Free Trial Portal

Problem

Pet Plan discovered high abandonment rates on their free trial form for mobile users. Since most of their mobile traffic came from ad leads in veterinary offices, they needed to improve the mobile experience quickly. At the time, the portal was outdated, not optimized for mobile, and had a lengthy flow that contributed to high abandonment.

Solution

I transformed the portal into a mobile-friendly, one-page journey, creating a flow that guided users effortlessly through form completion. Updated UI patterns aligned with Pet Plan’s brand, visually connecting the form to the company. The client was very pleased with the simpler user flow and cohesive, branded design.

Goals

At the time, Pet Plan was the world’s largest and leading pet insurance provider, but their free trial form did not reflect the professionalism and reliability associated with their brand. As the UI/UX designer, I collaborated with the web manager and developers to define goals for a redesigned user experience.

Decrease form abandonment

Optimize the mobile UI to increase mobile conversions

Create a simplified flow that was easy for all customers to engage with

Updated UI Patterns

I aimed to reflect Pet Plan’s values of support and companionship in the user journey, so I redesigned the layout as a one-page, smooth-scroll experience. As users complete each section, they are effortlessly guided to the next. A progress bar provides clear feedback on form completion status.

Focus on Mobile

Every interaction point required a seamless mobile experience. I enlarged form fields, buttons, and toggles for better visibility and used modals instead of hide/show elements or navigation to other screens, ensuring users never felt lost.

Updated UI elements reflected Pet Plan’s branding while familiar, recognizable components made the experience intuitive for users.