Michelle Edwards. Senior Product (UX) Designer

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Selected Works

Effective solutions for complex problems.

Integrating the Veterinarian to Pet Owner Experience

Lead UI / UX Designer     Researcher     Copywriter     Illustrator

Veterinary practices needed efficient tools to communicate preventive testing, results, pricing, and health details with pet owners across the appointment cycle — but existing tools were disjointed from practice workflows or didn't exist at all, limiting adoption. Working closely with veterinarians and a Beta practice advisory board, I designed an integrated experience that threaded into existing systems rather than asking practices to adopt new ones. Result: nearly automated practice-side setup, 10% pet-owner opt-in to preventive care before appointments, and unified communication logging in existing tools.

Pet-owners were given low-friction access to non-secure pet information without unnecessary barriers like app downloads or account passwords.

Pet-owners were given low-friction access to non-secure pet information without unnecessary barriers like app downloads or account passwords.

Helpful content about the value of preventive testing was provided prior to the appointment, giving an opportunity to opt-in without a surprise cost.

Helpful content about the value of preventive testing was provided prior to the appointment, giving an opportunity to opt-in without a surprise cost.

I partnered closely with the business team to refine strategy, define goals and provide slides/graphics for company-wide, marketing and c-suite presentations.

I partnered closely with the business team to refine strategy, define goals and provide slides/graphics for company-wide, marketing and c-suite presentations.

The IDEXX Design System

Lead Designer

IDEXX customers interact with multiple pieces of company software whose interfaces varied widely in style, interaction patterns, and quality — creating a disjointed customer experience and wasting internal design and engineering time doing duplicate work. We built a unified design system covering visual patterns, interaction patterns, and component code. Within three years: 80% adoption across on-market products, and complete adoption by all new products.

A documentation website of guidelines was created to ensure consistent adoption across various software products.

A documentation website of guidelines was created to ensure consistent adoption across various software products.

Final decisions were turned into a design library of components in light and dark mode for easy prototyping use.

Final decisions were turned into a design library of components in light and dark mode for easy prototyping use.

Proposed styles and rules were applied to multiple pieces of software and tested both internally and externally with customers to ensure positive reception and usability.

Proposed styles and rules were applied to multiple pieces of software and tested both internally and externally with customers to ensure positive reception and usability.

Expanding our User Base

UI / UX Designer     Researcher     Copywriter     Illustrator

One of IDEXX's software tools had value for audiences outside of its original intent. Through customer interviews, we determined that some permission work needed to be done to bring the new target audience on board. Data was sorted into various market segments (regions, practice type, etc) for our customers so that the correct information could be aligned to the new permissions and revealed at each step. Within six months: 200% user growth, and 10% new contracts signed.

A recap of customer interview findings were shared with the full project team so that everyone understood the needs of the customer and their current workflows.

A recap of customer interview findings were shared with the full project team so that everyone understood the needs of the customer and their current workflows.

The relationship between our current and new target audience members was mapped out and a permission structure was determined.

The relationship between our current and new target audience members was mapped out and a permission structure was determined.

Information within the software needed to be sorted into various market segments (regions, practice type, etc) by our customers so that the correct information could be aligned to the new permissions and revealed at each step.

Information within the software needed to be sorted into various market segments (regions, practice type, etc) by our customers so that the correct information could be aligned to the new permissions and revealed at each step.

Improving the Speed and Accuracy of Diagnostic Interpretation

Lead UI / UX Designer     Research Partner

While interpreting diagnostic results, veterinarians were consulting 2–4 resources in order to pull together a complete view of their patient and decide next steps. Creating a complete patient view, with pertinent context pulled forward, and next steps suggested allowed veterinarians to see more patients each day. A future vision was set forth along with small, achievable steps to start immediately delivering value to customers. Result: Phase 1 resulted in a 12% uptick in diagnostic assistance usage.

Research, including an in-person workshop, surveys and observation were conducted to confirm present-day workflows and optimal workflows.

Research, including an in-person workshop, surveys and observation were conducted to confirm present-day workflows and optimal workflows.

The first set of incremental changes were designed and built.

The first set of incremental changes were designed and built.

A long-term future state was also designed and tested with users, giving the team and company a "north star" to incrementally work towards.

A long-term future state was also designed and tested with users, giving the team and company a "north star" to incrementally work towards.

Interested in working together?

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