Mobile App · UX/UI Case Study

PawPaw

A playful mobile app that helps pet parents track health, find vets, and connect with a vibrant pet community.

Client

PawPaw Inc.

My role

Lead UX/UI Designer

Year

2024

Duration

14 weeks

Tools

Figma, Protopie, Lottie, Notion

→The Challenge

Pet parents juggle vet visits, vaccination schedules, daily walks, and feeding routines across half a dozen disconnected apps and paper notebooks. Information gets lost, reminders fail, and emergency vet trips become stressful.

PawPaw came to us with a clear mission: build a single, joyful product that consolidates a pet's full life — health records, activity, social moments, and trusted services — without feeling like a clinical health app.

→Research & Discovery

We ran 18 in-depth interviews with dog and cat owners across 4 countries, plus a quantitative survey with 412 respondents. We then audited 12 competing apps to map gaps and opportunities.

Three core insights shaped the product: owners want emotional engagement (not spreadsheets), trust signals around vet recommendations are critical, and shareability with family members is a missing layer in every competitor.

412

Survey respondents

User interviews

Competitors audited

73%

Multi-pet households

→User Personas

Sofía, 29

First-time dog owner

"I love Luna but I'm constantly worried I'm forgetting her shots or doing something wrong."

▸Friendly health reminders
▸Trusted vet directory
▸Quick answers to small worries

Daniel, 42

Multi-pet family

"I have 2 dogs, a cat, and 3 kids. I just need everything in one place that the whole family can access."

▸Shared family pet profiles
▸Activity tracking per pet
▸Centralized records

→Ideation & Wireframes

We sketched 60+ flows on paper before moving to Figma. Early divergent thinking helped us land on a tab structure built around four pillars: Pet, Care, Community, and Vet. Wireframes were tested with 8 users in two iteration rounds before any pixel was pushed.

→Visual Design

The UI balances playful illustration with calm, readable layouts. We paired soft purple with mint green to signal both warmth and trust, used generous rounded corners and used tactile micro-interactions to reward small wins (a wagging tail when you complete a daily walk).