top of page
Pumpkin_Logo_Blue@3x.png
Apple iMac.png

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 startup that BCG Digital Ventures has incubated for our corporate partner - Zoetis, the world's largest producer of medicine and vaccinations for pets and livestock, to uncover a new digital channel building direct relationships with consumers. With its holistically designed plans, Pumpkin addresses a gap in the pet care industry by offering competitive pet health insurance and preventive care so pet owners can help their pets stay healthy at all times. 

My Role

I worked on the UI and UX of the web experience and I collaborated closely with a multi-disciplinary team to shape the initial Pumpkin product during the incubation sprint at BCG Digital Ventures. During the building process, my primary responsibility was to define a frictionless quotation and purchase experience for pet owners. 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
Click to View
The experience we create for our customers is the Pumpkin brand
Group 2.png
Product Defining Process

_____

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

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.

Screen Shot 2020-12-28 at 03.49.07.png
Group 1.png
Screen Shot 2020-12-28 at 04.36.42.png
Pet Care Market  Learning

Pet insurance is vastly underutilized, but the benefits are undeniable

Pet insurance and wellness programs are also imperfect

Screen Shot 2020-12-28 at 04.36.26.png
Screen Shot 2020-12-28 at 04.36.26.png
Screen Shot 2020-12-28 at 04.36.26.png

Allows families to afford the best, most advanced care

Avoids hardship moments like economic euthanasia

 

Provides access to medication when their pets are sick

Screen Shot 2020-12-28 at 04.36.42.png
Screen Shot 2020-12-28 at 04.36.42.png

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

What makes Pumpkin different?
Screen Shot 2020-12-27 at 00.26.01.png
Screen Shot 2020-12-27 at 00.26.01.png

A proactive approach to pet health that allows families to focus on the overall health and wellness of their pet throughout its life.

Best-in-class user experience. Preventives shipped right to you. Seamless, transparent digital experience. Customer support provided by empathetic pet experts.

Screen Shot 2020-12-27 at 00.26.01.png

Pet health care that will be tailored to each pet, to enable families to provide the best care possible.

Design Process

_____

Defined Pumpkin User Journey 
Screen Shot 2020-12-27 at 00.36.51.png

Vet’s Office

Adoption Clinic

Social Media

Word of mouth

Message board

SEO

Social Media

Collateral

Website

(mobile and desktop)

Website
Quote Funnel

Plan Selection

Sign-up

Profile Creation

Welcome Kit

Sign-up

Profile Creation

Welcome Kit

Payment

Claims Process

Status

Customer Support

CRM

Adherence alerts

Personalized content

Behavioral Rewards

Pumpkin Design Principles
Screen Shot 2020-12-27 at 00.42.53.png
Screen Shot 2020-12-27 at 00.42.53.png
Screen Shot 2020-12-27 at 00.42.53.png
Screen Shot 2020-12-27 at 00.42.53.png
Screen Shot 2020-12-27 at 00.42.53.png

Caring for pets as family means their wellbeing today is just as important – and critical to – their protection and health tomorrow.

Caring for pets as family means their wellbeing today is just as important – and critical to –their protection and health tomorrow.

Pet health care is confusing,reactive.
We stay one step ahead, focused on
what’s best for each pet today and in the future.

Pet health care is confusing, reactive.
We stay one step ahead, focused on
what’s best for each pet today and in the future.

We believe technology can better the lives of pets and their people, and that we can help create a happier, healthier world for them.

Web Experience Display
Desktop
Mobile
Web.png
Pumpkin Quote Flow
Group 1419.png
Mobile Quote Flow
Mobile.png

Sitemap

Sitemap Beta.png
bottom of page