even request home delivery.
People with digital prescriptions still rely on manual communication and pharmacy visits to obtain medication, creating unnecessary friction in an otherwise digital process.
Existing journey
Visit doctor or phone call
Get a digital and physical prescription
✕ Call pharmacy
✕ Read prescription code
✕ Ask about availability
✕ Travel to pharmacy
✕ Collect medication
Kalfa flow
Enter prescription code
Review medication
Confirm details
Place order
User research
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Research overview
I spoke with 8 people across three groups: doctors, pharmacists, and elderly patients managing repeat prescriptions. The goal was to understand how prescriptions are handled in real life.
Participants 8
Groups Doctors / pharmacists / patients
Method Semi-structured interviews
Duration 30–45 min
Focus Prescription retrieval
Image: research-chart.jpg
Patterns
Prescription calls are already a workaround. Participants described calling pharmacies and reading prescription codes over the phone.
Medication collection is sometimes delegated. Older participants sometimes relied on relatives to collect medication.
Digital healthcare confidence varies. Participants were not equally comfortable navigating digital health services.
Finding an on-duty pharmacy creates urgency. Pharmacy access becomes particularly difficult outside normal opening hours.
Competitive analysis
I compared existing Turkish and international pharmacy and digital-health experiences to understand where prescription retrieval sits within the current product landscape.
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Four things the research changed
The problem wasn’t prescription access
The prescription already exists. The friction happens between receiving the prescription and actually obtaining the medication.
Make prescription entry the starting point instead of medication search.
The phone call is the existing UX
Users already have a mental model for prescription retrieval: give the pharmacy the code and ask what happens next. Replace the phone conversation with a digital flow that provides the same information.
Healthcare is sometimes an assisted task
Make prescription status, medication information, and next steps understandable without requiring users to remember previous screens or terminology.
Emergency pharmacy access is a different job
The user who needs medication at 11 PM has a different goal from someone browsing pharmacy products. Emergency pharmacy access needs to be immediately visible rather than buried inside pharmacy search.