PRODUCT DESIGN
PRODUCT DESIGN
MOTION DESIGN
MOTION DESIGN
BRANDING
BRANDING
Designing a dog-walking app for busy pet owners.
Designing a dog-walking app for busy pet owners.
Designing a dog-walking app for busy pet owners.
Howlpal is an app that connects busy dog owners with trusted dog walkers in their area. After a thorough competitive analysis, it became obvious that no current dog-walking app exists to address the issues of trust, flexibility and personalisation. This product (which was created as a part of Dribbble's Product Design Course) aims to fill that gap.
Howlpal is an app that connects busy dog owners with trusted dog walkers in their area. After a thorough competitive analysis, it became obvious that no current dog-walking app exists to address the issues of trust, flexibility and personalisation. This product (which was created as a part of Dribbble's Product Design Course) aims to fill that gap.
Howlpal is an app that connects busy dog owners with trusted dog walkers in their area. After a thorough competitive analysis, it became obvious that no current dog-walking app exists to address the issues of trust, flexibility and personalisation. This product (which was created as a part of Dribbble's Product Design Course) aims to fill that gap.
Howlpal is an app that connects busy dog owners with trusted dog walkers in their area. After a thorough competitive analysis, it became obvious that no current dog-walking app exists to address the issues of trust, flexibility and personalisation. This product (which was created as a part of Dribbble's Product Design Course) aims to fill that gap.
My involvement in creating Howlpal.
I contributed to the product and visual design of Howlpal in five key areas:
Product design: I developed an outline of the business’s objectives, the products unique proposition, researched the target audience, analyzed competitors and implemented a development strategy.
User Flow: With the business objectives in mind, I created the applications blueprint which I used to create the products wireframes.
Branding and visual design: I conceived and crafted Howlpal’s logo and brand identity, which served as the foundation for the applications entire design.
Illustration and motion design: I created bespoke illustration and animation assets which were used in expanding the products visual identity.
UI Design: I created and implemented Howlpal’s design system. From there I created high-fidelity screens of the entire user journey, optimized for desktop, tablet and mobile devices.
Defining the goals of this project.
Defining the challenge: Dog owners sometimes need help caring for and walking their dogs. The challenge is to create a service to connect dog owners with dog walkers.
This app needs to consider how we can help dog owners trust their dogs are in safe hands.
Who is the user? What is the problem we're trying to solve? What are the users needs and pain points? The user is everyone. People of all ages and socio-economic demographics should be able to use this app easily, intuitively and quickly.
More specifically though, it’s for people who are busy. It’s for people who want more time to do the things they love, whether it be traveling, studying, socialising, dating, etc. We’re trying to solve the problem of the users pet needs impeding on their own needs.
The paint points for finding a reliable pet walker / sitter is around trust and flexibility.
The user needs to feel secure and confident that they’re putting their loved ones into trusted hands. They also need to be able to schedule a walker / sitter when and how they like.
Interview with a potential user.
Helen Saratsis
Dog owner
Do you ever ask friends or use a service for dog walking or pet sitting? Why? How often? I don’t utilize friends or sitters because my dog has behavioural issues. Sooty bites people and has Addison’s Disease so he gets nervous around strangers. The walker / sitter would have to tend to his medical issues, which as an owner makes me feel nervous.
In the past I tried someone but they cancelled because they felt the responsibility was beyond their experience.
What do you like about the service? What do you dislike? My suburb of Maylands is very community focused. We have a Facebook page where there are dog sitters that advertise their services.
For someone to walk Sooty I would have to trust that they’re responsible to keep him on their lead so it’s a high risk to use this service. It would stress me out! For me, there isn’t enough trust built into our local Facebook page so I don’t use it.
Are there any services or features missing (from the Facebook page? If this features existed, would it make you want to use it? Usually on the Facebook page I’m looking at the comments section and that helps to build trust but I’d want more peer reviews. I think because it’s local it adds an element of trust though. What it’s missing is a more professional vetting and reviewing process from an official app. With an app like that, I’d trust that if that person wasn’t good they’d lose their job, where as with this site, I don’t get that.
What are the most important things you look for in a dog walker? To have experience with nervous dogs - if it was someone who lives on a farm or has more experience with nervous animals, I’d know they weren’t emotionally scarred if something happened. I’m looking for an emotionally mature person that can handle a situation if a situation arises.
What are you missing out on by not having this kind of service? I’m missing out on potential holidays. Anything with a plane. Overseas or domestic, staying at hotels - I can’t do any of that. If I do that I have to drive and that limits where we can stay (it has to be pet friendly). Socially I also miss out on a lot of stuff.
A breakdown of the project goals and milestones.
"“I’m missing out on potential holidays. Anything with a plane, whether it’s overseas or domestic. I can’t do any of that.”
Creating a user persona.
Background: Ella is a busy, young professional who loves her dog, Sooty. She also has a busy lifestyle and doesn’t want to compromise on her own priorities. In addition to working full-time she also loves travel, yoga, zumba and learning ceramics.
Goals and ambitions:
Find a trustworthy dog walker backed by a legitimate company
Have more free-time to do the things she loves while not worrying about Sooty
Frustrations:
Not having enough time to do the things she loves
No app or website on the market is comprehensive or trustworthy enough for what she wants
Tools used:
Facebook
Madpaws
Friend of friend
Doing a competitive analysis.
Madpaws: Madpaws is a popular dog walking app in Australia that connects dog owners with pet sitters and dog walkers. The app has a user-friendly interface and offers a range of features, including 24/7 customer support, online booking, and GPS tracking. However, some users have reported issues with the app's search functionality, and the pricing structure can be confusing for some.
Petcloud: PetCloud is another dog walking app that connects dog owners with local pet sitters and walkers. The app offers features such as real-time updates, GPS tracking, and in-app messaging.
The app's interface is easy to use and visually appealing. However, some users have reported issues with the app's reliability, and there have been complaints about the lack of available sitters and walkers in some areas.
Facebook: Facebook offers a range of community groups for dog owners in Australia, x a different type of service compared to dog walking apps. These groups allow dog owners to connect with each other, exchange information and advice, and even organize group walks with their dogs. However, these groups do not offer the same level of security and assurance as dog walking apps.
A visual identity moodboard to showcase Howlpal's art direction.
Reflecting on the competitive analysis, I highlighted what I liked and didn’t like about various brands. For Howlpal, I wanted to create a visual identity that was professional, trustworthy and unique with a touch of playfulness.
For more inspiration, I also looked on Dribbble, compiling my research into a moodboard.
From there I began the design process. My first task was to conceive a name for the brand. Using a wordmap, I explored various ideas until landing on Howlpal. It was short, memorable and easy to say.
From there, I experimented with different typefaces, ultimately choosing an elegant yet slightly playful font for the logotype.
Next, I sketched multiple concepts for the logo. My goal was to create a design that would instantly make potential users feel good, helping to alleviate their unease and anxiety. I felt it was crucial to keep the design simple and happy, so I selected a cute dachshund as the main element of the logo. Finally, I experimented with different typefaces and colours until finding a visual identity that felt friendly and playful, yet professional and trustworthy.
A visual identity moodboard to show an art direction for Howlpal.
The first, second and final iteration of Howlpal's logo.
Branding and visual identity.
Next, I mapped out the user journey, including all the interactions users would have with the application. I focused on creating a smooth and intuitive flow that would guide users through the steps of finding a walker, booking a walker and receiving updates on their dog’s activity. I placed strong emphasis on how we could build trust into this journey, both from a dog-walker and dog-owners perspective. To build even further trust, I knew it was crucial to be transparent with Howlpal’s vetting system, in-house support and online presence (reviews, social media etc.)
User journey and wireframes.
Close-ups of the user journey for the Howlpal app.
Once the user journey was established, I created wireframes to represent the visual layout. This step involved sketching out the various screens and interfaces, including the homepage, search results, walker profiles, and booking confirmation. I kept the design simple and user-friendly, using a clear and consistent layout that would be easy to navigate.
After presenting my designs to my cohort, I valuable feedback on board, adjusting the order of content as well as hierarchy of information.
Illustration and motion design.
Pet photography is an extremely effective way to gain strong engagement online so I knew our target audience would want to see real photos of real dogs. For this reason, I knew photography would work best when it came to visualising Howlpal. From here I compiled photos, building a visual style that was inclusive and youthful with pets at the centre.
Inspired by several creative projects I saw on Dribbble, I also felt illustrated elements would be effective in adding a unique flair to the design. With this in mind, I created illustrated elements to be used sparingly. These would give the structured content a playful edge, which would work well with the target demographic.
Lastly, I knew animation would help give the product a stronger sense of visual identity. As many apps rely on stock assets, bespoke animation (based on the logo) would help in establishing Howlpal as a premium app you can trust. After storyboarding the walk cycle, I began animating it in After Effects.
This animation was particularly tricky, requiring a lot of trial and error when it came to getting the dogs legs to animate effectively. The final animation received positive feedback with all agreeing it really helped give Howlpal an immediate sense of playfulness, as well as authority.
Close-ups of Howlpal's illustration and motion design assets.
The product design process.
Product design: After reviewing my wireframes for areas of improvement, I then designed the user journey from start to finish using Figma.
To do this, I first created a design system, compiling the typography, colours, components and assets into this system.
I then built each screen to pixel perfection, optimising them for all screen sizes, including desktop, tablet and mobile. From here I built a workable prototype.
Reflections: Although I did conduct some user testing during the design process, I think it would have been more beneficial to conduct formalised testing with real potential users. Instead of relying on those in close proximity to me, expanding my reach to a wider network would have helped me gain more insight into areas that need refinement.
In addition to this, I do think some areas of the interface and user journey would also benefit from a more streamlined approach, minimising the potential for cognitive overload from users.
MY INVOLVEMENT
My involvement in creating Howlpal.
My involvement in creating Howlpal.
I contributed to the product and visual design of Howlpal in five key areas:
Product design: I developed an outline of the business’s objectives, the products unique proposition, researched the target audience, analyzed competitors and implemented a development strategy.
User Flow: With the business objectives in mind, I created the applications blueprint which I used to create the products wireframes.
Branding and visual design: I conceived and crafted Howlpal’s logo and brand identity, which served as the foundation for the applications entire design.
Illustration and motion design: created bespoke illustration and animation assets which were used in expanding the products visual identity.
UI Design: I created and implemented Howlpal’s design system. From there I created high-fidelity screens of the entire user journey, optimized for desktop, tablet and mobile devices.
PROJECT GOALS
Defining the goals of this project.
A breakdown of the project goals and milestones.
PROJECT GOALS
USER PERSONA
Defining the goals of this project.
Using this info to create a user persona.
Helen Saratsis
Dog owner
Do you ever ask friends or use a service for dog walking or pet sitting? Why? How often? I don’t utilize friends or sitters because my dog has behavioural issues. Sooty bites people and has Addison’s Disease so he gets nervous around strangers. The walker / sitter would have to tend to his medical issues, which as an owner makes me feel nervous.
In the past I tried someone but they cancelled because they felt the responsibility was beyond their experience.
What do you like about the service? What do you dislike? My suburb of Maylands is very community focused. We have a Facebook page where there are dog sitters that advertise their services.
For someone to walk Sooty I would have to trust that they’re responsible to keep him on their lead so it’s a high risk to use this service. It would stress me out! For me, there isn’t enough trust built into our local Facebook page so I don’t use it.
Are there any services or features missing (from the Facebook page? If this features existed, would it make you want to use it? Usually on the Facebook page I’m looking at the comments section and that helps to build trust but I’d want more peer reviews. I think because it’s local it adds an element of trust though. What it’s missing is a more professional vetting and reviewing process from an official app. With an app like that, I’d trust that if that person wasn’t good they’d lose their job, where as with this site, I don’t get that.
What are the most important things you look for in a dog walker? To have experience with nervous dogs - if it was someone who lives on a farm or has more experience with nervous animals, I’d know they weren’t emotionally scarred if something happened. I’m looking for an emotionally mature person that can handle a situation if a situation arises.
What are you missing out on by not having this kind of service? I’m missing out on potential holidays. Anything with a plane. Overseas or domestic, staying at hotels - I can’t do any of that. If I do that I have to drive and that limits where we can stay (it has to be pet friendly). Socially I also miss out on a lot of stuff.
USER INTERVIEW
Interview with a potential user.
Background: Ella is a busy, young professional who loves her dog, Sooty. She also has a busy lifestyle and doesn’t want to compromise on her own priorities. In addition to working full-time she also loves travel, yoga, zumba and learning ceramics.
Goals and ambitions:
Find a trustworthy dog walker backed by a legitimate company
Have more free-time to do the things she loves while not worrying about Sooty
Frustrations:
Not having enough time to do the things she loves
No app or website on the market is comprehensive or trustworthy enough for what she wants
Tools used:
Facebook
Madpaws
Friend of friend
Defining the challenge: Dog owners sometimes need help caring for and walking their dogs. The challenge is to create a service to connect dog owners with dog walkers.
This app needs to consider how we can help dog owners trust their dogs are in safe hands.
Who is the user? What is the problem we're trying to solve? What are the users needs and pain points? The user is everyone. People of all ages and socio-economic demographics should be able to use this app easily, intuitively and quickly.
More specifically though, it’s for people who are busy. It’s for people who want more time to do the things they love, whether it be traveling, studying, socialising, dating, etc. We’re trying to solve the problem of the users pet needs impeding on their own needs.
The paint points for finding a reliable pet walker / sitter is around trust and flexibility.
The user needs to feel secure and confident that they’re putting their loved ones into trusted hands. They also need to be able to schedule a walker / sitter when and how they like.
A breakdown of the project goals and milestones.
USER INTERVIEW
Interview with a potential user.
Helen Saratsis
Dog owner
Do you ever ask friends or use a service for dog walking or pet sitting? Why? How often? I don’t utilize friends or sitters because my dog has behavioural issues. Sooty bites people and has Addison’s Disease so he gets nervous around strangers. The walker / sitter would have to tend to his medical issues, which as an owner makes me feel nervous.
In the past I tried someone but they cancelled because they felt the responsibility was beyond their experience.
What do you like about the service? What do you dislike? My suburb of Maylands is very community focused. We have a Facebook page where there are dog sitters that advertise their services.
For someone to walk Sooty I would have to trust that they’re responsible to keep him on their lead so it’s a high risk to use this service. It would stress me out! For me, there isn’t enough trust built into our local Facebook page so I don’t use it.
Are there any services or features missing (from the Facebook page? If this features existed, would it make you want to use it? Usually on the Facebook page I’m looking at the comments section and that helps to build trust but I’d want more peer reviews. I think because it’s local it adds an element of trust though. What it’s missing is a more professional vetting and reviewing process from an official app. With an app like that, I’d trust that if that person wasn’t good they’d lose their job, where as with this site, I don’t get that.
What are the most important things you look for in a dog walker? To have experience with nervous dogs - if it was someone who lives on a farm or has more experience with nervous animals, I’d know they weren’t emotionally scarred if something happened. I’m looking for an emotionally mature person that can handle a situation if a situation arises.
What are you missing out on by not having this kind of service? I’m missing out on potential holidays. Anything with a plane. Overseas or domestic, staying at hotels - I can’t do any of that. If I do that I have to drive and that limits where we can stay (it has to be pet friendly). Socially I also miss out on a lot of stuff.
USER PERSONA
Using this info to create a user persona.
"“I’m missing out on potential holidays. Anything with a plane, whether it’s overseas or domestic. I can’t do any of that.”
"“I’m missing out on potential holidays. Anything with a plane, whether it’s overseas or domestic. I can’t do any of that.”
Background: Ella is a busy, young professional who loves her dog, Sooty. She also has a busy lifestyle and doesn’t want to compromise on her own priorities. In addition to working full-time she also loves travel, yoga, zumba and learning ceramics.
Goals and ambitions:
Find a trustworthy dog walker backed by a legitimate company
Have more free-time to do the things she loves while not worrying about Sooty
Frustrations:
Not having enough time to do the things she loves
No app or website on the market is comprehensive or trustworthy enough for what she wants
Tools used:
Facebook
Madpaws
Friend of friend
COMPETITIVE ANALYSIS
Doing a competitive analysis.
Doing a competitive analysis.
Madpaws: Madpaws is a popular dog walking app in Australia that connects dog owners with pet sitters and dog walkers. The app has a user-friendly interface and offers a range of features, including 24/7 customer support, online booking, and GPS tracking. However, some users have reported issues with the app's search functionality, and the pricing structure can be confusing for some.
Petcloud: PetCloud is another dog walking app that connects dog owners with local pet sitters and walkers. The app offers features such as real-time updates, GPS tracking, and in-app messaging.
The app's interface is easy to use and visually appealing. However, some users have reported issues with the app's reliability, and there have been complaints about the lack of available sitters and walkers in some areas.
Facebook: Facebook offers a range of community groups for dog owners in Australia, providing a different type of service compared to dog walking apps. These groups allow dog owners to connect with each other, exchange information and advice, and even organize group walks with their dogs. However, these groups do not offer the same level of security and assurance as dog walking apps.
Next, I mapped out the user journey, including all the interactions users would have with the application. I focused on creating a smooth and intuitive flow that would guide users through the steps of finding a walker, booking a walker and receiving updates on their dog’s activity. I placed strong emphasis on how we could build trust into this journey, both from a dog-walker and dog-owners perspective.
To build even further trust, I knew it was crucial to be transparent with Howlpal’s vetting system, in-house support and online presence (reviews, social media etc.)
Once the user journey was established, I created wireframes to represent the visual layout. This step involved sketching out the various screens and interfaces, including the homepage, search results, walker profiles, and booking confirmation. I kept the design simple and user-friendly, using a clear and consistent layout that would be easy to navigate.
After presenting my designs to my cohort, I took valuable feedback on board, adjusting the order of content as well as hierarchy of information.
BRANDING
Branding and visual identity.
Branding and visual identity.
A visual identity moodboard to showcase Howlpal's art direction.
Reflecting on the competitive analysis, I highlighted what I liked and didn’t like about various brands. For Howlpal, I wanted to create a visual identity that was professional, trustworthy and unique with a touch of playfulness.
For more inspiration, I also looked on Dribbble, compiling my research into a moodboard.
From there I began the design process. My first task was to conceive a name for the brand. Using a wordmap, I explored various ideas until landing on Howlpal. It was short, memorable and easy to say.
From there, I experimented with different typefaces, ultimately choosing an elegant yet slightly playful font for the logotype.
Next, I sketched multiple concepts for the logo. My goal was to create a design that would instantly make potential users feel good, helping to alleviate their unease and anxiety. I felt it was crucial to keep the design simple and happy, so I selected a cute dachshund as the main element of the logo. Finally, I experimented with different typefaces and colours until finding a visual identity that felt friendly and playful, yet professional and trustworthy.
Pet photography is an extremely effective way to gain strong engagement online so I knew our target audience would want to see real photos of real dogs. For this reason, I knew photography would work best when it came to visualising Howlpal. From here I compiled photos, building a visual style that was inclusive and youthful with pets at the centre.
Inspired by several creative projects I saw on Dribbble, I also felt illustrated elements would be effective in adding a unique flair to the design. With this in mind, I created illustrated elements to be used sparingly. These would give the structured content a playful edge, which would work well with the target demographic.
Lastly, I knew animation would help give the product a stronger sense of visual identity. As many apps rely on stock assets, bespoke animation (based on the logo) would help in establishing Howlpal as a premium app you can trust. After storyboarding the walk cycle, I began animating it in After Effects.
This animation was particularly tricky, requiring a lot of trial and error when it came to getting the dogs legs to animate effectively. The final animation received positive feedback with all agreeing it really helped give Howlpal an immediate sense of playfulness, as well as authority.
Conceptual sketches for Howlpal's branding.
The first, second and final iteration of Howlpal's logo.
Product design: After reviewing my wireframes for areas of improvement, I then designed the user journey from start to finish using Figma.
To do this, I first created a design system, compiling the typography, colours, components and assets into this system.
I then built each screen to pixel perfection, optimising them for all screen sizes, including desktop, tablet and mobile. From here I built a workable prototype.
Reflections: Although I did conduct some user testing during the design process, I think it would have been more beneficial to conduct formalised testing with real potential users. Instead of relying on those in close proximity to me, expanding my reach to a wider network would have helped me gain more insight into areas that need refinement.
In addition to this, I do think some areas of the interface and user journey would also benefit from a more streamlined approach, minimising the potential for cognitive overload from users.
USER JOURNEY
User journey and wireframes.
User journey and wireframes.
Close-ups of the user journey for the Howlpal app.
Next, I mapped out the user journey, including all the interactions users would have with the application. I focused on creating a smooth and intuitive flow that would guide users through the steps of finding a walker, booking a walker and receiving updates on their dog’s activity. I placed strong emphasis on how we could build trust into this journey, both from a dog-walker and dog-owners perspective.
To build even further trust, I knew it was crucial to be transparent with Howlpal’s vetting system, in-house support and online presence (reviews, social media etc.)
Once the user journey was established, I created wireframes to represent the visual layout. This step involved sketching out the various screens and interfaces, including the homepage, search results, walker profiles, and booking confirmation. I kept the design simple and user-friendly, using a clear and consistent layout that would be easy to navigate.
After presenting my designs to my cohort, I took valuable feedback on board, adjusting the order of content as well as hierarchy of information.
DESIGN
Illustration and motion design.
Illustration and motion design.
Pet photography is an extremely effective way to gain strong engagement online so I knew our target audience would want to see real photos of real dogs. For this reason, I knew photography would work best when it came to visualising Howlpal. From here I compiled photos, building a visual style that was inclusive and youthful with pets at the centre.
Inspired by several creative projects I saw on Dribbble, I also felt illustrated elements would be effective in adding a unique flair to the design. With this in mind, I created illustrated elements to be used sparingly. These would give the structured content a playful edge, which would work well with the target demographic.
Lastly, I knew animation would help give the product a stronger sense of visual identity. As many apps rely on stock assets, bespoke animation (based on the logo) would help in establishing Howlpal as a premium app you can trust. After storyboarding the walk cycle, I began animating it in After Effects.
This animation was particularly tricky, requiring a lot of trial and error when it came to getting the dogs legs to animate effectively. The final animation received positive feedback with all agreeing it really helped give Howlpal an immediate sense of playfulness, as well as authority.
The hero graphic used on the apps landing page.
A secondary illustration used throughout the app.
Howlpal uses playful language to speak directly to its target audience.
Another secondary illustration used throughout the app.
PRODUCT DESIGN
The product design process.
The product design process.
Product design: After reviewing my wireframes for areas of improvement, I then designed the user journey from start to finish using Figma.
To do this, I first created a design system, compiling the typography, colours, components and assets into this system.
I then built each screen to pixel perfection, optimising them for all screen sizes, including desktop, tablet and mobile. From here I built a workable prototype.
Reflections: Although I did conduct some user testing during the design process, I think it would have been more beneficial to conduct formalised testing with real potential users. Instead of relying on those in close proximity to me, expanding my reach to a wider network would have helped me gain more insight into areas that need refinement.
In addition to this, I do think some areas of the interface and user journey would also benefit from a more streamlined approach, minimising the potential for cognitive overload from users.
Madpaws: Madpaws is a popular dog walking app in Australia that connects dog owners with pet sitters and dog walkers. The app has a user-friendly interface and offers a range of features, including 24/7 customer support, online booking, and GPS tracking. However, some users have reported issues with the app's search functionality, and the pricing structure can be confusing for some.
Petcloud: PetCloud is another dog walking app that connects dog owners with local pet sitters and walkers. The app offers features such as real-time updates, GPS tracking, and in-app messaging.
The app's interface is easy to use and visually appealing. However, some users have reported issues with the app's reliability, and there have been complaints about the lack of available sitters and walkers in some areas.
Facebook: Facebook offers a range of community groups for dog owners in Australia, x a different type of service compared to dog walking apps. These groups allow dog owners to connect with each other, exchange information and advice, and even organize group walks with their dogs. However, these groups do not offer the same level of security and assurance as dog walking apps.
Reflecting on the competitive analysis, I highlighted what I liked and didn’t like about various brands. For Howlpal, I wanted to create a visual identity that was professional, trustworthy and unique with a touch of playfulness.
For more inspiration, I also looked on Dribbble, compiling my research into a moodboard.
From there I began the design process. My first task was to conceive a name for the brand. Using a wordmap, I explored various ideas until landing on Howlpal. It was short, memorable and easy to say.
From there, I experimented with different typefaces, ultimately choosing an elegant yet slightly playful font for the logotype.
Next, I sketched multiple concepts for the logo. My goal was to create a design that would instantly make potential users feel good, helping to alleviate their unease and anxiety. I felt it was crucial to keep the design simple and happy, so I selected a cute dachshund as the main element of the logo. Finally, I experimented with different typefaces and colours until finding a visual identity that felt friendly and playful, yet professional and trustworthy.