Petpie is a social network aimed at helping pet owners get more reliable and accurate information on pet care by connecting each other and pet experts.
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Type: Academic
Role: Product Designer
Project Length: 10 Weeks
Tools: Figma, InVision, Adobe Illustrator

The Problem

As pet ownership is on the rise, more various products and services are available on the market. Thus, we spend a lot of time making decisions, but cannot assure whether they are suitable for our pets. What's more, we need a channel for us to make accurate choices. Personally, I also always want to make good decisions for my pet, and keep him happy.

Secondary Research

I started reading articles about pets in Canada to learn about the most common problems Canadian pet owners have, including the most common issues pet owners encounter when it comes to pet ownership. The insights make me concerned about the way pet owners keep pets. What causes us to not always make the best choices for the health of our pets

Approximately 35% of Canadian households have a dog, while 38% have a cat. That’s a 10 percent increase over the past 10 years

Canadians love their pets, they do not always make the best choice when it comes to nutrition, physical exercise, and regular veterinary care

51% of dog owners and 58% of cat owners in Canada claim their pet(s) have no health issues or seem to be in perfect health

Primary Research: User Interviews

I conducted 6 one-on-one interviews, with millennials who were pet owners. The objective was to learn about the experience of potential users. I was able to understand their needs and pain points, and confirm asumptions as well as collect inghts. These findings are shown below.
Difficult to find reliable information
Pet owners cannot determine the authenticity of network information and take time to find information about a particular problem related to their pet.
Trust professionals’ advice
Pet owners tend to trust and follow experts (veterinarian)’ advice because less risk and the professional authority
Share experience with other pet owners
Sharing experiences with other pet owners can resonate and easier to get useful information.
Shop on multiple platforms
Due to each platform offering different brands and types of products, pet owners are forced to shop on several platforms.
" How might we help pet owners instantly find trustable and useful pet-related information in order to keep their pets in perfect health? "


User Persona

I synthesized my research findings into a persona, it reflecting target users’ behavior patterns, and guide this design project.

Based on Olivia’s needs and pain points, I wrote down dozens of user stories and categorized them into epics to start idea the design. My main epic: Find Useful Information


To complete the user story, I created a simple task flow. I started to sketch out low-fidelity screens. These are my final sketches below.

Usability testing & Iteration

Base on my sketches, I created lo-fi wireframes and a prototype in Figma. As a part of the design process, I conducted two rounds of user testing, getting feedback from a total of 10 users.

New Task Flow

Visual Identity

Once I had the functionality of my product defined, I started thinking about the visual identity of the brand before getting into high-fidelity prototyping. I began by listing out adjectives that I felt represented the brand. The adjectives would help me collect imagery that reflects the feeling of the app.

High fidelity prototype

See The final product

After reiteration from usability testing, I put all the UI pieces together in my wireframes. I have made my final prototype.

key learning

This capstone project has been a super challenging and most rewarding challenge to me. During the development of the project, I found out the usability testing is valuable.

The iteration helped me stick with user centre design. By collecting the feedback, I realized that the actual user behavior was different than expected. Therefore, iteration and user feedback are essential to the development.

Besides that, I also learned that when designing, we need to consider the user frequency and the importance of features which would help me to prioritize them. This way I can optimize my wireframes to improve the user experience and better convey the concept to the user.

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