PetCare

ROLE

Concept, UI, UX, Testing, Research

PLATFORMS

Mobile, Desktop

INDUSTRY

Health Management

TOOLS

Figma

DURATION

6 weeks

Background

PetCare helps pet owners take better care of their pets' health.

The platform offers a variety of doctors, booking appointments, and storing medical records in one place.

I created two workflows for this mobile-first website: finding a vet and leaving a review. The first flow is part of PetCare's business core, while the latter is paramount to building a trustworthy community.

Overview

PetCare helps pet owners take better care of their pets' health.

The platform offers a variety of doctors, booking appointments, and storing medical records in one place.

I created two workflows for this mobile-first website: finding a vet and leaving a review. The first flow is part of PetCare's business core, while the latter is paramount to building a trustworthy community.

Problem

How can I help pet owners find vets seamlessly?

This project aims to give KanbanFlow a fresh look and improve users' website navigation. At the user level, the primary goals are: ‍

Understanding what the tool does as soon as the user lands on the website
Access to tool screenshots and demos to understand how it works
Exploring real use cases to increase product relatability
Signing up for an account and a free trial
Using the mobile app‍‍‍

At a business level, the redesign of the website will:

Improve the overall UI and UX of the website and bring it up-to-date
Increase organic traffic over the next six months by creating new use case pages
Revamping the feature pages and ensuring SEO optimization to increase keyword rankings
Facilitating the use of the mobile app through a dedicated landing page accessible from the main menu
Improve the layout of the pricing page to maximize conversions

Research

As the platform targets pet owners, it was essential to understand their pain points and frustrations in finding a good vet, their definition of a good vet, how they make appointments, and how they keep track of their pets’ health.

Analysing the pet ownership landscape in today’s US led me to realise that while the rising cost of living is inevitable, I can help pet owners navigate difficult times by offering easy access to high-quality medical care for their pets.

In 2023 45% of people took their pets to the vet twice, and 37% went once, with the rest going only when needed.
Pet owners postpone vet visits due to rising living costs, which impacts their ability to pay vet bills and get pet insurance.
A Forbes survey conducted in August 2023 reveals that 79% of people don’t have pet insurance and use credit cards to pay vet bills.
- 42% of those who participated in the survey said they couldn’t cover an emergency vet bill of $999 or less without getting into debt.
- When faced with budget tightening, most people would give up pet care services (i.e grooming, walks) or accessories, rather than cut out quality food or medical assistance.
- 4% confirmed they wouldn’t prioritise emergency surgery.

Understanding how pet owners manage the health of their pets

Synthethising interview information

Once I completed all interviews, I used affinity mapping to group topics, themes or patterns and observe the most common ones. This step was crucial and informed my decision regarding the direction of the platform.

In this case finding vets based on individual needs was the most important aspect, followed by the ease of booking appointments and storing medical records.

The research phase was vital for understanding user behavior, habits, and tendencies. As a result, based on varying degrees of pet health, I created three personas, each with their needs and goals.

Defining the problem

Making sure that I am looking at the right problem is a mandatory step in the design workflow. These were some of the questions that helped me focus my thought process:

How can I streamline the search for a vet that matches the needs and expectations of pet owners?
How can I help busy pet owners save time when booking a vet appointment?
How can I make it easier for busy pet owners not to miss their pets’ regular checkups?
How can I support overwhelmed pet owners in managing their pets’ health and alleviate negative feelings when forgetting to share information with the vet?

The solution

Managing Pet health Seamlessly

Finding the right vet is difficult; pet owners can’t always find one that checks all their boxes, so they often feel they must compromise.‍

Booking appointments depends on working hours and is usually done by phone. ‍

Having multiple pets means that tracking their health can get tricky.

Information architecture

I created the sitemap with an intuitive and structured approach that would offer the user easy navigation throughout the platform. Based on this, I defined the user flows, and the task flows.

Task flows show what happens from the business perspective when a user lands on the website. Building task flows helped me create wireframes for the 3 flows logically and without dead ends.

Design

Once the key features and the website structure were established, I designed storyboards to illustrate the user experience in specific contexts. I then went on to design low-fidelity wireframes.

I created a design system from scratch to include all the elements of the platform - buttons, cards, colour codes, fonts etc. This system helped me keep all elements in order and reduce any potential mistakes.

The branding started with an inspirational mood board. This was the starting point which helped me determine the brand values and the upcoming decisions regarding user interface design.

The next step was finding images that suited the website’s topic, values and overall vibe. I wanted the platform to be a friendly, joyful, and helpful place for pet owners, so it was important to find imagery that would reflect these feelings. I opted for colourful illustrations which brought the design to another level.

High-fidelity wireframes

Bringing everything together

As mentioned prevously, I created high-fidelity wireframes for two flows: searching for a vet and leaving a review.

The second flow incorporated a separate subflow - signing up, as the user would be prompted to sign up for an account to be able to leave a review.

Interactive Prototype

Below, you can try out the final version of this project's interactive prototype.

Usability testing

I ran usability tests to:

Understand what should stay in the design.
Understand what I need to remove.
Understand what I need to iterate.

83%

Reached the success screen

83%

Task completion

1m27s

Time to task completion

4

Ease of use (scale from 1-5)

Conclusion

Although there is still a lot of work left to do, it was vital for me to establish the basic flow of the website. Looking for a vet and signing up to leave a review are the main actions I wanted my designs to showcase at this point.

What needed improvement, and why? I started the research part of my project by going too broad. As a result, there were questions in my interviews that did not help me at all. I also believe I could’ve added more open-ended questions and should’ve dug deeper whenever an interviewee shared something significant with me.
What could I have done better? When creating the prototype, I realized the way I envisioned interactions differed from the real version. I planned on a full-interactive prototype but failed to build interactive components. As a result, due to the lack of time, the final version of my prototype was not as satisfactory as I would’ve hoped.
What did I learn? I learned that planning and having a clear vision of the product version you want to create is vital. Of course, we cannot foresee some things, but planning most steps from the get-go would’ve helped me save time and reach the desired results.

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