We found that users encountered friction at nearly every stage of the journey: difficulties locating the app, limited search functionality, inadequate product information, long wait times for consultations, and high delivery fees. While delivery and payment processes were generally rated positively, the absence of features such as real-time delivery tracking, prescription guidance, and feedback mechanisms further hindered the experience.

To improve the platform, we recommended not only technical enhancements but also behaviorally informed user experience (UX) improvements. These included optimizing search algorithms, increasing the visibility of FP products, providing adequate information about products, setting clear expectations during support interactions, and integrating nudges, trust-building messaging, and personalization. Implementing these solutions can significantly enhance user satisfaction and expand access to FP products through e-pharmacy channels.