Project Objectives

• Make it possible for clients to sign up online, rather than having to visit their vets
• Increase online conversion rate by 20%
• Increase amount of clients signing up for preventative healthcare plans
• Reduce calls of clients asking about preventative care plans
• Reduce time for practice staff signing clients up for plans

My Process

Kick off workshop

It was really important to make sure that everyone involved in the project had a shared understanding of what we were trying to achieve.

I facilitated an alignment workshop to agree on the project goals, review the existing site (in terms of analytics and call centre team feedback) and identify problems we should resolve and defining what success would look like.

Competitor review

After auditing the existing site, I then looked for inspiration at how other organisations approached advertising and selling their subscription plans online. I didn’t only review other veterinary healthcare plans, but companies in other sectors such as gym memberships and food subscriptions.

User flows and IA

I outlined the proposed information architecture for the site, focused on the different ways a pet owner could purchase their plans online.

It was really valuable to share this with the team at the start of the project as it:

• Prompted constructive conversations with key stakeholders without investing too much time or effort
• Provided a visual way to outline the scope of work with the our Development team and helped us to define our Minimal Viable Product for launch

Wireframes and prototype

Using the IA as a guide, I ran some team design studio to sketch out some different ideas. I then developed these into detailed interactive wireframes (which were later used for user testing

Design, test, iterate

Working closely with the visual designer, we began the cycle of design, testing and iterating.

Getting regular customer feedback was so important to help steer our designs in the right direction.

Some insights from the testing included:

• People needed more clarity on why they were required to set up both a card payment and direct debit on the payment page
• Some dog owners struggled to know which weight their dog was and therefore which plan to choose.
• People needed clarity between the difference between insurance and preventative care plans.

What I learnt and enjoyed

• I really enjoyed the collaborative approach to working with the visual designer and product owner. It meant we were able to respond to customer feedback and iterate designs quickly.
• Sharing user flows and interactive prototypes with the Development team, early and often, helped to create a shared understanding of what we needed to achieve and define the MVP for the project together.
• A bit of an obvious one, but the importance of regular customer feedback allowed us to have confidence in our designs before going LIVE and prioritising features we wanted to add shortly after.