Wellness | Maayangabrieli

BetterVet
Wellness Club

About BetterVet

BetterVet is a healthcare tech company that empowers pet owners to get the care their pet needs from the safety and comfort of their home. BetterVet utilizes home visits, telehealth, and the latest technology to provide pet owners and their pets with better, easier, and more convenient veterinary care.

The Product

BetterVet is launching its Wellness Plan, available to all BetterVet clients. Wellness Plan is a retention strategy to keep our pet parents continuing to choose BetterVet. The client messaging positions Wellness Plans as a key way to keep pet parents honest and give them an easy-to-follow roadmap to ensure that their pet lives long and healthy.

Platform: App | Website

Tools: Lucid | Figma | AI

Our Mission

Deliver the better (the best) wellness experience for pets, pet parents, and veterinary care providers.

Business Goal

3% of users join Wellness Club in the first year.
Add Revenue Streams.

User Persona

Existing Clients who have cats/dogs or have puppies/kittens.

User Research

We wanted to understand better the pain points, motivation, and needs in the process of a wellness plan and what drives the pet parents to take action.

We started by defining our research questions:

How many people are willing to spend on their pet’s preventative health (not surgeries, not pet insurance), particularly in the form of a wellness plan?

What services are most desired and nominal in cost (e.g., nail clipping)?

We conducted qualitative interviews with 23 users from 5 locations.

Analysis of Results

From the interviews, we created an affinity map to spot common patterns and characteristics of the users and produced the following insights:

Pet parents looking for convenient.
Accessibility + Peace of Mind.
The best services - Telemedicine consultations, phisical check, vaccines, nail clippings.
Option to contact their vet directly.
Preventative care is overlooked.
Pet parents don’t want to spend so much money at once, so they prosponed take pets to the vet.
Premium is the best one.
The range of cost the interviewers said that would pay for preventative services would be $30-$60.

Solution

Reminders.
Unlimited live streams with doctors.
New Puppy or Kitten package.
Ability to sync multiple pets together on the same cycle.
Access to unique content - Phase two.
Ask questions on the fly - Phase two.
Discounts with other partners - Phase two.
Access to a dedicated support line - Phase two.

Landing page:

Create 3 plans with solid brand identity and signature - The three-box strategy.
Highlight our most popular price plan to draw attention to it - Use the “isolation effect” approach.

UX flow

UX wireframe

UI Research

I started by looking for references to pricing pages in the vet care industry and in general.

After reading some articles and collecting mood boards, one of the things I paid attention to was colors. Colors are all around us, and they affect us in many ways. They can trigger certain emotions and moods. Research explains how colors can affect customer or visitor behavior toward a brand. In simple terms, we can influence how people respond to our design.

I wanted to use our brand colors, but when talking about specific business goals, it probably pays to take a more scientific approach to the color scheme associated with our brand. Then I found the right colors from our brand:

Light blue: Trust, responsibility, security, and friendliness - for our "Family" plan. Our basic plan has the lowest value and has the least number of features or benefits available.
Orange: Joy, excitement, aggression, and action - for our "Premium" plan. This plan has the most value for money and shows the most popularly needed/used benefits features.
Black: Elegante, power - our "Elite" plan. This plan is the most expensive and caters to users who have specific needs and are willing to pay for their problems to be solved.