iVet
Bringing consistency and clarity to iVet's digital experience
- Client
- iVet
- Sector
- Telemedicine
- Year
- 2026
- Role
- Freelance consultant — full design ownership across all surfaces
- Services
- Journey mappingLanding page designWeb app redesignMobile app designComponent system
iVet is a Danish telemedicine platform connecting pet owners with qualified vets through online video consultations, available daily from 06:00 to 24:00.
- 06:00 – 24:00
- Available
- Two, mapped apart
- User journeys
- Landing, web, app
- Surfaces
- Component system
- Delivered
01Context & challenge
The underlying problem was fragmentation. Multiple design contributors over time had left inconsistent UI patterns across the product.
The brief encompassed a new landing page, a complete redesign of the user-facing web app — booking, appointments, history, prescriptions, account management — and a dedicated mobile app requiring coherent branding.
- Inconsistent UI patterns from multiple design contributors
- Two distinct user entry points requiring different onboarding flows
- A booking flow that had to be simple for a first-time user
- An emotionally charged context: worried pet owners needing to act quickly
- Consistency across web app and dedicated mobile app
02The process
The first priority was mapping the two user journeys distinctly. Direct customers and insurance customers arrive with different contexts and different needs, and treating them as one user was the root of much of the confusion.
That foundational clarity came before any UI work, followed by systematic flow development and iterative screen design in Figma.
Outcome
- 01A consistent, calm experience across all touchpoints
- 02Two user journeys clarified into distinct but coherent flows
- 03A component system established for continued platform growth
- 04Design that carries the emotional weight of the use case without adding friction
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