Duniavet
B2B platform for veterinary professionals — clinical support, certified e-learning, and a back office built for monetization.
App
B2B Back office · Clinical
Role
Product Designer · UX Design · UI Design · Information Architecture
Timeline
8 weeks
team
Stakeholders · Enginners
platform
Web & App
Overview
Duniavet (Ifevet) is an advanced platform for veterinary professionals, offering clinical support, a professional community, and ongoing education through live and on-demand streaming.
The product addresses two key audiences: veterinarians who require fast, reliable tools in daily practice, and the business, which seeks to monetize, retain, and understand its users.
Developed at Doonamis, the platform features a dual ecosystem: a mobile-first app for professionals in the field and a robust Back Office for account management, analytics, and monetization strategy.
Scope: B2B product design at scale, integrating clinical workflows, community dynamics, e-learning certification, and business intelligence within a single platform.
The Challenge
Clinical complexity vs. intuitive UX
Veterinarians work under pressure with consultations, diagnoses, and follow-ups. The platform needed to address real clinical challenges without increasing the cognitive load on an already demanding profession.
Three products in one
Clinical support — expert consultations and professional knowledge.
Community — discussion, peer learning, expert responses.
Education — certified e-learning via Ifevet Streaming (live and on-demand).
Each product serves users with distinct expectations, content types, and interaction patterns.
Business needs visibility
Stakeholders required more than a functional app. They needed revenue tracking, churn analysis, trial-to-premium conversion, and detailed insights into user behavior across profiles.
The strategic approach was to build a dual platform: mobile-first for veterinarians in practice and Back Office for the business, while ensuring both remained integrated.
Dicovery
Workshops with veterinarians
I led workshops with practicing veterinarians to map daily workflows, priorities, and pain points. We identified when they seek clinical support, use community features, and engage with training.
Stakeholder alignment
Held regular meetings with business stakeholders to align features with key performance indicators, including acquisition, retention, conversion, user engagement, and expert response times.
Information architecture audit
Mapped content types, user roles, and navigation paths across clinical, community, and e-learning modules. Identified opportunities to structure complexity rather than simply remove it.
Key insight: Veterinarians do not want just another app. They seek a professional tool that fits between patient appointments, provides fast access to experts, offers flexible training, and fosters a time-saving community.
The Solution
Pillar 1 — Professional App (mobile-first)
Designed for veterinarians in the field, the app is glanceable, fast, and professional.
Knowledge Hub
Community discussion space where veterinarians ask questions, experts respond, and knowledge accumulates. The structure prioritizes findability and expert visibility, avoiding generic social content.
Ifevet Streaming
Certified e-learning includes live training sessions and on-demand modules. Professional development is integrated within the same platform as clinical tools, rather than offered as a separate product.
Expert consultations
A direct channel for clinical support connects professionals with specialists when they need answers during practice.
Pillar 2 — Scalable Back Office (business management)
A robust administrative layer enables the Duniavet team to manage, measure, and monetize the platform.
Account management includes user profiles, subscriptions, and acInteraction analytics track expert response times, user engagement, and content performance.t performance.
Business intelligence covers revenue tracking, churn rates, and trial-to-premium conversion funnels.
Operational control provides detailed insights into user behavior to optimize monetization and content strategy.
Information architecture & UI
Scalable information architecture supports clinical, community, and e-learning modules with a clear navigation hierarchy.
Mobile-first patterns are designed for quick access between consultations.
Dashboard design in the Back Office supports data density without overwhelming non-technical stakeholders.
Impact
Clinical utility
Established a direct channel for expert consultations, providing tangible value in daily veterinary practice.
The Knowledge Hub became a peer learning resource, helping reduce isolation in clinical decision-making.
Business intelligence
Back Office enabled tracking of revenue, churn rate, and trial-to-premium conversion.
Expert response times and profile-based engagement provided actionable business data rather than vanity metrics.
Educational engagement
Live training and on-demand modules increased time dedicated to professional development.
Ifevet Streaming integrated certification into the daily workflow, eliminating the need for a separate LMS login.
Operational control
In-depth user behavior insights supported optimization of monetization strategies and content A dual ecosystem reduced reliance on third-party tools for community, learning, and analytics.nd analytics.
Product design
Demonstrated that B2B platforms can effectively serve both clinical users and business stakeholders without compromise.
Scalable information architecture supported platform growth across three distinct product pillars.
What I Learned
B2B involves two user groups: the veterinarian in the field and the business team in the office. Design for both to ensure success.
Workshops are more effective than assumptions. Veterinarians demonstrated what "clinical support" means in practice, beyond what is described in a brief.
Community serves as infrastructure. When managed well, peer knowledge reduces support demands and improves retention.
Back office functions are part of product design. Dashboards for churn and conversion are as important to user experience as the mobile app, since stakeholders are users as well.
Information architecture enables product scalability. The three pillars—clinical, community, and e-learning—require a clear, scalable structure from the start.