Rebuilding trust in a mobile pet insurance app
Transforming a fragmented insurance experience into a unified mobile "super app" to improve clarity, engagement, and conversion.
- Client
- SantéVet
- Year
- 2024
- Role
- Lead Product Designer
- Duration
- 8+ weeks
Context
The goal was to transform an existing pet insurance app into a unified "super app" experience. The product needed to serve both prospects exploring insurance options and existing clients managing their policies. However, the experience was fragmented, difficult to navigate, and not optimised for mobile, creating confusion and drop-offs at every step.
The problem
The existing app created friction across key journeys: features were disconnected and scattered, users struggled to understand available services, navigation lacked clarity, and decision-making was complex and overwhelming. The result was confusion, hesitation, and high drop-off rates.
Discovery
Methods
- UX research and flow analysis across key user journeys
- Stakeholder workshops to align on product direction
- Journey mapping for both prospect and existing-client flows
- Drop-off and friction point identification across mobile flows
What I found
Users needed a centralised experience. The lack of structure reduced clarity and trust. Switching between features created friction, and content and services were not connected, leaving both prospects and clients without a clear path forward.
Key insights
Users needed a centralised experience
Scattered features forced users to search for what they needed. A unified hub reduced cognitive load and made the product feel coherent.
Lack of structure reduced clarity and trust
Without clear information hierarchy, users couldn't understand what the product offered, or whether it was right for them.
Switching between features created friction
Disconnected flows meant users lost context constantly. Connecting features into a coherent system dramatically reduced navigation effort.
Content and services were not connected
Educational content, policy management, and services lived in silos. Integrating them into a single experience increased engagement and trust.
Strategy
Define a clear product direction: centralise the experience into a "super app", connect features, content, and services, simplify navigation across mobile flows, and guide users based on their profile, prospect or existing client.
Product decisions
- 01Centralise the experience into a unified super app with a single entry point
- 02Connect features, content, and services into coherent user journeys
- 03Simplify navigation with a clear bottom tab structure for both audiences
- 04Guide users based on their context, prospect vs active policyholder
- 05Introduce new features (Payvet, SantéVet, Explorer) to support key journeys
Execution
Designed the complete new mobile experience from restructured navigation to high-fidelity Figma delivery. Every flow was grounded in the research and tested against real user journeys.
What shipped
- 01Restructured core navigation: bottom tab bar serving both prospect and client journeys
- 02Redesigned home dashboard: reminders, vets, referral, and content in one view
- 03Introduced Payvet: 100% vet fees advanced at the clinic with 3-part payment option
- 04Built Explorer: pet-personalised content hub with articles, quizzes, and programmes
- 05Delivered full high-fidelity Figma designs with consistent visual identity
Impact
The new super app transformed both conversion and engagement. Improved clarity across mobile flows reduced friction and hesitation, giving users a better decision-making experience.