Pet ownership in the U.S. is both widespread and steadily growing, with dogs and cats making up the majority of companion animals. This growth reflects more than just numbers, it highlights a rising demand for accessible veterinary care, behavioral training, and wellness resources
In 2025, the U.S. pet care and services market is valued at approximately $62.1 billion
By 2030, the industry is projected to reach $87.3 billion, growing at a compound annual growth rate (CAGR) of 7.05%
By 2025, 71% of U.S households, 94 million families own pets
51% of U.S. households have dogs
37% of U.S. households have Cats
Billion
$
40
.1
Problem
Our pet parent users need a way to have reliable and accessible veterinary care for their pets’ everyday healthcare needs because a trusted source is hard to find.
Solution
A responsive web app designed to connect urban pet owners (ages 25-65) to accessible, reliable veterinary care, behavioral training and wellness resources.
Roadmap of the design thinking process for MyPetPal, highlighting the iterative and user-centered approach to solving a complex design project
Design Process Details
Discovery
Understand the Problem
Market Research
Competitive Analysis
Research Phase 1
Understand the User - User Surveys and Interviews
User Stories
Affinity Mapping
Ideation & Prototyping
User persona
User Journey Map
User Flows
Sitemap
Wireframe
Visual Design
Low & High Fidelity Designs
Design System
Style Guides
Research Phase 2
Usability Testing
Preference Testing
Peer Reviews
Features
To determine which features to prioritize, I first needed a clear understanding of our users. I developed two personas that represented key user needs and motivations, keeping the design user-centered. These personas guided the creation of user journeys, which captured unique experiences and pain points. Together, these insights directly shaped which features were prioritized for development.
A comprehensive overview of a pet’s health status and records.
Essential information kept visible for quick access
Organized structure to help pet parents manage health and care
Saves time by reducing the need to search across multiple sources
Reduces stress with clear, accessible records in one place
pain points
User Interviews Insights:
• Pet information and resources are very decentralized
• Pet parents would like to see their pets’ health records in one central place
• Pet parents want consistent and reliable care
Usability Testing results
• Participants responded positively to the clean design, and all 6 participants successfully completed every task.
• Usability testing revealed that the dashboard design was overly complex, highlighting the need for simplification and clearer information hierarchy.
design iteration
Preference testing guided the next design iteration. Text hierarchy was refined to improve navigation, with plans to further simplify and reduce user complexity
User Interviews Insights:
• Pet information and resources are very decentralized
• Pet parents would like to see their pets’ health records in one central place
• Pet parents want consistent and reliable care
• Participants responded positively to the clean design, and all 6 participants successfully completed every task.
• Usability testing revealed that the dashboard design was overly complex, highlighting the need for simplification and clearer information hierarchy.
Preference testing guided the next design iteration. Text hierarchy was refined to improve navigation, with plans to further simplify and reduce user complexity
2a.
Booking: Integrated User Reviews
Reviews build confidence when users are booking with veterinarians or behavioral trainers.
Verified reviews from real pet parents establish trust
Featured on provider profile pages to support informed decision-making
Shown on the home page to reinforce credibility from the first interaction
Helps pet parents feel confident in their choice of care
key metrics (user interview & user survey)
• 35.7% of pet parents use referrals as a method to find their vet
• 43% of pet parents selected reviews as the most important factor when selecting a vet
Usability Testing & Peer review insights
Overall, users testing validated the importance of reviews in building trust
Featuring reviews pre-sign up strengthens acquisition by reducing uncertainty. Integrating reviews post-sign up reinforces confidence, supports retention, and guides decision-making within the app.
• 35.7% of pet parents use referrals as a method to find their vet
• 43% of pet parents selected reviews as the most important factor when selecting a vet
Overall, users testing validated the importance of reviews in building trust
Featuring reviews pre-sign up strengthens acquisition by reducing uncertainty. Integrating reviews post-sign up reinforces confidence, supports retention, and guides decision-making within the app.
2b.
Booking: Location-Based Search
Makes it easy for pet parent to quickly locate care nearby.
Easily find nearby providers with map integration and geolocation
Filter by distance for faster, relevant results
key metrics (user interviews)
• Pet parents rated clinic location 2nd highest factor when selecting a vet
• 21.4% of pet parents searched near by as a one of the methods to find their vet
• Pet parents used nearby friends/family networks for reccomendations when searching for a vet
• Pet parents rated clinic location 2nd highest factor when selecting a vet
• 21.4% of pet parents searched near by as a one of the methods to find their vet
• Pet parents used nearby friends/family networks for reccomendations when searching for a vet
3a.
Supporting Features: Symptom Checker
A quick, reliable tool that helps pet parents assess symptoms and get clear next steps for their pet’s care.
Provides reassurance for pet parents seeking quick guidance on non-urgent concerns
Guides pet parents through tailored question to assess health or behavior concerns
Provides an actionable report with findings, next steps and service recommendations
key metrics (user interview insight)
• Pet parents try to self diagnose issues before seeking professional help
Usability Testing & Peer review insights
Overall, users testing and peer reviews demonstrated that this was a useful tool
The symptom checker is especially valuable for new pet parent user, offering guidance when they lack experience. It helps them interpret symptoms, understand when to seek care, and feel more confident in their decisions
• Pet parents try to self diagnose issues before seeking professional help
Overall, users testing and peer reviews demonstrated that this was a useful tool
The symptom checker is especially valuable for new pet parent user, offering guidance when they lack experience. It helps them interpret symptoms, understand when to seek care, and feel more confident in their decisions
3b.
Supporting Features: Marketing Website
The marketing website guides pet parents from discovery to sign-up.
Blends transparent messaging, review and CTAs to communicate value and encourage action
Creates a seamless experience that builds confidence and drives engagement
Balances user needs and business goals by making sign-up intuitive and trustworthy.
Transforms exploration into commitment through clarity, credibility, and usability
key metrics (user interviews)
• 65% of pet parents have been parents for 6+ years (user surveys)
• Average price for a routine vet visit in urban U.S cities is $80-150
Usability test insights
• 67% of participants expressed confusion while scploring the membership plans and while signing up for a free trail
• Users took some time to recognized the value of the various plan options
Design iteration
• Preference testing used to test new layouts to improve plan clarity and value for users
Next steps: simplify plans or reduce offerings to further improve clarity
• 65% of pet parents have been parents for 6+ years (user surveys)
• Average price for a routine vet visit in urban U.S cities is $80-150
• 67% of participants expressed confusion while scploring the membership plans and while signing up for a free trail
• Users took some time to recognized the value of the various plan options
• Preference testing used to test new layouts to improve plan clarity and value for users
Next steps: simplify plans or reduce offerings to further improve clarity
Design Approach
My approach combines the scalability of a structured design system with the emotional impact of thoughtful visual and verbal design. The design system ensures consistency and efficiency, while color, imagery, typography, and tone of voice are used intentionally to build trust, warmth, and engagement. Together, this creates an experience that is both reliable and emotionally resonant, supporting users in a way that feels professional yet approachable.
Scalable designs
(Design system & Component Library)
Figma was used to build a flexible and scalable design system, leveraging base components, variants, and shared styles to maintain consistency across screens. This setup allows for efficient updates, collaborative iteration, and seamless handoff which support both brand integrity and future growth.
emotional engagement in visual design (style Guide)
MyPetPal app uses emotionally resonant imagery of pets and their owners to evoke feelings of trust, joy, and connection. Soothing and serence color choices in the UI creates a user experience that feels both friendly and professional. The use of greenish-blue tones reinforces a sense of calm and trust, while magenta accents introduce elements of joy and playfulness.
As a health-focused app, MyPetPal prioritizes professionalism and trust at the core of its UI design. The interface maintains an approachable and friendly tone while intentionally avoiding overly playful elements that could diminish credibility. Subtle design choices introduce personality and warmth, striking a careful balance between the seriousness of a healthcare tool and the emotional connection users seek in a pet care experience.
Our pet parent users need a way to have reliable and accessible veterinary care for their pets’ everyday healthcare needs because a trusted source is hard to find.
Solution
A responsive web app designed to connect urban pet owners (ages 25-65) to accessible, reliable veterinary care, behavioral training and wellness resources.
Solution
A responsive web app designed to connect urban pet owners (ages 25-65) to accessible, reliable veterinary care, behavioral training and wellness resources.
Roadmap of the design thinking process for MyPetPal, highlighting the iterative and user-centered approach to solving a complex design project
Pet profile dashboard
A comprehensive overview of a pet’s health status and records, designed to keep essential information easily visible
pain points
User Interviews Insights:
• Pet information and resources are very decentralized
• Pet parents would like to see their pets’ health records in one central place
• Pet parents want consistent and reliable care
Usability Testing results
Participants responded positively to the clean design, and all 6 participants successfully completed every task.
Usability testing revealed that the dashboard design was overly complex, highlighting the need for simplification and clearer information hierarchy.
design iteration
Preference testing guided the next design iteration. Text hierarchy was refined to improve navigation, with plans to further simplify and reduce user complexity
User Interviews Insights:
• Pet information and resources are very decentralized
• Pet parents would like to see their pets’ health records in one central place
• Pet parents want consistent and reliable care
Participants responded positively to the clean design, and all 6 participants successfully completed every task.
Usability testing revealed that the dashboard design was overly complex, highlighting the need for simplification and clearer information hierarchy.
Preference testing guided the next design iteration. Text hierarchy was refined to improve navigation, with plans to further simplify and reduce user complexity
Connect with veterinarian or behavioral trainer
Book with a veterinarian or behavioral trainer that meets desired criteria
Feature A: Integrated user reviews
Pet parents rely on trusted networks and online reviews when choosing providers. Featuring verified reviews on the home page and profile pages reinforces trust and supports confident decision-making.
key metrics (user interview & user survey)
• 35.7% of pet parents use referrals as a method to find their vet
• 43% of pet parents selected reviews as the most important factor when selecting a vet
Usability Testing & Peer review insights
Overall, users testing validated the importance of reviews in building trust
Featuring reviews pre-sign up strengthens acquisition by reducing uncertainty. Integrating reviews post-sign up reinforces confidence, supports retention, and guides decision-making within the app.
• 35.7% of pet parents use referrals as a method to find their vet
• 43% of pet parents selected reviews as the most important factor when selecting a vet
Overall, users testing validated the importance of reviews in building trust
Featuring reviews pre-sign up strengthens acquisition by reducing uncertainty. Integrating reviews post-sign up reinforces confidence, supports retention, and guides decision-making within the app.
Supporting features
Symptom Checker
A health and behavioral diagnostics tool aka Symptom Checker guides pet parents through a series of dynamic, tailored questions to better understand their pet’s symptoms or behavior concerns. This helps users when they are uncertain about whether to book a vet appointment or consult a trainer. After completing the assessment, pet parents receive an actionable report that summarizes findings, suggests next steps, and provides recommendations for relevant services, empowering informed decisions.
Connect with veterinarian or behavioral trainer
Book with a veterinarian or behavioral trainer that meets desired criteria
Feature B: Location-based search
Map integration with geolocation
Real-time location filtering
key metrics (user interviews)
• Pet parents rated clinic location 2nd highest factor when selecting a vet
• 21.4% of pet parents searched near by as a one of the methods to find their vet
• Pet parents used nearby friends/family networks for reccomendations when searching for a vet
• Pet parents rated clinic location 2nd highest factor when selecting a vet
• 21.4% of pet parents searched near by as a one of the methods to find their vet
• Pet parents used nearby friends/family networks for reccomendations when searching for a vet
Supporting features
Marketing website for conversion & user acquision
The marketing website guides pet parents from discovery to sign-up through clear messaging, reviews, and calls-to-action, creating a frictionless experience that builds trust, communicates value, and drives engagement
key metrics (user interviews)
• 65% of pet parents have been parents for 6+ years (user surveys)
• Average price for a routine vet visit in urban U.S cities is $80-150
Usability test insights
67% of participants expressed confusion while scploring the membership plans and while signing up for a free trail
Users took some time to recognized the value of the various plan options
Design iteration
• Preference testing used to test new layouts to improve plan clarity and value for users
Next steps: simplify plans or reduce offerings to further improve clarity
• 65% of pet parents have been parents for 6+ years (user surveys)
• Average price for a routine vet visit in urban U.S cities is $80-150
67% of participants expressed confusion while scploring the membership plans and while signing up for a free trail
Users took some time to recognized the value of the various plan options
• Preference testing used to test new layouts to improve plan clarity and value for users
Next steps: simplify plans or reduce offerings to further improve clarity
Overview
1. Pet Profile Dashboard
2. Connect with Veterinarian or Behavioral Trainer: Integrated User Reviews
3. Connect with Veterinarian or Behavioral Trainer: Location Based Search
4. Supporting Features: Symptom Checker
5. Supporting Features: Marketing Website for Conversion & Acquision
Features
Pet profile dashboard
A comprehensive overview of a pet’s health status and records, designed to keep essential information easily visible
https://www.youtube.com/watch?v=XHOmBV4js_E
MyPetPal Case Study
Role
Product Designer
Industry
Healthcare
Date
2024
Platform
Web App Desktop & Mobile
Tools
Figma, Figjam, Adobe CC, Google Forms, etc…..to add
Project overview (Executive summary) … Lorem ipsum dolor sit amet consectetur. Tellus accumsan in enim tincidunt mauris sagittis. Eget auctor interdum aliquet turpis diam lectus risus. Nibh at bibendum diam diam ultrices elit in.
