Coverage was my top priority when looking for pet insurance. I needed to ensure all necessary services and treatments were included, and I checked for limitations and waiting periods.
Emily
JustAnswer Insurance
Pet owners in the US require insurance benefits that are easily accessible and convenient.
Pet owners often reach out with questions about their pets and are then advised to get tests such as X-rays, dental cleaning, vaccinations, or other routine care. The problem was that finding where to get these services could involve a lot of searching and different sources.
Role
Product Designer
Platform
Web & Mobile
Outcome
JustAnswer had many unorganized pet-care requests like X-rays, tests, dental cleaning, and vaccinations. Users had to go to different places to get these services.
We created one seamless experience where users could find and avail these services in one place.
Timeline
3 months
Understanding who was using the platform
We looked at internal analytics to understand who was using the platform, how they were accessing it, and where engagement was coming from. The data helped us identify key user groups and patterns that could guide the experience we were designing.
Market Research
The Claim
- The number of pet owners in the US is expected to rise.
- Among pet owners in the US, dogs are the most popular choice compared to other pets.
- Pet owners are seeking convenient and affordable solutions, such as insurance and pet assistance, that are difficult to find in one place.
The Problem
- Limited availability of affordable pet insurance and comprehensive pet assistance services in one place, making it challenging for pet owners to find suitable solutions for their pets' needs.
- Inconsistent access to affordable and reliable pet insurance options, leaving pet owners uncertain about how to protect their pets' health and well-being without breaking the bank.
- Difficulty in finding a single platform or provider that offers a comprehensive range of pet services, including insurance and assistance, leading to time-consuming and frustrating searches across multiple sources.
Market OpportunityA lot of pet owners, and a lot of needs
With millions of U.S. households owning pets, there is a growing need for convenient pet-care services. Dogs and cats make up the largest groups, making them an important focus for the experience we were designing.
User Survey Insights
What Matters Most to Pet
Owners
Survey & Results
What is the most important factor you consider when looking for pet insurance or addressing questions related to your pets?
The Problem
Affordability mattered to me. I assessed the cost and coverage, ensuring it fit my budget. Understanding the reimbursement process and coverage percentage played a role too.
Jessica
For me, coverage was crucial. I wanted to understand what services were covered and any limitations. The reimbursement process was also important to consider.
David
Meet the Pet Owners
We spoke to pet owners to understand how they manage their pets’ healthcare needs today. We looked at their routines, frustrations, and expectations around finding and paying for services. These conversations helped us understand where the current experience was falling short and what a simpler experience should look like.
User Journey Mapping
- Ads
User finds Ads run by JustAnswer
User clicks on the ad and lands on the landing page
- Chat
User scrolls through and learns about the landing page.
User opens the chat section where bot starts taking details from the user.
- Payment
Once the relevant details are collected, bot asks user to paid subscription to connect to professional vet
User agrees and proceeds and gets redirected to the landing page
- Vet
User pays and connects with the Vet, vets suggests him the tests that are listed on the landing page
- Test
User gets tests done just by availing it at 1 place seamlessly
Building a system that could
scale
We created a reusable design system to bring consistency across the experience, from typography and colors to components and interaction patterns. This made it easier to design new experiences faster while keeping the product consistent and scalable.
Turning ideas into a clearer experience
We explored different directions and refined the experience based on what we learned along the way. The focus was on simplifying the flow, making key information easier to understand, and creating a more seamless path for users.
Bringing the experience to
life
From early concepts to a more seamless pet-care experience across the journey.
Bringing the experience to desktop
Translating the core experience into a focused desktop experience, with clearer hierarchy, easier navigation, and the same sense of simplicity across every interaction.
Bringing the experience to mobile
Adapting the experience for smaller screens while keeping the journey simple, focused, and easy to navigate wherever users are.
Testing demand in the market
We took the concept beyond the prototype and tested whether real users would engage with the experience.
Performance Overview —
2 Weeks Post Launch
| Metric | Value |
|---|---|
| Impressions | 22,000+ |
| Clicks | 3,150 |
| Unique Visitors | 2,850 |
| Conversions (Tests Availed) | 382 |
| Overall Conversion Rate | ~13.4% |
Device Breakdown — Mobile Dominated
| Device | Visitors | Conversions | Conv. Rate |
|---|---|---|---|
| Mobile | 2,337 (82%) | 321 | 13.7% |
| Desktop | 513 (18%) | 61 | 11.8% |