Project Overview:
This mobile app allows pet owners to consult a veterinarian online, providing easy access to professional care. My role in this project involved UX copywriting and content design, collaborating closely with UX designers, and receiving feedback from content strategists and brand owners. The project timeline was about six weeks before launch, with additional tweaks post-launch.

Problem Statement:
Many pet owners, particularly busy professionals, find it challenging to schedule in-person veterinary appointments for their pets’ well-being. TELUS Health MyPet™ aims to bridge this gap by offering a reliable and accessible solution for online veterinary care.

Approach and Process:
• Empathy Mapping & Tone Development: We began by creating an empathy map to capture pet owners' emotions, needs, and pain points. This led to a tone that balances professionalism with a friendly, reassuring feel.
• Research: We identified common reasons users might hesitate to trust online veterinary services and incorporated trust-building elements throughout.
• Collaboration with UX Designers: Working closely with the designers, I helped align the copy with the app’s visuals, ensuring that the language was approachable and clear while still reflecting TELUS Health’s brand standards.
• Feedback & Iteration: After initial drafts, we reviewed copy with the Content Strategist and brand team, iterating on word choice and messaging to ensure alignment with brand voice and user needs.

Content Design
Educational Messaging: Introduced TELUS Health MyPet™ as a trustworthy solution for pet owners. Key messages highlighted reliability and convenience, reassuring users of the app’s legitimacy.
• Clear Call-to-Action (CTA) for Download: Simplified the onboarding process into three steps, helping users get started quickly and reducing any hesitation.
• Pricing & Service Transparency: Clearly communicated service offerings and pricing to set accurate expectations and increase trust.
• Do’s and Don’ts: Developed guidelines to clarify what services could and could not be offered through the app, managing expectations and ensuring compliance with health service regulations.
• FAQ Section: Created a comprehensive FAQ to address common questions, providing clarity and reducing potential user friction points.