Platform strategy · Discovery
One core platform, three different product realities
How role-level behavior challenged a doctor-first assumption and reshaped a two-month roadmap across DentalBulut, Medibulut KYS and medibulut.com.
This case study is anonymised and focused on product decisions. It contains no patient, clinic or company-sensitive data.Assumption
Physician-first appointment workflow
Evidence
Role-level behavior showed assistant intensity
Trade-off
Shared core vs. product-specific workflow
Decision
Reset two months of roadmap priorities
The evidence that changed the decision
NDA-safe decision trace; absolute usage values are not disclosed.Context
DentalBulut and Medibulut KYS share a core platform, while medibulut.com carries the acquisition and booking journey. A change can create leverage across products—but only if the underlying user workflows are genuinely shared.
My role
I owned the product framing, evidence synthesis, prioritisation and cross-product roadmap alignment. Engineering, design, marketing and clinical stakeholders contributed to validation and delivery.
The difficult decision
The initial roadmap treated the physician as the primary operator of the appointment workflow. Role-level usage patterns told a different story: assistants were the high-frequency operational users. Continuing with a physician-first backlog would optimise for the wrong daily workflow.
Approach
We reframed the work around the assistant’s operational jobs while protecting the shared core from product-specific fragmentation. Shared capabilities stayed in the platform; product and role differences became explicit configuration and journey decisions.
Outcome and boundary
The evidence changed the next two months of roadmap priorities. The most important outcome was not another shipped feature; it was avoiding a longer investment in the wrong user model and creating a clearer segmentation lens for future work.
What I’d carry forward
Instrument role and workflow context from the beginning. Aggregate adoption can hide that the right feature is being used by a different person, for a different job, than the roadmap assumes.