2024
DCC Animal Hospital
DCC PetConnect
Project Overview
DCC PetConnect is a comprehensive pet care app that helps pet parents manage their pets' health, appointments, and more. As part of a recent UX enhancement, we introduced a Membership Feature to strengthen user engagement, reward loyalty, and streamline pet care benefits under a subscription model.
Problem Statement
DCC PetConnect offered important health services for pets, but it didn't have a loyalty or subscription system to promote repeat visits or provide bundled services. As a result, users found it difficult to access exclusive offers, discounts, or packages designed for ongoing pet wellness.
🧠 Goals
Introduce a Membership model for added user value.
Ensure seamless discoverability and accessibility of the new feature.
Create an intuitive experience for purchasing, renewing, and managing memberships.
Highlight benefits clearly to motivate conversions.
👥 Target Users
Pet parents who regularly use DCC services.
Users are looking for bundled care plans at discounted rates.
First-time users are exploring long-term care options for their pets.
🔄 UX Process
1. Research
Competitor analysis: Examined other pet care and wellness apps with loyalty or membership models.
User feedback: Identified demand for easier access to discounts and bundled services.
Business goals: Align user needs with DCC’s vision of long-term pet wellness.
2. User Flow Mapping
Created a simple and efficient flow for discovering, purchasing, and redeeming memberships.
3. Wireframes & Prototypes
Designed low-fidelity wireframes to test layout and flow.
Developed high-fidelity mockups for user testing and hand-off.
📱 Key Screens & Features
1. Home Page Integration
A new Membership CTA was added to the home screen for visibility.
2. New Membership Screen
Users can explore membership plans with clear breakdowns of pricing and benefits.
3. Select Pet
The user selects the pet for which the membership applies, reinforcing personalization.
4. Membership Details
Detailed view of benefits, usage status, and renewal info.
5. Edit Membership
Allows users to manage or update their current plan with ease.
6. Expired Membership
Users are reminded when memberships lapse, with a prompt to renew.
7. Coupon & Rewards
Exclusive coupons unlock as part of the membership benefits.
8. Success Screen
Celebratory feedback upon successful purchase reinforces a sense of accomplishment.
Results and Impact
The introduction of the Membership feature significantly improved the user experience and business outcomes:
Increased user engagement with the new membership feature.
Positive feedback from early adopters praising the simplicity and value.
Membership purchases led to an uptick in repeat usage of services.