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
Her cat wasn't moving. She'd spent 45 minutes calling clinics — busy signals, voicemails, "we don't do emergencies."
" 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
Browse. Compare.
Annual checkup. Has time to research.
Wants to weigh options, see specialists,
read reviews.
Panic Mode
Help. Now.
Emergency. Can't think clearly. Can
barely operate the phone. Needs
someone to take over.
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
A real flow from a real test. Three taps, no decisions she can't make in
panic.
0:00 — TAP EMERGENCY
One-handed reach
Red button, lower-right corner. Reachable while
holding the cat. No login required to start.
0:15 — SEE 3 CLINICS
Filtered, not flooded
Open now, nearest first, with ETA. Three options
— not 47. Auto-filtered for what matters.
0:30 — TAP TO BOOK
One clear next action
"Available Now" badge. One tap to book. Navigate
button ready. Clinic notified instantly.
<60
s
From panic to confirmed appointment — down from 45+ minutes
Key Decisions
The hard calls I made
Every decision was tested against one question: does this help a
panicked person save their pet faster?
01
Auto-filter, don't browse
In panic mode, 3 filtered options beat 47 unfiltered
ones. Show "open now, nearest, available" — drop the
rest.
47s
Avg booking time in testing
02
Skip onboarding in emergencies
Users can tap Emergency immediately, even without an
account. Register later, after the cat is safe.
0
Barriers to emergency help
03
Labels under every icon
My "clean" icon-only nav confused 25% of testers.
Added text labels under every icon. Recognition went to
100%.
100%
Icon recognition after labels
04
Two platforms, one promise
Built a full CRM dashboard for clinic staff. A beautiful
pet-owner app means nothing if clinics can't handle the
bookings.
100%
Staff task completion
What I Learned
Key takeaways
01
Design for the worst moment
If your product handles emergencies, design for
scared users — not rational ones. The calm case
takes care of itself.
02
Removing choice can be good
design
In panic mode, users don't want agency. They
want rescue. Fewer, better options is the feature.
03
The invisible work matters most
The clinic CRM isn't sexy. But without it, the pet
owner app is a promise the system can't keep.
04
Constraints force clarity
One month. Solo designer. The question
becomes simple: what matters, what works, ship
it.
Routine Path
The calm booking flow
The non-emergency path proves the standard craft: service selection,
specialist choice, scheduling, review, and a confirmation that lets the
owner add to calendar, navigate, or start a chat.
Pick the service
Choose the specialist
Pick a slot
Review & confirm
Done — add, navigate, chat
The Invisible Half
The clinic CRM
An app that promises emergency bookings means nothing if clinics
can't see them. I designed a CRM dashboard for clinic staff — billing,
appointments, patient records — so the front-of-house promise is
actually deliverable.
Clinic CRM — billing & invoicing dashboard with outstanding/overdue/paid summary, invoice list, and live payment collection.
Results
The numbers
VetTime is in development — these are results from moderated usability
testing with 8 participants, not shipped product metrics.
<60s
Median time to a confirmed emergency booking
100%
Task completion
— 8/8 participants
<2s
Median time to
find Emergency
button
1st
Pet healthcare
platform in
Kazakhstan
⚠ In development. Figures are from an 8-participant moderated test, framed as testing — not production metrics.
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