Role
UX Designer
Timeline
June - July 2025
team
Lead UX Designer
Content Strategists
SEO Director
Developers
Skills
UX Research
UI Design
Design Strategy
Design Systems
Overview
I ran a Jobs to Be Done (JTBD) research study for a Fortune 500 pet insurance provider to uncover the needs and motivations driving pet owners to consider, purchase, and use pet insurance. By identifying specific “jobs” pet owners are trying to accomplish, we aimed to better align the client's content strategy, messaging, and website experience with what actually matters to users.
The research informed the optimization of 3 pages, a set of content guidelines for the editorial team, and a roadmap of 28 article topics.
Problem
Our client, a Fortune 500 pet insurance company, had existing audience research that told them who their customers were. What was missing was a deeper understanding of the functional, social, and emotional needs driving prospective pet owners' decisions.
Closing that gap was essential to refining their messaging strategy and improving their website to better meet customers where they are.
RESEARCH
I interviewed 13 pet owners with active pet insurance policies, structuring conversations around three topic areas: financial planning, pet wellness, and pet insurance. Findings were synthesized into core jobs, first-person “Help Me” statements, and engagement opportunity areas.
Trust & Credibility
Pet owners look for pet insurance providers that genuinely care about animals. They seek expert-backed content, clear communication about coverage, and advance notice of any policy changes.
Proactive Wellness
Pet owners prioritize preventive care to keep their pets healthy long-term and prevent future health problems.
Ease & Support
Pet owners want pet insurance to be easy to use with seamless claim submissions and support available when they need it.
Financial Preparedness
Pet owners want to know what pet expenses to expect so they can budget confidently and feel prepared for unexpected events. They seek pet insurance that feels worth the cost, offering clear coverage with good value.
DESIGN
Research findings directly informed the prioritization and optimization of 3 high-impact pages, plus a content guidelines system for the editorial team.
Existing content failed to surface what users valued most: industry expertise, genuine care for pets, and community impact.
I redesigned the page to emphasize trust signals and collaborated with our content specialists to optimize the copy to be more user-focused, resulting in a 22% decrease in bounce rate 30 days post-launch.
Claims were a top pain point for users, who found the process confusing and frustrated by the lack of communication throughout.
In collaboration with our content specialists, I redesigned the page to clearly define what users can expect at each stage of the claims process, reducing stress and confusion.
Users prioritized features like mobile apps, claims tracking, transparent policy information, and 24/7 vet consultations when evaluating providers.
In collaboration with our content specialists, I redesigned the page to highlight these high-value features and create a clear path to download.
impact
Research findings were integrated into our client's broader program strategy, directly shaping content planning, CTA strategy, and page optimization priorities going forward.
bounce rate on "About Us" page, 30 days post-launch
of Q4 2025 article topics derived from findings
engagement opportunities to inform content strategy
Scalable Messaging Framework
I developed a content guide based on research findings, giving the content team a framework for crafting CTAs and blog copy aligned with the emotional and functional jobs pet owners are trying to accomplish.
