- Groundwork
A behavioral audit of e-pharmacy user journey and pain points in contraceptive purchases in Lagos, Nigeria
Mohammed M. Alhaji, Jaspreet Singh, Francis Meyo, Chinedu Joseph Okoye, Babatunde Oyelana, Kenechukwu Eruchalu, Uchenna Okafor
- June 18, 2025
- 1:40 pm

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BEHAVIORAL THEME
OVERVIEW
Busara conducted a behavioral audit of an e-pharmacy platform to understand user behavior, identify pain points, and explore barriers to adoption and continued use, particularly in accessing family planning (FP) products and services. The audit focused on current e-pharmacy users (including four with FP experience and two without), and brick-and-mortar pharmacy users, including underserved populations with limited awareness of digital health services.
Using observational scenarios and follow-up questions, we mapped both the ideal user journey and the current user experience on the e-pharmacy platform. These stages included access, search, product selection, consultation, ordering, payment, delivery, and feedback, with a particular focus on FP services.
THEMATIC AREAS
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.