Context & challenge
The brief covered a lot of ground: a new landing page, a full redesign of the user-facing web app covering booking, appointments, history, prescriptions and account management, and a dedicated mobile app — all needing to feel like one coherent product.
The underlying problem was that previous design contributions had left the product fragmented. Patterns were inconsistent across screens, flows were unclear, and two fundamentally different user journeys — direct customers booking independently and insurance customers arriving via their insurer’s platform — had never been properly resolved into a single coherent experience.
Key challenges included:
- Inconsistent UI patterns across the product from multiple design contributors
- Two distinct user entry points requiring different onboarding flows but a shared product experience
- A booking flow that needed to feel simple for anxious first-time users
- Designing for an emotionally charged context — a worried pet owner who needs to act quickly
- Consistent experience across web app (desktop and mobile) and a dedicated mobile app
My role
I came in as a freelance consultant to take ownership of the full design across all surfaces. That meant auditing what existed, defining a clear direction, and designing the landing page, booking flow, dashboard, history and prescription views, and the mobile app from the ground up — while establishing the component system that would keep everything consistent going forward.
The Process
The first priority was mapping the two user journeys properly. Direct customers and insurance customers arrive with different contexts, different expectations, and different needs at each step. Getting that clarity on paper before touching the UI meant the subsequent design decisions had a solid foundation.
From there I worked through the core flows systematically, consolidating inconsistent patterns into a reusable component set and building out the screens iteratively in Figma.
Outcome
iVet went into the engagement as a nationally recognised brand with a product that didn’t yet match its ambition. The redesign delivered a consistent, calm experience across all touchpoints — one that could handle the emotional weight of the use case while remaining genuinely easy to navigate for first-time users. The two user journeys were clarified into distinct but coherent flows, and the component system gave the product a foundation to build on as the platform continues to grow.
