The PonyApp is a horse management application available on iOS, Android and web. It allows users to manage their horses's daily care, medical records and expenses, view aggregated equestrian media and connect with equestrians around the world.
I was recruited by BCG to take over experiential design for Cedar Sinai of Beverly Hills Virtual Second Opinion - a product designed and developed by BCG Digital Ventures. As the senior designer on the VSO product, I took design to launch and beyond, helping to connect patients in need of a second opinion to the best doctors in the world. Virtual Second Opinion offers patients remote access to Cedar's team who review their diagnosis and medical history to provide a virtual second opinion through our product.
250,000
Horses Created
250,000
Organic Users
250,000
Expenses Added
250,000
Activities Logged
The equestrian industry is underserved and experience many pain points throughout the day that take away valuable time spent in the saddle.
Equestrian business owners
Equestrian professionals
Horse Owners
How could technology streamline your equestrian business?
What keeps you from spending more time in the saddle?
What's the worst part of your job?
Which part of your job do you wish you could focus on more?
What industries could the equestrian world learn from?
I spent a lot of time mind-mapping to identity commonalities between equestrian professions.
I conducted interviews with equestrian trainers, veterinarians, barn managers, and horse owners. By recording my interviews I was able to rewatch them and take notes to try to identify common themes.
Based on the interviews, I built a number of prototypes that aimed to address the most common themes such as-scheduling, record-keeping, invoicing, staff-management, and new business acquisition. With tools like Invision and Marvel I was able to go back to the individuals I interviewed for demos and feedback.
I setup interviews with dozens of equestrian professional, horse owners and equestrians around the world about horse management including what was working, what wasn't and where they thought technology could fill in the gaps. Before my conversations I did basic mind mapping exercises to reframe the problem and step back from my personal experiences.
I received a ton of feedback and unlike my initial interviews, my demo sessions resulted in an outpouring of enthusiastic feature requests. After dozens more interviews, consultations with my advisors and professors at the [Stanford] d.school, we decided to go forward with an MVP that would help equestrian professionals streamline their billing processes while providing horse owners with valuble horse data that could be accessed on the client-side.
I then did higher-fidelity wireframes of this invoice feature while constantly collecting feedback from my target users at the Stanford Red Barn. As my need-finding interviews continued, it was clear that equestrians were eager for a better way to record and access horse and business data.
Provide patients with timely access to top medical experts without the usual weeks-long wait. Designing with telemedicine allowed them to deliver a comprehensive second opinion in as little as 48 hours, overcoming geographic barriers and logistical challenges for patients needing expert consultation on complex conditions
A key element of our user journey was guiding patients down service-level paths to find relevant information. This also allowed our team to stagger service line launches and collect leads for pre-launched departments. Upon enrollment, users self-identify their department with the help of our VSO department icons.
Text flows through the body and pose and beyond.
Tip: scroll up and down!
A wheel of text spins as a user scrolls down and reads the page
Level 2 & 3 department and condition landing pages were important to design from an SEO perspective and also to give more in-depth information to patients depending on their diagnosis. Variable elements on the page includes condition description, doctor profiles, iconography, images and program benefits.
I collaborated across departments for product visibility across the Cedars-Sinai ecosystem of digital products to provide new entry points to patients actively researching Virtual Second Opinion covered conditions and departments
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While we did create some original content, articles were sourced from 3rd party media outlets. We buit a CMS to upload the articles title, image, date and description. 3rd party articles opened in a web browser within th app, oringial content opened to an expanded spotlight view.
Videos could be uploaded to our API, they autoplayed in a small vertical view and clicking the expand button would open a full screen horizontal player with video controls
Results could be expanded to a full screen view (pictured) where users could see athlete names, nationality and competition results.
This is one of the designs I'm most proud of. Since the on-boarding flow asked for a lot from users, the avatar selection screen was a great way to break it up and engage users with a fun and interactive step (that was shared all over social media for more than a year!)
Where a user can view a summary of all their horses and the features available for each horse including:
Tracking expenses was a consistent request during our need-finding interviews. The expense feature allows users to log expenses or profits by horse. Filter and search capabilities allow users to view results in categories such as time, contributing party and expense type.
Account owners can invite other parties such a grooms, veterinarians, and trainers. Limited access members are allowed to see everything except for a horse's expenses.
Here, users can upload images or PDFs of important documents and export them when needed. Some popular uploads include:
Here users can select which horse or horses they wish to record activities or reminders for.
It was important to find a happy medium between restricting the possible activities to log and providing an empty text box. I created a split screen of ten main categories in alphabetical order, with “subcategories” that would appear after a category had been selected with an option for an “other” field. The repopulated text signaled to users how they should be using the feature while still allowing flexibility for custom inputs. We constantly reviewed, the “other” inputs to include commonly logged activities into the pre-populated database.
Here users can browse and search for their complete and incomplete activities. Clicking an activity expands the user to the activity breakdown where they many have recorded notes or attached photos.
While we did create some original content, articles were sourced from 3rd party media outlets. We buit a CMS to upload the articles title, image, date and description. 3rd party articles opened in a web browser within th app, oringial content opened to an expanded spotlight view.
Videos could be uploaded to our API, they autoplayed in a small vertical view and clicking the expand button would open a full screen horizontal player with video controls
Results could be expanded to a full screen view (pictured) where users could see athlete names, nationality and competition results.
This is one of the designs I'm most proud of. Since the on-boarding flow asked for a lot from users, the avatar selection screen was a great way to break it up and engage users with a fun and interactive step (that was shared all over social media for more than a year!)
Where a user can view a summary of all their horses and the features available for each horse including:
Tracking expenses was a consistent request during our need-finding interviews. The expense feature allows users to log expenses or profits by horse. Filter and search capabilities allow users to view results in categories such as time, contributing party and expense type.
Account owners can invite other parties such a grooms, veterinarians, and trainers. Limited access members are allowed to see everything except for a horse's expenses.
Here, users can upload images or PDFs of important documents and export them when needed. Some popular uploads include:
Here users can select which horse or horses they wish to record activities or reminders for.
It was important to find a happy medium between restricting the possible activities to log and providing an empty text box. I created a split screen of ten main categories in alphabetical order, with “subcategories” that would appear after a category had been selected with an option for an “other” field. The repopulated text signaled to users how they should be using the feature while still allowing flexibility for custom inputs. We constantly reviewed, the “other” inputs to include commonly logged activities into the pre-populated database.
Here users can browse and search for their complete and incomplete activities. Clicking an activity expands the user to the activity breakdown where they many have recorded notes or attached photos.