Pawsome

Project overview

Pawsome: pet food delivery

Project: UI/UX case study of a subscription-based pet food website helping busy owners manage orders and deliveries with ease.

The goal: Design a user-friendly website that ensures a reliable, customizable food supply.

The problem

Pet owners often forget or don’t have time to restock food, leading to stress and missed meals.

My role and responsibilities

Led UX design and research: user interviews, wireframes, prototypes, usability studies, and design iterations.

Understanding the user

Research

Conducted online interviews and empathy maps to explore user needs, behaviors, and pain points.

Key findings

• Prioritize flexible, reliable subscriptions: Users want a dependable service with customizable delivery schedules, and most prefer a monthly subscription model.
• Design for trust and personalization: Reducing delivery unpredictability and offering easy dietary customization will directly address major pain points.
• Focus on mobile-first and proactive engagement: A mobile-friendly platform with clear reminders, simple navigation, and loyalty incentives will keep users active and satisfied.

User persona

Created to represent core user needs, preferences, and behaviors.

Design process

1. Paper wireframes

Focused on a home page leading to a dashboard showing active subscriptions and next delivery dates.

2. Digital wireframes & prototype

Built low-fidelity prototypes and refined them into high-fidelity designs after usability studies.

Usability findings

• Round 1: Users wanted subscription info consolidated and easier ways to change delivery dates or items.
• Round 2: Users needed confirmation that their changes were applied successfully.

Refining the Design

High-Fidelity Mockups

Delivered a clean, accessible design with an improved task flow and simplified order management.

Results

The final design streamlined subscription management, reduced friction, and built user trust through clear communication and reliability.

Takeaways

Impact:

Boosted trust and satisfaction by making pet food management stress-free.

Peer feedback:
“Thanks to this pet food delivery website, I no longer have to worry about running out of food for my furry friend. It’s a real lifesaver!”

What I learned:

• User-centered design drives adoption and retention.
• Streamlined navigation reduces friction.
• Clear communication increases user confidence.