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Fuzzy - care plans
What was I trying to solve?
Allow the member to have a single location to discover, view, and complete personalized recommendations for their pets’ health needs
Users usually purchased a one-time telehealth subscription and often didn’t come back
Give the member a reason to come back to Fuzzy, beyond the consult experience
Provide visualization of their pets’ health as well as a future of Fuzzy that allows for gamification and tracking
No measurable way to test content and programs to determine optimal product market fit for Fuzzy’s services and maximum customer value
research:Care Plans
The way I gathered research for this experience was by looking at apps that include tracking or other wellness experiences to identify what users would want and how they’d interact with others, reading customer reviews to see what they’re interested in, and utilizing user interviews to understand first-hand, what’s important to pet parents. I also did user testing to understand if it was usable and if users would react positively to the experience.
Measurement of Success:
Increased click-through rate in-app by 11%.
Resulted in increased user engagement by 31%.
Functionality:
Web and in-app iOS/Android experience
Include automated content created by the vet team to give recommendations based on pet age, breed, weight, species
Integrate quizzes into the platform to help curate recommendations customized for the pet
Allow for the member to complete recommendations
Allow the member to see expired and completed recommendations, as well as future recommendations
Include blog articles and relevant wellness information
Research
Research
In my research I synthesized user interviews to understand the needs of pet parents and what they would like to see in an app, as well as compiled feedback from our members to understand where there’s opportunity. I also looked to the future to see where we have opportunity to scale.
Overall, after user research, members found it useful to be able to complete a task, but didn’t understand the need behind doing so. There was a general consensus was there needed to be a reward in order to come back to the app and complete tasks since that would be an extra step in their day.
Mobile web & in-app experiences
After the launch of care plans on web, we pivoted and went into app. We originally started in web because we had more resources to build out experiences quickly, although it should’ve been an in-app only experience so it could be more customized for the app rather than mimicking our ecommerce site to keep consistency.
The Fuzzy app had a full overhaul and the main focus became wellness and care plans.
desktop care plans
Care plans was an ever-growing project that was launched within 3-months of starting. It required a partnership from our digital health team to curate recommendations and help to provide an understanding on what’s important to include in those recommendations. I worked with stakeholders and executives to find the right amount of information to display on screen without overwhelming the member.