Pet Health Club
Pet Health Club offers subscription-based health plans for pets, providing owners with access to veterinary care. The goal was to create a seamless, intuitive journey that guides users through discovering, comparing, and signing up for pet health plans while highlighting the benefits of each tier. My team and I were tasked with transforming the initial subscription framework into a accessible, and engaging web experience that supports informed decision-making and encourages plan signups and upgrades.
Problem Statement
While the old website allowed users to sign up for a health plan, it did not support plan upgrades, and the experience was difficult for members of the public who were not already registered with a clinic offering PHC. Additionally, the website was being migrated to a new tech stack, and PHC was undergoing a complete rebrand. A new experience needed to be built that supported new user sign-ups, plan upgrades, and incorporated the updated brand identity.
My Role
As part of this project, I carried out competitor analysis and ran workshops with stakeholders to define the problem statement, identify Jobs to be Done, and build personas that represented our key customer groups.
This research gave us a clear understanding of user needs and business goals, which I translated into actionable design decisions.
I was responsible for designing a responsive website that included the homepage, plan pages, and checkout experiences — all aligned with our new branding and built to scale across global markets. Because we were launching in multiple regions including Canada, the UK, France, and the Nordics in a short timeframe, the design needed to work consistently with minimal changes.
I focused on creating a user-friendly flow while also developing reusable components to accelerate development. This meant carefully balancing local requirements, accessibility standards, and cultural differences, while ensuring the overall design remained cohesive and on-brand. The result was a checkout and site experience that was easy for customers to use, straightforward for teams to implement, and robust enough to support rapid global rollout.
Early discovery work – competitor analysis and stakeholder workshops helped us define the problem space, shape personas, and uncover customer needs. These insights set the foundation for the design direction and ensured the solutions were grounded in both user and business goals.
To ensure the checkout could scale globally, I designed it using reusable components that formed the foundation of brand new design system. This allowed the product team to build once and apply the same elements across multiple markets, reducing development time and ensuring consistency. By thinking in terms of a component library rather than one-off screens, I created a system that could easily adapt to new regions while maintaining a familiar and branded experience.
At the same time, I planned for localisation from the start . I considered different languages, currencies, and cultural norms. This meant designing layouts that could expand for longer translations, supporting multiple payment methods, and adjusting details such as date formats and address fields. While meeting these local needs, I made sure the overall look and feel remained true to the brand, so no matter where the product launched, users had a seamless, recognisable experience.​
Brand
I played a major role in shaping the new PHC brand, helping to define not only the look and feel but also the personality and tone of voice that carried through every touchpoint. From setting the colour palette and typography to curating imagery and creating illustration styles, I worked to strike the right balance between accessibility and style. Ensuring the palette was inclusive and met accessibility standards was a key priority, while still keeping it modern and visually engaging. Because PHC is a friendly, approachable brand, I designed with warmth and personality in mind, making sure the tone was consistent across visuals, copy, and user experience. The result was a brand identity that feels welcoming and trustworthy, while also standing out with a distinctive, confident character.
Old branding vs New
Challenges and Solutions
Challenge 1: The website had to be split across two tech stacks during the migration to a new platform, meaning the old site still needed to reflect the new brand.
Solution: I reskinned the old website to match the updated branding and ensured it aligned closely with the new design system. This created visual consistency while keeping development effort to a minimum.
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Challenge 2: The budget for user testing was cut, removing access to formal research methods.
Solution: I self-sourced feedback by running informal testing with colleagues, friends, and personal networks. This allowed me to gather valuable insights quickly and continue to validate key design decisions despite limited resources.
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Challenge 3: Different countries had varying laws and requirements around pet care and subscription services.
Solution: I designed the checkout using flexible, modular components that could be added or removed depending on local regulations. This ensured compliance in each market while maintaining a consistent and seamless user experience across all regions.
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Challenge 4: When I joined, there was a low level of understanding from customers about what the subscription plans actually included and the value they offered. This lack of clarity made it harder for customers to compare options and recognise the benefits.
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Solution: I designed a dedicated page that broke down the plans in a clear, simple way. The page included easy-to-read comparisons and supporting case studies, helping customers see both the savings and the practical benefits of each option. This gave users more confidence in their choices and helped demonstrate the real value of the plans.
Collaboration
Collaboration was key to the success of this project. Each team was structured with one Product Manager, one Engineering Manager, and around seven to eight developers, but due to staff shortages I was the only designer working across two teams. One team focused solely on subscriptions and checkout, while the other managed the rest of the customer-facing PHC web products. This required me to manage my time carefully and maintain clear, consistent communication to ensure design needs were met across both areas. Alongside daily collaboration with developers and PMs, I also worked closely with key stakeholders to align on business goals and objectives, making sure the solutions not only supported user needs but also delivered real value to the organisation.
Results and Impact
The impact of this work is already clear. Canada has successfully launched on the new platform and rollout is progressing steadily across the country. In the UK, the migration is almost complete, with the new checkout scheduled for release in the new year. Early signs show the new website is performing strongly, with higher engagement and improved conversion since the refreshed designs and brand were introduced at the start of the year. Feedback from stakeholders has also been very positive, with the new experience seen as a strong foundation for continued global expansion.
Old vs New Checkout
Reflection
Reflecting on this project, it was one of the most challenging but rewarding pieces of work I’ve been part of. Balancing two tech stacks, tight timelines, and the need to scale globally pushed me to be highly resourceful and collaborative. I grew a lot in how I managed my time across multiple teams, and I learnt the value of keeping communication open with both developers and stakeholders.
I’m especially proud of shaping a brand that feels accessible, friendly, and consistent, while also delivering a checkout experience that can flex to different markets.