NVA’s Seamless Experience
A centralized, user-friendly digital platform that addressed the unique needs of all user groups while maintaining a cohesive brand experience.
Client
National Veterinary Associates
My Role
UX Research, UX/UI Design, Prototyping and Testing
Agency
Power Shifter Digital
Year
2022
Challenge
NVA, a leader in the animal health industry, faced a disjointed digital ecosystem spread across multiple websites: NVA.com, NVACanada.ca, and NVACompassionFirst.com. This fragmentation caused challenges for key audiences:
Veterinarians struggled to find industry resources.
Clinic owners faced inefficiencies in accessing business support tools.
Pet owners had difficulty locating clinics and veterinary services.
Administrative teams managed redundant content across multiple sites.
Research & Discovery
To gain insights into NVA’s diverse audience, we conducted:
Workshops & Stakeholder Interviews to identify user pain points.
Content & SEO Audits to evaluate existing site structures and opportunities for optimization.
Persona Development for veterinarians, clinic owners, pet owners, and potential partners.
These insights helped shape the content strategy and user journeys, ensuring the new platform was tailored to the needs of each audience segment.
UX/UI Strategy & Design
User-Centric Navigation: Developed an intuitive information architecture to streamline access to key resources for each persona.
Mobile-First Approach: Prioritized a responsive, accessible interface to ensure seamless browsing on all devices.
Visual Identity: Created mood boards and style tiles to refresh NVA’s digital presence, maintaining brand consistency across all touchpoints.
Wireframing & Prototyping: Designed mid-fidelity wireframes and UI templates, tested with stakeholders for feedback and refinement.
Outcome & Impact
While the project is still in progress, the new NVA platform is expected to:
Increase Engagement: A more intuitive and visually engaging platform will encourage more interaction from veterinarians, clinic owners, and pet owners.
Enhance SEO Performance: An optimized site structure will drive more organic traffic and improve search rankings.
Streamline Content Management: Reduced redundancy and improved efficiency for internal teams managing the website.
Strengthen Brand Presence: A unified digital identity will reinforce NVA’s industry leadership and credibility.
REFLECTIONS
This project underscored the complexity of designing for a diverse, global audience. The biggest takeaway was the importance of crafting tailored user journeys that cater to distinct audience needs while ensuring overall platform cohesion. By balancing business goals with user experience principles, this initiative will establish a stronger, more connected digital presence for NVA and its community.