Pumpkin | Xiaomeng Tang

Pumpkin is a pet insurance company provides personalized, holistic approach to pet health that allows people to connect the everyday care of their pet to their lifelong wellbeing.

Project Context

Client: Zoetis

Release Date: 2019

Pumpkin is a startup that BCG Digital Ventures has incubated for Zoetis - the world's largest producer of medicine and vaccinations for pets and livestock. With this insurance product solution, Pumpkin enables Zoetis to offer competitive pet health insurance and preventive care so pet owners can help their pets stay healthy at all times.

My Role &
Design Challenge

I worked on the UI/UX of the Pumpkin web experience for the initial market launch. The primary design challenge was to define a frictionless quotation and purchase experience for pet owners to shop for pet insurance. Specifically, I designed the navigation architecture of the web experience, the landing page in desktop and mobile versions, part of the visual principles and illustrations.

Pumpkin Brand Video

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Visually appealing and easy-to-navigate landing page

Product Defining Process

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Pet Care Frictions

We have defined our product strategy by uncovering the concerns of pet owners and focusing on addressing the major frictions. During ethnographic research, we have learned taking care of pets isn’t easy and as owners increasingly embrace pets as family members, several significant frictions of pet owners emerge

• Owners don’t know what they do and don't need, particularly for their pets’ unique care needs

• Preventative care feels too costly

• Services aren’t tailored to unique pet needs

• Finding the right information and services takes time and owners don't know what information to trust and may act on the wrong guidance

• Owners face "bill uncertainty" at the vet and worry about the necessity of treatments

• Current financial or wellness plans don’t feel like they're providing economic relief

Pet Owner Sentiment

“I tried several wellness plans because I do want to see the vet often. But I’ve tried 4 plans now and I’m not sure it’s really a great deal for us.”

“Someone on Facebook told me to try a new food, my dog got pretty sick. I went to the vet - that’s $150 - only to find it’s normal for puppies to get sick after changing foods…costly switch.”

Market Landscape

Define ourselves in the marketplace

We conducted landscape research to better understand where we are in the current marketplace and find us the right place to land our product proposition and branding strategy. Only 2% of all pets in the United States are covered by pet insurance.

Pet Care Market Learning

Pet insurance is vastly underutilized, but the benefits are undeniable

Pet insurance and wellness programs are also imperfect

Allows families to afford the best, most advanced care

Avoids hardship moments like economic euthanasia

Provides access to medication when their pets are sick

The models aren’t aligned with pet owner needs or expectations.

The emphasis is on the financial risk of illness/injury and not the pet’s overall health.

They don’t provide impact, or drive the behaviors, vets need in order to provide the best care.

Defined Product Strategy

Disrupting the care industry and building a brand for the future of pet health care. Pumpkin will deliver measurable impact to our users in three ways

Happier pet owners - Ability to prioritize everyday care along with unexpected costs

Healthier pets - Tailored to specific pet needs based on breed, age, lifestyle or location-specific risks

Empowered vets - Annual visits to maintain Veterinarian-client-patient relationship (VCPR) and receive 3 vaccines each year