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Felmo is a veterinary services start-up based in Germany, that wanted to develop a mobile app that connects vet clinics and pet owners looking for medical care services online.
Many users see how stressful going to the vets is for their pets – and it’s only a little less stressful for petparents. Pets fill our lives with joy, and they need top-flight care from us – because they can’t care for themselves.
Provide a holistic pet health service. Make sure vets are always ready to assist users, whether digitally or during house calls.
Assist in helping improve and maintain pets’ long-term health and happiness. Make informed choices for pets, and create a healthy, balanced lifestyle.
At the outset of the project, I was the only designer on the team, and worked closely with the CEO and the engineering team, involved in research, defining requirements, feature creation, as well as wireframing and prototyping. Also, I was responsible for establishing the unique visual design and managing a custom design system based on Eva.
‘Petparents’ is an appropriate title for the key user group, describing their goals, frustrations, and motivations. A Petparent is someone who has a dog, cat, or any combination and number of animals, who:
Petparents love their pets; their health and happiness is top-of-mind!
The mobile app makes finding vets and scheduling house calls easy – saving pets and petparents stress and anxiety.
There are also other practical functions:
After multiple iterations, we identified features that best fit users’ needs and service expectations as well as Felmo’s business goals.
Users can easily and conveniently book and manage appointments. After their appointment, users receive all test results and findings directly in the digital health record section of the app, so that all information about your pet is available anytime, from one place.
All health information for your pets is available at a glance.
In the Medical Practice chat, petparents can ask Vets questions, send photos and upload documents.
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If users are unsure whether or not they need to take their pet to see a vet, they can do a Health Check (detailed questionnaire) in-app, as well as access high-quality materials written by qualified Felmo experts to help answer petparent questions.
Combines a range of functionality: weight and food tracker, uploading and structuring lab results, symptoms, prescriptions.
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As a proof of concept, we developed an MVP for users in Berlin in autumn of 2019. Early user feedback showed a significant reduction in petparents’ stress related to pet care. Initial results showed increased user trust in the app's value – as well as the product’s investor appeal.
A working MVP allowed us to conduct numerous user studies with real user feedback. For testing hypotheses and features, I used: data analysis, monkey testing, surveys, and usability testing.
Through a process of iteration, as well as using findings and insights, we were able to ensure that we were developing features in areas users needed.
Objective: to allow communication with Vets via chat. Users are able to ask Vets questions and send images (photos of the pet(s), examination results, test results, etc.) to receive expert advice.
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Users sent an incredibly large volume of images to the Felmo team – often without any context, description or specific question. This made Felmo’s Vets’ task much harder and more time consuming, significantly increasing chat duration and decreasing the overall utility of the feature.
To provide a clear structure to answers, we implemented easy to follow ‘required information’ fields. Later studies showed this significantly improved usability and the overall impact of this feature.
I was very fortunate to have worked on designing this project side by side with a great team. This was a real ‘jackpot’ for me, both as a designer and as a petparent!
