Vittoria R.
Gen X, 50–55 · Devoted carer
the problemHer dog’s diabetes lives on paper and across apps.
“Medication, vet, food: I need one place.”
Never miss a dose
enemy no.03 · kaijū filedefeated
One pet,one app.
A social network that struggled, reborn as a smart tag and a digital health booklet, with services and a community around them.
- date
- 2023–2026
- role
- Product manager
- platform
- Web, iOS, Android
the idea
Nobody needs one more social network. Everybody with a pet needs to remember a pill, find a vet and get a runaway cat back.
The Paper Trail
Lives in a kitchen drawer.
boss stats
- 92%juggle several apps for their pet
- 54%struggle to track medication and health
who it’s for
One cares. One wants company.
Same app, opposite reasons to open it.
A calm booklet, a loud park.
Angelo P.
Millennial, 30–35 · Park regular
the problemDoesn’t know which walker to trust.
“I want owners and groomers I can trust.”
Seeks trusted paws
the process
From drawer to profile.
01 · research
Ask both ends of the leash
Pet parents and providers, across care, social and services.
- 120
- pet parents
- 30
- providers
02 · synthesis
Four piles of worries
Care, therapy, trust and company: four needs, always scattered across different tools.
03 · journey
A normal day, the worst day
The app has to feel calm at breakfast and work fast when the gate was left open.
04 · risks
Where it could trip
Four risks that shaped the design before any visuals.
05 · architecture
Five doors, one pet
Social, challenges, services and promos sit around the pet instead of competing with it.
06 · wireframe
The pet comes first
Every path starts from the pet: its face, its medal, its day.
1234- The pet A face, not a dashboard.
- The medal One tap to the PetID.
- Today The week and what’s due.
- Five doors The rest of the app.
the product
Care, find, book, share.
Care
(a booklet that remembers)
Find
(a stranger scans the tag)
Book
(trusted people nearby)
Share
(the park, in your pocket)
the blueprint
The whole structure.
Every path in grey first: getting in, the pet, the booklet, safety, outside, the community.
Get inwelcome to first pet
The petprofile, agenda, health
Bookletphoto in, booklet out
SafetyPetID, medal, lost
Outsidemap and bookings
Communitysocial, challenges, rewards
the real thing
Warm enough for the vet’s.
Everything around the four moments above, in colour. Big type, clear contrast, one coral for what is urgent.
Get ina photo and a name
The petprofile, agenda, food
Bookletphoto in, booklet out
SafetyPetID, medal, lost mode
Outsidemap, sitters, booking
Communitychallenges and rewards
ux decisions
Small calls, long life.
The pet is the home screen
Not a feed, not a menu: open the app, see your pet.
The finder has no app
Scan the tag, land on a page. No download between a lost pet and its family.
Coral means now
One colour is reserved for urgent things, so a lost pet never looks like a promo.
Accessible from the start
Accessibility was built into the foundation, not added on top.
lost & found
Lose the cat, find the cat.
the turning point
The social that grew a collar.
the pivot
A way in you can hold
The tag, its packaging and the in-store display gave the app a physical door.
beyond the app
I ran the product, too.
01 · the tag
A plate, not a gadget
Anodised aluminium, laser-engraved, no battery, made in Italy. Pick a sleeve and a size.
02 · the box
The box
Real pets on the front, made in Italy.
03 · stickers
Worn by owners, too
Cat Dad, Dog Mom and the B with ears. Peel one off the sheet.
04 · the pitch
A deck for brands
The best slides from the decks I designed for partner brands. Throw one, or use the arrows.
brand & system
A letter with ears.
A B with two small ears, for a screen and a tag. Teal for care, coral for what can’t wait.
aftermath
The pet is the profile.
Health, safety and services, all hanging off one card.
- 130k+
- pet lovers
A medal anyone can read.
Whoever finds the pet scans the tag and calls the family, no app needed.
The booklet left the drawer.
Therapies, visits and reminders, shared with whoever looks after the pet.