A leading European online pharmacy aimed to make its Online Doctor Service easy to find and access, to support the emerging e-prescription rollout.The goal: create a seamless, end-to-end digital experience from consultation to prescription fulfillment.
CLIENTDURATIONOnline pharmacy (under NDA)
3 months (2022)
TEAMROLEExternal UX Designer (contract via agency)
4-person UX research team
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the client.Setting the stage
Connecting patients to prescriptions.
In 2022, the e-prescription (e-Rezept) rollout in Germany was gaining momentum, while awareness and usage of Online Doctor Services (ODS) remained low. One of Europe’s leading online pharmacies and e‑commerce platform for health, wellness, and beauty product wanted to make the their ODS easier to discover and understand, since it is one of the simplest ways for customers to obtain an e-prescription online.
I was brought in as an external UX Designer to support the growing UX team and highlight the ODS, guide users to it more effectively, and reduce confusion along the path to getting e-prescriptions digitally.
Learning before building
Designing with research at the core.
The challenge wasn’t just adding another page — it was understanding why customers weren’t using the ODS and how to encourage them to start their e-prescription journey online.
We began with an empathy-mapping workshop involving 20+ stakeholders across departments. I facilitated a group of six participants, leading exercises and synthesizing insights. The workshop surfaced motivations, pain points, and misconceptions, and established internal alignment around the ODS’s role in the prescription journey.
Next, we conducted user testing with eight participants across Germany. The research revealed four key barriers:
Users didn’t know the ODS existed.
They were unsure how insurance worked in online doctor visits.
They weren’t clear whether they needed a doctor consultation or a prescription request.
They had trust and privacy concerns when being redirected to a partner service.
These insights directly shaped the design strategy. Every decision — from navigation placement to page content — was grounded in user evidence, not assumptions.
Turning insights into design solutions
Highlighting the ODS in the customer journey.
To make the ODS easier to find and understand, we introduced a dedicated landing page as the main starting point.
The design offered two straightforward entry paths:
"I need a doctor"
"I need a prescription"
Both paths led users through insurance type → symptoms → partner ODS platform or a partner platform to find doctors in the area, making it clear how the service works and what to expect next.
Supporting content explained:
how the ODS works
how to request an e-prescription
what insurance is accepted
why users are redirected to a partner platform
We conducted iterative usability tests to verify that the flows reduced confusion, built trust, and minimized friction. From initial research to deployment, the project was completed in just three months — fast for a company of this size.
Outcomes & impact
The results: clarity, visibility and trust.
For users:
A more visible and trustworthy way to start an online doctor visit and obtain an e-prescription.For the business:
Improved stakeholder alignment, validated page flows, and a clear strategy for highlighting the ODS on the main storefront.For the product:
Scalable design decisions that can evolve as user adoption and e-prescription regulations grow.
What this project shows about my strength as a designer
Research-driven design
Using workshops and testing to uncover barriers and inform design.
Product thinking
Understanding the role of the ODS within the broader prescription journey.
Collaboration & facilitation
Align stakeholders and build internal understanding through workshops and shared findings.
Clarity in complexity
Simplifying flows, content, and navigation reduces friction and builds user trust.