Dr. Treat
2022
How can we create veterinary experiences that better serve both pets and their caretakers?
Dr. Treat, a forward-thinking veterinary care startup, aimed to revolutionize the traditional reactive, treatment-based model that often overlooks the pet parent’s experience. Their comprehensive, proactive care program combines a subscription model with a boutique experience. Collaborating with Dr. Treat, we crafted a seamless journey for pets and their parents, integrating digital and physical touchpoints at their flagship location.
Our Approach:
User Research
Service Blueprinting
Physical Branding
Understanding the Psychology of Veterinary Visits
We delved into the evolving landscape of animal care, identifying innovative high-tech and high-touch experiences. By studying the psychology of both pets and their owners during veterinary visits, we discovered how sight and smells affect animals differently. This led us to create distinct experiences for dogs and cats, minimizing fear and anxiety for both.
Enhancing the Dr. Treat Experience
Through collaborative sessions with Dr. Treat’s founders, we mapped service touchpoints and key moments within the clinic. Our goal was to reduce stress for both pets and their caretakers by addressing issues such as the proximity and visibility of other pets in shared spaces.
Unified Brand Storytelling
Drawing inspiration from the contrasting nature of dogs and cats, we developed a design direction coined "The Tuxedo Effect." This design aesthetic, characterized by balanced shapes, colors, and textures, created a soft, unique, and welcoming atmosphere.
Seamless Integration of Physical and Digital Touchpoints
Based on our research and stakeholder sessions, we identified a set of experiential opportunities. Our design solutions included considering the sheen of materials for animals and providing carrier-sized nooks under benches in waiting areas for cat owners.
Our impact:
Designed a flagship store that seamlessly blends with the digital brand experience.
Established physical brand standards to guide franchise development.
Created a low-stress experience for pets and their parents.