Project Summary
Here, I completely redesigned a portion of Embrace Pet Insurance’s Customer Portal known as “PawSupport”. This feature is unique to our business in that it connects our customers with Veterinary Technicians 24/7 to help with any pet issues or needs they are having.
Issues we were seeing from a Business Perspective:
Our Customer Portal was built on deprecated technology which didn’t allow for us to track actions users were taking very efficiently on the system so we needed to rebuild the platform entirely.
The PawSupport center representatives reported under utilization of the PawSupport service line - a major disadvantage to our business but also, I believed it was largely due to the existing design not effectively conveying this asset to users.
The existing design lacked engaging copy, grid usage, and truly didn’t convey to users the gravity of this asset as part of their Embrace Pet Insurance policy.
BEFORE: Existing PawSupport Page Design
PawSupport Desktop design prior to my work.
My Process & Design
My Process
Defining Objectives & Outlining Customer Needs
I worked with our Marketing and Customer Service teams to get a better understanding of all of the features of our PawSupport product to help appeal to our customers and better convey all of the advantages of the PawSupport feature of customer policies.
Research & Competitive Advantage
I looked at the market and conducted a competitive analysis from other companies to see what similar services (if any) they offered. Next, I sourced new information and page content allowing for us to appeal to customers for better utilization. I was able to get quotes from our Customer Service department sourced from Customer Reviews about positive experiences they had while using the product. Lastly, I expanded our design palette for PawSupport to use tertiary colors from our brand identity in order to have this distinct experience feel new and luxurious to our customers.
Designing for all Use-Cases
Finally, I needed to outline all flows and error states that users may encounter and design screens for all of these possibilities.
An example of a card design study I conducted for customer quotes to feature on the page.
The Final Design Solution
The Final Designs
Using Figma, I executed a full redesign of our Customer Portal PawSupport page as seen below. Here, I created all variations of the page including “Default, Expanded FAQs, Error Messaging, and Terms & Conditions added”.
To ensure proper developer handoff, I am sure to organize my Figma files with clear designations, commentary on expected behavior, labeling of all of my layers, and pixel-perfect designs.
Final Default State Designs
Additional Design States
