Revitalizing pet insurance
SantéVet
Get your pet medical fees covered
2024
Role
Lead Product Designer
Industry
Insurances
Team
1 PO lead
1 Product Designer
1 dev agency
Website/App
Turning a basic portal into a trust-building platform
When I joined SantéVet, they were facing rising churn rates with an outdated customer portal while competitors offered more engaging experiences.
I joined forces with a talented Product Owner, our mission: transform their minimal customer space into a platform pet owners would actively enjoy using and trust. The more challenging aspect of this work has been to align the different teams toward the same objectives. We proposed a strategy toward a long-term and a short term vision supporting the company KPIs to cadence the work & the priorization.
Our primary goal was reducing churn, with a secondary focus on improving the acquisition funnel. Long-term, SantéVet aimed to become the go-to platform for all pet-related needs.
Building a home for pet owners, not just insurance customers
Once the strategy was clear & validated, we created a scope for the first iteration of this work.
We prioritized a mobile-first design approach while maintaining robust web capabilities, ensuring consistency across platforms & brands.
After analyzing user behavior, reviewing existing quantitative data and feedbacks from the support team, we focused on four essentials features that would empower the user:
Reimbursement System Overhaul: Simplified claim tracking for better user confidence
Centralized Document Hub: One-stop access to all policy documents
Contract Visualization: Clear displays of coverage details and options
Security Enhancements: 2FA implementation and streamlined processes
These improvements addressed fundamental insurance needs while establishing the foundation for future expansion.
9:41
Solving for retention while nurturing acquisition
Data analysis revealed that confusion about coverage and claims directly drove cancellations. This insight and others that we gathered aligned stakeholders around prioritizing clarity and transparency.
Our retention strategy centered on three pillars:
Care: Making insurance details accessible
Centralize: Building toward a single hub for pet information
Learn: Positioning SantéVet as a trusted advisor
On the acquisition side, the existing funnel had only a 1.5% completion rate at the final step. Through targeted improvements—shorter text, simpler layouts, and isolated optional add-ons—we made the sign-up process more transparent without diverting resources from retention.
From metrics to meaningful connections
The project delivered measurable improvements:
Declining churn rates as users better understood their coverage
Decreased support calls through enhanced self-service capabilities
Improved funnel completion rates
This work reinforced a crucial principle: anchoring decisions in genuine user needs creates alignment and results. The foundation we built now supports SantéVet's expanded roadmap toward a comprehensive platform, with each new feature integrating seamlessly into our established system.
