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Huvica

Tailored Experiences for their Veterinary E-commerce

Research and Discovery

To ensure the platform was user-centered and aligned with industry best practices, I began with a comprehensive benchmark analysis, focusing on:

  1. E-commerce leaders: Walmart, eBay, Amazon, and Mercado Libre, analyzing usability, search functionality, and purchase flows.

  2. Pharmaceutical websites: Examined Farmacias del Ahorro and Farmacias San Pablo to understand product categorization and prescription-related flows.

  3. Pet and veterinary markets: Looked at leaders like Chewy Inc. and Petco to study how they catered to animal-specific needs.

  4. Additionally, I conducted user interviews and social listening:

  5. Interviews: Spoke with 21 users across three segments—pharmaceutical representatives, veterinarians, and students (7 per group).

  6. Facebook groups: Explored veterinary communities to understand their preferences, challenges, and priorities.

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Key Insights and Strategy

The research highlighted the need for a specialized product categorization system tailored to the veterinary and pharmaceutical sectors:

1. Animal-based categorization:

  • Start with domestic animals (e.g., dogs, cats) and then move to livestock (e.g., cattle, poultry).

  • Each animal group would have specific subcategories for relevant products.

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2. Pharmaceutical categorization:

  • Products were also grouped by pharmaceutical brands, catering to veterinarians who prefer purchasing all supplies from a single trusted lab.

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3. User segmentation:

  • ​Students: Access to smaller quantities, discounts, and financial support options.

  • Veterinarians: Features for bulk purchasing and product recommendations.

  • Pharmaceutical companies: Priority pricing and inventory management tools.

 

These insights guided the platform’s architecture, ensuring a tailored experience for each user group.

Design Process
1. Information Architecture and Purchase Flow
  • Organized the navigation system based on user types and product categories.
  • Followed best practices for e-commerce usability, ensuring users could purchase any product in 2 to 3 clicks.
  • Designed a restricted information flow, displaying minimal product details on the general site. Full information (pricing, bulk options, etc.) was only shown after user authentication and classification (doctor, student, or company).

2. Wireframes and Client Collaboration
  • Mapped out user flows and drafted initial wireframes for the platform, showcasing:
  • Homepage structure: Featuring prominent search and filter tools by animal or pharmaceutical brand.
  • Registration flow: Allowing users to log in and confirm their user type for a personalized experience.
  • Product pages: Clear categorization with options for bulk orders and related product recommendations.
  • Worked closely with the client to refine flows, incorporating their feedback on promotions and content hierarchy.

3. UI Design and Prototyping
  • Developed the user interface, balancing Huvica’s branding with modern e-commerce aesthetics.
  • Created responsive designs for both web and mobile platforms to ensure accessibility across devices.
  • Built an interactive prototype for testing and validation.
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User Testing and Validation

  • Conducted usability tests with representatives from all three user groups to ensure the platform met their needs.

  • Focus areas included:

    • Ease of navigation and search.

    • Simplicity in completing purchases.

    • Clear and tailored information display post-login.

  • Results: Users across all segments confirmed the platform’s intuitiveness, and testers particularly appreciated the animal-specific search filters and segmented pricing models.

Delivery and Collaboration with Development

Delivered the final designs with comprehensive documentation, including:

  • A component library for consistent development.

  • Detailed specifications for responsive behavior and user flows.
Worked closely with the development team to ensure a smooth handoff and implementation of the design.

Impact and Outcomes

The Huvica e-commerce platform achieved several milestones:

  • Tailored experiences: Personalized views for each user group increased user satisfaction and conversion rates.

  • Efficient purchasing process: Streamlined navigation reduced the time required for users to find and buy products.

  • Industry alignment: Categorization by animal type and pharmaceutical brands aligned perfectly with user expectations.

Reflection
This project deepened my understanding of designing for niche markets, balancing diverse user needs, and integrating e-commerce best practices with innovative categorization. It was a rewarding experience that combined strategic thinking, user empathy, and creative problem-solving.
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