Santévet is Europe's leading pet health insurer. I joined in June 2024 as the sole designer across three product tribes — a scope that runs from the acquisition funnel down to the B2B tools shipped to breeders and clinics. The job is essentially Head of Design without the title: set the bar, scale the practice, ship anyway.
⚠️ A note before you scroll: Santévet's brand identity and visual system pre-date my arrival and are owned by a separate team. This case study focuses on product decisions, flows, and outcomes — not on the look & feel.
Role
Product Design Lead
Products
B2C Funnels & Apps + B2B SaaS
Dates
Since June 2024
Achievements
Conversion
Designed for the 80% who never scroll.
When I joined Santévet in 2024, the offer page told me everything I needed to know about the funnel: three tiers, dense feature lists, endless scrolling to compare. Built for a desktop user who'd long stopped being the majority. With 80% of our traffic on mobile, the surface wasn't underperforming — it was misaligned.
Why?
With 80% of our traffic on mobile, the offer page wasn't built for them. Three pricing tiers, dense feature lists, and endless scrolling to compare — the drop-off mid-funnel was predictable, not surprising. The page wasn't mobile-first; it was desktop-shrunk.
Why?
Solution
Show 80% of the offer at first glance, swipe to compare the rest. A swipe-based carousel surface that puts the core decision-points (price, coverage rate, key limits) above the fold — and lets the user compare tiers without ever leaving the screen.
Solution
Results
Within the first month after launch, funnel conversion lifted by 4 points — translating to roughly 8% of monthly web subscriptions on its own. The carousel pattern was rolled out across two other conversion surfaces afterward.
Results
B2C Mobile App
The missing home, turned growth surface.
Until 2025, the Santévet app had no home screen. Customers landed on whichever feature they'd last used. No surface to discover, to subscribe, or to come back to.
Why?
The app was a transactional tool, not a product. Premium customers didn't know half of what they had — preventive care, 24/7 vet line, second-pet discounts. And new contracts could only happen on the web, while existing customers lived on the app.
Why?
Solution
A modular home screen, on-brand, designed as a stage rather than a fixed layout. Three jobs in priority order: a second-pet subscription path, swappable "essentials" blocks to expose underused services, and a single place to come back to. Each block is independently configurable — promote, A/B test, or run an offer without touching the home structure.
Solution
Results
The second-pet CTA generated ~75 new contracts per month — roughly 1.5% of monthly web acquisition, captured from inside the app for the first time. The home quickly became a central touchpoint of the app experience.
Results
Growth - freemium
Letting the app convert freemium on its own.
Santévet's Start+ freemium relied on sales and email to turn into a paid contract. What if the app did it itself?
Why?
Start+ users were at their most receptive moment — the puppy and kitten months. They didn't need to be sold; they needed the right offer at the right time, inside the app. The default home treated them like everyone else.
Why?
Solution
A second home variant, automatically served to Start+ users. Same modular system, different content: lifestage-specific articles, age-aware tips, and a clear path from "we're with you while your dog grows" to "here's the offer that grows with him."
Solution
Results
~75 new paid contracts per month — on top of the second-pet CTA. Together, the two home variants brought ~150 monthly contracts captured entirely inside the app. A new acquisition channel, run by design.
Results
Growth · Acquisition
Making an existing channel actually work.
Payvet — Santévet's cash-advance service at the vet clinic — had long been pitched as an acquisition channel. It just wasn't one. Six months of product and marketing work turned it into a real source of contracts.
Why?
Payvet had two audiences and two broken bridges. Vets used the service but didn't know how to introduce it, when to opt clients in, or what happened next. Pet owners used it once — in a stressful moment, at the clinic — and never heard back in a way that felt human. The data flowed; the conversion didn't.
Why?
Solution
A full redesign on both sides, paired with a marketing collaborator who rebuilt the downstream email journeys. For pet owners, an opt-in that felt like a service, not a pitch. For vets, in-product education built into their dashboard — when to offer Payvet, how to explain it, what to expect. Two different products, one shared intent: turn a moment of stress into a relationship that can continue.
Solution
Results
In six months, Payvet usage grew +20% on the vet side, and downstream contract conversions nearly tripled. A pre-existing acquisition channel that had been underperforming for years became a meaningful one — through design and a tight collaboration with marketing, not through paid acquisition.
Results