Web Design & Branding:
PawSquad
The first UK based veterinary platform combining digital and home visit services to deliver convenient, personalised, and stress-free care to our pet patients - day or night.
At PawSquad, my task was to create a user-friendly platform that made it easy for pet owners and vets to connect by designing responsive layouts that worked seamlessly across devices, ensuring a smooth and consistent experience for all users.
I worked closely with developers to optimise key features like communication tools, booking systems, and payment processes. Through user research and testing, I refined the design to meet the needs of both pet owners and vets while ensuring the platform aligned with PawSquad’s mission of providing accessible and high-quality veterinary care.
Pawsquad
Tools
Skills
UX design · Responsive design · Visual design · Cross-functional Collaboration · Research & Testing
problem statement
Right now, the vet-owner relationship is centred around the vet, not the pet owner. Vets have to manage their own supplier relationships, which takes time away from patient care. At the same time, pet owners are left to juggle insurers, specialists, and wellbeing services on their own. On top of that, all the data is scattered and disconnected.
project goals
Place pet owners at the centre of the veterinary experience with a user-focused platform.
Simplify pet care by connecting owners to home visit vets and integrating additional services seamlessly.
Support vets by managing supplier relationships, enhancing efficiency, and allowing them to focus on care.
Continuously evolve the platform to deliver value in a fast-changing veterinary market.
research & testing
research methods
We conducted interviews and surveys to identify the challenges pet owners face with traditional veterinary care and to find out what they want from home visit services. We also consulted with vets regularly to understand their workflows and challenges, making sure our platform truly supports them. Usability testing on early prototypes helped us ensure the platform is easy to use and meets user expectations. Plus, market analysis kept us updated on industry trends, allowing us to adapt our service to changing needs.
What challenges do pet owners face when looking for veterinary care?
How do pet owners like to interact with vets?
What features do pet owners and vets find most useful in a veterinary app?
How are other veterinary services presenting themselves in the market?
target audience
By identifying five key user groups, we informed our design decisions and enhanced the user experience.
40%
Professionals aged 40+: Often parents, they value convenience and prefer vets that come to them.
30%
Young couples aged 30+: Many are new pet owners and are tech-savvy, expecting services that are easily accessible.
20%
Single middle-aged individuals:These pet enthusiasts prioritise their animals' well-being and want regular, convenient care.
10%
Older couples: Seniors in their 70s and 80s appreciate the ease of in-home services.
10%
Housebound individuals: Those unable to leave home due to disability or illness also benefit from our services.
user testing with prototype
User testing revealed important issues with the previous platform that we needed to address to attract more users.
User Engagement Beyond Immediate Needs
We needed to design features that kept users engaged with our platform and showcased our value, even when they weren’t seeking immediate veterinary services.
Building Trust Through Design
Our design didn’t effectively communicate our team’s expertise. We prioritised a redesign of our website and app to better highlight our veterinarians’ credentials and create a more professional appearance.
Encouraging Platform Adoption
Although we attracted users without a regular vet and those dissatisfied with their providers, our interface needed to offer compelling reasons for satisfied pet owners to switch to our platform.
Improving User Journey Tracking
Our design lacked effective tracking of the user journey from discovery to conversion. We developed a more intuitive user flow and improved analytics to better understand user interactions across touchpoints.
research findings
Our prototypes played a crucial role in gathering feedback and refining our approach. Based on these insights, we concentrated on key areas for improvement while adapting to the constraints of our small startup team.
Personalisation & Platform Redesign:
Users required a more tailored interface to improve engagement and retention.
Referral Program & Welcome Pack:
A seamless referral system and a digital welcome pack could significantly boost user acquisition.
Brand Consistency:
Visual harmony across all touchpoints was essential for reinforcing our brand identity.
brand & service design
As we gained insights into our customers and analysed our online marketing data, we refined our brand strategy to make PawSquad feel fresh, innovative, and more approachable than traditional vets, while finding the right balance between friendliness and trustworthiness.
Our goal was to create a cohesive and user-friendly experience that builds trust and keeps users engaged. Consistent visuals enhance our brand and foster loyalty by associating our design with positive experiences.
our voice
Approachable
PawSquad is easy to access,
like
on-demand services such as Netflix or Uber. A friendly tone and quick service help pet owners feel
cared for.
Reliable
Our vets are highly qualified, with
top
degrees and years of experience. This expertise builds trust and sets us apart from unreliable online
advice.
Playful
We keep things fun to connect with
pet
owners who love their pets but know when to be serious, especially with veterinary consultancies.
look & feel
By balancing a playful yet professional style, we distinguish ourselves and connect with pet owners, making a lasting impression in a competitive market.
visuals
While our local ads stayed bold and attention-grabbing, we gave our website a more polished and professional look. This change helps reflect the high level of expertise and quality service our vets provide.
web services for pet owners
We’ve made pet care easy and convenient for pet owners. The users can quickly find and schedule a home visit vet right from the app, or reach out for advice through video calls or text chats.
Our platform also lets them explore vet profiles to see their expertise before booking. Managing their pet’s health is simple, with access to detailed consultation reports and health records all in one place.
Plus, they can securely book appointments and make payments in-app, ensuring a trusted experience that thousands of pet owners rely on.
the vet app
In the Vet app vets can easily create, receive, and confirm home visit bookings all in one place. Updating their schedule is simple, so they stay in control of their time. The built-in GPS helps them get to their appointments efficiently. Plus, they can connect with pet owners directly through text or voice calls. Keeping client information organised is easy with the ability to create and edit customer profiles.
results & next steps
results so far
Our recent updates to the PawSquad platform have been a success. The one-click appointment feature has made scheduling much easier, leading to more home visit bookings. Users have responded positively to the in-app chat for quick pet care advice, and the "Refer a Friend" campaign has brought in many new users. We’ve also expanded our network by partnering with several new London-based vets. These changes have strengthened our brand and set us up for the next funding round, demonstrating clear growth and potential.
next steps
To make the interface even fresher and more intuitive, we’ll focus on streamlining navigation and simplifying the design for a cleaner look. We plan to enhance the onboarding experience, making it easier for new users to get started, and refine the booking flow for a smoother process. Adding subtle animations and interactive elements will also make the platform feel more engaging and modern, creating a more enjoyable experience overall.
learnings
the power of brand identity
Prioritising a more professional look for the website and app, clearly showcasing our vets' expertise, and striking the right balance between friendliness and medical credibility would have make it easier to build trustworthiness and drive both user adoption and retention.