How Veterly secured 70 pre-orders in 14 days through brand and prototype design

Veterly is a PetTech SaaS platform built to support veterinarians in their daily operations and let them focus on animal care. The product streamlines appointment scheduling, medical record access, and the relationship between vets and pet owners in a single tool.

Veterly came to Donux with a validated business model and a clear product vision, but no tangible MVP to show. To raise their first round and convince early customers, they needed a presentation-ready prototype and a distinctive brand that could stand out in a competitive PetTech market dominated by legacy software.

— Define the MVP scope and refine the value proposition around veterinarians' core pain points

— Design a high-fidelity prototype for web and mobile

— Build a brand identity strong enough to differentiate Veterly in the PetTech space

— Create assets that work for both investor pitches and early-customer demos

In 14 days, Veterly went from concept to a polished web and mobile prototype ready to demo. The work fueled an early go-to-market push that delivered 70+ pre-orders in the first two weeks, helped the team close €500K in funding, and locked in roughly €20K of projected ARR from initial commitments.

Discovery and value proposition
We ran co-design sessions with the Veterly founders to map the veterinary workflow, sharpen the value proposition, and align on the problems the MVP had to solve first.

MVP definition
We used story mapping to cut scope to the minimum that could prove the product's value to vets and investors. Everything outside that core was parked for future iterations.

User flows and wireframes
We designed the key flows across web and mobile so the same vet could manage appointments on desktop in the clinic and check records from a phone between visits.

Branding
We built a fresh brand identity with a memorable mark, a friendly color palette, and an illustration system tuned to the pet-care world. The goal was a product that feels approachable to vet owners and credible to investors.

UI design and prototyping
We applied the brand to the wireframes and produced a high-fidelity, clickable prototype covering the core journeys.

Development support
Once the prototype was validated, we kept working alongside Veterly's development team to preserve design intent throughout the build.

The project deliverables included:

— Value proposition definition and MVP scope

— User flows and wireframes for web and mobile

— Brand identity (logo, color palette, typography, illustrations)

— High-fidelity UI for the web app

— High-fidelity UI for the mobile app

— Interactive prototype for investor and customer demos

— Translating a complex clinical workflow into an interface vets could pick up without training

— Building enough product depth in two weeks to support both pre-orders and a fundraising round

— Carving out a distinctive position in a PetTech market crowded with legacy practice-management software

— Focused the MVP on the few flows that prove daily value to a vet, leaving everything else for later

— Delivered a high-fidelity prototype polished enough to act as both a sales tool and an investor demo

— Paired a friendly, pet-first visual identity with a professional UI to land credibility with both audiences