The challenge
Best For Pet had a valuable preventative care membership, but customers were not always understanding its value early enough in the journey. Customer interviews showed that many people knew the brand as “Best For Pet”, but not necessarily as the “Wellness Plan”. Some also confused the offer with pet insurance, creating a need for clearer language and stronger proof of value. The website needed to promote the Wellness Plan as the primary conversion pathway, while still supporting users who wanted to find a vet, explore services, read advice, or understand the broader brand. The design challenge was to clarify value, make benefits easier to access, build trust quickly, and reduce friction through clearer structure, navigation and hierarchy.
The approach
Synthesising research and workshop insights
I reviewed discovery notes, meeting transcripts, heuristic findings, customer interview summaries and brand guidelines to understand where the experience was breaking down. AI helped me process these inputs more efficiently, identify recurring themes and compare customer needs against business goals. This created a clearer foundation for the redesign before moving into layout or UI decisions.
01
Reframing the homepage journey
The homepage was designed to capture attention, communicate value quickly and build trust before asking users to join. It leads with the Wellness Plan in the hero, supported by customer trust signals, reviews and key member benefits. From there, it introduces Best For Pet’s broader ecosystem — including vet clinic search, puppy school, tools, pet advice and payment support — so the brand feels helpful, not just transactional.
02
Deeper consideration for The Wellness Plan
The Wellness Plan page was designed to answer the questions users still had after the homepage. It explains what’s included, how easy it is to join, what dog and cat members receive, how the savings add up, and why vets recommend it. Contextual FAQs were also added to reduce hesitation at the point users are deciding whether to join.
03
Using Relume to speed up wire-framing
I used Relume’s component library to quickly explore page structures and content hierarchy across the homepage and Wellness Plan page. This allowed me to move quickly through early wireframes, respond to client feedback, and focus more time on the customer journey, messaging, CTA hierarchy and final brand execution in Figma.
04
Elevating the digital brand experience
I crafted the final UI in Figma using Best For Pet’s existing brand assets and guidelines. The design introduced stronger typography, clearer hierarchy, improved contrast, purposeful colour use and a consistent CTA system. I also used AI-assisted image generation to adapt existing brand imagery into isolated pet portraits and supporting visuals, helping create a more polished and flexible digital experience.
05
Redesigning the sign-up flow
The sign-up flow was redesigned using Salesforce ‘Lightning’ design system principles to keep the experience realistic for implementation. I introduced a clearer five-step structure, a progress indicator, improved form grouping, more appropriate input patterns, a consolidated Membership step, a final review screen before payment, and a personalised confirmation screen after completion.
06
The Outcome
The final redesign created a more connected journey across the homepage, Wellness Plan page and sign-up flow.
The homepage now introduces the Wellness Plan as the primary pathway while still communicating Best For Pet as a broader pet care ecosystem. The Wellness Plan page provides the deeper detail users need to understand the offer, compare value, explore inclusions and feel more confident before joining.
The sign-up flow was also made clearer and more transparent, reducing uncertainty through better step structure, improved form patterns and a final review moment before payment.
Although I did not have access to post-launch performance data, the design direction was well received by the client and led to a follow-on request to uplift their EDM templates. This allowed the refined brand system to extend beyond the website, creating a more consistent experience across digital customer touchpoints.
Final Thoughts
Project information
Year
2025
Industry
Veterinary services
Services
UX Design
UI / Visual Design
User Testing
Conversion Strategy
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