Project brief

Discover needs, pains, and gains for first-time dog owners; validate the live MVP; and recommend UX/UI improvements that preserve existing engineering flows.

The problem

• The web MVP existed, but ideas needed evidence before build.
• Onboarding/home/profile lacked clarity; health-assessment felt long.
• Owners typically see vets every 6–12 months—leaving guidance gaps between visits.

The design challenge

"What do first-time dog owners actually need in the first two years—and how should the app evolve to support them?"

The solution (overview)

• Clearer starts: crisper sign-up/login, strong CTAs on Home.
• Momentum: milestone markers to recognise progress and prompt care.
• Faster setup: compressed profile build with progress feedback.
• Results that act: redesigned assessment results with "what this means" and "what to do next."

All changes respected the current MVP flow for feasibility.

Process

Discovery → Synthesis → Prototyping & Tests (Double Diamond)

Key insights

• First 1–2 years rarely exhibit persistent problems—but timely reassurance matters.
• Tele-health add-ons fill the "between-visits" gap.
• Long sequences + unclear labels reduced motivation and completion.

Outcomes

• Home & profile screens clarified purpose and next actions.
• Milestones added structure and motivation.
• Profile build felt lighter with compressed steps.
• Results screens now guide action, not just report status.
• Recommendations positioned the product to shift from MVP → MLP.

Client feedback

"While not all elements of Rich's redesign will be implemented in our MVP version, a number of key ideas will be. These will help take the MVP from 'rational and functional' to more of a minimum lovable product… greater appeal and engagement, without adding more functionality at this early stage."— Amanda Falconer, Founder, Bestie Health Club

Reflection & next steps

• What worked: MVP-faithful redesign; milestone framing; clearer results.
• Challenges: Early test scripts varied; limited process coverage in the first round.
• Next: Broaden test scope; refine assessment cadence; explore light tele-vet hand-off patterns.