Roo Case Study

Veterinary Relief and
Staffing Solutions

Client Overview

Roo is a web application that allows freelance veterinarians to easily connect with hospitals looking for short-term personnel. The platform helps hospitals fulfill their staffing needs, while also allowing vets to work flexible hours. The Roo team identified a need in the market for an easier way for vets to connect with hospitals and decided to develop a platform to fill the gap.

Project Goal

The Roo platform is a digital marketplace that connects freelance veterinarians with hospitals in need of short-term personnel. Think of it like an "Uber for veterinarians," where they can pick and choose the shifts they want to work, and hospitals can quickly fill their staffing needs. Our team helped Roo with the development of the platform, including user research, design, and engineering.

Our goal was to deliver a comprehensive, fully functional platform that addresses the market need and provides a great user experience.

Services Provided

MVP Launch
Custom Branding (typography, color palette)
Key Marketing Material & Collateral Design
Zero-to-one Product Development


As Roo's product design and development partner, we focused on creating a user-friendly platform that streamlines the process of connecting freelance veterinarians with hospitals. We started by conducting thorough research to understand the market need and user pain points. This informed our decisions on the platform's features and functionality.

We then worked on designing an intuitive and visually pleasing user interface that makes it easy for users to navigate the platform and find the information they need. To ensure the platform was fully responsive and optimized for use across device types, we focused on the engineering and development aspect of the platform.

Throughout the development process, we worked closely with the Roo team to gather feedback and test the platform with real users. This helped us identify and address any issues, and make sure the final product met the needs of both hospitals and veterinarians.

Finally, we provided Roo with various marketing materials and collateral to help promote their platform and attract more users.


Amazon Web Services (AWS)
Java Script

Solution - Desktop App

Email / text triggers

The Roo platform provides email and text notifications designed to improve user engagement and communication. Users receive warning emails or texts when their shift is approaching expiration, helping them stay informed and aware of important deadlines and updates. This feature ensures that users are never caught off guard and helps to keep them engaged with the platform.

shift specialization

The Roo platform allows for shift specialization, which means that certain shifts may have different prices, depending on their complexity and requirements. This feature opens up more opportunities for veterinary professionals and allows the platform to better serve the needs of a wider variety of users. It also makes the platform more flexible and adaptable, allowing it to match the right professional to the right shift, and support more nuanced use cases.

full transparency

The Roo platform prioritizes full transparency to ensure the best matching of service providers and clients. Both hospitals and veterinary professionals are required to provide detailed information about their services, skills, and preferences. This information is then used to facilitate the matching process and make sure that both parties have the necessary information to make informed decisions. This feature promotes fairness and trust, and helps to build a culture of accountability within the platform.

all-in-one platform

The Roo platform is designed to be an all-in-one solution that streamlines the process of connecting with available opportunities, managing payments, and networking with other professionals. This feature makes the platform convenient and efficient to use, as users can access all the necessary features and functionalities in one place. This leads to a more seamless experience and help users to find the right opportunities faster and in an easy way.

admin dashboard

The Roo platform includes an admin dashboard that allows the Roo team to efficiently manage various aspects of the platform and track business growth and success. This feature gives the team a clear overview of the platform's operations and allows them to monitor key performance indicators, such as user engagement and revenue. The admin dashboard also enables the Roo team to make data-driven decisions, identify trends and make adjustments to optimize the platform experience.

mutual rating system

The Roo platform includes a mutual rating system that allows veterinary professionals and hospitals to rate each other based on their performance and interactions. This feature promotes accountability and helps to establish a culture of transparency and continuous improvement. It also helps to ensure that the quality of services provided by both parties is high and that the platform is connecting the right professional to the right hospital. This feature allows for fair and honest feedback, which helps to keep the platform's community professional and trustworthy.


The Roo platform includes a community feature through a regular newsletter called "Roo4you" that is updated with fresh content on a weekly basis. This feature helps to keep subscribers informed about the latest developments and news within the industry. It also provides a platform for users to connect, share and learn from one another, this helps to build a sense of belonging and community among users. This feature also helps Roo to educate and keep them engaged and updated.

live chat

The Roo platform includes live chat that allows users to connect with the support staff in real-time. This feature helps to streamline communication, and provide a quick and responsive way to answer questions, resolve issues, and provide support. It also allows users to get help and support in real-time, fostering a sense of reliability and trust towards the platform.


The Roo platform includes shift matching that makes it easier for veterinary professionals to find and secure job opportunities that align with their skills, expertise, and availability. This feature facilitates the matching process between service providers and clients, so that users can quickly and easily find the right shift for them. The matching support feature helps to streamline the process, making it more efficient and accessible, and helping users to find the right opportunity faster.


Roo’s initial launch in Texas was a huge success, generating hundreds of relief shift bookings in the first few months and thousands of shifts posted. This success has allowed them to expand to multiple states across the U.S. and secure a seed round of funding totaling over $5 million.