Role:

As the Lead UX Designer, I was responsible for all visual and UX/UI design as well as guiding and supporting development

TEAM

1 Designer 
1 Creative Director 
1 Account Manager 
1 Copywriter
1 Legal Team
1 Development Team

TIMELINE:

3 months

The
Challenge

company overview

Vanguard is Zoetis’ premiere petcare vaccine brand for both cats and dogs. The brand houses a variety of solutions to offer pet professionals, however, there wasn’t one central online place to explore the brand and its portfolio.

PRIMARY OBJECTIVE

In response to this need, we created a new website for Vanguard that lives outside of the parent brand Zoetisus.com. The main goal of this website was to support the entire vaccine portfolio and serve as a marketing home base. 

The Solve
& Impact

Understanding Target Audience and User Flows

It was extremely important to us that we engage with ALL pet professionals, not just veterinarians. Our goal was to ensure that all pet groomers, pet boarding facilities and pet trainers also undersood the importance of vaccines.

UX Design Approach

After speaking with key stakeholders and gathering SEO insights from our marketing team, we decided to take the following approach, making sure our website tackled the following 3 goals:  

Greater Depth

Dedicate multiple sections across the site to showcasing Vanguard’s portfolio and disease states (as opposed to just one long single Zoetisus portal landing page)

GREATER CREATIVITY

Greater creative flexibility to surface portfolio (as opposed to following an outdated template) 

GREATER LEAD GEN OPPORTUNITIES

Add more targeted lead gen opportunities across more focused content sections/pages. Create a form that allows users to search for their clinic dynamically to avoid capturing incorrect data. 

Wireframes

BIGGEST CONSTRAINT: TIME

Time was the biggest constraint on this project! Thus, once the initial site structure was approved by the client, I skipped the wireframe stage and went straight into visual design.

Style Guide

Visual Design

Biggest Roadblock:
Search for Your Clinic Feature

After all designs were approved, we received an additional design request from stakeholders to guarantee better lead generation.

Problem:

Users are inputting the incorrect address and contact information leading to useless lead generation.

Solution:

I created a “Search for Your Clinic Feature” that allowed users to search for their clinic via zipcode. Instead of manually inputting long addresses, often leading to human error and incorrect inputs, all a user had to do was input their zipcode. From there, all registered veterinarian offices would populate for them to choose the correct office site. This led to an increase in quality of lead generation.