Scout Veterinary Clinic Redesign

Led a website redesign that increased new users by 182% and achieved a 58.6% booking conversion rate.

Type
Re-design

Techniques
Research
Information Architecture
Interaction Design
Stakeholder Collaboration
Developer Handoff
Usability Tests
Iteration
QA

Design Principles

Before

Timeline
4 Months

The Challenge
As Scout rapidly expanded its urgent care clinics, its digital experience no longer reflected the quality of care patients received in person. Navigation was fragmented, information was difficult to find, and the website wasn't effectively guiding anxious pet owners toward booking an appointment.

My Role

I led the UX strategy and visual direction for Scout's website redesign, partnering closely with leadership, marketing, engineering, and operations to align user needs with business objectives.

Responsibilities:

  • Facilitated discovery workshops

  • Audited the existing experience

  • Defined information architecture

  • Designed end-to-end user flows

  • Created responsive UI

  • Built reusable design components

  • Partnered with developers through implementation

  • Conducted QA before launch

Discovery

What we learned

Pet owners visiting Scout are often stressed and time-sensitive.

They need answers quickly:

  • Can Scout treat my pet?

  • Where is the nearest clinic?

  • How do I book?

  • What should I expect?

The previous experience required too much searching before users could take action.

Reduce uncertainty

  • Help users immediately understand whether Scout is the right place.

Build trust

  • Show the expertise, warmth, and professionalism behind every clinic.

Guide action

  • Make booking the natural next step.

Design for growth

  • Create a flexible component system that could support new clinics and future content without redesigning pages.

Key Design Decisions

Rather than simply redesigning individual pages, I focused on the larger decisions that could make Scout's digital experience easier to navigate, more trustworthy, and more scalable.

Simplifying the Path to Care

Before: Users had to navigate through multiple pages to understand whether Scout could help them and how to get care.

After: The redesigned experience makes care options, clinic locations, and booking pathways more visible throughout the experience.

By reducing uncertainty and creating clearer paths to action, the new experience helped turn the website into a more effective tool for connecting pet owners with care. The booking experience generated 215 booking starts and 115 completed appointments, with the booking page converting at 58.6%.

Redesigning Navigation

I restructured the experience around the questions pet owners are most likely to have when seeking urgent care: Can Scout help my pet? Where can I go? What should I do next?

The redesigned information architecture created clearer pathways between Scout's services, locations, and booking experience, making it easier for users to move from discovery to action.

The result was a more engaging experience, with daily page views increasing by 195% after launch.

Building Confidence

When a pet is sick or injured, choosing where to seek care can be stressful. The visual and content direction was designed to make Scout feel approachable, trustworthy, and easy to understand.

I used visual hierarchy, intentional spacing, clear messaging, and a warm brand expression to help users quickly understand Scout's value and feel confident taking the next step.

After launch, average engagement time per session increased by 16%, suggesting that visitors were spending more time engaging with the new experience.

Creating Reusable Page Templates

Rather than designing every page as a one-off experience, I created a flexible system of reusable components and page patterns that could support Scout's continued growth.

This approach helped establish a more scalable foundation for future content, clinic locations, and marketing initiatives while maintaining a consistent user experience across the site.

The redesigned site launched with a Lighthouse score of 94, a 16+ point improvement over the previous experience.

BusinessGoals
Increase appointment bookings
Improve trust with first-time visitors
Support clinic expansion
Create a scalable marketing platform
Strengthen technical SEO performance

After

Before

After

Measuring Success

More people discovered Scout

  • 182% increase in new users

  • 26% increase in daily active users

Visitors explored more

  • 195% increase in page views

  • 16% longer engagement per session

  • 18% longer engagement per active user

Better technical foundation

The redesign also significantly improved site quality.

  • Lighthouse score increased to 94, representing more than a 16-point improvement over the previous site.

Booking experience delivered

The redesigned booking experience became the strongest-performing page on the site within a week of launch.

  • 215 booking starts

  • 115 completed appointments

  • 58.6% booking page conversion rate

Homepage became the highest-performing page

Rather than serving as a marketing landing page alone, the homepage became both the most visited page and the highest-converting content page, validating the redesigned information hierarchy and calls to action.

Reflection

This project reinforced that great healthcare experiences begin long before someone walks through the front door. By reducing uncertainty, improving trust, and designing for scalability, we created a digital experience that not only better served pet owners but also supported Scout's continued growth.

This project extended beyond designing screens. I facilitated conversations between leadership, marketing, and engineering to define priorities, balance technical constraints with user needs, and establish a shared vision for the redesigned experience. The final product was the result of aligning business strategy with user-centered design rather than simply refreshing the visual interface.