Veterinarians are often faced with stressful industry conditions such as a shortage of qualified staff and pandemic-driven challenges. They are very busy – their phones are constantly ringing off the hook and are bombarded with emails.

Through the vet ecosystem research, we identified vet pains and also opportunities to make their lives easier. One of our top priorities was to help vets to focus on their business by giving them a simple way to submit electronic scripts and get price quotes instantly while continue to deliver a stellar experience for their clients. I worked closely with Sales to help deliver a modern pet pharmacy solution for veterinarians: eMix.

For a while, the only way to get a price quote was to reach out via phone call, text, or email. This inefficient process led to overwhelming the care team, slow turnaround times and creating a bottleneck in the operational workflow, especially when these requests required following up due to missing or unclear information.

Our goals for this project was to empower eMix users to get a quote directly in eMix and strengthen our relationships with practices by increasing transparency and visibility around our pricing.

‍By doing so, we hoped to also reduce the amount of time and effort it takes to get a quote by replacing the manual process of contacting their sales rep for a price quote.

Kick-off

Before heading into Figma, my team and I had a kick-off meeting where we reviewed product requirements and timeline.

Design, Prototype, User Test

After designing and prototyping, I put together a research plan and worked with Sales to recruit participants. I was able to speak to primary doctors, inventory managers, and vet techs to help understand their expectations and assess usability of the tool. From there, I synthesized and presented my findings to Leadership before iterating and handing off my designs to Engineering.

Challenges

There were a few challenges around pricing structure and data that led to usability issues with the tool and frustrated users when they were unable to find what they were looking for.

It was especially hard for "non-experts" working at the practice, such front desk assistants who may not have as much experience as pharmacists and veterinarians with drug combinations. We realized we needed to fix our back-end pricing data before launching. We worked with Engineering to brainstorm ideas and together, we decided to use historical data in the short-term to help.

Easily look up a price quote

With the new pricing logic, eMix users can select a medication and easily look up the price for various strength and quantities.

Request a quote

If we didn't have a price for a certain medication combo, eMix users can request a quote directly from the tool. Using our integration with Kustomer, a member of our sales team will reach out via text or email to follow up on their inquiry.

Quoting tool usage

We launched the quoting tool in June 2022 to over 50 beta practices. In July, we released it to every practice with an eMix account. Since then, we've received tremendous feedback from our Sales team with how satisfied their practices are.

The quoting tool has been used over 6000 times to date by 528 practices. We've been continuing to make improvements as our pricing data becomes more robust and complete.