Turning founders’ vision into a market-ready pet insurance solution
ADORO
We partnered with a pet insurance startup to build a digital solution that reaches pet owners on every device, wins their trust, and keeps their pets front and center.
SERVICES
PRODUCT STRATEGY
PROTORYPING
UX/UI DESIGN
WEB APP DEVELOPMENT
MOBILE APP WRAPPING
QUALITY ASSURANCE
PROJECT INFO
Two founders on a mission to disrupt the industry
After years working in the pet insurance industry, adoro founders Tricia and Gavin knew exactly where it fell short. Claims were slow, coverage was difficult to understand, plans lacked flexibility, and managing a policy on mobile was an afterthought.
They founded adoro to build the insurance experience they wished existed: transparent, personalized, and simple enough to manage from your phone.
To get to market quickly and earn the trust of their first customers, they needed a digital partner that could match both their ambition and their pace.
Unleashing a better pet insurance experience
Adoro came to us with a clear goal: turn their vision into a market-ready solution and get it in front of customers fast.
Working closely with the founders, we designed and built a digital solution from the ground up, including the marketing website where prospects discover adoro and receive a personalized quote, and a customer portal where pet owners manage policies and, submit claims, and track reimbursements from any device.
The experience reflects adoro’s promise to pet owners: clarity instead of confusion and confidence instead of uncertainty. The solution is designed to grow with adoro’s ambition. Their team can manage content independently, while the platform is ready to support expansion into new states, with state-specific requirements built into its foundation.
Moving at startup speed
Working with an early-stage startup means embracing constant change. Priorities shifted quickly, so we adapted our process to keep up. The project thrived on a hybrid project management approach, blending sprint-based planning with the flexibility to reprioritize on the fly.
Purpose-Driven Design approach
We look for purpose in every decision we make and every pixel we put on a page. Following our unique framework for solving design challenges, we uncovered where the solution could create the most value through workshops with the founders, grounded every design decision in research with real pet owners, and kept emotion at the core of the design, putting pet owners at ease at every step.
Personality meets credibility
Starting from the visual direction created by adoro’s branding partner, Brains, our design team expanded a single homepage concept into a cohesive design system across the entire solution: friendly and approachable enough to create an emotional connection, yet serious enough to be entrusted with customers’ money and their pets’ health.
Designed around pets, not paperwork
We bring value to users when we’re able to walk in their shoes. When your pet is sick, the last thing you want to deal with is paperwork, so designed adoro’s UX to reduce friction and give pet owners peace of mind. Three simple principles guided every decision: ask only what’s necessary, keep coverage and pricing transparent, and give pet owners control without overwhelming them with choices. The result is an experience that feels less like managing insurance and more like caring for a companion.
A quote flow that feels like a conversation
Instead of confronting users with long forms, the quoting experience guides them through a short conversational flow. Questions are asked one at a time, using plain language and only collecting the information necessary to generate a personalized quote.
Customization without overwhelm
Adoro offers a range of plans tiered around the user’s budget, with recommendations tailored to the pet’s age and breed. Users can take the recommendation, nudge the price up or down, or customize every detail of their plan with pricing refreshing in real time as they make changes.
Streamlined claims process
Slow, bureaucratic claims are the single biggest frustration in pet insurance, so we stripped away the all unnecessary steps. With just a photo of their vet invoice, users can submit a claim from their phone in minutes, wherever they are.
Pets at the center
Owners add their pets by name and photo, manage each one individually, and bundle multiple pets together for a discount. Recommendations adapt to each pet’s age and breed.
One less password to remember
We introduced passwordless authentication using one-time codes sent via email or text message. This removes friction from the experience while keeping account access quick and secure across devices.
Accessible by design
Users bring many different abilities and expectations, and we design to accommodate and include them. We designed and tested adoro’s platform against WCAG 2.2 guidelines, creating an experience without barriers for people with disabilities.
Extending the web experience to mobile
The solution was built with React and Next.js. Instead of building two apps from scratch, we wrapped the existing web app in a native shell using Capacitor, delivering a native mobile experience from the same codebase.
Every improvement made to the web app is automatically reflected in the mobile app, eliminating duplicate work and speeding up delivery. For an early-stage startup, it was both the faster and the more affordable path.
Making updates a walk in the park
We connected the web app to adoro’s CMS, giving the team full control over their content. Even non-technical team members can easily edit content, rearrange modular blocks, and create entirely new pages without help from an engineer.
Integrating tools that drive growth
We integrated an ecosystem of third-party services into the platform to power adoro’s marketing and support operations. Automated email reminders help bring customers back when they leave a quote unfinished, while a chat assistant is available on every page to answer questions. We also set up the analytics and tracking layer to give adoro’s team full visibility into what’s working.
A launchpad for nationwide growth
After the initial launch and months of feature evolution, we prepared adoro for what’s next. Through a structured knowledge transfer, we onboarded their new engineering partner and internal project manager, sharing everything needed to confidently take ownership of the product.
Today, adoro operates the platform independently, with plans to expand across multiple states. We’ll be cheering them on from the sidelines, ready to support them when the next opportunity comes along.
