Case Study
VetTime
Kazakhstan's First Pet Healthcare Platform
<60s
Emergency Booking
100%
Test Completion
1st
To Market
Solo UX/UI Designer . 1 month (2024) . In Development
Consumer mobile app + Clinic CRM dashboard
The Problem
45 Minutes of Panic
My client called me at 11 PM. Her cat wasn't moving. She'd spent 45 minutes
calling clinics - busy signals, voicemails, "we don't do emergencies."
45
minutes of phone calls to
find emergency pet care
"
You don't understand. When it's happening, you're not a
rational person. You're panicking. You can barely read. You
need someone to just... take over.
- Mira, pet owner interview
This quote changed everything. I realized I wasn't designing for browsing. I was designing for panic.
The Insight
Two Modes, Two Products
Users don't need one vet app. They need two completely different
experiences sharing the same interface.
Routine Mode
Annual checkup. Can
browse. Can compare.
Panic Mode
Emergency. Can't think. Need help NOW.
Panic mode needed its own flow - not a filter, but a completely different experience.
The Design Principle
In panic mode, every extra tap is cruelty. Every unnecessary option is cognitive load on someone who can't handle it.
Three options is better than thirty. "Here's what to do" is better than "Here are your options."
The Solution
How Aigerim Saves Her Cat
0:00
Tap Emergency
One-handed. While holding her cat.
0:15
See 3 Clinics
Auto-filtered: open now, nearest. Not 47. Just 3.
0:30
Tap to Book
2.1km away. "Available Now" badge. One tap.
0:45
Confirmed
Instant confirmation. Navigate button ready.
1:00
Driving
In the car. Clinic expecting her.
<60 seconds
From panic to confirmed appointment
Key Decisions
The Hard Calls I Made
Every decision was tested against one question: Does this help a panicked
person save their pet faster?
1
Auto-Filter, Don't Browse
In panic mode, 3 filtered options beat 47 unfiltered ones. Booking time: 47 seconds.
47 sec avg booking time
2
Skip Onboarding in Emergencies
Users can tap Emergency immediately, even without an account. Register later.
0 barriers to emergency help
3
Labels Under Every Icon
My "clean" icon-only nav confused 25% of testers. Added text labels.
100% icon recognition
4
Two Platforms, One Promise
Built a full CRM dashboard for clinic staff. Beautiful app means nothing if clinics can't handle bookings.
100% staff task completion
Results
The Numbers
âš Currently in development. Results from design testing.
<60s
Emergency Booking
Down from 45+ minutes
100%
Task Completion
8/8 users in testing
<2s
Button Discovery
Emergency button found
1st
To Market
In Kazakhstan
What I Learned
Key Takeaways
1
Design for the worst moment
If your product handles emergencies, design for scared users - not rational ones.
2
Removing choice can be good design
In panic mode, users don't want agency. They want rescue.
3
The invisible work matters most
The clinic CRM isn't sexy. But without it, the pet owner app is a lie.
4
Constraints force clarity
One month. Solo designer. Just: what matters, what works, ship it.
Other Projects
E-Commerce
Clever Market
Kazakhstan's first same-day delivery marketplace. Designed trust when 77% of the population didn't shop online.
$50M
Acquisition
View Case Study
Government | Enterprise
B2B Platform
Academic | Gamification
