Created a mobile user flow that led to 1M+ clients verifying and matching their data in a few simple steps leading to a huge database of clean client data.
Role
Product Designer
Timeline
September 2023 - December 2023
Company
My Family Vets (IVC Evidensia)
Outcome
Cleaned 1M+ client data records
Team
Onboarding
Scale
1M+ users
Context
My Family Vets was starting to build out their iOS app to allow pet owners to manage their pet's details, create bookings, see past appointment details and more.
This meant we would need to expose personally identifiable information (PII) to these users to allow them to perform these tasks.
The Problem
The Practice Management Systems (PMS) in the veterinary practices didn't validate mobile numbers or email addresses when a new client was registered. This meant a phone number could start with 0, +44 or neither in some scenarios and email addresses could be in any format and could (and often were) duplicated across multiple owner records if a pet was shared by a couple and they gave one owner's details for both records.
The problem was that because the data was a mess, clients were not easily verifiable and therefore we couldn't confidently expose PII to the correct user.
We needed to create a way for clients to verify and match their data and then in the background provide them with a GUID.
Goals
Data cleanse
Clean all client data records
User ease
Create a flow that allows the user to verify their data in the most simple way
Discovery and Testing
User Journey Mapping - Deciding the best order in which steps should be shown in the flow for the best conversion rate.
Pattern Research - How have other companies handled similar situations, what can we learn from these existing solutions, what is relevant to our market and industry that we can apply.
User Testing - We showed our proposed solution to a number of test users to see the completion rate, any potential hurdles the users may have faced. This step is important to reduce the risk of unwanted results and validate any assumptions we may have made.
Developer collaboration
This was a very technical project, one with many variables and potential solutions all of which came with their own caveats. Having the developers involved from the earliest stages was vital for the success of the project. Showing them the wireframes of potential solutions was a great sounding board for how feasible and complex a solution potentially was. I'm lucky that the team I was working with were so involved and had thoughts and opinions on the best way to tackle this problem.
Design
Video showing the final user flow
Quality of life improvements
Verification code notifications - We made sure to add the code into the subject line of the emails so users wouldn't need to go to another app to view the code, resulting in a smooth experience.
Keyboard presence - When the user landed on a screen that required text input, we made the keyboard appear automatically rather than needing the user to open it. A small change but one that reduces the mental fatigue of the user.
Impact
Data Cleanse
The solution worked very well, allowing users to seamlessly verify and match their data. The client database went from a mess to having ~1M cleaned client records each with a unique GUID.
Reflection
Passwords - I made an assumption that email and password was the best option for sign-in. Although it wasn't a costly one, it did add unnecessary complexity to the build. An OTP proved to be much easier to build and more convenient for the user as they didn't have to remember yet another password.